As a key sponsor, Discover Aseer showcased the region’s rich cultural heritage and stunning natural landscapes, aiming to establish itself as a standout destination in Saudi Arabia’s expanding tourism landscape.
This involvement supported the goals of the Aseer Development Authority (ASDA) in driving Saudi Arabia’s tourism aspirations. By 2030, the region aims to attract 9.1 million visitors each year, generating SAR26 billion for the tourism sector’s GDP.
Discover Aseer sought to establish connections with both local and global stakeholders, creating opportunities to advance the region’s objectives for economic growth and sustainable development.
The Discover Aseer pavilion at STF highlighted the region’s rich traditions through engaging activities. Visitors experienced Aseer’s cultural heritage firsthand with displays of its iconic flower crowns, Aseeri Qatt Art, and traditional cuisine, which earned global acclaim when the region was recognized as the World Region of Gastronomy 2024 by the International Institute of Gastronomy, Culture, Arts, and Tourism.
ASDA utilized the platform to amplify the presence of local stakeholders, including hospitality providers, destination management companies, and heritage village proprietors, showcasing their offerings within the Discover Aseer pavilion to boost their visibility and impact.
Aseer showcased its dedication to safeguarding its natural environment and cultural legacy. Home to more than 4,000 historic villages, the region recently celebrated a major achievement with the recognition of Abo Noghta Castles in the town of Tabab being named among the Best Tourism Villages of 2024 by the United Nations World Tourism Organization.
