Saudi Arabia plans to attract 41 million tourists by summer 2025

Saudi Arabia is welcoming the summer of 2025 in style, officially launching the ambitious ‘Saudi Summer 2025’ campaign under the catchy slogan ‘Color Your Summer’. Aimed at attracting a whopping 41 million domestic and international tourists, the initiative offers a wide range of cultural, entertainment and adventure activities across six key destinations until the end of September. Tourism spending under the campaign is expected to exceed SAR 73 billion (US$19.5 billion), highlighting the ambitious nature of the project. As part of the country’s Vision 2030, the campaign aims to cement Saudi Arabia’s position as a leading global tourism destination by showcasing its breathtaking natural landscapes, rich cultural heritage and cutting-edge entertainment.

This year’s programme promises unforgettable experiences, offering over 600 unique experiences and tourism products across the Kingdom. Key destinations include the Asir region, which offers a blend of culture, art and adventure against a backdrop of mountainous landscapes and ancient settlements; Riyadh, which hosts the prestigious Esports World Championship (EWC) and a host of other cultural and entertainment events; and Jeddah, which offers luxury beach resorts and seaside activities on the Red Sea coast. Each region offers a unique set of experiences, from mountain trekking and diving to major sporting events and cultural festivals, making Saudi Summer 2025 attractive to a wide range of travelers.

The Red Sea reveals its hidden secrets: the islands of Sheibara and Ummahat, previously inaccessible to the general public, are opening their doors to a world of ultra-luxury, eco-friendly holidays for the first time. White beaches are washed by azure waters that hide coral reefs, and sustainable resorts blend harmoniously into the pristine nature. This exclusive experience is in line with Saudi Arabia’s ambitious vision for luxury tourism.

Meanwhile, Taif, with its cool mountain air and the scent of its famous roses, beckons travelers to Arruddaf Park, colourful traditional markets and the mist-shrouded peaks of Al Shafa and Al Hada. The city is a haven for lovers of nature, history and rich cultural heritage. Al Baha, meanwhile, showcases the scenic beauty of the Raghadaan Forest, offering tranquil walks along misty trails, historical villages and lush green valleys. It is the perfect destination for explorers and wellness enthusiasts seeking to reconnect with nature.