Saudi Arabia has officially kicked off its 2025 Saudi Summer campaign, Colour Your Summer, led by Minister of Tourism H.E. Ahmed Al-Khateeb. The launch event gathered over 120 public and private sector partners.
Running May to September, the program highlights six diverse destinations, from the Red Sea’s island escapes and Jeddah’s beaches to the cool highlands of Aseer, Al-Baha, and Taif. Key events include the Esports World Cup in Riyadh and dynamic cultural festivals during Jeddah and Aseer Seasons.
Backed by over SAR 300 million (USD 70 million) in private sector investment, Saudi aims to attract more than 41 million visitors across 18 countries, offering more than 600 experiences, more than 250 travel deals, and new luxury resorts like St. Regis and Desert Rock. To support the surge, more than one million extra airline seats are also being added to top destinations.
“Saudi is transforming the way the world views summer travel,” said Fahd Hamidaddin, CEO of the Saudi Tourism Authority. “These numbers reflect Saudi’s growing reputation as a world-class destination.”
Saudi Arabia welcomed a record 30 million international visitors in 2024, which is a sharp rise from the 17.5 million who visited when the kingdom first opened to global tourism in 2019.
Inbound tourism to Saudi Arabia also surged in 2023, with tourist arrivals up 64.8 percent and spending rising 44 percent compared to 2022.
Saudi Arabia is rapidly expanding its National Tourism Strategy as part of Vision 2030, aiming to diversify its economy beyond oil and position the Kingdom as a premier global travel destination.
Significant developments include the Red Sea Project, featuring 50 luxury hotels across 22 islands, and Soudah Peaks, a USD 7.7 billion (SAR 28 billion) mountain resort aiming to attract 2 million visitors annually by 2033.
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