The Aseer Region Development Authority (ASDA), the government body leading the development of Saudi Arabia’s Aseer Province, has joined PATA as its newest member.
Known for its cool mountain climate, rich cultural heritage, and spectacular natural landscapes, Aseer, in the southwest of Saudi Arabia, is rapidly emerging as one of Saudi Arabia’s most distinctive tourism destinations.
ASDA’s decision to join PATA highlights the region’s growing visibility on the global tourism map and reflects a shared commitment to building an inclusive and sustainable visitor economy aligned with PATA’s vision.
PATA CEO Noor Ahmad Hamid said: “We are delighted to welcome the Aseer Region Development Authority to the PATA family. Aseer is a powerful example of how destinations can embrace tourism not only as an economic driver but also as a catalyst for cultural celebration, environmental responsibility, and community empowerment.
“As Saudi Arabia continues to diversify its tourism offerings, Aseer’s distinctive identity – rooted in heritage, nature, and innovation – offers meaningful inspiration to our global network. We look forward to learning from and working with ASDA as we collectively shape a more responsible and resilient future for travel.”
Hashem Al Dabbagh, CEO, ASDA, added: “Joining PATA represents a significant milestone in our journey to establish Aseer as a world-class sustainable tourism destination – renowned for its stunning natural landscapes and vibrant cultural heritage. We look forward to collaborating with PATA to elevate Aseer’s profile on the global tourism stage and to showcase the region’s exceptional visitor experiences.”
Saudi Arabia is a key region for PATA, and the association is collaborating with the Saudi Tourism Authority to support the Kingdom’s tourism goals.
