Tourism minister unveils official identity for Northern Route

Tourism Minister and Chairman of the Saudi Tourism Authority, Ahmed Al-Khateeb, has launched the official identity for the 'Northern Route' under the slogan 'A Journey in Every Stop,' as part of the Saudi Winter 2026 program.

This initiative aims to showcase the Kingdom’s tourism, heritage, and natural assets, while boosting the appeal of destinations along the route.

The official identity draws inspiration from the route’s unique landscape, cultural character, and Najdi architecture, reflecting the authenticity and rich heritage of the regions it traverses.

The Northern Route stretches for nearly 1,200 kilometers from Riyadh to Jubbah in the Hail region, passing through a variety of destinations with historical, cultural, and geographical significance, offering visitors a chance to explore Saudi Arabia’s diverse heritage, nature, and local culture.

The new identity seeks to unify the visual and marketing presence of the route, promoting it as an integrated tourism experience and highlighting the distinctiveness of its destinations, further establishing the route as a key option among Saudi Arabia’s diverse tourism offerings.

The Saudi Tourism Authority called on private sector entities—including hospitality facilities, tour operators, and providers of tourism experiences and services—to adopt the new identity and use it in their marketing and promotional materials, in accordance with the official usage guidelines, to enhance coordination and unify marketing messages.

The launch of the official identity is part of the Authority’s ongoing efforts to develop tourism products, strengthen integration between destinations, stimulate domestic tourism, support sector growth, and achieve the goals of Saudi Vision 2030.