Project Aseer, spearheaded by Crown Prince Mohammed bin Salman, is a significant development in the tourism strategy for the southwestern Aseer region. Launched on September 28, this project is backed by an investment of SR50 billion ($13 billion) with the aim of transforming Aseer into a premier tourist destination, attracting over 10 million visitors by the year 2030.
Project Aseer focuses on harnessing the region's geographical and natural diversity, as well as its cultural and historical assets, to create a compelling tourist experience. The development aims not only to enhance the region's appeal but also to generate new employment opportunities, elevate the quality of life for residents, and upgrade essential services and infrastructure.
As part of the Public Investment Fund's (PIF) comprehensive plan, a $3 billion investment is allocated for the construction of 2,700 hotel rooms, 1,300 residential units, and the establishment of 30 commercial and entertainment attractions in Aseer by the year 2030. This infusion of capital is expected to catalyze economic growth, promote tourism, and position Aseer as a key player in Saudi Arabia's vision for a diversified and thriving economy.
The Aseer Development Project was initiated as part of a broader tourism strategy announced by Crown Prince Mohammed bin Salman on September 28. With a significant investment of SR50 billion ($13 billion), the strategy aimed to transform the southwestern Aseer region into a premier tourism destination, with the ambitious goal of attracting over 10 million visitors by 2030.
The Aseer region, known for its mountain peaks and diverse natural landscapes, was identified as having immense tourism potential. The strategy envisioned turning Aseer into a year-round destination by leveraging its geographical and natural diversity, cultural richness, and heritage.
As part of the Aseer Development Project, the Public Investment Fund (PIF) planned a substantial investment of $3 billion. The funds were earmarked for the construction of 2,700 hotel rooms, 1,300 residential units, and the development of 30 commercial and entertainment attractions in Aseer by the year 2030.
Project Aseer is under the leadership of Aseer Development Authority, with key figures at the helm playing crucial roles in the development and implementation of the project. Prince Turki bin Talal bin Abdulaziz served as the Chairman of the Board, overseeing the strategic direction and major decisions. The Chief Executive Officer (CEO) responsible for the day-to-day operations and execution of the project is Hashim Al Dabbagh.
Dr. Amr Al-Amri has been instrumental in the project as the Deputy CEO and Acting CEO of Aseer Development Authority since June 2020. In this role, he has actively contributed to the digitisation and institutional establishment of the authority.
The visionary leadership of His Royal Highness Prince Mohammed bin Salman bin Abdulaziz, Crown Prince, Deputy Prime Minister, and Chairman of the Council of Economic and Development Affairs, is evident in the launch of the Aseer Region Development Strategy. The strategy, known by the slogan "Shams and Peaks," aims to position Aseer as a global tourist destination, with a substantial investment of 50 billion Riyals dedicated to the comprehensive development of the region.
The Aseer Development Project is strategically designed to target three key segments, each aimed at significantly increasing the number of visits to the region from 2015 to 2030. The first segment focuses on attracting over 0.7 million additional visitors by offering enticing tourism packages. This initiative aims to boost overall tourism numbers and diversify the visitor base.
The second segment of the strategy aims to increase visits by more than 2.4 million by concentrating on local tourism. Specifically targeting middle to high-class families, this approach seeks to enhance domestic tourism, fostering a sense of exploration and leisure within the local population.
The third segment of the strategy is geared towards attracting more than 1 million international tourists to visit the Kingdom of Saudi Arabia. By positioning Aseer as a global tourist destination, this initiative aims to showcase the region's unique cultural and natural attractions on the international stage.
To support and enable the strategic initiatives, the Aseer Development Project encompasses a group of vital infrastructure and basic needs projects. These include the development of roads, water systems, water desalination facilities, a University City, the establishment of a Second Industrial City, improvements in healthcare services, advancements in Information and Communication Technology, enhancements in power grid reliability, and the construction of the New Abha International Airport.
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