ABHA: Aseer Governor and Chairman of the Aseer Development Authority, Prince Turki bin Talal bin Abdulaziz, on Saturday launched the Aseer Summer Season 2026, marking the start of one of Saudi Arabia’s flagship tourism initiatives for enhancing the Kingdom’s position as a leading global travel destination.
The season is being organized with the support of the Ministry of Tourism, the Saudi Tourism Authority and the National Events Center as part of broader efforts to advance the tourism sector and achieve the objectives of Saudi Vision 2030.
According to officials, the Aseer Summer Season 2026 is expected to attract more than three million visitors through a diverse program featuring 122 events and 100 bookable tourism experiences across the region.
The initiative is projected to generate approximately 3,000 seasonal employment opportunities while contributing to a targeted hotel occupancy rate of 55 percent. Average visitor spending during the season is estimated at SAR 1,287.
The program showcases Aseer’s distinctive natural beauty and rich cultural heritage, offering visitors a combination of mountain landscapes, historic villages, cultural attractions and outdoor adventure experiences.
Events and activities will be held across several governorates of the region, highlighting Aseer’s diverse tourism offerings and reinforcing its appeal to both domestic and international travelers.
Organizers said the season is supported by more than 14,000 hospitality units, reflecting the region’s growing tourism infrastructure and its readiness to accommodate a significant influx of visitors.
The initiative forms part of ongoing efforts to position Aseer as a sustainable, year-round tourism destination and a key contributor to Saudi Arabia’s economic diversification agenda.
Visitors can access information about events, attractions and travel experiences through the Discover Aseer platform, which serves as the official guide to the season’s activities.
The launch of the Aseer Summer Season 2026 underscores Saudi Arabia’s continued investment in tourism development and its commitment to showcasing the Kingdom’s cultural, historical and natural attractions to a global audience.
