Saudi confirms record-breaking numbers of tourists over Summer 2025, welcoming more than 32 million domestic and international tourists – a 26% year-on-year increase from 2024. Visitors spent big too, with total expenditures hitting SR53.2 billion ($14.2 billion) - up 15% year-on-year.
Spotlight on Aseer
One of the standout regions was the southern highlands of Aseer, where visitor numbers rose by an incredible 49%. With its cooler temperatures, lush juniper forests and dramatic peaks, Aseer has become a go-to summer escape for hikers and nature-lovers. From Al Soudah, Saudi’s highest mountain at 3,000m, to UNESCO-recognised villages like Rijal Almaa, the region blends nature, culture and adventure.
Year-round promise
The momentum isn’t set to stop here, Saudi is already preparing for an unforgettable Winter season. The season officially kicked off with the launch of Saudi’s latest global campaign starring Cristiano Ronaldo, announcing the Unreal Events Calendar and underscoring Saudi’s growing role as the world’s sports and entertainment hub. The video sets the tone for a season where every experience is designed to make you “Stay for More”, blending global icons with local culture.
From sports showdowns to cultural festivals and brand-new attractions, there are many compelling reasons to explore Saudi this year, including the WTA Finals, bringing the world’s top female tennis players to Riyadh, the Riyadh Comedy Festival, which will showcase international stand-up stars and the AlUla Wellness Festival, where visitors can immerse themselves in yoga, mindfulness, and holistic experiences against a spectacular desert backdrop. And not to be missed is Riyadh Season, the Saudi’s flagship entertainment extravaganza, filled with concerts, shows, attractions and cultural experiences on a world-class scale.
