Saudi Arabia is launching a summer tourism season in Aseer to capitalize on domestic travel demand, which surged 16% in the first quarter as regional instability reshapes where locals spend their vacation money.

What happened: Aseer, a mountainous region in southwest Saudi Arabia, opened its summer season this month with 122 events across highland villages, aiming to attract more than 3 million visitors. The region is positioning itself as an alternative to Riyadh Season, emphasizing traditional crafts and outdoor experiences rather than international entertainment.

Why it matters: Saudi Arabia is increasingly relying on domestic tourism to drive its leisure economy. The kingdom recorded 28.9 million domestic tourists in the first quarter of this year, up 16% from a year earlier, who spent $9.3 billion（約1.5兆円） — a shift that occurred at a time when regional instability was affecting travel plans across the broader Middle East.

What to watch: Aseer was once one of the kingdom's more conservative areas but is now actively courting both domestic and foreign tourists. The success of this summer season will signal whether Saudi Arabia can sustain tourism growth by diversifying its offerings beyond major urban festivals to regional, experience-focused destinations.