Aseer highlights its offerings at STF

Aseer is one of the distinctive destinations in Saudi Arabia focusing on cultural heritage and natural diversity of the region. The Aseer Development Authority’s (ASDA’s) objective is to achieve national goals and strengthen Saudi Arabia’s thriving tourism ecosystem. Through ‘Discover Aseer’ ASDA highlights Aseer’s unique offering as a tourist destination at the Saudi Tourism Forum (STF).

TT Bureau

The Aseer region’s annual number of visitors is expected to reach 9.1 million by 2030, with tourism contributing 26 billion riyals to the GDP. The region also aims to strengthen relationships with key stakeholders, both locally and internationally in the tourism sector, and will support opportunities that are aligned with the region’s economic and sustainable growth strategy.

Participating for the first time at the third edition of Saudi Tourism Forum (STF), Hatem Al-Harbi, Chief of Tourism, Aseer Development Authority (ASDA), said: “We are happy to announce the participation of ASDA through its tourist identity, Discover Aseer, for the first time at the STF to highlight Aseer’s unique offering as a tourist destination.”

Al-Harbi added, “We aim to create authentic and sustainable tourism experiences that strengthen our past and shape our future. Our participation today also sheds light on Aseer as an all-year-round tourist destination where the region aims to activate three seasons throughout the year, namely Spring, Summer and Winter seasons, in addition to its natural and cultural elements, various activities and activations, and ambitious future projects. We are also supporting and empowering destination companies, hospitality companies and owners of heritage villages, by enhancing their presence within the ‘Discover Aseer’ pavilion to enhance tourism development opportunities of various kinds in the region.”

‘Discover Aseer’ invited visitors to experience its traditions through several activities during STF, such as the region’s renowned flower crowns, discovering the details and colours of the Aseeri Qatt Art, and enjoying a taste of the Aseeri cuisine, which was universally honoured with the World Region of Gastronomy 2024 by the International Institute of Gastronomy, Culture, Arts and Tourism, the first region outside of Europe to win that recognition.

Aseer is committed to protecting its unique ecosystem and cultural heritage. The region aims to become a leader in sustainable development due to its traditional architectural design and more than 4,000 historic villages. Additionally, ‘Abo Noghta Castles’ in the historical town of Tabab, has also been recently added by the United Nations World Tourism Organization (UNWTO) to the prestigious list of the ‘Best Tourism Villages of 2024’.

Al-Harbi added: “Our engagement at the Forum is not merely about participation, but a declaration of Aseer’s ambition to become a critical part of the Saudi Arabia’s tourism ambitions. We want to create a destination that resonates with today’s and tomorrow’s travellers.”