San Antonio is preparing for the 44th annual Ford Holiday River Parade, scheduled for November 28, 2025. The event will take place along the San Antonio River Walk and is set to begin at 6 p.m., with the first float departing from the Tobin Center for the Performing Arts.
This year’s parade theme is “Merry Movie Magic,” featuring illuminated floats inspired by holiday films. More than 100,000 lights will be strung along cypress trees lining the river, creating a festive atmosphere for attendees.
The parade offers several ways to participate. Reserved seating can be purchased in advance through the official River Walk website. Many restaurants along the River Walk also offer dining packages that include parade viewing. For those seeking a free option, there are public viewing areas on the east side of the River Walk between Pecan Street and Richmond Avenue; these spots are available on a first-come, first-served basis.
For individuals unable to attend in person, live television coverage of the parade will begin at 7:05 p.m. CST from Arneson River Theatre. Local stations will also stream highlights online.
Organizers recommend purchasing tickets early due to high demand and arriving before start time to secure parking and seats. Attendees are advised to dress warmly as late November evenings can be cool near the river.
The Ford Holiday River Parade has become a central part of San Antonio’s seasonal celebrations and draws both residents and visitors each year.
