Saudi Arabia’s “Color Your Summer” 2025 tourism campaign is in full swing, offering a wide range of experiences for travelers. If you have clients looking to experience the Saudi summer at the last moment, we have some suggestions and ways for you to consider to attract more interest.

But first, let’s recap what the campaign is about:

The campaign, running until the end of September, aims to welcome 41 million travelers and inject SAR 73 billion (USD 19.5 billion) into the tourism economy. This isn’t just any summer promo. It’s one of the Kingdom’s boldest travel pushes yet, backed by SAR 300 million in private sector support and packed with incredible experiences across the six destinations of Riyadh, Jeddah, the Red Sea Islands, Taif, Al-Baha, and Aseer.

In Aseer, you’ll find a cool escape into the mountains with the return of the popular summer program featuring Al-Muftaha Village, the spectacular Plato event, and a beautiful fusion of heritage and nature.

Over in Riyadh, the city is levelling up with the 2nd Esports World Cup, plus cutting-edge art, live entertainment, and cultural surprises around every corner.

Jeddah and the Red Sea Islands are making waves with brand-new luxury beach resorts and eco-luxe getaways on Sheybarah and Ummahat Islands. Picture crystal-clear waters, marine adventures, and must-see shows like Circus 1903.

For clients are after a cooler breeze and scenic calm, Taif is blooming with rose gardens, historic souqs, and serene highland spots like Al-Shafa and Al-Hada. Or consider unplugging and unwinding in Al-Baha, where misty forests, peaceful trails, and lush valleys offer the ultimate reset for nature lovers and wellness seekers.

Across the board, travellers can look forward to over600 curated experiences and 250+ exclusive summer offers, all made even more accessible with the more than one million additional domestic flights.

Some opportunities for travel agents and tour operators

As travel planning resumes, agents and operators can capitalise on Saudi Arabia’s Summer 2025 campaign by offering bespoke experiences that showcase the destination’s unique culture and attractions. Here are some suggestions for consideration:

1. Themed summer packages

• Leverage the “Color Your Summer” theme to curate multi-destination itineraries: e.g., luxury Red Sea retreats + esports in Riyadh + cultural mountain escapes in Taif/Aseer.
• Bundled experiences with wellness, adventure, luxury, and family fun, highlighting campaign-offered discounts.

2. Partner up for exclusive offers

• Partner up with STA-approved hotels/resorts to access 250+ special promotions for clients.
• Facilitate add-ons like esports tickets, local festival entries, guided hikes, or marine tours, gaining a commission boost and differentiated inventory.

3. Segmented marketing for niche audiences

• Wellness seekers: Consider the Al-Baha forests, Taif rose retreats, spa‑resorts in Red Sea and Riyadh.
• Adventure travellers: Tailor summer mountain packages featuring guided trails in Aseer and Al-Baha.
• Families & culture lovers: Look into kid-friendly beach resorts in Jeddah, traditional events in Aseer, and heritage tours in Taif.

4. Group travel & DMC collaboration

• Organise group travel for Esports World Cup attendees, with options for corporate hospitality.
• Work with DMCs to ensure seamless local logistics, domestic flights, transfers, leveraging expanded connectivity.

5. Highlight sustainability & eco-stays

• Focus on eco-conscious luxury offerings on Sheybarah and Ummahat Islands.
• Partner with sustainable resort brands to promote mindfulness travellers, and boost higher-margin sales.

6. Leverage digital marketing with STA Assets

• Use official visual assets and branding (“Color Your Summer”) for more authentic campaigns.
• Optimise SEO and ads aimed to woo the key 18 market countries.

Keep in mind the current visa restrictions and travel advisories when planning trips for your clients. Ensure they meet the necessary requirements and stay informed about local conditions to make the most of their Saudi summer experience.

Meanwhile, the General Authority of Civil Aviation (GACA) in Saudi Arabia and the UK Government have signed a one-stop security agreement, streamlining security procedures for transit passengers at Saudi airports. Passengers travelling from UK airports via Saudi Arabia will no longer require security screening during transit, as procedures completed in the UK will be recognised in Saudi Arabia. This agreement aims to reduce wait times, improve airport efficiency, and enhance the passenger experience.

Click here for the full Saudi “Color Your Summer” calendar.

Also read:

Saudi Travel Guide: Essential Information
Is it safe for solo women to travel saudi?
The ultimate guide to UNESCO Heritage Sites in Saudi Arabia
Your city guide to Riyadh
Your city guide to Riyadh