Sky’s the limit for Asir’s international brand for tourism

Crown Prince Mohammed bin Salman recently made two important announcements relating to the Asir region.

The first was launching a master plan for the new Abha International Airport that aims to embody an architectural identity consistent with the heritage of the region, transforming it into a prominent landmark in the Kingdom.

The airport’s design will also showcase Saudi culture, while offering a slick travel experience for passengers.

The upgrade will raise the airport’s capacity to more than 13 million passengers annually, a tenfold increase on the current 1.5 million. It will also handle more than 90,000 flights per year, a significant rise from the present figure of 30,000.

As well as looking to boost the region’s tourist trade, the new hub will also fulfil Asir’s development and aviation strategies in line with Vision 2030 by increasing air connectivity to 250 destinations and transporting 330 million passengers.

The crown prince’s second announcement was the launch of Ardara Co. to develop the AlWadi project in the heart of Abha in the region’s south. AlWadi – meaning, the valley – will span 2.5 million square meters and be developed with sustainability at its core.

It will enhance quality of life by dedicating more than 30 percent of the project’s area as green open spaces, with 16 km of waterfront, 17 km of sports trails, and cultural and community activities.

The launch of Ardara Co. aligns with the Saudi Public Investment Fund’s strategy to unlock the capabilities of promising sectors, including tourism and entertainment, and diversify the Kingdom’s economy with a projected $5 billion to the country’s non-oil gross domestic product.

Ardara Co. aims to provide investment and partnership opportunities for local and international investors across a range of sectors, including hospitality, arts, culture, food, and agriculture, as well as retail and entertainment, to further strengthen the partnership with the private sector.

The two announcements came after the launch of Soudah Development Co., with expected investments of more than SR11 billion ($3 billion) in infrastructure and tourism projects to enhance the visitor experience in Soudah and parts of Rijal Almaa.

During my last trip to Asir and upon landing at Abha airport, I saw the clouds hugging the mountains with the most stunning views.

When I met regional governor, Prince Turki bin Talal bin Abdulaziz, I witnessed his committees of young women and men working in workshops like beehives.

I realized then that the Asir region was going through a significant transformation that will pave the way for a tourist experience to be remembered for a lifetime.

Basil M.K. Al-Ghalayini is the chairman and CEO of BMG Financial Group.