Saudi Tourism Authority Concludes Workshop on Saudi Winter 2026 Program

The Saudi Tourism Authority (STA) concluded a national workshop in Riyadh on October 21, 2026, bringing together more than 100 public- and private-sector partners to finalize preparations for the Saudi Winter 2026 program. Held under the patronage of Minister of Tourism Ahmed Al-Khateeb, the session focused on strengthening coordination across the tourism ecosystem and ensuring the Kingdom is ready to welcome visitors from around the world during the upcoming winter season. The workshop was announced through official Saudi channels, including the Saudi Press Agency (SPA), underscoring the government’s commitment to transparency and partnership-driven delivery. As Saudi Arabia continues to position tourism as a pillar of its economic transformation, the gathering signals a coordinated national effort to deliver a seamless, diverse, and memorable experience for every visitor.

The workshop explored opportunities for integration and cooperation among tourism-sector partners and related industries, aiming to enhance the sector’s readiness and deliver a comprehensive experience tailored to different tourist segments. It also featured presentations of new tourism products and exclusive offers from hotels, hospitality facilities, travel and tourism companies, event organizers, and entertainment and shopping destinations. These offerings are designed to diversify options for tourists and enhance the appeal of Saudi destinations throughout the winter season. With more than 1,800 tourism products on offer, the program reflects a maturing domestic tourism industry capable of competing on the global stage while celebrating the Kingdom’s unique cultural and natural heritage.

Context and Background

What does it take to transform a vast and diverse country into a world-class winter destination? For Saudi Arabia, the answer lies in meticulous planning, cross-sector collaboration, and a clear strategic vision. The Saudi Winter program, now in its sixth year, has evolved from a seasonal initiative into a flagship component of the Kingdom’s tourism strategy. The program spans key destinations including Riyadh, AlUla, Al-Qassim, Hail, Jeddah, Al-Khobar, Al-Ahsa, Madinah, and the Red Sea, each offering a distinct blend of entertainment, nature, culture, and heritage experiences. This geographic spread ensures that visitors can explore the Kingdom’s contrasts—from the ancient rock formations of AlUla to the modern skylines of Riyadh and Jeddah, and from the Red Sea’s pristine coral reefs to the traditional markets of Al-Ahsa.

The workshop’s timing is strategic. As global travel demand rebounds and competition among destinations intensifies, Saudi Arabia is leveraging its winter season—when much of the Northern Hemisphere experiences colder temperatures—to attract travelers seeking warm-weather escapes, cultural immersion, and adventure. The Saudi Tourism Authority has been working diligently to build awareness in key source markets across Europe, Asia, and the Americas, highlighting the Kingdom’s unique offerings. The participation of more than 100 partners, including government agencies, hotel groups, tour operators, and event organizers, demonstrates the whole-of-nation approach that underpins Vision 2030’s tourism ambitions. This collaborative model ensures that every element of the visitor journey—from visa processing to accommodation, transportation, and activities—is aligned to deliver a seamless experience.

Moreover, the workshop reflects the STA’s commitment to continuous improvement and responsiveness to market feedback. By bringing together diverse stakeholders, the authority can identify gaps, share best practices, and innovate in real time. This agility is essential in a sector where consumer preferences evolve rapidly and where digital platforms play an increasingly central role in trip planning. The discussions in Riyadh are therefore not just about the upcoming season but about building a resilient, sustainable tourism ecosystem that can thrive for decades to come.

Key Details

What specific measures are being taken to ensure the Saudi Winter 2026 program exceeds expectations? At the heart of the workshop were presentations of new tourism products and exclusive offers from a wide range of partners. Hotels and hospitality facilities unveiled packages designed to cater to different budgets and preferences, from luxury resorts to boutique stays. Travel and tourism companies introduced curated itineraries that combine iconic landmarks with off-the-beaten-path experiences, allowing visitors to discover the Kingdom’s hidden gems. Event organizers showcased a calendar of concerts, festivals, and sporting events, while entertainment and shopping destinations highlighted seasonal promotions and family-friendly activities. These offerings aim to diversify options for tourists and enhance the appeal of Saudi destinations during the season.

The program’s more than 1,800 tourism products span multiple categories, including adventure tourism, cultural tourism, wellness retreats, and culinary experiences. In AlUla, visitors can explore the Nabataean tombs of Hegra, a UNESCO World Heritage Site, or take part in stargazing events in the desert. Riyadh offers world-class entertainment at venues like Boulevard City and Diriyah Gate, alongside cultural performances at the National Museum. Jeddah’s historic Al-Balad district, another UNESCO site, provides a glimpse into the Kingdom’s maritime history and vibrant arts scene. On the Red Sea coast, luxury resorts and diving expeditions showcase the region’s biodiversity. In Al-Qassim and Hail, agritourism and desert adventures offer a taste of traditional Saudi hospitality. Each destination has been carefully positioned to appeal to specific segments, from families and children to friends and groups, reflecting the diversity of Saudi Arabia’s winter tourism experiences.

