Saudi’s national tourism brand, “Saudi, Welcome to Arabia”, has launched their “Where Winter Lights Up” campaign, inviting travellers to discover the wonders of the Kingdom during the winter season.
The second phase of its iconic global tourism campaign, “This Land is Calling“, the campaign encourages visitors to explore various destinations including Riyadh, Jeddah, AlUla, and the Red Sea via a series of events running from October to Q1 of 2025.
From sporting and entertainment events to immersive cultural and heritage experiences, Saudi Arabia is inviting travellers to escape the chill and indulge in a warm and eventful getaway.
The Saudi Winter Program
- Riyadh Season: A season of festivals and events in Kingdom’s capital
- Diriyah Season: Discover the birthplace of the Kingdom
- AlUla Season: Explore the ancient city of AlUla
- Madinah Season: Experience the spiritual city of Madinah
- Jeddah Calendar: A year-round calendar of events in the vibrant coastal city
- Dakar Rally: The world-famous rally racing event
- MDL Beast: A music festival featuring global and local artists
- Saudi Cruise: Explore the Red Sea on a luxurious cruise
- Islamic Arts Biennale: A showcase of Islamic art and culture
Riyadh Season
This year’s Riyadh Season promises to be the biggest and best yet, with 14 zones across the city. Highlights include:
- Boulevard City from 28 October, featuring stand-up comedy with Martin Lawrence on 18-19 October;
- WWE Crown Jewel 2024 on 2 November;
- The Venue October 28 with Hosting Six King Slam on 16, 17 and 19 October;
- Boulevard World from 1 January featuring more than 300 restaurants, cafes, and 1,400 shops;
- BLVD Runway from 28 October, where visitors can enjoy a meal inside a transformed Boeing 777 aircraft;
- Wonder Garden 15 November 15, featuring more than 60 theatrical shows and games in a magical garden setting;
- Almuraba National Museum’s Christian Dior, Designer of Dreams exhibit, where visitors can discover more than 500 archived couture dresses from the fashion house, running 21 November – 2 April 2025; and
- The Kingdom Arena with the IV Crown Showdown boxing event taking place on 12 October.
AlUla
AlUla is a treasure trove of natural beauty and ancient history offering all sorts of experiences including:
- Ancient Kingdoms Festival from 8 Dec 2024 – 7 Jan 2025), where visitors can explore the region’s rich cultural heritage;
- AlUla Wellness Festival from 18 – 20 Jan 2025, specially designed to rejuvenate one’s body and soul; and
- All Day I Dream experience on 1 Mar 2025, where participants can enjoy a day of music, art, and community.
Red Sea
Saudi’s Red Sea coastline is dotted with luxury hotels and resorts, offering some pretty special experiences:
- St. Regis Red Sea Resort, where guests can unwind in style on the pristine beaches of Ummahat Islands;
- Nujuma, the first Ritz-Carlton Reserve in the Middle East, offering sheer luxury and exclusivity; and
- NEOM resort of Sindalah, a leader in sustainable tourism.
While exploring the Kingdom, visitors are also encouraged to enjoy the wide range of nature experiences on offer including stargazing, beach horse riding along the Red Sea, heritage diving and all sorts of watersports.
For culture vultures, some of the highlights not to miss include:
- Riyadh’s At-Turaif for the ancient history of the Saudi capital;
- Historic Jeddah’s narrow streets of the old city;
- Al Ahsa Oasis, one of the world’s largest oases; and
- authentic Saudi hospitality
Sports enthusiasts will no doubt be looking forward to international events including Formula 1 Saudi Arabian Grand Prix in April 2025; as well as the Spanish and Italian Football Cups in January 2025.
While encouraging travellers to experience the enhanced Saudi Winter Program featuring triple the number of international and niche activities, Fahd Hamidaddin, STA CEO and Board Member, highlighted the Saudi tourism sector’s impressive growth, fueled by public-private collaboration.
To learn what’s in store, visitors are encouraged to head to the “Spirit of Saudi” platform, which offers various packages, exclusive discounts, and over 50 special offers in collaboration with private sector partners.
In terms of entry into the Kingdom, Saudi Arabia has an eVisa program for 66 countries, and several visa options for GCC residents visa.
