Saudi Arabia’s national tourism brand, ‘Saudi, Welcome to Arabia, has unveiled a new phase of its global tourism campaign titled “Where Winter Lights Up,” designed to attract travellers to the kingdom during the winter season. This campaign, part of the ongoing “This Land is Calling” initiative, aims to highlight the diverse wonders of Saudi Arabia, including Riyadh, Jeddah, AlUla, and the Red Sea, and will run from October 2024 through the end of March 2025.
With a rich calendar of events, this winter season promises a vibrant mix of sporting, entertainment, and cultural experiences that showcase the country’s heritage and hospitality. Visitors are invited to escape the chill of winter and immerse themselves in the warmth of Saudi’s sun, sea, and a series of thrilling activities.
Saudi Arabia has been increasingly recognised as a top travel destination, particularly for women seeking solo travel experiences. The kingdom’s unique geography, including stunning coastlines and vibrant cities, offers a wealth of opportunities for discovery. Highlights of the winter campaign include notable events such as Riyadh Season, AlUla Festival, and the Dakar Rally, which will bring together locals and tourists in celebration.
Riyadh Season, in particular, stands out as one of the world’s largest winter entertainment events, featuring an exciting line-up including a highly anticipated boxing match between Tyson Fury and Oleksandr Usyk, scheduled for December 21 at Kingdom Arena. The event will also showcase a new Harry Potter Experience at Boulevard Riyadh City, a significant attraction for families.
AlUla will host the Ancient Kingdoms Festival from December 8 to January 7, featuring live performances, art installations, and culinary delights that celebrate the region’s rich history. In January, the AlUla Wellness Festival will focus on holistic health and mindfulness, offering workshops and retreats in a stunning natural setting.
Moreover, the Red Sea region is set to become a luxury haven with new hotel developments, including the St. Regis Red Sea Resort and Nujuma, the first Ritz-Carlton Reserve in the Middle East. The NEOM resort of Sindalah will also welcome guests later this year, enhancing the appeal of the coastal area.
For adventure seekers, the winter season offers activities such as heritage diving and beach horse riding, as well as wellness retreats and stargazing opportunities. Saudi Arabia’s diving centres have been certified as First PADI Adaptive Dive Centers, making it an accessible destination for diving enthusiasts.
Cultural immersion is a key theme of the campaign, inviting visitors to experience Saudi hospitality through home visits and traditional cooking classes. The kingdom’s extensive visa initiatives have simplified travel, with eVisas now available for residents of 66 countries.
With 175 international destinations connected to Saudi Arabia, the campaign aims to boost tourism and showcase the kingdom’s rich cultural tapestry, promising unforgettable experiences for all who visit. The national tourism body has established a 24/7 tourist helpline for visitors seeking assistance during their stay.