Saudi Arabia's Aseer Region Development Authority unveiled its new brand identity at the ongoing Arabian Travel Market (ATM) 2024 expo and also outlined its vision to transform this southwest province of KSA into a global year-round tourist hub in line with its ambitious Vision 2030.

On May 2, Prince Turki Bin Talal Bin Abdulaziz, launched Aseer as the first regional identity in the kingdom at a spectacular event in the 900-year-old mountain village in the presence of over 400 guests from government entities and private sector as well as regional media and local residents.

At the ATM, senior ASDA delegates, including CEO Hashim Al Dabbagh and Chief Destination Marketing Officer Hatim Al Harbi are interacting with both public and private sector representatives from all sectors, including airlines, hospitality sector, tour operators, DMCs and other tourism organisations, to share the new brand identity and vision for Aseer’s development in line with Saudi Arabia’s ambitious Vision 2030.

‘Aseer Tehawwel – Awakening Wonder’ is inspired by the yet unexplored potential of the region and symbolises the opening of a new chapter to establish a thriving tourism destination of the future.

The visual identity is reflective of the region’s diverse terrains – The Arabic calligraphy blends tradition with modernity symbolizing mountains, deserts, highlands, and valleys, said senior officials while discussing the brand identity at the expo.

The design also encapsulates the region’s unique architectural heritage and draws inspiration from the social diversity of its people. The colour palette resonates with the region's natural beauty, traditions, and arts, they stated.

Al Dabbagh said: “Aseer is a destination rooted in unique cultural attributes and authentic Saudi heritage with so much that is yet undiscovered. The official launch of Aseer’s brand as the first regional identity in Saudi Arabia marks a new era of growth and prosperity for our people and our region.

“Aseer has huge potential for tourism development, and we are very excited for the road ahead. ATM is a great opportunity to meet with potential partners, investors and existing stakeholders to discuss our ambitions and invite the global tourism community to join us on our exciting journey ahead,” he added.

ASDA also launched the "Discover Aseer" website under the umbrella of “Visit Saudi”. With a focus on accessibility and immersive experiences, the platform aims to redefine perceptions of Saudi tourism.

The plan is to highlight Aseer's natural beauty, rich heritage, and vibrant events calendar and position the region as a premier year-round destination, it added.-TradeArabia News Service