Nestled in the lush, green mountains of Saudi Arabia’s Aseer region, Soudah Peaks is an ambitious tourism project spearheaded by the Kingdom to diversify its economy and develop public service sectors. Iman Almutairi, a key figure in Destination Branding, Marketing, Communication, and Sales at Soudah Development Company, shares her insights on this groundbreaking project.
Soudah Peaks, a luxury mountain destination, is part of a broader push to position Saudi Arabia as a global tourism hotspot. Almutairi highlights its unique blend of nature, culture, and adventure, “We’ve launched six zones focusing on wellness, wildlife, culture, adventure and more. It’s not just about creating a tourist attraction but celebrating our rich heritage and warm hospitality.”
Almutairi’s description of Soudah Peaks as “authentic, memorable, and distinctive” resonates with the broader objectives of Vision 2030. The project defies typical perceptions of Saudi Arabia, showcasing green mountains and cooler climates. “People are surprised by the greenery and the summer temperatures,” Almutairi notes, emphasizing the region’s uniqueness.
The development aligns with global trends towards sustainable and culturally rich travel experiences. “Our master plan prioritizes sustainability,” Almutairi explains, detailing initiatives like planting a million trees and protecting endangered species. Architecturally, the project draws from traditional designs, ensuring that the development integrates seamlessly with the natural landscape.
Soudah Peaks also focuses on cultural preservation, and will offer visitors genuine experiences deeply rooted in local traditions. From glamping amidst coffee farms to adventure sports, each aspect of the project promises a unique encounter. Almutairi proudly reveals, “We aim to provide experiences rooted in our distinguished culture.”
The project’s impact on local communities will be profound. Collaborations with the Ministry of Tourism and local educational institutions aim at human capital development, essential for the burgeoning tourism sector in Saudi Arabia. “We’re actively engaged in capacity building and supporting local businesses in tourism,” Almutairi adds, showcasing the project’s commitment to socio-economic development.
Soudah Peaks also plays a vital role in wildlife conservation, with initiatives to protect and reintroduce species like the Ibex. The Ibex is known for its impressive curved horns and is typically found in mountainous areas, which aligns with the terrain of the Soudah Peaks. Their conservation in this region is particularly significant given their status as a species that needs protection. These efforts are part of a larger environmental commitment under the Saudi Green Initiative.
For investors and hospitality brands, Soudah Peaks presents a lucrative opportunity. “With a 3 billion SAR investment, we offer potential partners a chance to engage with a unique and culturally rich tourism destination,” Almutairi says. The project includes extensive infrastructure development, aiming to provide a multitude of residential and commercial spaces by 2033.
Reflecting on her role, Almutairi expresses a deep connection with Soudah and its transformation. “I love sharing these unique features of Soudah with the world,” she says, emphasizing her commitment to promoting the destination’s beauty and uniqueness.
Looking ahead, Soudah Peaks expects to welcome its first visitors in 2027, with the project’s completion slated for 2033. Targeting a global audience, the destination is poised to be an integral part of Saudi Arabia’s tourism landscape, offering experiences “Above the Clouds.”
Almutairi’s message to investors is clear: “Saudi Arabia is a prime investment destination, especially with global events like Expo and the World Cup. Partnering with us in Soudah or elsewhere in the country ensures a strong ROI.”
Soudah Peaks stands as a testament to Saudi Arabia’s ambitious Vision 2030, offering a unique blend of natural beauty, cultural richness, and sustainable development. For visitors and investors alike, it presents an opportunity to engage with a destination that is not just a place, but an experience – authentic, memorable, and truly distinctive
