In the densely forested mountains of southwestern Saudi Arabia, thousands of feet above sea level, a visionary team of architects and planners is putting the finishing touches on the design of a breathtaking destination that will help redefine luxury tourism in the Middle East.
Launched in February 2021 with an investment budget of nearly $3 billion, in early 2022 Soudah Development will release its master plan for a unique, year-round luxury mountain destination that will welcome millions of visitors from Saudi Arabia, the Middle East and beyond, and accelerate the development of Soudah and parts of Rijal Almaa in the Asir region of the country.
Soudah Development is an integral part of the Saudi Public Investment Fund’s contribution to economic diversification, tourism, and entertainment growth, in line with the Kingdom’s Vision 2030 strategy.
“You can’t find what we are offering anywhere else in the region,” says Husameddin AlMadani, the CEO of Soudah Development. “People from across the Gulf and the Middle East can come here and explore our landscape and diverse cultural heritage, all at temperatures of 64 Fahrenheit [18 Celsius] even in August. It is the only place in the region with a climate that lets visitors discover and enjoy amazing natural and cultural experiences at the height of summer.”
With more than two million visitors expected to arrive throughout the year by 2030, investors and operators are lining up to participate in the project. Just 30 minutes away from Abha International Airport, Soudah is already a popular summer destination for Saudis. By showcasing the region’s natural resources, celebrating its cultural heritage, and introducing new attractions, AlMadani aims to attract more international travelers and turn Soudah into the Middle East’s premier luxury mountain resort.
“We have an amazing story to tell about a truly beautiful destination,” AlMadani says. “Soudah is a magical place that will delight and reenergize people, wherever they are from and whatever time of the year they visit.”
What makes Soudah special?
Soudah is the highest part of Saudi Arabia, with peaks soaring over 3000 meters above sea level. Temperatures are cool all year, so visitors can enjoy exploring our valleys and walking on hiking trails through the rain clouds at any time they choose to come here.
Soudah is also celebrated for its unique culture and rich heritage. It used to be on the trade route from the Indian Ocean to the Red Sea and the Levant. There are historic buildings that are more than 500 years old. On the cultural side, there are unique customs and traditions, such as the local clothing, folk songs, dances, and food. People from Saudi Arabia have always enjoyed coming to Soudah. Now, visitors from around the world will be able to find out why.
““Our investment in the region reflects our confidence in the hidden beauty of the location—a rich amalgamation of identity, heritage, and experience. The destination is already capturing the imagination of a broad range of investors and travelers.”
Husameddin AlMadani, CEO, Soudah Development
What are you doing to protect the local environment?
The natural environment and ecosystem are Soudah’s greatest assets. We are doing everything we can to preserve and protect them. We follow a very strict development code. Our master plan is focused on following the local architectural vernacular, interacting with nature, and respecting the mountains and the trees that surround Soudah.
We are also working with international organizations and with specialist development partners to make sure that we are aligned with the highest standards. That applies not only to our natural resources, but also to how we work with the local community to ensure that we make a positive social, environmental, cultural, and economic impact.
How much interest are you seeing from potential investors?
We offer a wide range of partnership opportunities to local and international investors. As we build the infrastructure that will extend Soudah’s season to the full year, we are seeing increasing levels of interest from international investors. By 2030 we expect to welcome more than two million visitors throughout the year. Our partners can invest with the confidence of stable returns.
Why is now the right time to invest in tourism in Saudi Arabia?
Saudi Arabia is much more diverse than people realize. We are seeing unprecedented social and economic change and a continuing process of transformation. That guarantees attractive long-term returns. We are witnessing the birth of a new Saudi Arabia, which is full of hidden treasures to explore, including the spectacular mountains, valleys, and heritage sites of Soudah. Now is the perfect time to invest in the Soudah story.
Several high-profile marketing campaigns throughout 2021 to promote approximately 500 tourist experiences and 11 destinations across the Kingdom have led to an upsurge in tourism numbers. The Kingdom’s Vision 2030 agenda aims to raise the number of annual visits to 100 million—55 million of which will be inbound, and 45 million domestic visitors—by 2030, providing one million job opportunities and increasing the country’s GDP by 10 percent.
At Soudah Development we aim to create more than 8,000 direct and indirect jobs and set a new direction for the future of sustainable luxury tourism
