SAN ANTONIO, TX (July 15, 2025)—Visit San Antonio kicks off the holiday season with one of the most anticipated and beloved events of the year, the 44th Annual Ford Holiday River Parade and Lighting Ceremony, taking place on Friday, November 28, 2025, along the iconic San Antonio River Walk.
This year’s dazzling theme, “Merry Movie Magic,” will bring cinematic cheer to life as 27 beautifully decorated barges glide through the river, each inspired by heartwarming holiday films and classic movie moments. From vintage favorites to family-friendly hits, spectators of all ages can expect a magical blend of nostalgia and holiday wonder.
Adding even more cheer to the festivities, this year’s Grand Marshal is none other than Buddy the Elf, star of Broadway’s Elf The Musical, which will delight audiences at The Majestic Theater December 23 – 28, 2025. Buddy will lead the procession with his signature joy, spreading smiles and seasonal spirit as the River Walk comes alive with twinkling lights and joyful celebration.
The evening begins with the traditional lighting ceremony, illuminating the River Walk with over 100,000 holiday lights, followed by holiday performances at the historic Arneson River Theatre presented by Alamo City Arts, live music and entertainment that capture the spirit of the season.
“The Ford Holiday River Parade and Lighting Ceremony is more than just a parade; it’s the moment the holidays officially begin in San Antonio,” said Mario Bass, President and CEO for Visit San Antonio. “Every year, locals and visitors gather with loved ones to experience the magic, and this year’s ‘Merry Movie Magic’ theme promises to be one of the most enchanting yet.”
Tickets go on sale Tuesday, July 15, and they sell out fast every year. Attendees are encouraged to purchase early to secure the best views along the parade route.
For tickets, seating information, parade route and event details, visit thesanantonioriverwalk.com.
About Visit San Antonio
Visit San Antonio is a 501(c)6 and serves as the sales and marketing arm of San Antonio as a leading leisure and meetings destination. In 2023, San Antonio welcomed approximately 35.6 million visitors. Hospitality is one of the top five industries in the city, contributing $21.5 billion to the local economy annually and employing more than 147,000. More information about Visit San Antonio and the city’s vast offerings can be found at VisitSanAntonio.com.