Saudi Arabia's Aseer Region Strengthens Its Presence as a Tourism Destination Through PATA Membership

BANGKOK, June 25, 2025 – The Pacific Asia Travel Association (PATA) is pleased to announce that the Aseer Region Development Authority (ASDA) - the government body leading the development of Saudi Arabia’s Aseer Province - has officially joined the Association as its newest member.
 
“We are delighted to welcome the Aseer Region Development Authority to the PATA family. Aseer is a powerful example of how destinations can embrace tourism not only as an economic driver but also as a catalyst for cultural celebration, environmental responsibility, and community empowerment,” said PATA CEO Noor Ahmad Hamid. “As Saudi Arabia continues to diversify its tourism offerings, Aseer’s distinctive identity — rooted in heritage, nature, and innovation — offers meaningful inspiration to our global network. We look forward to learning from and working with ASDA as we collectively shape a more responsible and resilient future for travel.”

Known for its cool mountain climate, rich cultural heritage, and spectacular natural landscapes, Aseer is rapidly emerging as one of Saudi Arabia’s most distinctive tourism destinations. ASDA’s decision to join PATA highlights the region’s growing visibility on the global tourism map and reflects a shared commitment to building an inclusive and sustainable visitor economy aligned with PATA’s vision.
 
Eng. Hashem Al Dabbagh, CEO, Aseer Region Development authority, said, “Joining PATA represents a significant milestone in our journey to establish Aseer as a world-class sustainable tourism destination - renowned for its stunning natural landscapes and vibrant cultural heritage. We look forward to collaborating with PATA to elevate Aseer’s profile on the global tourism stage and to showcase the region’s exceptional visitor experiences.”
 
Saudi Arabia is a key region for the Association, and PATA is already collaborating with the Saudi Tourism Authority to support the Kingdom’s tourism goals. ASDA’s addition marks another important step in PATA’s growing engagement across Saudi Arabia, strengthening connections not just at the national level but with distinctive regions that bring their own stories and strengths to the global stage.
 
About the Aseer Region

In the southwest of Saudi Arabia, Aseer unfolds like a captivating story. Its mountains wear 
veils of clouds, lush plains thrive year-round, and warm shores meet pristine seas. The majestic desert adds a sense of silence and grandeur. Aseer is steeped in ancient history, authentic culture, and unique heritage. It invites you to craft your own journey of discovery, adventure, and wonder. It’s time to discover Aseer — and rediscover Saudi Arabia.

About The Aseer Region Development Authority

Aseer Development Authority (ASDA) is formally established with a mandate to supervise the planning and implementation of a regional development strategy for the Aseer Region. ASDA aims to achieve integrated regional development and to ensure effective coordination between development actors and the high-quality implementation of key infrastructure projects in the region.‬

Our vision is to make Aseer known as a globally leading year-round destination, where everyone is inspired by the harmony of preservation and progress of Aseer’s unique culture and nature. Tourism is our priority. We mainly cater to the Saudi middle-class leisure tourist, ensuring complementarity to other destinations. This is supported by international visits.

Aseer possesses a unique variety of cultural and natural assets, distinct across five geographical layers, from coast to mountain to desert. Tapping into our natural and cultural assets, we have identified five well-differentiated tourism development areas (TDAs). We will build a mix of affordable assets and luxury anchor projects.

The PIF projects will play a crucial role as high-end anchor assets and have been factored into Aseer’s strategy. We aim to attract 8.6 million visits in 2030 with Aseer’s strategy — a tripling of current leisure visits. Growth mainly originates from domestic leisure and international tourism.

Website
http://www.asda.gov.sa
Phone
00966172389666