As Saudi Arabia advances its strategic push to become a leading global tourism hub, the Kingdom has officially launched the Saudi Winter 2025 program. The initiative aims to attract millions of visitors through a range of cultural, entertainment, and seasonal experiences. The move aligns with Vision 2030, Saudi Arabia’s long-term economic diversification strategy, which seeks to elevate the Kingdom’s global tourism profile and reach 150 million visitors by the end of the decade.

The program was unveiled on Sunday at a ceremony in Riyadh, led by Ahmed Al-Khateeb, Minister of Tourism and Chairman of the Board of Directors of the Saudi Tourism Authority. The event, attended by more than 120 private sector partners, featured a comprehensive presentation of the program, themed “Winter is Alive.”

The launch unveiled the Events Calendar and highlighted key winter tourism destinations, including Riyadh, Diriyah, AlUla, and Al-Khobar. The initiative features more than 1,200 tourism products and over 600 exclusive offers, with activations running in phases through the first quarter of 2026.

Notable additions to this year’s program include live concerts, cultural performances, theatrical productions, poetry nights, and beachside activities in Al-Khobar. High-profile events such as the AlUla Wellness Festival, the World Rally Championship, the F1H2O UIM World Championship in Jeddah, a collaboration with MrBeast, and the WWE Royal Rumble during Riyadh Season are also part of the lineup.

Speaking at the launch, Al-Khateeb said, “The launch of Saudi Winter 2025 presents a new opportunity to further position Saudi Arabia as a leading global winter destination.” He added, “The program builds on the achievements of the past five years in the tourism sector, particularly the growth in visitor numbers and spending, in line with the Kingdom’s Vision 2030, which targets 150 million visitors by 2030.”