Saudi Arabia targets 4.1 million visitors with summer campaign

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.