Aseer Opens Its Summer to the World
Dhuʻl-Hijjah 28, 1447 AH — Corresponding to June 13, 2026
Aseer ascends..and its summer soars, where the sky is within reach
His Highness Prince Turki bin Talal bin Abdulaziz, Governor of Aseer Region and Chairman of Aseer Development Authority (ASDA), launched the Aseer Summer Season 2026 under the theme “Live the Sky”, with the support of the Ministry of Tourism and the Saudi Tourism Authority, and in partnership with the National Events Center. The season forms part of ongoing efforts to develop the region’s tourism sector and strengthen its position as a year-round global destination, in line with the Aseer Region Development Strategy and Saudi Vision 2030.
The season is expected to welcome more than 3 million visitors from within Saudi Arabia and abroad through 100 bookable experiences, reflecting the diversity of Aseer’s tourism offering. It is also set to create around 3,000 seasonal employment opportunities, further enhancing the economic impact of the tourism sector and supporting local economic growth.
The season’s theme, “Live the Sky,” reflects the essence of the Aseer experience, where towering peaks, cool weather, heritage villages, and natural trails come together to create a journey that blends adventure, relaxation, culture, and heritage.
The season will also see the return of several attractions offering new experiences for visitors to the region, most notably the reopening of Talal Maddah Theatre following extensive redevelopment works, as well as the return of the historic Souq Althulatha’ after its revitalization, reinforcing its role as a cultural, heritage, and commercial hub that showcases local artisans and products.
The season features a range of signature events and experiences, including Husaak Adventure Center, Sound of Abha Festival, and the FIFA World Cup 2026 Fan Zone, and a series of live concerts, alongside cultural, artistic, entertainment, and sporting events, as well as experiences tailored for families and visitors of all ages.
The season’s events span several governorates across Aseer, drawing on the region’s rich natural beauty, culture, and history to offer visitors diverse opportunities to explore traditional villages, historic palaces, mountain trails, and immersive activities that bring its unique identity to life.
Complementing the season’s diverse experiences, new hospitality projects worth more than SAR 444 million are set to launch across Aseer in 2026, further enhancing the visitor experience and supporting the continued growth of the tourism sector. These investments form part of Aseer’s broader development journey to strengthen its position as a sustainable year-round destination through enhanced tourism experiences, increased investment, improved quality of life, and local economic growth, reinforcing Aseer’s standing on the local and global tourism map.
ASDA invites those planning to visit Aseer to explore the season’s events and programs through DiscoverAseer.com, which provides up-to-date information on events, experiences, trails, and tourism activities across the region.