Promenaders at Jeddah Waterfront.

:: Jeddah has transformed its iconic waterfront with festivities and activities to accommodate the many visitors attending Jeddah Season, which launched for the first time this year on June 8.

The city’s 41-day Sea and Culture festival features international shows and plays being presented for the first time in the Kingdom, along with street parades, art exhibits, 3-D art displays and water activities.

Families can take a stroll by the waterfront, set up picnics and enjoy the view. Or they can head to one of the many stations equipped with bus stops (free of charge) to check out the various activities and festivities in each area.

Events stay open past midnight due to the summer heat. Visitors flock to the waterfront around sundown to enjoy the beautiful sunset and wait for the music, street parades and performances.

Kids and parents swing and laugh with the musicians and street performers, some of them in colorful costumes on stilts passing over children’s heads accompanied by drum beats.

Nearby, the XJED festival boasts a variety of entertainment, retail kiosks, a theater, an arcade area, a small zoo, a maze, virtual reality games and more.

Local and international music bands play on stages, while a spectacular fire and fountain water show has visitors entranced by the choreography.

Visitors can take in the XJED festival in a mini London double decker bus.

The waterfront is lit with street decorations, while passers-by can enjoy pop-up restaurants such as Signor Sassi, Scalini, Nobu, Q Lounge, and Lounge by Aurum.

Jeddah Season aims to highlight the city as a top tourist destination, and to encourage partnerships with local businesses.

Organizers hope to generate up to 20,000 job and volunteering opportunities for young Saudis.

Jeddah Season is a key part of the city’s tourism strategy, which includes supporting local entrepreneurs and owners of small and medium enterprises interested in investing in tourism partnership opportunities in retail, restaurants, services and other related sectors.

Promenaders at Jeddah Waterfront.

Promenaders at Jeddah Waterfront.

Promenaders at Jeddah Waterfront.

Promenaders at Jeddah Waterfront.

Promenaders at Jeddah Waterfront.