STA CEO Aqeel AlShaibani emphasized that the authority is working with its partners to turn this diversity into accessible, easy-to-book experiences, offers, and products tailored to different segments and target markets. “This will strengthen the competitiveness of Saudi destinations and enhance their appeal during the winter season, enabling tourists to find the experiences they seek and discover additional options that encourage them to enjoy their destinations and extend their stays,” he said. This focus on accessibility and personalization is critical. The STA has invested heavily in digital platforms, including the Visit Saudi website and mobile app, which allow travelers to browse, book, and pay for experiences in multiple languages. The workshop also addressed training for frontline staff, ensuring that hospitality standards meet international expectations. By removing friction from the booking process and enhancing service quality, Saudi Arabia aims to convert first-time visitors into repeat travelers and advocates.

International and Regional Impact

How will Saudi Arabia’s winter tourism push resonate beyond its borders? The Kingdom’s emergence as a premier winter destination has significant implications for the regional and global travel industry. For neighboring Gulf countries, Saudi Arabia’s success can stimulate intra-regional tourism, as residents seek new experiences close to home. The program’s emphasis on cultural and natural attractions complements the offerings of other GCC destinations, creating opportunities for multi-country itineraries. For international travelers, Saudi Arabia offers a compelling alternative to traditional winter sun destinations, with the added value of rich heritage, adventure, and hospitality. The Kingdom’s visa reforms, including the tourist e-visa and the recent expansion of visa-on-arrival for holders of certain visas, have made access easier than ever. These measures, combined with direct flights from major cities worldwide, are lowering barriers to entry and positioning Saudi Arabia as a must-visit destination.

On the global stage, the Saudi Winter program contributes to the diversification of the tourism economy and supports the United Nations Sustainable Development Goals by creating jobs, preserving cultural heritage, and promoting environmental stewardship. The STA has partnered with international organizations to ensure that tourism development is sustainable and inclusive. For example, in AlUla, the Royal Commission for AlUla has implemented strict conservation guidelines to protect archaeological sites while allowing visitors to experience them responsibly. Similarly, Red Sea Global is developing regenerative tourism projects that aim to enhance the natural environment. These efforts resonate with environmentally conscious travelers and reinforce Saudi Arabia’s reputation as a responsible global citizen. The workshop also provided a platform for international partners to share insights and align strategies, further integrating the Kingdom into the global tourism network.

Economic and Strategic Significance

Why does the Saudi Winter program matter for the Kingdom’s economic future? Tourism is a key pillar of Vision 2030, which seeks to reduce dependence on oil and create a diversified, knowledge-based economy. The sector is targeted to contribute 10% of GDP by 2030 and to create one million new jobs. The Saudi Winter program directly supports these goals by driving visitor spending, supporting small and medium-sized enterprises, and showcasing investment opportunities. The 1,800-plus products and experiences represent a vibrant marketplace that connects local artisans, tour guides, restaurateurs, and hoteliers with a global customer base. This not only generates revenue but also empowers communities and preserves cultural traditions. The workshop’s focus on integration and cooperation ensures that the economic benefits are spread across regions, from major cities to rural areas.

Strategically, the program enhances Saudi Arabia’s soft power and global standing. By welcoming millions of international visitors, the Kingdom can share its story, challenge misconceptions, and build people-to-people ties. The winter season, in particular, offers a unique window to engage with travelers from Europe, Asia, and the Americas who seek sunshine and cultural enrichment. The STA’s marketing campaigns, which highlight the Kingdom’s safety, hospitality, and modernity, are designed to attract these audiences. The success of the program also reinforces Saudi Arabia’s position as a hub for events and entertainment, complementing other giga-projects like NEOM, the Red Sea Project, and Diriyah Gate. As these destinations come online, they will add new dimensions to the winter offering, ensuring that the Kingdom remains a top choice for years to come.

Vision 2030 Alignment

How does the Saudi Winter 2026 program embody the spirit of Vision 2030? At its core, Vision 2030 is about transforming the Kingdom into a global leader in tourism, culture, and entertainment. The Saudi Winter program is a tangible expression of that vision, bringing together government, the private sector, and communities to create world-class experiences. It reflects the leadership’s commitment to opening Saudi Arabia to the world, preserving its heritage, and building a vibrant society. The program also aligns with the Quality of Life Program, one of Vision 2030’s executive programs, which aims to improve the lives of citizens and residents by enhancing entertainment, sports, and cultural opportunities. By attracting visitors, the program creates jobs, stimulates local economies, and fosters pride in Saudi identity.

