Riyadh, Kingdom of Saudi Arabia – “Discover Aseer” participates at the Saudi Tourism Forum (STF) in Riyadh for the first time during its third edition from 7-9 January 2025. Through its inaugural participation, and as a main sponsor of the forum, Discover Aseer aims to highlight the cultural heritage and natural diversity of the region as one of the distinctive destinations in the Saudi tourism scene.
Through its participation, “Discovery Aseer” reaffirms the commitment of the Aseer Development Authority (ASDA) to achieve national objectives and strengthen Saudi Arabia’s thriving tourism ecosystem. By 2030, the region’s annual number of visitors is expected to reach 9.1 million, with 26 billion riyals contributing to tourism GDP. It 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.
On this valuable engagement, Hatem Al-Harbi, Chief of Tourism at 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. 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” invites visitors to experience its traditions through several activities during STF, such as the region’s renowned flower crowns, discovering the details and colors of the Aseeri Qatt Art, and enjoying a taste of the Aseeri cuisine, which was universally honored 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 while promoting economic growth. 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 travelers.”
“Discover Aseer” is pleased to invite visitors to STF at Pavilion No. A02 to learn more about the available opportunities and services.
