This summer, Saudi Arabia showcased the strength of its growing tourism sector, attracting a record-breaking 32 million visitors. The Saudi Summer 32M visitors campaign was a significant contributor to this success, generating an impressive SR 53.2 billion (about US$14.2 billion) in spending. This marks a 26% increase from 2024, signaling the Kingdom’s successful push to become a global tourism hub.
What Made Summer 2025 So Special?
The success wasn’t by accident. A mix of smart planning, exciting experiences, and regional appeal came together to make Saudi’s summer shine:
- The campaign theme “Colour Your Summer” brought six destinations into the spotlight — from Jeddah and the Red Sea coast to Taif, Al-Baha, and Aseer. Each offered something unique, whether beaches, mountain escapes, or cultural adventures.
- Regional tourism boomed, especially in Aseer, which saw nearly 50% more visitors from GCC countries than the year before.
- Events pulled the crowds in, with Jeddah Season, Aseer Season, cultural festivals, and global showcases like the Esports World Cup creating non-stop buzz.
- Saudi Vision 2030 tied it all together, making sure that this growth isn’t just seasonal but part of a long-term plan for sustainable tourism.
Why It Matters
This surge isn’t just about numbers — it’s about impact:
- For local businesses, it means more revenue, more jobs, and more opportunities.
- For Saudi’s economy, it’s a step further in reducing reliance on oil and diversifying growth.
- For travelers, it shows Saudi is becoming a must-visit destination with something for everyone — from family-friendly festivals to adventure tourism and luxury stays.
- And for smaller destinations like Al-Baha and Aseer, it’s proof that Saudi Arabia is more than just big cities and deserts — it’s also mountains, greenery, and cultural heritage.
What’s Next?
Saudi Arabia isn’t stopping here. The winter season is already in the works, promising new events, cultural experiences, and international festivals to keep momentum going. But as tourism grows, so does responsibility — building infrastructure, training staff, and focusing on sustainability will be key to keeping the experience world-class.
Final Word
Saudi Summer 2025 was more than just a tourism campaign — it was a statement. With millions of visitors, billions in spending, and glowing feedback from across the region, Saudi Arabia is showing the world that it’s ready to compete with the best global destinations.
For travelers, it means unforgettable experiences. For businesses, it means opportunity. And for the Kingdom, it’s another step closer to the bold vision of 2030.
BM Events: Supporting Saudi’s Tourism Growth
At BM Events, we take pride in being the best manpower staffing solutions provider, trusted by clients across the Middle East for our reliability and professionalism. As a leading event staff hospitality agency, we deliver tailored event staffing services that ensure every occasion runs smoothly — from corporate gatherings to large-scale festivals. With years of expertise in events manpower, our teams are trained to meet the highest hospitality standards, helping brands create seamless and memorable guest experiences.
Partner with BM Events today and discover how our staffing solutions can elevate your next event.