Looking ahead, the Saudi Tourism Authority’s workshop marks a critical milestone in the journey toward 2030. The partnerships forged and the products unveiled will set the stage for a successful winter season and beyond. As the Kingdom continues to invest in infrastructure, human capital, and marketing, its tourism sector is poised for sustained growth. The Saudi Winter program is not just a seasonal campaign; it is a testament to what can be achieved when a nation unites behind a shared vision. For international audiences, it is an invitation to discover a land of contrasts and warmth—a destination that offers adventure, culture, and hospitality in equal measure. As Minister Ahmed Al-Khateeb and CEO Aqeel AlShaibani have emphasized, the future of Saudi tourism is bright, and the winter of 2026 will be a season to remember.

20 Questions

Q1. What was the main purpose of the Saudi Tourism Authority workshop?

A1. The workshop aimed to enhance integration and cooperation among tourism-sector partners, boost the sector’s readiness, and present new products and offers for the Saudi Winter 2026 program.

Q2. Who patronized the workshop?

A2. The workshop was held under the patronage of Minister of Tourism Ahmed Al-Khateeb, highlighting the government’s support for the tourism sector.

Q3. How many partners participated in the workshop?

A3. More than 100 partners from the public and private sectors participated, demonstrating broad collaboration across the tourism ecosystem.

Q4. What are the key destinations of the Saudi Winter program?

A4. The program spans Riyadh, AlUla, Al-Qassim, Hail, Jeddah, Al-Khobar, Al-Ahsa, Madinah, and the Red Sea, offering diverse experiences.

Q5. How many tourism products are offered in the Saudi Winter program?

A5. The program offers more than 1,800 tourism products, including entertainment, nature, cultural, and seasonal activities for various visitor segments.

Q6. What did STA CEO Aqeel AlShaibani say about the program?

A6. He said the authority is working to turn diversity into accessible, easy-to-book experiences that strengthen the competitiveness of Saudi destinations and encourage longer stays.

Q7. What types of new offerings were presented at the workshop?

A7. New tourism products and exclusive offers from hotels, hospitality facilities, travel companies, event organizers, and entertainment and shopping destinations were showcased.

Q8. How does the program cater to different tourist segments?

A8. The program features a wide range of activities for families, children, friends, and groups, reflecting the diversity of Saudi Arabia’s winter tourism experiences.

Q9. What is the significance of the Red Sea in the winter program?

A9. The Red Sea offers luxury resorts, diving, and marine biodiversity, positioning Saudi Arabia as a top winter sun and adventure destination.

Q10. How does the Saudi Winter program support Vision 2030?

A10. It contributes to economic diversification, job creation, and the goal of tourism representing 10% of GDP by 2030, while showcasing Saudi culture and hospitality.

Q11. What role do digital platforms play in the program?

A11. The STA’s Visit Saudi platform allows travelers to browse and book experiences in multiple languages, making trip planning easier and more accessible.

Q12. How does the program benefit local communities?

A12. It generates revenue for local businesses, creates jobs, and empowers artisans and guides, ensuring tourism benefits are spread across regions.

Q13. What measures ensure sustainability in Saudi tourism?

A13. Projects like Red Sea Global and the Royal Commission for AlUla implement conservation and regenerative tourism practices to protect natural and cultural heritage.

Q14. How does the program attract international visitors?

A14. Through visa reforms, direct flights, and targeted marketing campaigns, Saudi Arabia is making it easier for global travelers to visit and explore.

Q15. What is the expected impact on the regional tourism market?

A15. The program can stimulate intra-regional travel and create opportunities for multi-country itineraries, boosting tourism across the Gulf.

Q16. What events and activities are included in the winter season?

A16. The season includes concerts, festivals, sporting events, cultural performances, and seasonal promotions across key destinations.

Q17. How does the STA ensure quality service for visitors?

A17. The STA invests in training for frontline staff and sets hospitality standards to meet international expectations, enhancing the visitor experience.

Q18. What makes AlUla a unique winter destination?

A18. AlUla offers ancient Nabataean tombs, stargazing, and adventure activities, blending heritage with natural beauty in a breathtaking setting.

Q19. How does the program reflect Saudi Arabia’s cultural heritage?

A19. It showcases traditional markets, arts, and hospitality, allowing visitors to experience the Kingdom’s rich history and vibrant contemporary culture.

Q20. What is the long-term vision for Saudi tourism beyond 2026?

A20. The Kingdom aims to become a global tourism leader, with giga-projects like NEOM and Diriyah Gate adding new dimensions and ensuring sustained growth.

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