Saudi National Tourism Brand has launched “Where Winter Lights Up” as part of its global campaign to invite travelers to explore Riyadh, Jeddah, AlUla, and the Red Sea from October 2024 to early 2025. 

Packed with vibrant cultural festivals, exciting sporting events, and immersive experiences, this campaign highlights Saudi’s unique winter offerings, including Riyadh Season and AlUla Festivals. 

With stunning landscapes, rich heritage, and new luxury resorts, Saudi Arabia promises unforgettable adventures for the perfect winter escape.

Launching “Where Winter Lights Up” Campaign

As the crisp autumn air gives way to winter’s embrace, Saudi Arabia is gearing up for an extraordinary season of festivities, cultural immersion, and unforgettable experiences. 

The launch by the Kingdom’s national tourism brand, ‘Saudi, Welcome to Arabia’, of its latest campaign invites travelers from across the globe to discover the magic of winter in this diverse and captivating land.

The newly launched initiative, “Where Winter Lights Up,” marks the second phase of Saudi Arabia’s iconic global tourism campaign, “This Land is Calling.” 

Set against the backdrop of Saudi Arabia’s breathtaking natural beauty and rich cultural heritage, the “Where Winter Lights Up” campaign promises an array of experiences that cater to every taste and interest. 

From thrilling sporting events and world-class entertainment to immersive cultural festivals and tranquil wellness retreats, the Kingdom is set to dazzle visitors with its diverse offerings.

Saudi Arabia’s Winter Landscapes

One of the most captivating aspects of winter in Saudi Arabia is the stunning diversity of its landscapes. The “Where Winter Lights Up” campaign showcases this variety, encouraging visitors to explore the country’s many facets:

• Desert Wonders: The cooler temperatures make winter ideal for exploring Saudi Arabia’s vast deserts. The campaign highlights experiences such as camel treks through the golden dunes of the Empty Quarter, stargazing in the clear winter night sky, and camping in traditional Bedouin-style tents.

• Coastal Retreats: While much of the world shivers, Saudi Arabia’s Red Sea coast offers a warm escape. The campaign promotes winter beach getaways, featuring world-class resorts and water sports activities against turquoise waters and pristine beaches.

• Mountain Escapes: The Aseer Mountains in the southwest stark contrast the desert and coastal regions. Visitors can experience cooler temperatures, lush forests, and occasional snowfall here. The campaign highlights hiking trails, traditional villages, and panoramic viewpoints that showcase the region’s natural beauty.

• Urban Oases: Saudi Arabia’s cities take on a magical quality in winter, with festive decorations and a bustling atmosphere. The campaign showcases the winter charm of cities like Riyadh and Jeddah, where visitors can enjoy outdoor markets, cultural events, and cozy cafes.

Riyadh: A Capital of Winter Entertainment

As the beating heart of Saudi Arabia, Riyadh takes center stage in the “Where Winter Lights Up” campaign, offering a dazzling array of entertainment options that promise to make it a winter destination like no other. 

The city’s transformation during the cooler months is nothing short of spectacular, with a calendar packed with events catering to every taste and interest.

Riyadh Season 2024

At the forefront of Riyadh’s winter offerings is the highly anticipated Riyadh Season 2024, one of the world’s largest winter entertainment events. 

This annual event has become a cornerstone of Saudi Arabia’s entertainment calendar, and the “Where Winter Lights Up” campaign places it front and center as a must-visit attraction.

Riyadh Season 2024-2025 promises to be bigger and better than ever, with a staggering array of events spread across 14 distinct zones throughout the city. Each zone offers its own unique theme and attractions, ensuring that visitors can find something to suit their interests:

1. Boulevard Riyadh City: This vibrant hub of activity will host a range of international performances, including stand-up comedy shows featuring global stars like Martin Lawrence. Sports fans can look forward to the WWE Crown Jewel 2024 event, bringing world-class wrestling entertainment to the Saudi capital.

2. Boulevard World: A true celebration of global cultures, Boulevard World is a 24-hour zone that features over 300 restaurants and cafes alongside 1,400 shops. Visitors can embark on a culinary journey worldwide, sampling cuisines from various countries and exploring internationally-themed areas.

3. The Venue: The Venue is a brand new zone coming to the much anticipated Riyadh Season 2024 and is set to open on 28th October. It will host the 6 Kings Slam and a series of concerts featuring top international artists.

4. BLVD Runway: For a truly unique dining experience, visitors can enjoy a meal inside a transformed Boeing 777 aircraft in BLVD Runway, combining aviation history with culinary excellence.

5. Wonder Garden: This magical setting will feature over 60 theatrical shows and games, creating an enchanting atmosphere for visitors of all ages.

