600 tourism products and experiences...

New beaches, resorts and events promote kingdom as year-round destination

Saudi Tourism Authority (STA) has launched the ‘Colour Your Summer’ campaign that includes 600 new tourism products, from beaches in Jeddah to resorts such as Desert Rock, where villas are carved into a volcanic valley millions of years old,

The Saudi Summer programme runs until September 2025 and offers six distinct destinations including the cooler coastal escapes in Jeddah and the Red Sea (pictured), and mountains of Taif, Al-Baha and Aseer.

Events include the Esports World Cup in Riyadh, taking place from July to August, and the Jeddah and Aseer Seasons, offering an array of activities throughout the summer. Aseer Season returns with live performances, arts and family-friendly activities that showcase Saudi culture in the cool highlands.

The Aseer region

His Excellency Ahmed Al-Khateeb, Minister of Tourism and Chairman of the Board of STA, said the aim for this year was to attract more than 41 million visitors from 18 countries and reach SAR73 billion (US$19.5 billion) in tourism spending, while boosting Saudi’s growing reputation as a year-round tourism destination.

This comes after STA showcased Saudi’s summer destination credentials at Arabian Travel Market (ATM) 2025, with a focus on targeting markets in the Middle East, Africa and Asia Pacific.

STA is working with more than 120 partners, including airlines Saudia, Flynas and Flyadeal that are adding one million seats to domestic summer destinations in 2025.

“Saudi is transforming the way the world views summer travel,” said Fahd Hamidaddin, CEO of the STA.

“From the pristine islands of Shebara and Umhat along the Saudi Red Sea, iconic new luxury resorts like St Regis and Desert Rock, and five stunning new beaches in Jeddah, alongside the refreshing mountain retreats of Aseer, Taif, and Al-Baha with their unique charm and diverse activities, Saudi is transforming every visit into a vibrant highlight reel of summer.”

Shebara was recently named on TIME magazine’s 'World's Greatest Places' list for 2025, highlighted for its “futuristic design”, which stands out amid a flurry of high-profile openings in the kingdom’s Red Sea development, according to TIME.

Shebara in Saudi Arabia

More than 17 hotels and resorts are expected to open in the kingdom this year, from world-class properties on Shura Island to wellness resorts at new destination Amaala.

Famed for its fragrant roses and perfume factories, key attractions in Taif include Al Hada Mountain, with its long cable car ride and trails, plus the Al Kar Tourist Village featuring a water park, and the Camel Festival in August.

AlUla, the luxury heritage destination in north-western Saudi, also has a more temperate climate, and has announced its 'Summer Untold' programme with special rates on stays and experiences.

Saudi Arabia welcomed 116 million visitors in 2024, an increase of 6.4% compared with 2023, and aims to reach 150 million by 2030.

For more information, visit www.sta.gov.sa/en

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