While travelers around the world traditionally look towards European Alpine resorts, Mediterranean beaches, and Southeast Asian islands, the Kingdom is positioning itself this summer as a global summer destination with entirely different features: mountain peaks touching the mist while the world's plains burn with heat, coral islands leading luxury hospitality projects, and coastal cities whose nights turn into non-stop festivals.

And this transformation is not just promotional; the Ministry of Tourism announced that the 'Saudi Summer' program achieved record numbers in the 2025 season, as the Kingdom's destinations received more than 32 million tourists from inside and outside, a growth of 26% compared to summer 2024, while tourism spending jumped to about 53.2 billion riyals.

On a full-year basis, Saudi tourism in 2025 recorded about 123 million tourists with a record total spending of 304 billion riyals, making it one of the fastest-growing tourism industries in the world.

In this report, we monitor 7 Saudi destinations leading the scene this summer, within a national program that includes more than 140 government and private entities, and is officially led by five announced main destinations: Asir, Red Sea, Jeddah, Taif, and Al Baha, along with strongly rising stars such as NEOM and Jazan.

Asir: The Arab Alps Above the Clouds

On the Sarawat mountain range in the southwest of the Kingdom, Asir transforms every summer into the coolest haven in the Arabian Peninsula, where temperatures range between only 20 and 25 degrees Celsius, while fog envelops the highlands in the early morning hours.

The region's governor, Prince Turki bin Talal, launched the 'Asir Summer 2026' season under the slogan 'The Sky is Your Earth', with support from the Ministry of Tourism and the Saudi Tourism Authority, aiming to receive more than 3 million visitors from inside and outside the Kingdom, through more than 100 bookable experiences, with the season extending until early September.

The events are distributed between the reopening of the historic Talal Maddah Theatre, the popular Tuesday Market, along with destinations such as 'Cowboy Town', 'Sky Village', Abha Shopping Festival, and Al Wadi Resort, while the heritage village of Rijal Almaa with its colorful stone buildings and the cable car station overlooking Al Souda remain among the most prominent symbols of the region throughout the year.

Al Baha: The Quiet Mountain Oasis

For those seeking a calmer version of the mountain experience, Al Baha offers a less crowded but equally beautiful alternative. The region's municipality has been organizing since the beginning of July 2026 a series of summer events including more than 500 cultural, sports, and entertainment activities distributed across its governorates.

Raghdan Forest, located at an altitude exceeding 1700 meters above sea level and extending over about 483,000 square meters, tops the list of natural destinations thanks to its ancient juniper trees and frequent foggy views, and includes 'Bahjat Raghdan' Park and Lavender Garden, in addition to the new suspended bridge and zipline projects that enhance its recreational appeal this season.

Taif: The Bride of Summer Resorts

Taif has held the title 'Bride of Summer Resorts' for decades, thanks to its high location that gives it a moderate climate away from the heat of nearby Mecca and Jeddah. The villages of Al Hada and Al Shafa, overlooking the Sarawat mountains amid juniper forests and granite rock formations, rise above 1700 meters, where the daily average temperature in Al Shafa in summer does not exceed 24 degrees Celsius.

In addition to hiking, climbing, and horseback riding activities that visitors enjoy among the valleys, the city features huge amusement parks like 'Sparky's', and more than 900 Taif rose farms that give the region its unique aromatic identity throughout the year.

Jeddah: The Pulse of the Summer Coast

In contrast to the calm of the mountains, Jeddah transforms every summer into the most bustling and festive Saudi city. 'Jeddah Season 2026' launched in late May to extend for about three months, featuring more than 200 international and local events, targeting attracting about 10 million visitors and creating thousands of jobs.

The season combines major concerts, international theatrical performances, an international food festival featuring Michelin-starred chefs, along with daily fireworks displays and sports events along the city's Corniche. Historic Jeddah, listed as a UNESCO World Heritage site, and the Corniche extending for tens of kilometers, remain witnesses to the city's identity that combines historical depth with modern entertainment.

Red Sea Destination and AMAALA: Islands of Sustainable Luxury

The 'Red Sea' destination represents one of the most ambitious hospitality projects in the world, extending across an archipelago of more than 90 islands along the Kingdom's western coast. Luxury resorts bearing the signatures of global brands such as 'Edition', 'InterContinental', 'SLS', 'Six Senses Southern Dunes', and 'St. Regis' have already opened, as part of a first phase comprising more than 2,700 hotel units, with the number expected to reach 8,000 units upon project completion. What distinguishes the destination globally is its strict environmental commitment, as the majority of the archipelago has been designated as a nature reserve, while the opening of new resorts on Shura Island continues until the end of 2026, offering a luxury island experience that competes with the world's leading coastal destinations without compromising environmental balance.

Jazan and Farasan Islands: The South's Marine Treasure

In the far southwest of the Kingdom, Jazan offers a rare summer scene combining sea and mountain at once: from green mountain highlands, through rural farms and mango, coffee, and hot springs fields, to the coastal mangrove waterfront and walking trails in Jazan city itself. Off the coast, the Farasan Islands archipelago stands out with more than 84 coral islands extending over an area of about 1,050 square kilometers, known for its white sands, traditional coral houses, and archaeological sites such as the Portuguese Fort and the heritage village of Al Qassar, forming a pristine island experience as charming as the most famous coral islands around the world.

Data from the General Authority for Statistics and the Ministry of Tourism confirm that this momentum is not transient; tourism contributed 4.9% of GDP in 2024 with a growth of 14%, while the travel item in the balance of payments achieved a surplus of 49.4 billion riyals during 2025, constituting more than 61% of total services exports.

In the entertainment sector alone, the Kingdom recorded more than 89 million visitors during 2025, with 472 new entertainment destinations licensed, a growth of 12%, bringing the total active destinations to 975, and an overall satisfaction index of 95% based on more than 755,000 visitor responses.

From the cool mist of Asir to the warmth of the Farasan coral islands, from the luxury of the sustainable Red Sea resorts to the mountain ambition of Trojena, Saudi Arabia offers this summer an integrated tourism model that combines rare geographical diversity with massive investment in infrastructure and global hospitality.

And while traditional summer destinations around the world have monopolized travelers' attention for decades, these Saudi destinations are now establishing themselves as a real competitor with natural, cultural, and investment assets that are not easily replicated.