Asir region is moving forward in solidifying its position as one of the most prominent tourist destinations in the Kingdom, with the launch of the Asir 2026 season under the slogan 'Al-Sama Arzek', which was launched by His Royal Highness Prince Turki bin Talal bin Abdulaziz, Governor of Asir Region and Chairman of the Region Development Authority, aiming to enhance Asir's presence on the global tourism map through a year-round season that offers a diverse range of tourism, cultural, and entertainment events and experiences.

The season includes programs and events held in the governorates, centers, and villages of the region, benefiting from Asir's natural assets, most notably its mountain peaks, moderate climate, heritage sites, as well as nature trails that have become a favorite destination for hiking enthusiasts.

The season also highlights the region's cultural and heritage identity through distinctive events and interactive experiences that reflect Asir's history and civilization legacy, in addition to revitalizing traditional markets, developing tourist attractions, and providing facilities and services targeting families and visitors of all categories.

The Asir 2026 season comes as part of an integrated tourism system aimed at attracting visitors from inside and outside the Kingdom, stimulating tourism and economic activity, and contributing to the creation of seasonal job opportunities, thereby enhancing tourism development goals and highlighting the region's natural and cultural diversity that makes it an attractive tourist destination throughout the year.