The Saudi Tourism Investment Company ASFAR has signed a Memorandum of Understanding (MoU) with the Municipality of Al-Baha representing a strategic step towards unlocking the untapped tourism potential of the region.
The memorandum was signed during Cityscape Global, the world’s largest property development networking exhibition and conference, held under the auspices of the Ministry of Municipal, Rural Affairs and Housing.
ASFAR’s CEO, Dr. Fahad Bin Mushayt, expressed his enthusiasm for the partnership, stating, “We aim to invest in promising Saudi cities such as Al-Baha to instill the mountain and agro tourism concept in the Kingdom as part of our mission to improve the tourism sector’s offerings to unprecedented levels. We also focus on providing a diverse package of modern experiences that blend adventure with entertainment, and on investing in boosting local strengths to create an attractive tourism ecosystem in Al-Baha for visitors.”
Al-Baha, with its breathtaking landscapes, charming locale, and rich archaeological sites, holds immense promise as a tourism destination. Some of these sites have even been nominated for inclusion in the prestigious UNESCO World Heritage Sites list. Mayor of Al-Baha, Dr. Ali Al-Sawat, emphasized the region’s potential, stating, “We are pleased to partner with ASFAR to boost and enable the tourism sector in Al-Baha, improve its role in diversifying the national economy, enrich local content, and share its natural and cultural wealth with tourists.”
This collaboration aligns with the goals of Saudi Vision 2030, which aims to diversify economic income sources, attract both local and foreign investments, and create job opportunities, particularly for Saudi youth. By focusing on the retail and hospitality sectors, the MoU signifies a commitment to realizing these objectives and harnessing the rich tourism potential of Al-Baha.
The signing of this MoU is a promising step towards making Al-Baha a “sought-after” destination for tourists, offering a blend of adventure, culture, and natural beauty.
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Photo – top of page – The ancient village of Dhee Ayn, a UNESCO World Heritage Site – Al Baha – Copyright 2023 STA
