Saudi Arabia eyes tourism transformation

Mountainous region

In September last year, Saudi Arabia's Crown Prince and Prime Minister Mohammed bin Salman Al Saud, who is also chairman of Soudah Development, unveiled a master plan that would transform the mountainous region of Soudah and parts of Rijal Almaa into Soudah Peaks. It is situated in the Aseer region in the southwest of Saudi Arabia.

Saleh Aloraini, chief executive officer at Soudah Development, told China Daily that the master plan will be developed over three phases. The first phase will have more than 900 hotel keys, 396 residential units, and 32,000 square meters of retail space.

"The development of the destination is expected to begin in 2024 with Phase 1 scheduled for completion in line with our timeline, which is when tourists can visit Soudah Peaks," Aloraini said.

Situated 3,015 meters above sea level, on the highest peak in Saudi Arabia, Soudah Peaks will offer an array of opportunities for potential investors and brands with a focus on various sectors such as ecotourism, entertainment, sports, wellness, and hospitality.

"Soudah Peaks presents a fertile ground for local and international brands to establish partnerships. The project will allocate over SAR 1 billion ($266.7 million) toward infrastructure development, ensuring a solid foundation for growth and success," Aloraini told China Daily.

Aloraini said that these ambitious plans "open up immense opportunities for potential investors and brands to be part of this visionary project".

"We also look forward to the prospect of collaborating with specialized Chinese companies as we continue to develop Soudah Peaks," said Aloraini.

"This demonstrates the strengthening of ties between Saudi Arabia and China, opening up opportunities for partnerships and mutual growth," he added.

In line with the goals of the Saudi Green Initiative, Soudah Development has undertaken initiatives to restore ecological balance with tree planting to facilitate the release of endangered wildlife, and rehabilitate local parks.

"We aim to contribute to creating a green and sustainable future that will benefit generations to come," said Aloraini.

Launched in 2021, the SGI is an ambitious national initiative for Saudi Arabia that aims to combat climate change, improve quality of life and protect the planet for future generations.

Under the SGI, Saudi Arabia has committed to growing 10 billion trees across the kingdom and rehabilitating 74.8 million hectares of land to restore Saudi Arabia's natural greenery.

"Recognizing the rich biodiversity and unique natural resources of the land, including over 200 documented heritage sites, Soudah Development is fully aware of the need to preserve and nurture these invaluable assets," he added.

Additionally, he said a substantial portion of the land is protected and enhanced through ecosystem restoration and rewilding efforts. Importantly, approximately one percent of the land area will be occupied by building work, ensuring minimal impact on the natural environment.

Xu Weiwei in Hong Kong contributed to this story.