Saudia and Aseer Development Authority Sign MOU

Saudia, the national carrier of Saudi Arabia, has signed a Memorandum of Understanding (MOU) with the Aseer Development Authority (ASDA) at the Arabian Travel Market 2025. 

This strategic partnership, signed by Arved von zur Muehlen, EVP & Chief Commercial Officer at Saudia, and Eng. Hashim bin Abdullah Al-Dabbagh, Acting CEO of ASDA, aims to enhance tourism in the Aseer region by promoting it as a premier destination for travelers worldwide.

Under this agreement, Saudia will develop seasonal campaigns during Spring, Summer, and Winter, aimed at driving traffic and bookings to the Aseer region. These campaigns may include packaged deals combining flights with hotel stays or tour experiences tailored for each season.

Additionally, general awareness campaigns will be launched during off-seasons focusing on unique attributes such as weekend getaways or special celebrations like the National Day. 

This partnership aligns with Saudia’s commitment to supporting local economic growth and achieving the Saudi Aviation Strategy objectives under Saudi Vision 2030 by welcoming 330 million visitors annually by 2030. Saudia is committed to bringing the world to the Kingdom by showcasing Aseer's unique attractions and cultural heritage, seamlessly connecting guests across diverse destinations.

Arved von zur Muehlen, EVP & Chief Commercial Officer at Saudia, said: "We are excited about this partnership with ASDA. By leveraging our global reach and marketing expertise, we aim not only to highlight Aseer's natural beauty and vibrant culture but also to integrate these offerings into our broader strategy. This collaboration allows us to create compelling travel experiences that resonate with international audiences while supporting local economic growth."

Eng. Hashim bin Abdullah Al-Dabbagh, Acting CEO of ASDA, said: “This strategic partnership with Saudia marks a pivotal advancement in our efforts to develop Aseer as a global tourist destination, showcasing the Kingdom's beauty and heritage. This initiative supports economic development and improves access to the region, aligning with the goals of Saudi Vision 2030.”

-Ends-