The Asir Region secured its place on the domestic tourism roulette wheel when Crown Prince Mohammed bin Salman launched the Asir Region Development Strategy under the slogan «Peaks and Traditions,» which aims to achieve a comprehensive and unprecedented developmental renaissance for the region by injecting 50 billion riyals through diverse investments to fund vital projects and and developing tourist attractions on the majestic peaks of Asir; to make Asir a year-round global destination, drawing on its strengths in culture and nature—which blend tradition and modernity—and contributing to driving social and economic growth in the region.

The strategy aims to transform the region into a year-round global tourist destination, attracting more than 10 million visitors from within the Kingdom and abroad by 2030, by capitalizing on the region’s vast tourism potential through high-quality tourism projects designed to highlight its majestic peaks, geographical and natural diversity, and rich cultural and heritage assets.