The National Center for Vegetation Cover Development and Combating Desertification launched an awareness campaign titled 'Asir Summer', coinciding with the summer tourism season and the efforts of the Asir Development Authority to enhance the region's status as a tourist and environmental destination, aiming to raise awareness of the importance of preserving natural resources and vegetation cover.

The center explained that the campaign highlights the natural diversity that characterizes Asir region, including its mountain peaks, moderate climate, and natural sites, while encouraging visitors to enjoy the environmental features through responsible practices that contribute to their preservation and sustainability.

The campaign includes awareness messages urging compliance with designated vehicle paths within vegetation cover areas, maintaining cleanliness of natural sites, and avoiding damage to plants and environmental components, thereby supporting the sustainability of these sites for future generations.

The campaign is part of the center's efforts to enhance environmental awareness and support integration with relevant authorities to achieve environmental sustainability goals, in parallel with the growing tourism activity in Asir region, which received more than 8 million visitors in 2024, and aims to receive 9.1 million visitors in the summer season of 2025, as part of plans to develop the tourism sector and improve quality of life.