Riyadh : His Excellency the Minister of Tourism and Chairman of the Board of Directors of the Saudi Tourism Authority, Mr. Ahmed Al-Khatib, sponsored a workshop for the “Saudi Summer 2026” program, organized by the Saudi Tourism Authority.
The workshop brought together more than 140 partners from the public and private sectors. During the session, participants reviewed the program’s features, which will be delivered this year under the slogan “Our Summer, Our Way.”
The discussion focused on opportunities to strengthen integration across the tourism ecosystem and highlighted new tourism products planned for the summer season. These offerings include hospitality facilities, travel and tourism companies, event organizers, and entertainment and shopping destinations, with the aim of providing varied choices to serve different visitor segments.
In his remarks, His Excellency emphasized that the workshop reflects the Ministry’s and the Saudi Tourism Authority’s ongoing approach to building an effective partnership with the private sector. He noted that the program’s success depends on coordinated efforts among all stakeholders in the tourism value chain.
He also explained that the annual meetings with industry partners are intended to showcase tourism products on a unified platform, expanding their reach to targeted tourist segments while addressing key challenges to ensure a comprehensive and exceptional visitor experience.
His Excellency further stated that the private sector plays a central role in delivering the season, underscoring the Ministry and Authority’s commitment to support and empower it to provide high-quality tourism products and services aligned with the expectations of tourists inside and outside the Kingdom.
For his part, Fahad Hameed Al-Din, CEO and Board Member of the Saudi Tourism Authority, affirmed the Authority’s commitment to holding the workshop annually. He highlighted its role in strengthening cooperation, unifying visions, integrating efforts at all stages of implementing the summer program, and supporting promotional initiatives that help attract visitors during the season.
He added that active participation by the private sector demonstrates its pivotal contribution to supporting tourism initiatives and developing tourism experiences throughout the year.
Saudi Summer 2026 will be rolled out under the slogan “Our Summer, Our Way,” featuring diverse tourism products across the Kingdom’s most prominent summer destinations, including Asir, the Red Sea, Jeddah, Taif, and Al-Baha. The program will include activities and events designed for a wide range of visitor groups, with a special focus on children during summer vacation with their families, as well as groups offering flexible options that blend entertainment, nature, culture, and seasonal activities.
