From a vantage point high in the clouds, on a verdant mountain top soaring some 3,000 meters (9,800 feet) above the Arabian Peninsula, Husameddin Al Madani looks down on an unexplored world of adventure, experience and tranquillity.
“This is a unique, magical place,” he says. “There is nowhere else like it in Saudi Arabia. Our responsibility is to open it up to travellers and explorers while preserving all the magic of the mountains and all the diversity of the local culture, flora and fauna.”
As CEO of the Soudah Development Company, Al Madani is the mastermind of a $3 billion project that will transform this precious landscape of mountain villages, unexplored hiking trails, hidden waterfalls and rare migrating birds into a beacon of sustainable and inclusive tourism.
“We want to protect and nurture the national park and reserves and integrate the local community in our offering,” Al Madani says. “Our mandate is to lightly and subtly enhance the quality of the experience and the destination. We will have a very light touch in everything we do.”
Located in the Asir mountains in the far south west of Saudi Arabia, with average temperatures of around 18 degrees Celsius (64 Fahrenheit) and just half-an-hour’s drive from Abha International Airport, Soudah has long been popular with affluent visitors looking to escape the searing heat of Riyadh and other Saudi cities.
Now Al Madani is looking to market the region to a new clientele and attract two million visitors a year, 70 percent from Saudi Arabia and GCC countries and 30 percent from further afield.
The ambitious project is an important pillar in the country’s rapidly growing tourism sector that is being developed as a major element of the nation’s Vision 2030 strategy led by His Royal Highness Crown Prince Mohammed bin Salman.
In the post-pandemic world, Soudah will be the perfect destination for people who want to reconnect with nature and with their families, whether hiking in the mountains, experiencing the thrills of paragliding or indulging in sumptuous spa treatments using lavender honey produced by local tribespeople.
In total, the Soudah Development Company will build 18 to 20 hotels and 1,300 second homes, as well as investing in transport infrastructure, developing attractions such as mountain lodges and zip lines, and nurturing the activities of local performers, crafts people and artisans.
In everything the company does, Al Madani says, sustainability will be the guiding principle.
“Sustainability is at the heart of what we do. 90 percent of all the greenery in Saudi Arabia is located here. Every single tree and every single animal matters. We are inspired by the local traditions, by the local cuisine, by the architecture and the wildlife. We will do everything we can to preserve this treasure.”
Q&A with Husameddin Al Madani, CEO, Soudah Development Company
When did you first discover Soudah?
I remember my first visit vividly. It was August 2018, the peak of the Saudi summer, but it was only 17 degrees [63 degrees Fahrenheit] in the mountains. I came with my family and my children and we were surrounded by clouds, greenery and cool air, while in Riyadh it was 45 degrees [113 Fahrenheit].
Soudah still has this element of surprise. It is unique. We are in the middle of the clouds, with beautiful rain, flora and fauna, just an hour’s flight from Riyadh. I still enjoy waking up in the morning and hiking six kilometres before coming back to the office. It is a refreshing and reinvigorating experience that in Saudi Arabia is only possible here.
What sort of people does Soudah appeal to?
Soudah has always been a summer destination. We want to improve the quality of the experience and make it accessible to more people, all in a very sustainable way. We are targeting families, adventurers and thrill seekers, people who are looking to reconnect with nature, and people looking for wellness experiences. These are the four main categories. In the pandemic, we have already noticed that people want to reconnect with nature and be away from crowded places. We think of Soudah as the place where tranquillity meets adventure.
What activities will be available for visitors?
Mountain biking, mountain hiking and camping are at the heart of our offering. To get to know the region more intimately, I just completed a nine-day hike and bicycle ride stopping at the shoreline of the Red Sea. The nature and the wildlife are truly stunning. We are located right on an international bird migration route. More than 190 bird species visit this region. Visitors here will have unforgettable ways to experience our landscape and our biodiversity.
How are you working with local communities?
Soudah is more than just beautiful mountains. It is home to maybe the most diverse and colourful culture in Saudi Arabia. The dances, art, music and culinary arts continue to amaze me. We look at community development and integration as a priority. The community is our partner.
Our hiking trails will not just be trails. They will be immersive cultural experiences. Visitors will learn about the villages they hike through. They will spend the night in some of these old heritage sites and villages and experience their food, music and dances. Tangible and intangible cultural heritage is integral to our plans. The local architecture is a source of inspiration for our own designs and ideas. We will tell the story of the culture of Asir to the world through our offerings.
What steps are you taking to ensure social and environmental sustainability?
We are much more than a real estate development company. We have been entrusted to reduce visual pollution and improve the whole destination. 620 square kilometres [240 square miles] is not a small destination, but it requires a small development footprint for real estate.
We have very strict guidelines to ensure sustainability and we have three departments that we consider to be the foundation pillars of our strategic development. One department is called cultural heritage, and they ensure that our designs are inspired by authentic local architecture and that our development helps to preserve the more than 200 cultural heritage sites within our region. The second department is environment and wildlife and the third is community development and integration. These checks and balances steer our development and make sure we have a positive impact.
What will be the economic impact of the project?
We aim to create 8,000 permanent jobs by 2030. However, the economic prosperity that will come indirectly from the small businesses that will be our vendors and service providers is more important to us than just the jobs we generate. They create a multiplier effect. Our partners will hire more people and they will amplify the economic impact of the project.
The tourism sector is a priority for achieving many of the Vision 2030 objectives, such as job creation, GDP contribution and Foreign Direct Investment. Tourism is no longer just a luxury. Here in Asir, tourism is key to economic and social prosperity. We will enable the sustainable development of the entire region.
His Royal Highness Crown Prince Mohammed bin Salman has placed tourism as one of the major driving forces to enable the success of Vision 2030. Here in Soudah we are privileged to be an important part of that strategy as our nation continues to give visitors from around the world the chance to explore our extraordinarily diverse nation.
What opportunities will there be for international investors to participate?
The competitive advantage of the destination, the clarity of its scope and what it offers, brings attractive opportunities for local and international investors. We have been approached by multiple national and local operators and investors who are very curious to know how they can be part of this.
The project runs in three phases. The first phase runs until 2024, a second phase until 2026, and then the third phase to 2030. We will announce our master plan in the third quarter of this year. We will be running a road show for our global investment community by the end of this year to show the different opportunities that we have for hospitality operators, infrastructure partners and others.
We are not just looking for big brands. We are also looking for specialized hospitality operators that have worked on similar terrain and understand how to develop and operate in a sensitive area like this and provide a memorable and unique experience.
How excited are you by what the future holds?
The recent changes in Saudi Arabia have empowered our generation to do things they have never dreamed of doing. Our generation has a unique opportunity to make a real social and economic impact for Saudi Arabia.
We do not take this responsibility for granted. We are humbled by this trust. We will not fail our generation. The commitment of the country’s leadership, the passion and talents of our team, and our own sense of responsibility: these are the three things that drive us every day to deliver
