What to Expect at this Year’s Parade
This year marks the 44th year of the parade! Themed “Merry Movie Magic,” picture your favorite holiday films brought to life on the water in a dazzling display of light and music.
The parade will feature beautifully illuminated floats, entertainment barges, and of course, the official lighting of more than 100,000 holiday lights strung along the cypress trees that line the River Walk.
The festivities take place on Friday, November 28, 2025, the day after Thanksgiving. The fun begins at 6 p.m., when the first float departs from the Tobin Center for the Performing Arts.
Four Ways to Experience the Ford Holiday River Parade
Reserve a Ticketed Seat for the Ford Holiday River Parade
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The best way to ensure a good seat is to book it in advance. All tickets are sold online via the River Walk’s official website. Tickets often sell out quickly, so secure yours early!
Book a Parade Dining Package on the San Antonio River Walk
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Enjoy dinner and a show! Many of your favorite River Walk restaurants host parade dining packages so that you can get the best view and meal in town.
Head to the Free Viewing Area
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Want to experience the magic up close without spending a thing? Head to the free viewing area along the east side of the River Walk between Pecan Street and Richmond Avenue. It’s one of the best spots to take in the lights, music, and holiday cheer right from the riverbank.
Bring a blanket or a folding chair, grab a cocoa or snack, and get there early to find a good spot - the area fills up quickly. The glowing floats reflecting on the water make for some of the prettiest holiday photos in town.
Insider Tip: Arrive by 5 p.m. to catch the pre-parade energy and maybe spot a few floats getting ready to launch!
Tune in on TV
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Can’t make it downtown this year? No worries! You can still join the celebration from wherever you are! The entire parade will be broadcast live at 7:05 p.m. CST from the main stage at the Arneson River Theatre, capturing every twinkling light and wave from Santa’s barge.
So, you always have the option of watching from the comfort of your home or hotel room with a cozy cup of cocoa.
Insider Tip: Follow the River Walk’s social channels for behind-the-scenes clips, fun interviews, and festive moments you won’t see on TV!
Insider Tips for First-Time Visitors
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Buy tickets in advance: Reserved seating is well worth it for a stress-free experience. Check the official River Walk website for tickets.
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Arrive early: Plan to arrive before the parade start time to account for traffic, parking, and finding your seat.
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Bundle up: Although it may not be a white Christmas, late November evenings by the river can be chilly. So, bring a jacket or a cozy blanket.
Make it a Memorable Holiday Season in San Antonio
If you’re planning a holiday getaway filled with sparkle, music, and Texas-sized cheer, the Ford Holiday River Parade is a must-see! After all, where else does Santa float into town on a barge under a canopy of twinkling lights?
If you’re planning a full holiday getaway, explore our San Antonio Holiday Events Calendar for more seasonal magic
Plan your trip, pack your festive wear, and get ready to make magical memories this holiday season in San Antonio.
Frequently Asked Questions About the Ford Holiday River Parade