6. Kingdom Arena: Sports enthusiasts will want to attend the high-profile events at Kingdom Arena, including the IV Crown Showdown boxing event.

One of the most anticipated additions to Riyadh Season 2024 is the new 25,000 square meter Harry Potter Experience at Boulevard Riyadh City and Boulevard World. This attraction, the first of its kind in the Saudi capital, promises to transport visitors of all ages into the magical world of Hogwarts and beyond.

Other Riyadh Season Zones include The Groves, Via Riyadh, Riyadh Zoo, Christian Dior Designer of Dreams, Souq AlAwaleen, Suwaidi Park, Studio Tour, and Dunes of Arabia.

Cultural Experiences in Riyadh

While Riyadh Season brings a touch of international glamour to the city, the “Where Winter Lights Up” campaign also emphasizes the rich cultural heritage that makes the Saudi capital unique. Visitors are encouraged to explore the city’s historical sites and immerse themselves in traditional experiences:

• At-Turaif: This UNESCO World Heritage Site, At-Turaif, in the Diriyah district, offers a glimpse into Saudi Arabia’s past. The campaign highlights special winter tours and events that bring the 300-year-old mud-brick city to life.

• National Museum: Art and fashion enthusiasts can explore the Christian Dior Designer of Dreams exhibit in the National Museum, featuring over 500 archived couture dresses from the iconic fashion house.

• Najdi Cultural Experiences: The campaign promotes various venues across Riyadh that celebrate the region’s rich Najdi heritage. Visitors can participate in traditional craft workshops, enjoy authentic local cuisine, and even spend an afternoon in a Saudi home to experience genuine Arabian hospitality.

Sporting Events in Riyadh

Riyadh’s winter calendar is only complete with its impressive lineup of sporting events. The “Where Winter Lights Up” campaign highlights several high-profile competitions that are set to draw sports fans from around the world:

• Boxing: The highly anticipated heavyweight world title fight between Tyson Fury and Oleksandr Usyk, scheduled for December 21 at Kingdom Arena, is expected to be one of the year’s most significant sporting events.
• Football: In January 2025, Riyadh will host the Spanish Football Cup and the Italian Football Cup, bringing some of the world’s top football talent to the Saudi capital.

Riyadh’s Culinary Offerings 

The winter season in Riyadh is also a time for culinary exploration, and the “Where Winter Lights Up” campaign highlights the city’s diverse gastronomic offerings. From traditional Saudi dishes to international cuisines, Riyadh’s winter food scene is a feast for the senses:

• Bujairi Terrace: This new dining destination in Diriyah offers a selection of global cuisines alongside traditional Saudi fare. The campaign highlights Bujairi Terrace restaurants like Maiz, Takya, Chez Bruno, Villa Mamas, and Joe and The Juice.
• Winter Food Festivals: The campaign promotes various food-focused events throughout the season, including street food markets, gourmet dining experiences, and culinary workshops where visitors can learn to prepare traditional Saudi dishes.

Luxury and Relaxation

For those seeking a more relaxed winter experience, Riyadh offers a range of luxury accommodations and wellness options. 

The “Where Winter Lights Up” campaign showcases the city’s high-end hotels and spas, many of which offer special winter packages and treatments designed to help visitors unwind and rejuvenate during their stay. Some of the best Hotels in Riyadh include:

• DoubleTree by Hilton Riyadh Financial District Hotel & Suites
• The Ritz-Carlton, Riyadh
• Hyatt Regency Riyadh Olaya

AlUla: A Journey Through Time and Culture

Nestled in the northwest of Saudi Arabia, the ancient city of AlUla stands as a testament to the Arabian Peninsula’s rich history and cultural heritage. 

As part of the “Where Winter Lights Up” campaign, AlUla takes center stage, offering visitors a unique blend of historical exploration, natural wonder, and contemporary art and culture.

Ancient Kingdoms Festival

One of the highlights of AlUla’s winter calendar is the Ancient Kingdoms Festival, running from December 8, 2024, to January 7, 2025. 

This immersive event celebrates the region’s rich history and cultural heritage, transporting visitors to experience the grandeur of ancient civilizations that once thrived in this area. The festival features a range of activities and experiences designed to bring history to life:

• Live Performances: Theatrical reenactments and musical performances showcase the stories and traditions of ancient cultures, from the Nabataeans to the Lihyanites.

• Art Installations: Contemporary artists create thought-provoking installations that draw inspiration from AlUla’s historical sites, creating a dialogue between past and present.

• Culinary Delights: Food stalls and pop-up restaurants offer a taste of traditional cuisine, with recipes dating back centuries and ingredients sourced from local farms.

