Tourism minister unveils official identity for Northern Route

Tourism Minister Ahmed Al-Khateeb has officially introduced the identity for the Northern Route as part of Saudi Winter 2026. The slogan for this initiative is "A Journey in Every Stop." This endeavor intends to highlight Saudi Arabia's tourism, heritage, and natural resources, ultimately enhancing the allure of destinations along the route.

The visual identity for the Northern Route is inspired by the route's distinctive landscape, cultural traits, and Najdi architecture, embodying the authentic and rich history of the areas it traverses. The Northern Route is approximately 1,200 kilometers long, running from Riyadh to Jubbah in the Hail region. It covers a plethora of historic, culturally significant, and geographically diverse locations, allowing visitors to discover Saudi Arabia's rich heritage, natural beauty, and local culture.

The new visual identity aims to unify the route's visual and marketing presence, promoting it as a comprehensive tourism experience. It also emphasizes the unique characteristics of its various destinations, thereby positioning the route as a significant choice among Saudi Arabia's diverse tourism offerings. The Saudi Tourism Authority has urged private sector businesses, including hotels, tour operators, and providers of tourism services, to adopt this new identity and use it in their marketing and promotional materials, adhering to the official guidelines, to foster better coordination and consistency in messaging.

This launch is part of the Authority's continuous efforts to create tourism products, enhance destination integration, boost domestic tourism, promote industry growth, and realize the objectives of Saudi Vision 2030.