Saudi Arabia is painting its summer with bold strokes. Launched by Minister of Tourism Ahmed Al-Khateeb in Riyadh, the “Colour Your Summer” campaign is the country’s most ambitious seasonal tourism initiative to date. Running from May to September 2025, the program aims to attract over 41 million visitors, offering an expansive blend of coastal escapes, mountain retreats, cultural festivals, and international events.
The announcement, made during a high-level workshop hosted by the Saudi Tourism Authority (STA), brought together more than 120 stakeholders from across the Kingdom’s tourism ecosystem — from ministries and city municipalities to private developers, hospitality brands and entertainment organizers.
A Country-Sized Calendar of Experiences
This summer’s campaign is built around six key destinations, each selected for its unique seasonal appeal. These include the cosmopolitan shores of Jeddah and the untouched coastlines of the Red Sea; the lush mountain cities of Taif, Baha, and Asir, which offer cooler temperatures and panoramic trails; and Riyadh, which will host the Esports World Cup in July and August — a flagship event drawing global gaming audiences.
Beyond the marquee names, the program includes more than 600 tourism products and experiences, along with 250 exclusive offers. Highlights range from luxury stays at new resorts like St. Regis Red Sea and Desert Rock to beach launches in Jeddah, and guided adventures on the pristine islands of Shebara and Umhat.
According to Fahd Hamidaddin, CEO of STA, the diversity is intentional. “Saudi is redefining how the world views summer travel,” he said.
A Billion-Riyal Boost
The campaign also reflects a growing confidence in the private sector’s role in shaping Saudi’s tourism economy. Minister Al-Khateeb confirmed that this year, private sector partners have already invested over SAR 300 million to support summer activations, infrastructure, and service enhancements.
“This year, we are encouraged to see the private sector contributing more than SR300 million in preparation for what promises to be an incredible summer,” he said. “With its rich culture and breathtaking diversity, Saudi Arabia continues to inspire travellers from around the world while fuelling a vibrant domestic tourism scene.”
The economic targets are just as ambitious. The STA expects tourism spend to reach SAR 73 billion by the end of the summer season, a figure that underscores the sector’s growing weight in the national economy.
Al-Khateeb also emphasized that summer is an opportunity to innovate and to cement Saudi’s place on the global tourism map.
A Campaign That Matches Its Name
From the visual branding to the destination mix, “Colour Your Summer” is a campaign rooted in contrast and variety. It speaks to the Kingdom’s vast geographic and cultural diversity — where coral reefs meet mountain plateaus, and futuristic resorts neighbour UNESCO heritage sites.
The campaign’s storytelling will be backed by promotional efforts in 18 international markets, targeting both new and returning travelers. Each destination will have its own spotlight, but all will be united under the banner of experience-led tourism — from food and wellness to adventure and family activities.