• Artisan Workshops: Visitors can try their hand at ancient crafts, learning techniques passed down through generations.

AlUla Moments: A Calendar of Cultural Events

Beyond the Ancient Kingdoms Festival, AlUla’s winter season is packed with various events and experiences under the “AlUla Moments” banner. The “Where Winter Lights Up” campaign highlights several key events:

1. Winter at Tantora: This annual celebration of art, music, and culture returns with an impressive lineup of international and local artists, concerts, and exhibitions.

2. AlUla Wellness Festival: Scheduled from January 18 to 20, 2025, this event focuses on holistic well-being and mindfulness. Visitors can participate in workshops, fitness classes, and wellness retreats against the stunning backdrop of AlUla’s landscapes.

3. All Day I Dream: On March 1, 2025, this unique experience promises a magical day filled with music, art, and community. The event integrates music, sculpture, lighting, and performance art to create an otherworldly realm in the heart of AlUla.

Natural Outdoor Adventures at AlUla

AlUla’s winter season offers the perfect opportunity to explore the region’s breathtaking natural landscapes. The “Where Winter Lights Up” campaign showcases a range of outdoor activities and experiences:

• Hegra After Dark: Guided night tours of the UNESCO World Heritage site of Hegra, allowing visitors to explore the ancient Nabataean tombs under the starry desert sky.

• Hot Air Balloon Rides: Soar over AlUla’s dramatic landscapes, viewing the sandstone cliffs, lush oasis, and ancient ruins uniquely.

• Rock Climbing and Hiking: Adventure seekers can explore AlUla’s rugged terrain through guided climbing experiences and scenic hiking trails.

• Stargazing: The clear winter nights in AlUla provide perfect conditions for stargazing. Astronomy enthusiasts can join guided tours to learn about the constellations and their significance in ancient Arabian culture.

Luxury Accommodations and Wellness Retreats

To complement its cultural and natural offerings, AlUla has seen the development of several luxury accommodations that blend seamlessly with the surrounding landscape. The “Where Winter Lights Up” campaign highlights these unique properties:

• Habitas AlUla: This eco-friendly resort offers immersive experiences that connect guests with nature and local culture.

• Banyan Tree AlUla: This all-villa resort provides a luxurious desert retreat against the backdrop of AlUla’s sandstone mountains.

• Ashar Resort: Nestled in the Ashar Valley, this tented camp offers adventure and luxury, with each tent providing panoramic views of the surrounding landscape.

These properties offer comfortable accommodations and serve as bases for wellness retreats, combining traditional healing practices with modern spa treatments inspired by the natural surroundings.

The Red Sea: A Coastal Paradise Reimagined

As winter blankets much of the world in snow and ice, Saudi Arabia’s Red Sea coast emerges as a sun-soaked haven, offering visitors a perfect escape from the cold. 

The “Where Winter Lights Up” campaign highlights this stunning region, showcasing its pristine beaches, crystal-clear waters, and world-class luxury resorts.

Red Sea’s Luxury Living 

One of the most exciting developments highlighted in the campaign is the opening of the Ummahat Islands, a collection of exclusive island resorts accessible only by seaplane or chartered boat. These secluded havens offer visitors a chance to experience the ultimate in luxury and privacy:

• St. Regis Red Sea Resort: This luxury St. Regis Red Sea Resort brings the renowned St. Regis brand to the Saudi coastline, offering bespoke butler service, exquisite dining options, and unparalleled views of the Red Sea.

• Nujuma, a Ritz-Carlton Reserve: As the first Ritz-Carlton Reserve in the Middle East, Nujuma, a Ritz-Carlton Reserve promises an ultra-luxurious experience tailored to the most discerning travelers. The resort’s design seamlessly blends with the natural environment, creating a sense of harmony with the surrounding landscape.

• Six Senses Southren Dunes: Six Sense Southern Dunes, The Red Sea was the first hotel to officially open in the Red Sea Project, with a special opening offer. This stunning resort offers 36 guest rooms and 40 pool villas situated against the backdrop of the Majestic Arabian Desert and Hijaz Mountains. 

Water Sports and Marine Adventures

The Red Sea’s warm winter waters provide the perfect playground for water sports enthusiasts. The “Where Winter Lights Up” campaign highlights a range of activities available along the coast:

1. Scuba Diving and Snorkeling: The Red Sea is renowned for its vibrant coral reefs and diverse marine life. The campaign promotes diving experiences, from beginner courses to advanced expeditions exploring hidden underwater treasures.

2. WingSUP: This innovative combination of paddleboarding and kitesurfing offers an exciting new way to experience the Red Sea’s waters.

