Saudi Arabia’s mountain tourism dreams are on Bloomberg’s radar. The Kingdom has been funneling money into Aseer to boost its tourism potential through the Public Investment Fund, with plans to build luxury resorts, restore heritage sites like Rijal Almaa, and upgrade basic services and infrastructure. The rustic approach in Aseer stands out from some of the flashier megaprojects elsewhere in the Kingdom — with a focus on natural landscapes and cultural heritage rather than futuristic skyscrapers or ultra-luxe glampsites.

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Major projects in motion: The business news service highlighted the Seven Legends Aseer Resort as one of the region’s works-in-progress — a mountain retreat set to open in 2029 with private villas, hotel rooms, and grass skiing. The Soudah Peaks is also in the pipeline, bringing hotels and homes to the Kingdom’s tallest mountain and offering outdoor activities like hiking.

What Aseer needs: With fewer than 100k international visitors a year, Aseer needs to expand quality accommodation beyond Abha as well as upgrade transport and infrastructure and provide clear travel information to quell safety concerns over its proximity to the Yemeni border, Bonjour Saudi CEO Cecilia Pueyo told Bloomberg. Stronger promotion of its climate and attractions will also help draw in more visitors.

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