(IN SHORT) PATA has welcomed the Aseer Region Development Authority as its latest member, strengthening ties in Saudi Arabia’s southwest. PATA CEO Noor Ahmad Hamid and ASDA CEO Eng. Hashem Al Dabbagh emphasized Aseer’s potential as a model for sustainable, community-focused tourism. The region—known for its cool mountains, rich heritage and varied landscapes—will benefit from ASDA’s mandate to plan and implement integrated development across five geographic Tourism Development Areas. With a strategy combining affordable experiences and luxury anchor projects funded by the Public Investment Fund, ASDA aims to attract 8.6 million leisure visits by 2030. This membership builds on PATA’s collaboration with the Saudi Tourism Authority and underscores its commitment to inclusive, resilient tourism growth.
(PRESS RELEASE) BANGKOK, 2025-Jun-27 — /Travel PR News/ — The Pacific Asia Travel Association (PATA) is excited to announce that the Aseer Region Development Authority (ASDA)—the Saudi government agency spearheading development in the Aseer Province—has joined PATA as its newest member.
PATA CEO Noor Ahmad Hamid welcomed ASDA, stating, “We’re thrilled to have the Aseer Region Development Authority in the PATA family. Aseer exemplifies how tourism can drive economic growth while celebrating culture, protecting the environment and empowering communities. As Saudi Arabia expands its tourism landscape, Aseer’s blend of heritage, natural beauty and forward-thinking innovation will inspire our global network. We look forward to collaborating with ASDA to foster a more responsible and resilient travel industry.”
Renowned for its temperate mountain climate, vibrant cultural traditions and breathtaking scenery, Aseer is emerging as one of Saudi Arabia’s most captivating destinations. ASDA’s membership underscores the region’s rising global profile and shared dedication to building an inclusive, sustainable visitor economy in line with PATA’s mission.
Eng. Hashem Al Dabbagh, ASDA’s CEO, commented, “Joining PATA marks a milestone in our mission to position Aseer as a world-class sustainable tourism destination celebrated for its stunning landscapes and rich culture. We eagerly anticipate working with PATA to raise Aseer’s visibility on the world stage and highlight the exceptional experiences our region offers.”
Saudi Arabia remains a strategic focus for PATA, which already partners with the Saudi Tourism Authority to drive the Kingdom’s tourism objectives. ASDA’s inclusion deepens PATA’s regional engagement, strengthening ties not only with national bodies but also with unique provinces that contribute their own strengths and narratives to global tourism.
About the Aseer Region
Situated in southwestern Saudi Arabia, Aseer unfolds from cloud-capped mountains and verdant plains to sun-soaked coasts and tranquil deserts. Steeped in history and authentic traditions, Aseer invites travelers to embark on journeys of discovery, adventure and wonder—revealing the heart of Saudi Arabia.
About the Aseer Region Development Authority
ASDA oversees the strategic planning and execution of integrated development across Aseer, coordinating key infrastructure projects and stakeholders. Its vision is to establish Aseer as a premier year-round destination where preservation and progress harmonize. Prioritizing tourism, ASDA caters to Saudi middle-class leisure travelers while complementing other national destinations and international arrivals.
Aseer’s diverse cultural and natural assets span five geographic layers—from coast, mountain and desert—informing five distinct Tourism Development Areas. ASDA will combine affordable attractions with luxury anchor projects, including Public Investment Fund initiatives, aiming to triple leisure visits to 8.6 million by 2030 through domestic and international growth.
Website
http://www.asda.gov.sa
Phone
00966172389666
Media contact:
Tel: +66 (0)2-460-9264
E-mail: communications@PATA.org
SOURCE: Pacific Asia Travel Association
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