Tourism Minister Starts Tour of Saudi Summer Program Sites in Taif
RIYADH: Tourism Minister Ahmed Al-Khateeb, who is also chairman of the Saudi Tourism Authority, has started his official field tours to the sites included in the Kingdom’s Saudi Summer program, starting with Taif governorate.
The summer campaign, launched in May under the theme “Color Your Summer,” runs through September and is calling on people to travel to vibrant destinations around the Kingdom—to Jeddah’s Red Sea coastal retreats, Taif, Baha, and Asir’s high-altitude resort locales. The campaign includes more than 250 special offers in collaboration with more than 200 private sector partners.
During his visit to Taif, Al-Khateeb led a team of senior Ministry of Tourism officials as well as officials from the hospitality industry. They toured the region’s most prominent tourism sites, assessed the quality of services, and experienced visitor interactions first-hand.
Taif’s natural beauty and soothing summer weather, Al-Khateeb said, made it a valuable destination within the Kingdom and the region, noting its increasing significance as a top destination across the Kingdom and the region.
Recent tourist statistics confirm Taif’s increasing popularity, as more than 3.6 million domestic and foreign tourists flocked to the city in 2024—a 9 percent growth from last year. The tourist expenditure hit SR3.4 billion ($906 million), and 266 tourism licenses were granted.
At the start of the program in May, Al-Khateeb said: “This year, we are aiming for more than 41 million visitors from 18 countries and overall tourism spending worth SR73 billion. These estimates reflect Saudi Arabia’s ascendant position as a global-class destination with exceptional year-round experiences nobody can ever forget.”
The total Saudi objective is to receive 150 million visitors by 2030 by investing in infrastructure, simplifying travel, offering variant experiences, and ease of movement.
Part of Saudi Summer is a series of special events in various regions:
Asir is presenting its musical and cultural identity with musical performances and events in Al-Muftaha Village and the Plato Festival, accompanied by hiking up mountains and outdoor adventures.
Riyadh welcomes the second Esports World Cup (July 8 – Aug. 24), along with cultural exhibitions and live shows in the capital.
Jeddah opens its seafront luxury resorts to guests, with marine sports, family entertainment, City Walk experiences, and live shows like Circus 1903.
Saudi Arabia’s Red Sea luxury chain consists of Sheybarah and Ummahat Islands, with stunning beaches, coral reefs, and luxury maritime experiences.
Taif, the minister’s first destination, welcomes guests with cool breezes, blooming Taif roses in Arruddaf Park, souks, and orchards of emerald. The Al-Shafa and Al-Hada mountain ranges offer a wizardly fog-shrouded haven filled with history and heritage.
Baha offers dramatic scenery ranging from towering summits to tranquil valleys, particularly in Raghadan Forest a nature lover’s paradise.
Al-Khateeb’s visit was an indication of the government’s continued efforts to promote domestic and foreign tourism as part of the Vision 2030 diversification strategy.
