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The Saudi Tourism Authority has launched “Color Your Summer,” a program showcasing ����ֱ��’s natural and cultural diversity, the Saudi Press Agency reported on Saturday. The initiative will run until the end of September.

Activities will be hosted in six main destinations “that blend the sea and mountains and merge adventure with relaxation.”

The STA expects the program to attract more than 41 million visitors from inside and outside the Kingdom this year, with projected tourism spending surpassing SR73 billion ($19.47 billion).

Asir will host its Summer Season, featuring “a rich array of musical, artistic, and cultural events such as Al-Muftaha Village and the Plato Event,” as well as “adventure trails and outdoor activities amid lofty mountains and pleasant weather, while the region’s ancient stone houses evoke a rich cultural memory, adding an authentic touch for visitors.”

The STA, in partnership with Jazeera Airways, recently announced that direct flights from Kuwait to Asir will be available three times a week from July 15 until the end of September, strengthening the airline’s presence in the Saudi market and supporting the authority’s efforts to promote various summer destinations in the Kingdom.

Meanwhile, Riyadh will make its mark this summer by hosting the second Esports World Cup from July 8 to Aug. 24, which is set to attract visitors from around the world. “The city is also a hub for artistic and cultural events and a variety of entertainment shows throughout the summer,” the SPA stated.

Jeddah will be welcoming visitors with new beaches and luxury resorts this summer, and its diverse selection of marine activities and “relaxation events” make it “the right place for family and water sports enthusiasts alike,” the SPA wrote, adding: “Visitors can explore City Walk and circus performances at Circus 1903.”

Sheybarah and Ummahat islands will also be featured as part of the Kingdom’s luxury tourism network. “With their white sandy beaches, crystal-clear waters, and colorful coral reefs, the islands add a maritime adventure to the portfolio of the Kingdom’s destinations,” the SPA stated.

Taif will greet its summer visitors this year with “refreshing mountain breezes and the fragrant blooms of Taif roses in Arruddaf Park, nestled between traditional markets and lush orchards,” according to the SPA. “Meanwhile, Al-Shafa and Al-Hada mountains cast a magical misty aura, providing experiences for adventure and culture enthusiasts steeped in the city’s rich heritage and history.”

And in Baha, visitors will encounter “stunning natural beauty from the heights of the mountains to the depths of the valleys in Raghadan Forest.”