The 2025 edition of the Saudi Summer programme, launched under the line 'Color Your Summer' at a Riyadh workshop with more than 120 tourism partners. It ran May to September across six destinations from Jeddah and the Red Sea to Taif, Baha and Asir, hung on the Esports World Cup and the Jeddah and Asir seasons, and carried more than 600 products and 250 offers against a target of 41 million visitors from 18 countries.