Saudi Tourism Expands Beyond Riyadh, Jeddah and AlUla

Saudi’s tourism landscape is changing, and the next wave of interest is moving beyond the destinations that have dominated the country’s international travel story. Riyadh, Jeddah and AlUla continue to anchor Saudi itineraries, but travelers are increasingly being introduced to a different side of the country. 

Mountain landscapes, cooler highland climates, forests, rose farms and centuries-old heritage are putting Aseer, Taif and Al-Baha firmly on the tourism radar. As infrastructure, experiences and hospitality options continue to grow across these regions, they are opening up new possibilities for travelers and, importantly, for travel advisors looking to build more diverse Saudi itineraries. 

Aseer Builds Momentum as a Tourism Destination 

Among Saudi’s emerging destinations, Aseer is showing strong momentum. Centered around Abha and extending across the Sarawat Mountains, the region combines mountain scenery, heritage villages, natural trails, and cultural experiences. 

The destination is also expanding its tourism infrastructure. According to the latest figures from Saudi Press Agency, Aseer has more than 14,000 tourism accommodation units, with more than 5,000 additional units planned through projects under development. For the 2026 tourism season, Aseer announced a target of more than 3 million visitors and a programme of over 100 events and experiences.( Saudi Press Agency: https://www.spa.gov.sa/en/N2617832)

Aseer’s appeal is closely tied to its natural setting. Its mountains, cooler climate, trails and heritage sites create a different experience from Saudi’s major urban centres. The region’s announced 2026 tourism programme also included plans for cultural, entertainment and sporting events, further broadening its visitor appeal.

Taif Combines Roses, Mountains & Heritage 

Taif tourism is also gaining relevance as Saudi broadens its destination portfolio. Located in the mountains of the Makkah Region, Taif combines natural landscapes, agriculture, heritage, and leisure experiences. 

“The city is particularly associated with its famous roses. Saudi Press Agency identifies Taif as the Kingdom’s leading rose-producing hub, with 70 specialized factories processing its roses. The region is also known for seasonal fruits, traditional markets, and heritage attractions. (Saudi Press Agency:https://www.spa.gov.sa/en/N2633683)”

For visitors, the mountains are another major draw. The Al Hada cable car offers panoramic views across the Sarawat Mountains, valleys, and surrounding landscapes. The 4.2-kilometre journey connects the summit of Al Hada with Al-Kar Tourist Village, offering views of the surrounding mountains and valleys. 

Taif’s moderate summer climate and growing tourism infrastructure further strengthen its position as a regional destination, making it a natural addition to itineraries exploring western Saudi. 

Al-Baha Offers a Different Side of Saudi 

Further south, Al-Baha is developing its tourism identity around mountains, forests, heritage and outdoor experiences. 

The destination provides a greener contrast to the desert landscapes commonly associated with Saudi. Its tourism offering includes forested areas, mountain viewpoints, and heritage attractions, creating opportunities for travelers interested in nature and local culture. 

“For its Summer 2026 programme, Al-Baha announced more than 60 events and a target of over 2.5 million visitors.(Saudi Press Agency: https://www.spa.gov.sa/en/N2623270)”

“Al-Baha offers mountain scenery, heritage villages and local culture. For upcoming events and seasonal activities, consult the Visit Saudi official events calendar. Activities are subject to confirmed dates and availability. (Visit Saudi calendar:https://www.visitsaudi.com/en/saudi-calendar/saudi-calendar)”

Saudi’s Tourism Map Is Getting Bigger 

The growing visibility of Aseer, Taif and Al-Baha reflects a broader evolution in Saudi tourism. The Kingdom is increasingly promoting a wider network of destinations rather than relying solely on its most established tourism hubs. 

“The Saudi Summer 2026 programme featured Aseer, Taif and Al-Baha alongside destinations such as Riyadh, Jeddah and the Red Sea, highlighting nature, culture, entertainment and seasonal experiences across the Kingdom.(Saudi Press Agency:
https://www.spa.gov.sa/en/N2620396)”

For travel advisors, this diversification creates more possibilities when building Saudi itineraries. Riyadh can bring contemporary culture and entertainment, Jeddah combines the Red Sea with historic Al Balad, while AlUla remains a standout for heritage and dramatic landscapes. Aseer, Taif and Al-Baha add mountain scenery, nature, local traditions and seasonal experiences to the mix.

Making Saudi Easier to Sell for Travel Agents 

As the destination portfolio expands, access to the right inventory becomes increasingly important for travel advisors. TBO’s presence in the Saudi market can help agents access and book a broader range of travel products through its B2B platform. 

TBO’s Saudi offering includes Kizan, a DMC providing inbound and domestic travel services across Saudi, including curated experiences, hotel stays, transfers, ground handling and tailored itineraries.

For agents, this can make it easier to move beyond the familiar Saudi itinerary and build trips around emerging destinations, with access to accommodation and destination services through a single B2B ecosystem. TBO’s platform also provides real-time availability and booking across hotels and holiday packages, helping agents create and confirm itineraries more efficiently. 

As Saudi continues developing its tourism infrastructure and regional destinations under Vision 2030, Aseer, Taif and Al-Baha are increasingly becoming part of the Kingdom’s wider tourism story. For travel advisors, these destinations offer more options to build Saudi itineraries around nature, culture and highland experiences. 

Explore more Saudi travel inspiration on the China campaign microsite, and check available products and booking options on the TBO booking platform.