Abha, November 16, 2024 – Aseer Investment Company, a subsidiary of the Public Investment Fund (PIF), has announced a strategic partnership with Rikaz to establish a new holding company dedicated to the development of unique tourism projects in the Aseer region. This initiative seeks to position Aseer as a world-class tourist destination, seamlessly integrating its rich cultural heritage with principles of sustainable development.
The new company will spearhead efforts to enhance the visitor experience by creating opportunities for travelers to engage deeply with the region's local culture. This includes developing tourism offerings that celebrate Aseer’s distinctive heritage, traditions, and natural beauty, while emphasizing environmental conservation and community development.
Aseer Investment Company and Rikaz envision a transformative approach to tourism, rooted in sustainability and inclusivity. The initiative aims to protect the environment, preserve the region’s natural landscapes, and foster collaboration with local artisans and businesses. By promoting sustainable practices and celebrating Aseer’s authentic heritage, the project will not only attract global visitors but also contribute to the socioeconomic growth of local communities.
Through this partnership, the holding company will serve as a catalyst for preserving Aseer’s cultural identity while driving its evolution as a premier tourist destination. By aligning with the objectives of Vision 2030, the initiative underscores Saudi Arabia's commitment to diversifying its economy, enhancing the Kingdom’s global tourism appeal, and delivering meaningful cultural and environmental contributions to the region.