Aseer: The Green Soul of Saudi Arabia Awakens as a Four-Season Tourism Gem, Hatim Al-Harbi Discusses Region’s Transformation into a Year-Round Tourism Destination, What You Need To Know

Amid the bustle of the Arabian Travel Market (ATM) 2025 in Dubai—a hub where the world’s travel industry converges—I found myself drawn into a quiet yet powerful story unfolding from the heart of Saudi Arabia. Aseer, a region many had overlooked for decades, is now stepping into the spotlight with a bold promise: to become a year-round travel destination unlike any other in the Kingdom.

Standing at the Saudi pavilion, I had the pleasure of speaking with Hatim Al-Harbi, the Chief of Tourism for the Aseer Development Authority. What began as a casual interview turned into a captivating journey into a region where nature, heritage, and future-forward development come together in rare harmony.

Aseer: Where Nature Breathes Life

Tucked into the southwest of Saudi Arabia, Aseer is already blessed by nature. It boasts nearly 60% of the Kingdom’s greenery—yes, real verdant landscapes that surprise even seasoned travelers. Here, the climate is cooler, the air is crisper, and the scenery ranges from island-dotted coastlines to majestic mountain peaks.

Hatim beamed with pride as he described how one could experience all four seasons in a single visit. “You can start your day by the sea, rise up to the mountains, and end your evening in a cool valley,” he said. “In just two days, you’ll feel like you’ve traveled across continents.”

This blend of diverse ecosystems makes Aseer unique in Saudi Arabia, and it’s that geographical advantage that the region is now poised to harness.

Vision 2030 and Aseer’s Bold Leap Forward

The transformation isn’t accidental. It’s a calculated part of Saudi Arabia’s Vision 2030—a national initiative aimed at diversifying the economy and creating a sustainable tourism infrastructure. In 2022, Aseer’s dedicated tourism strategy was officially approved, with a laser focus on turning this traditionally seasonal destination into a place that welcomes visitors all year long.

Hatim explained that summer has always been Aseer’s time to shine, thanks to its cooler weather. But now, the region is gearing up to entice travelers in spring, winter, and even during the more subdued autumn months.

To achieve this, an ambitious roadmap is underway. A new airport is already in the planning stages, with construction starting this year and completion targeted for 2028. Once operational, the airport will have 13 times the capacity of the current one—a staggering leap that signifies just how serious the region is about welcoming the world.

Cultural Roots and Colorful Seasons

But Aseer isn’t just about building infrastructure. At its core, it’s a place rich with culture, authenticity, and deeply rooted traditions. The tourism revival here is being shaped not just by skyscrapers and resorts, but by community, heritage, and a sincere effort to preserve the soul of the region.

One of the most enchanting developments is the introduction of the “Aseer Seasons,” a year-round program of events that celebrates nature and local culture. The current spring season, for instance, features the Jacaranda Festival. As Hatim described it, I imagined the city of Abha glowing with purple blossoms, the petals drifting down like confetti in celebration of the changing seasons.

“It’s similar to Japan’s Sakura season,” Hatim noted, “but it’s our own version. A beautiful, purple show that lasts just a month.” These unique cultural moments give Aseer an emotional appeal, one that goes beyond sightseeing.

Mega Projects with a Mind on Sustainability

With billions being invested in mega projects, resorts, and entertainment facilities, there is always the question of sustainability. How does Aseer plan to grow without losing the essence of what makes it special?

Hatim was clear: the foundation of Aseer’s development is authenticity and environmental stewardship. Resorts are being designed to blend with the natural landscape. Transport solutions, including expanded public systems and eco-conscious road networks, are being tailored to support—not strain—the environment.

The number of hotel keys is expected to increase from 8,000 to 18,000 by 2030, with many of the new properties embracing eco-friendly models and culturally inspired architecture.

A New Chapter for Abha

Abha, the capital of Aseer, is central to the region’s revival. It will play host to several events of the upcoming FIFA World Cup, showcasing its readiness for the global stage. But more than that, Abha is set to become a cultural and tourism beacon.

From traditional souks filled with handicrafts to museums preserving ancient Saudi traditions, Abha is the heart where modernity and history meet. Travelers can explore the historic village of Rijal Almaa, known for its stone architecture and storytelling murals, or take in the dramatic cliffs of Soudah Peaks.