Aseer region in Saudi Arabia has unique topography – within one region, you experience the sea and islands, scenic coastlines, the highest mountain peak in the Kingdom, and even desert landscapes. Hatim Al-Harbi, Chief Tourism Officer, Aseer Development Authority, in an interview with TRAVTALK shares some of the most unique selling propositions.
TT Bureau
Could you share some of the unique features of Aseer?
Aseer boasts nearly 60 per cent of the Kingdom’s greenery, making it the greenest region in Saudi Arabia. Beyond nature, we have deep-rooted culture and heritage. With the support of the central government and the wider Saudi tourism ecosystem, we launched our tourism initiatives last year, along with our regional destination brand, Discover Aseer, in partnership with the Saudi Tourism Authority and Visit Saudi. Alhamdulillah, the progress has been tremendous, driven by our strong assets.
Weather-wise, is it fair to say that Aseer offers a ‘green summer’ experience, unlike most of the region?
Absolutely. Aseer enjoys what I would confidently describe as the best weather in Saudi Arabia — and arguably in the entire GCC region. This gives us a unique competitive edge. We are reshaping the traditional perception of Saudi Arabia as purely a desert destination by offering cool temperatures, lush landscapes, and misty mountains, especially during the months of summer season.
What developments are underway in terms of hotels, infrastructure, and attractions to support this growth?
Our tourism strategy, approved by the central government in 2022, is fully focused on transforming Aseer into a year-round destination. On infrastructure, we are enhancing the quality of accommodation and the overall visitor journey. By 2030, our target is to reach 18,000 hotel room keys across various categories.
What experiences can visitors expect when they come to Aseer?
Aseer offers something for every type of traveller. From adventure tourism and outdoor activities to cultural immersion and heritage exploration, the experiences are diverse. Visitors can plan everything through our Discover Aseer platform — from hotels and guides to curated itineraries — making trip planning seamless and personalised.
What role does the travel trade play in your strategy?
The travel trade is essential. We conduct workshops and roadshows throughout the year across the GCC, Arab countries, and international markets.
