Saudi Tourism Introduces Summer 2025 Programme: ‘Colour Your Summer’

The Saudi Tourism Authority (STA) declared that the Saudi Summer 2025 Programme would begin with the tagline ‘Colour Your Summer.’ Over four months, ending in late September, the Programme will be held in six distinct tourist locations.

Moreover, more than 600 tourism experiences and 250 exclusive deals are available this year for a range of traveller demographics, including families with young children, adventurers, luxury and leisure travellers, and those interested in culture and history.

During a workshop hosted by the Saudi Tourism Authority two days ago, Ahmed Al-Khateeb, the Minister of Tourism and Chairman of the Board of Directors, introduced the Programme. The Saudi tourism ecosystem, public and private sector partners, and a group of opinion leaders, influencers, and media professionals were all present at the workshop.

In addition, the goal of this workshop is to increase collaboration and integration between all parties involved in the summer and to coordinate efforts to increase professionalism and coordination. This will help the Programme achieve its goals and maximise its impact on the economy and tourism.

The Saudi Summer Programme: A Whole Travel Adventure

Along with Jeddah and Riyadh, the Saudi Summer Programme will debut in six additional diverse tourist destinations: Asir, Al-Baha, Taif, and new locations on the Red Sea. The beaches and resorts in these locations stand out due to their moderate climate, stunning scenery, highlands, and cool weather.

The Electronic Sports World Cup (EWC) will take place in Riyadh from July to August, marking a significant event in this year’s Saudi summer, alongside numerous other events, activities, programmes, and deals during the Asir and Jeddah seasons.

His Excellency the Minister of Tourism, Ahmed Al-Khateeb, stated on this occasion: “Every year, we look forward to gathering with our partners in the Saudi tourism system to coordinate efforts and share common goals. We are happy to see that the private sector is actively contributing over 300 million riyals to summer 2025 preparations, attracting tourists worldwide and fostering a thriving domestic tourism movement in the Kingdom’s unique locations.”

Al-Khatib continued: “Summer presents a significant opportunity for tourism operators and workers to attract over 41 million visitors from 18 nations and generate over 73 billion riyals in spending. This summer’s potential to set new records and double achievements demonstrates the Kingdom’s growing status as a year-round international travel destination.”

According to Fahd Hamidaddin, CEO and Board Member of the Saudi Tourism Authority, “The Saudi Summer 2025 Programme, partnering with 120 partners, promises a larger and more cohesive season, showcasing the Kingdom’s status as a world-class travel destination.”

“Over 600 tourism products and experiences will be introduced this summer, more than five new beaches in Jeddah, international resorts like St. Regis and Desert Rock, and new Red Sea destinations like Sheybarah and Umahat. With over a million airline seats added, boosting air connectivity.”

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“Colour Your Summer” Slogan

With its assortment of colours, the ‘Colour Your Summer’ tagline captures the variety of the Kingdom’s tourism offerings and caters to the desires of different types of travellers. Along with international events and activities, unique deals, and numerous tourism products, these include mountain and marine destinations throughout the Kingdom.

Besides, an important collaborator in the success of tourism initiatives, programmes, and seasons is the private sector. To empower it, the Saudi Tourism Authority is eager to increase demand for goods, deals, and packages that satisfy the desires of travellers from all over the world.

In conclusion, because it greatly contributes to diversifying the national economy and lowering reliance on oil, the tourism industry is a key pillar for accomplishing the objectives of the Kingdom’s Vision 2030. First introduced in 2021, the “Saudi Summer” Programme is a significant step in this direction.

Its goal is to enhance the Kingdom’s standing as a world-renowned travel destination that draws tourists worldwide by planning various events and activities that showcase the Kingdom’s natural and cultural diversity. Additionally, the Programme helps to develop the non-oil economy, stimulate the private sector, support domestic tourism, and draw investment to this crucial industry.

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