Saudi Arabia targets 4.1 million...

Six destinations identified to position kingdom as year-round destination

Saudi Arabia’s new ‘Color Your Summer’ tourism campaign is aiming to attract 4.1 million visitors and tourism spend of SAR73 billion (US$19.5 billion), according to Saudi Tourism Authority (STA).

The summer campaign, launched recently with 600 new tourism products and running until September 2025, aims to position Saudi as a year-round destination and is supported by increased air connectivity.

More than 1 million additional domestic flights have been added over summer set, improving access to hotspots such as The Red Sea, coastal city Jeddah (pictured) and the cooler mountain regions of Taif, Al-Baha and Aseer.

Saudi Tourism Authority has identified six key destinations for the campaign, from the mountains to the coast.

The mountain region of Aseer’s Summer Season will have culture, music and art events including the Al-Muftaha Village, where visitors can experience cooler temperatures, allowing them to participate in outdoor activities while exploring the ancient Saudi communities.

Aseer region in Saudi

The Aseer Province is known for its juniper forests and the Jabal Soodah peak, the highest in the country at 3,015 metres.

The kingdom’s capital Riyadh will have cultural festivals, art events and a host of family-friendly entertainment and will also host the Esports World Cup in Riyadh, from July to August, which will feature 2,000 professional players and 200 clubs from more than 100 countries.

Historic Diriyah, the birthplace of the kingdom on the outskirts of Riyadh, includes Unesco-listed At-Turaif and Bujairi Terrace with its mix of local and international restaurants and retail, plus events taking place throughout the summer months.

The Red Sea is gaining international awareness for its futuristic developments and signature resorts, including Shebara within its metallic over-water villas that saw it named on Time’s World's Greatest Places list for 2025. With five resorts already open and more to come this year, The Red Sea is making a name for itself as a must-visit destination.

Shebara on the Red Sea

Jeddah on the Red Sea coast will be a draw for beach lovers and has a diverse range of watersports, including diving, plus a host of luxury hotels and high-end experiences. Al-Balad Hospitality’s boutique hotel collection in Jeddah was also named among Time’s World’s Greatest Places.

The historic mountain city of Taif relies on its natural beauty and soaring peaks as well as traditional attractions like Arruddaf Park and bustling souqs for an authentic Saudi experience.

The lesser-known Al-Baha boasts the Raghadan Forest, with traditional villages reached by wooded trails for an eco adventure.

The kingdom attracted 116 million domestic and foreign tourists in 2024, including a record 30 million inbound tourists, an 8% increase over 2023. The kingdom aims to reach 150 million visitors by 2030.

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