“Aseer is Prospering” - a snapshot of Saudi’s region untapped opportunities

As Saudi Arabia intensifies its journey toward Vision 2030, the Aseer region with its capital city Abha has emerged as a compelling case study of how place-based development, cultural identity, and international opportunity can align. Steeped in history and blessed with natural beauty, Aseer is now poised for global attention as Abha becomes one of the host cities for the 2034 FIFA World Cup.

Contrasting with the rest of the country, Aseer’s climate is markedly cooler and more temperate, thanks to its elevation in the Sarawat mountain range, with cities like Abha situated over 2,200 metres above sea level. While much of Saudi Arabia is characterised by arid deserts and extreme summer heat, Aseer enjoys mild summers, lush greenery during monsoon months, and even occasional mist and rainfall, making it a natural retreat for both domestic and international tourists seeking year-round relief from the heat.

This unique climate not only enhances liveability and tourism potential, but also supports agricultural productivity, eco-tourism development, and wellness-oriented hospitality, key pillars of the region's Vision 2030-aligned growth strategy.

Aseer: A Region Rooted in History

Nestled in the southwestern highlands of Saudi Arabia, the Aseer region spans rugged mountains, fertile valleys, and Red Sea coastline. Historically autonomous and agriculturally rich, Aseer was incorporated into the modern Saudi state in 1934. It has since preserved its unique architectural styles, traditional villages like Rijal Almaa, and vibrant art forms such as Al-Qatt Al-Asiri, which is recognized by UNESCO as Intangible Cultural Heritage.

With a distinct climate and cultural heritage, Aseer has long been a domestic tourism gem. Now, its future lies in unlocking that potential for a global audience.

Vision 2030 and the Aseer Development Strategy

Under the leadership of HRH Prince Turki bin Talal bin Abdulaziz Al Saud, and in alignment with Vision 2030, the Aseer Development Strategy aims to attract more than 10 million tourists annually by 2030, elevate infrastructure, empower SMEs, and build a sustainable, culturally authentic economy.

Major objectives include:

• Boosting eco-tourism, hospitality, and culture-led development

• Enhancing infrastructure and mobility across the region

• Attracting international investment in real estate, food processing, creative industries, and more

• Preserving and promoting the distinct identity of Aseer through design, festivals, and storytelling

Abha: The Capital at the Centre of Transformation

At an altitude of over 2,200 metres, Abha serves as the administrative and cultural heart of Aseer. Its mild climate, strategic location, and ambitious leadership have made it the focal point of the region’s transformation.

Key developments underway include:

• The Point Project: A mixed-use commercial, entertainment, and tourism hub spanning 75,000 sqm

• SEVEN Entertainment Complex: A SAR 1.3 billion project blending modern family attractions with traditional design

• Shalalat Abha: A $270 million development covering over 1 million sqm with residential, tourism, and commercial zones

• Abha International Airport Expansion: Designed to handle over 13 million passengers annually, connecting Abha to international hubs with a culturally inspired terminal by Foster + Partners

Photo Credits: Saudi Entertainment Ventures (SEVEN)

Abha in the Global Spotlight: 2034 FIFA World Cup Host City

In a major milestone, Abha has been named one of the official host cities for the 2034 FIFA World Cup, which Saudi Arabia will host. The King Khalid University Stadium will be expanded to a 45,428-seat venue, hosting group and knockout matches.

This historic inclusion places Abha as well as the entire Aseer region on the world stage, providing:

• An opportunity to showcase the Kingdom’s cultural and geographical diversity

• A platform for eco-tourism, culinary tourism, and regional hospitality brands

• Infrastructure and mobility improvements that will leave a lasting legacy for the region

For local communities and international partners alike, the World Cup represents more than a tournament—it’s a catalyst for growth, visibility, and pride.

Supporting Infrastructure and Industrial Growth

Beyond tourism, Aseer is accelerating efforts to diversify its economy and develop smart infrastructure:

• Second Aseer Industrial City near Khamis Mushait for manufacturing and logistics

• A new 321 km highway network connecting internal cities and tourist sites

• Revitalisation of 95% of previously delayed government projects

These investments not only unlock economic potential but also signal investor confidence and regulatory momentum.

Institutional Support and Investment Facilitation

The Aseer Development Authority (ASDA) and Aseer Investment Company are streamlining investment processes. Notably, a dedicated committee has resolved 95% of previously stalled projects, reflecting a proactive approach to creating a conducive investment environment.

From Highland Heritage to Global Horizon

With World Cup 2034 as a landmark moment and a series of Vision 2030-aligned investments underway, Abha is poised to serve as a gateway between Saudi Arabia’s southern identity and the world’s attention.