San Antonio Rings in Holidays with “Merry Movie Magic” River Parade Featuring 27 Film‑Themed Barges

(IN SHORT) Visit San Antonio will host the 44th Annual Ford Holiday River Parade and Lighting Ceremony on November 28, 2025, along the River Walk, featuring the “Merry Movie Magic” theme. Twenty‑seven decorated barges inspired by favorite holiday films will float past spectators, led by Grand Marshal Buddy the Elf from Broadway’s Elf The Musical. The celebration kicks off with the illumination of over 100,000 lights, followed by live performances at the Arneson River Theatre courtesy of Alamo City Arts. Mario Bass, CEO of Visit San Antonio, highlighted the event as the city’s official holiday kickoff. Tickets, which go on sale July 15, are expected to sell out fast; attendees should reserve early via thesanantonioriverwalk.com.

(PRESS RELEASE) SAN ANTONIO, TX, 2025-Jul-16 — /Travel PR News/ — Visit San Antonio invites residents and visitors alike to usher in the holiday season at the 44th Annual Ford Holiday River Parade and Lighting Ceremony, set for Friday, November 28, 2025, along the world‑famous River Walk.

This year’s celebration, themed “Merry Movie Magic,” will transform the river into a cinematic wonderland as 27 festooned barges glide by, each one paying homage to beloved holiday films and unforgettable movie moments. From timeless classics to modern family favorites, the procession promises to spark joy and nostalgia in onlookers of every age.

Adding to the enchantment, Broadway’s Elf The Musical brings its own touch of holiday cheer: Buddy the Elf will serve as Grand Marshal, leading the flotilla with his irrepressible enthusiasm. Audiences can also catch Buddy live onstage at The Majestic Theater from December 23–28, 2025.

Festivities begin at dusk with the grand lighting ceremony, when more than 100,000 twinkling lights will illuminate the River Walk. Entertainment continues at the historic Arneson River Theatre—presented by Alamo City Arts—with live performances and holiday music that capture the spirit of the season.

“The Ford Holiday River Parade and Lighting Ceremony is our official kickoff to the holidays in San Antonio,” said Mario Bass, President and CEO of Visit San Antonio. “Each year, families gather to share in the magic, and our ‘Merry Movie Magic’ theme is set to make this year’s event the most memorable yet.”

Tickets go on sale today, July 15, 2025, and traditionally sell out quickly. Early purchase is recommended to secure prime viewing locations along the parade route.

For seating charts, ticket sales and full event details, please visit thesanantonioriverwalk.com.

Media contact:
pr@visitsanantonio.com

SOURCE: Visit San Antonio