Saudi Arabia has officially launched the Aseer Summer Season 2026, a major tourism initiative designed to strengthen the kingdom’s tourism sector and position the Aseer region as a year-round global destination.
The season was inaugurated by Prince Turki bin Talal bin Abdulaziz, Governor of Aseer and Chairman of the Aseer Development Authority, with support from the Ministry of Tourism, the Saudi Tourism Authority, and the National Events Center.
The initiative forms part of Saudi Arabia’s broader efforts under Saudi Vision 2030 to diversify the economy and expand tourism opportunities.
More than three million visitors targeted
According to officials, the Aseer Summer Season 2026 aims to attract more than three million visitors through a packed calendar featuring:
- 122 events
- 100 bookable tourism experiences
- 3,000 seasonal job opportunities
Authorities also expect the season to help achieve:
- 55% hotel occupancy rates
- Average visitor spending of SAR1,287
Showcasing Aseer’s natural, cultural heritage
Located in southwestern Saudi Arabia, the Aseer Region is known for its cooler climate, mountainous landscapes, rich cultural heritage, and traditional villages.
The summer program will highlight:
- Mountain tourism
- Heritage villages
- Cultural festivals
- Outdoor adventure activities
- Family entertainment experiences
Organizers say the season is designed to showcase the region's unique blend of nature, culture, and hospitality.
Tourism infrastructure expanded
The season will take place across multiple governorates in the region and will be supported by more than 14,000 hospitality units, including hotels, resorts, and furnished accommodations.
Officials believe the expanded infrastructure will help reinforce Aseer’s reputation as a sustainable tourism destination capable of welcoming visitors throughout the year.
The launch reflects Saudi Arabia’s ongoing investment in tourism as a key pillar of economic diversification. Through Vision 2030, the kingdom has been expanding its tourism offerings, developing new destinations, and attracting international visitors.
Authorities have encouraged travelers to explore the full schedule of events and experiences through the Discover Aseer platform.
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