San Antonio Gears Up for the 44th Annual Ford Holiday River Parade

The holidays in San Antonio shine brighter than ever with the return of the 44th Annual Ford Holiday River Parade, a beloved tradition that transforms the San Antonio River Walk into a glittering wonderland.

This year’s parade, themed “Merry Movie Magic,” will celebrate the holiday season’s most iconic films, bringing them to life on 27 illuminated floats, alongside five entertainment floats, all dazzling with creativity and festive cheer. More than 100,000 sparkling holiday lights (2,250 strands) will brighten the River Walk nightly from sundown to sunrise through the weekend after New Year’s Day.

The event officially kicks off Friday, November 28, 2025, the day after Thanksgiving. The parade begins at 6 p.m. at the Tobin Center, followed by a live broadcast at 7:05 p.m. from the Arneson River Theatre. Audiences can expect a magical evening filled with holiday spirit, family traditions, and special appearances by Santa and Mrs. Claus, who return to carry on this cherished celebration of joy and community.

Parade organizers encourage visitors to enhance their experience with ticket and dinner packages available through River Walk restaurants, offering the perfect pairing of delicious food and unforgettable views of the illuminated parade.

With thousands of visitors gathering each year, the Ford Holiday River Parade is more than an event—it’s a San Antonio holiday tradition that unites families, residents, and visitors in the spirit of the season.

For tickets, packages, and more details, visit the San Antonio River Walk website.