SAN ANTONIO – One of San Antonio’s most cherished holiday traditions is set to return this fall as the 45th Annual Ford Holiday River Parade and Lighting Ceremony officially kicks off the Christmas season on Friday, Nov. 27, 2026, along the famed San Antonio River Walk.
The annual celebration, presented by Visit San Antonio, begins at 6 p.m. and will once again transform the downtown river into a dazzling holiday spectacle featuring thousands of twinkling lights, festive performances and elaborately decorated parade floats.
This year’s theme, “Holiday Wishes Come True,” celebrates the joy and wonder of the season while honoring the Witte Museum as the 2026 Grand Marshal. The museum is marking its 100th anniversary this year, recognizing a century of preserving and sharing the history, science, nature and culture of Texas.
“We are thrilled to have the Witte Museum serve as this year’s grand marshal in celebration of its 100th anniversary,” said Mario Bass, President and CEO of Visit San Antonio. “As one of San Antonio’s honored attractions, its history and service will continue to impact the city and visitors for generations to come.”
The festivities begin with the beloved lighting ceremony, when approximately 200,000 colorful lights illuminate the River Walk, creating one of the city’s most recognizable holiday displays. Following the lighting, guests can enjoy live holiday entertainment at the historic Arneson River Theatre before watching 27 decorated floats make their way along the river accompanied by seasonal music and performances.
The Witte Museum’s centennial celebration includes special exhibitions, events and educational experiences highlighting the museum’s lasting impact on generations of Texans.
“Our 100th birthday year is a tribute to generations of Texans who have learned, explored and made memories at the Witte,” said Michelle Cuellar Everidge, Ph.D., president and CEO of the Witte Museum. “We are proud to mark this milestone with our community and grateful to Visit San Antonio for recognizing the Witte’s century of service to San Antonio.”
Tickets for the 45th Annual Ford Holiday River Parade and Lighting Ceremony are now available. Organizers encourage guests to purchase tickets early, as reserved seating typically sells out well before the event.
For ticket information, parade routes, seating options and additional event details, visit The San Antonio River Walk.