Asir Summer Season Launches With 100 Experiences Across the Region
The programme is targeting more than 3 million visitors and 3,000 seasonal jobs.
The Asir Summer Season has launched with 100 bookable experiences spread across multiple governorates, as the region aims to attract more than 3 million visitors under the theme 'Live the Sky'.
Supported by the Ministry of Tourism, the Saudi Tourism Authority and the National Events Center, the programme is intended to showcase Asir's cultural, natural and leisure attractions while creating around 3,000 seasonal jobs.
Among the season's highlights are the reopening of Talal Maddah Theater following redevelopment works and the return of the historic Souq Al-Thulatha after its renovation.
Other flagship attractions include the Husaak Adventure Center, the Sound of Abha Festival and a FIFA World Cup fan zone, alongside a programme of concerts, entertainment and sporting events aimed at visitors of different age groups.
The season also places a spotlight on Asir's mountain landscapes, traditional villages and natural trails, with experiences centred on adventure, culture and heritage.
More than 14,000 hospitality units are available across the region to accommodate visitors. In addition, new hospitality projects worth more than SAR 444 million are scheduled to launch across Asir in 2026.
