Aseer Expands Sustainable Tourism Focus at Arabian Travel Market 2025

The Aseer Development Authority (ASDA) is set to participate in the Arabian Travel Market (ATM) 2025 with its largest-ever presence, launching an independent pavilion titled ‘Discover Aseer’ to showcase the region’s cultural and natural diversity.

During the event, ASDA will formalise five key Memoranda of Understanding (MoUs) and partnerships with Saudia Airlines, the Global Sustainable Tourism Council (GSTC), Al Matar Group, Seyaha Company, and MyTable. These agreements are designed to expand Aseer’s tourism offerings, enhance visitor experiences, and boost investment across the aviation, sustainability, hospitality, and technology sectors.

In 2024, Aseer welcomed 8 million tourists, and the new initiatives are expected to drive further investment, broaden visitor options, and strengthen Aseer’s contribution to Saudi Arabia’s tourism economy. A specialised workshop hosted by Discover Aseer will gather travel and tourism companies to explore investment opportunities, destination development strategies, and partnership initiatives. Aseer’s tourism strategy emphasises sustainable, year-round cultural, eco, and experiential tourism offerings.

The region’s expanded presence at ATM 2025 marks a transition from building general awareness to achieving strategic business outcomes through partnerships and innovation. Aseer aims to attract 9.1 million visitors annually and contribute SAR 26 billion to Saudi Arabia’s tourism GDP by 2030. Discover Aseer’s pavilion will be located at stand ME1830 at the Arabian Travel Market, held at the Dubai World Trade Centre from April 28th to May 1st.