Saudi Arabia unveils Unexpected tourism Boom in its Mountainous Southwest
RIJAL ALMAA,SAUDI ARABIA – beyond the shifting sands and oil wealth,a different Saudi Arabia is emerging: a kingdom of lush,green highlands attracting a growing wave of domestic and international tourists. The Asir region, long overlooked in favor of the country’s coastal cities and desert landscapes, is experiencing a surge in investment and visitor numbers as the nation diversifies its economy and opens its doors to tourism. This shift represents a notable departure from the country’s traditional image, offering a glimpse into a previously hidden cultural and natural heritage.
For decades, Saudi Arabia’s tourism sector remained limited, largely focused on religious pilgrimages to Mecca and Medina. However, with the launch of Vision 2030, a strategic framework aimed at reducing the nation’s dependence on oil, tourism has become a key pillar of economic diversification. The Asir region, with its temperate climate, dramatic mountain scenery, and unique cultural traditions, is now at the forefront of this transformation, poised to become a major destination for adventure travelers, nature enthusiasts, and those seeking an authentic cultural experience.
The Rijal Almaa heritage village, over 900 years old and located in the asir province, exemplifies this burgeoning tourism. Once a vital trading post on the caravan route connecting Yemen and the Levant, the village’s distinctive stone architecture and rich history are drawing increasing numbers of visitors.
Recent infrastructure developments, including new roads, hotels, and cable car systems, are making the region more accessible. Jabal Soudah, the highest peak in Saudi Arabia, is becoming a popular destination for hiking and outdoor activities, though unprepared adventurers may find the terrain challenging. One traveler recounted a four-hour hike, battling sunburn and exhaustion, to reach a remote hamlet, ultimately hitching a ride back to the city after witnessing a breathtaking sunset over the hazy mountain range.
The Saudi Tourism authority is heavily investing in promoting the Asir region,highlighting its unique attractions and aiming to attract 70 million tourists annually by 2030. This ambitious goal reflects a broader national effort to reshape Saudi arabia’s identity and position it as a global tourism hub, showcasing a side of the country rarely seen by the outside world.