3. Yacht Charters: Visitors can explore the coastline in style with private yacht charters, allowing for personalized itineraries and exclusive access to secluded beaches and coves.
4. Fishing Expeditions: For those seeking a more traditional maritime experience, guided fishing trips offer the chance to catch local species while learning about sustainable fishing practices.

As winter settles across much of the world, Saudi Arabia’s Red Sea coast stands ready to welcome visitors with its warm waters, luxurious resorts, and rich cultural experiences. 

Jeddah: Where Tradition Meets Modernity

As Saudi Arabia’s gateway to the world, Jeddah plays a pivotal role in the “Where Winter Lights Up” campaign, offering visitors a unique blend of historical charm and contemporary flair. 

With its rich maritime heritage and vibrant arts scene, this cosmopolitan coastal city provides diverse experiences catering to all tastes and interests during winter.

Al-Balad: A Journey Through Time

At the heart of Jeddah’s winter offerings is the UNESCO World Heritage site of Al-Balad, the city’s historic district. The “Where Winter Lights Up” campaign highlights special winter tours and events that bring this ancient quarter to life:

Cultural Experiences in Jeddah

While the Red Sea is primarily known for its natural beauty, the “Where Winter Lights Up” campaign also highlights the rich cultural heritage of the coastal regions:

• Historic Jeddah: Visitors are encouraged to explore the UNESCO-protected Old Town of Jeddah, with its intricate coral stone architecture and bustling souks.
• Traditional Boat Building: In coastal villages, visitors can witness the ancient art of dhow building, learning about the region’s maritime history and the importance of these traditional vessels.
• Bedouin Coastal Camps: Unique experiences allow visitors to spend a night in a traditional Bedouin camp by the sea, enjoying local cuisine and storytelling under the stars.

Jeddah’s Corniche Festivities

Jeddah’s Corniche, the city’s vibrant waterfront, takes on a festive atmosphere during winter. The campaign showcases a range of activities and events along this scenic stretch:

1. Winter Carnival: A month-long celebration featuring street performances, food stalls, and family-friendly activities.
2. Open-Air Cinema: Screenings of classic and contemporary films against the backdrop of the Red Sea.
3. Sculpture Park: Temporary installations by local and international artists transform the Corniche into an outdoor gallery.
4. Fitness Challenges: Community-wide fitness events, from fun runs to yoga sessions, encourage residents and visitors to embrace an active lifestyle.

Cultural Calendar of Jeddah

Jeddah’s winter season is packed with cultural events that showcase the city’s role as a hub for arts and creativity in Saudi Arabia:

• Jeddah Art Week: A citywide celebration of contemporary art featuring exhibitions, artist talks, and interactive installations in galleries and public spaces.
• Red Sea International Film Festival: This annual event brings together filmmakers worldwide, showcasing regional and international cinema.
• Jeddah Season: Jeddah Season 2024 will feature a series of concerts, theatrical performances, and cultural events highlighting local talent and international stars.

Jeddah’s Sporting Spectacles

Jeddah’s role as a sporting hub is prominently featured in the winter campaign:

1. Formula 1 Saudi Arabian Grand Prix: Scheduled for April 2025, this high-octane event transforms the Jeddah Corniche Circuit into a playground for the world’s top racing drivers.

2. Red Sea Regatta: A sailing competition that attracts international yachting enthusiasts, showcasing Jeddah’s world-class marine facilities.

3. Desert to Sea Challenge: A unique multi-sport event that takes participants from the desert outskirts of Jeddah to the shores of the Red Sea.

Luxury and Relaxation

For those seeking a more relaxed winter experience, Jeddah offers a range of luxury accommodations and wellness options, including The Ritz-Carlton Jeddah Hotel, Jeddah Hilton, and Centro Salama Jeddah by Rotana.

As the sun sets over the Red Sea, casting a golden glow across the city’s skyline, visitors to Jeddah during this magical season will find themselves captivated by the warmth of its people, the richness of its culture, and the endless possibilities in this dynamic coastal metropolis.

Embracing the Spirit of Arabian Hospitality

At the heart of the “Where Winter Lights Up” campaign lies a celebration of Saudi Arabia’s renowned hospitality, a cornerstone of Arabian culture that has been cherished for centuries. 

This section of the campaign focuses on the unique experiences that allow visitors to immerse themselves in the warmth and generosity of Saudi hospitality, creating memories that will last a lifetime.

Unforgettable Saudi’s Winter Experience Awaits 

As the “Where Winter Lights Up” campaign unfolds, it becomes clear that Saudi hospitality is more than just a cultural trait – it’s a way of life that touches every visitor’s experience. 

From the moment guests arrive in the Kingdom to the fond farewells at the journey’s end, they are enveloped in a warmth and generosity that is uniquely Saudi.

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