Prince Turki bin Talal, Governor of Aseer, has officially launched the Aseer Summer Season under the theme “Live the Sky,” marking a major step in the region’s drive to become a year-round global destination.
The Ministry of Tourism and the Saudi Tourism Authority are backing the season alongside the National Events Center. Moreover, organisers have prepared 100 bookable experiences, and they expect more than 3 million visitors to attend.
In addition, the season should generate around 3,000 seasonal jobs, thereby strengthening the tourism sector’s economic impact, according to the Saudi Press Agency (SAP).
Additionally, enhanced air connectivity will ease visitor access, with nine international and national airlines operating around 348 weekly direct flights to Abha International Airport. Therefore, travelers can easily escape the summer heat to enjoy misty peaks, traditional villages, and scenic mountain trails.
A Blend of Adventure and Heritage
The season captures the essence of Aseer, where towering peaks, cool weather, traditional villages and natural trails combine to deliver adventure, relaxation, culture and heritage. Running until 1 September, it follows the Jeddah Calendar events and the Eid season, and it stands as a vibrant celebration of summer.
Furthermore, several landmark attractions are returning with fresh upgrades. For instance, the Talal Maddah Theater reopens after extensive redevelopment, while the historic Souq Al-Thulatha returns following renovation, reinforcing its role as a cultural and commercial hub.
Flagship Attractions and Investment
Highlights include the Husaak Adventure Center, the Sound of Abha Festival and a FIFA World Cup fan zone, alongside concerts and sporting events for all ages. The season spans multiple governorates, and more than 14,000 hospitality units support its sustainable tourism goals.
Additionally, new hospitality projects worth over SAR444 million ($118 million) will launch across Aseer in 2026, further enhancing the visitor experience.
Ultimately, visitors can plan their journey and book experiences via the official Discover Asir digital platform.
