RIYADH: The Asir Summer Season, part of ongoing efforts to develop tourism in the region and strengthen its position as a year-round global destination, has been officially launched by the province’s governor, Prince Turki bin Talal.
Under the theme “Live the Sky,” the season is supported by the Ministry of Tourism and the Saudi Tourism Authority in partnership with the National Events Center. Featuring 100 bookable experiences that highlight the diversity of Asir’s offerings, it is expected to attract more than 3 million visitors.
The season is also expected to create around 3,000 seasonal jobs, boosting the tourism sector’s economic impact and supporting local growth, the Saudi Press Agency reported.
It reflects the essence of the Asir experience, where towering peaks, cool weather, traditional villages and natural trails come together to offer a blend of adventure, relaxation, culture and heritage.
The season will also see the return of several attractions offering new visitor experiences, such as the reopening of Talal Maddah Theater following extensive redevelopment and the return of the historic Souq Al-Thulatha after its renovation, reinforcing its role as a cultural, heritage and commercial hub.
Flagship experiences include Husaak Adventure Center, the Sound of Abha Festival, and a FIFA World Cup fan zone. There are also concerts by renowned artists and entertainment, and sporting events tailored for all ages.
The season spans multiple governorates and is supported by more than 14,000 hospitality units, reinforcing Asir’s position as a sustainable tourism destination.
Complementing the season’s diverse offerings, new hospitality projects worth more than SR444 million ($118 million) are set to launch across Asir in 2026, further enhancing the visitor experience and supporting continued tourism growth. More information can be found on the Discover Asir platform.
