On May 29, the 2026 International Mountain Tourism Day Theme Events opened in Shennongjia Forestry District, Hubei Province. Themed "Preserving World Heritage, Sharing the Prosperity of Famous Mountains — Zhiyin Hubei, Mysterious Shennongjia," the event brought together international organizations, foreign embassies and consulates in China, industry experts, and media representatives from around the world to explore pathways for the coordinated development of ecological protection and cultural tourism. The program featured the Opening Ceremony, the 2026 Dialogue among World Famous Mountains, the Investment and Business Meeting for Mountain Culture and Tourism, and a series of other events. Guests participated in various formats, sharing cutting-edge ideas and deepening practical cooperation. Srdan Susic, Chief Sustainability Officer of Suda Development Co., Ltd., Saudi Arabia, delivered a speech at the “Dialogue among World Famous Mountains 2026” Exchange and Sharing Session.

The following is the full text of the speech:

1. Beyond Desert Landscapes

For decades, global perceptions of Saudi Arabia have been shaped by desert landscapes. Today, Soudah is introducing the world to a different geography, climate, and tourism narrative altogether. Beyond the dunes, the southwest of the Kingdom rises into a completely different world. At more than 3,000 meters above sea level, Soudah is home to cloud forests, cool climates, dramatic escarpments, and landscapes unlike anywhere else in the region. For many international audiences, this remains an undiscovered side of Saudi Arabia.

2. The Power of Place

Soudah's distinctiveness comes from the integration of nature, altitude, climate, and culture within one destination. The region contains one of the Arabian Peninsula's most exceptional mountain environments, defined by juniper forests, valleys, waterfalls, panoramic views, and unique biodiversity. What makes Soudah particularly compelling is not only its scenery, but the atmosphere and emotional connection created by the landscape itself — clouds moving through the mountains, changing light across the escarpments, and a climate rarely associated with the region.

3. Visionary Planning

At Soudah Peaks, development begins with long-term national transformation. When HRH the Crown Prince launched the Soudah Peaks masterplan, the objective was not simply to create a tourism destination, but to shape a long-term economic, cultural, and environmental legacy for the Aseer region. The destination is designed to contribute SAR 29 billion to GDP while creating long-term opportunities for local communities and future generations. More than one-third of the destination area is protected as national parks and ecological zones, while development areas have been carefully planned around the natural landscape and cultural context of the region. The ambition is to establish a globally competitive mountain destination while preserving the authenticity that makes Soudah unique.

Soudah Mountain, Saudi Arabia
Source: Suda Development Co., Ltd., Saudi Arabia

4. Preserving a Living Mountain Culture

Soudah is not only defined by its landscapes, but also by its living cultural identity. The region contains centuries-old stone villages, terraced farms, watchtowers, and cultural landmarks that reflect generations of adaptation to mountain life. Traditional arts such as Al Qatt Al Asiri, recognized by UNESCO, remain a strong expression of local identity and craftsmanship. Our approach is focused on ensuring heritage remains active and relevant within the future visitor economy. This includes heritage restoration initiatives, traditional stone masonry programs, artisan engagement, and immersive cultural experiences integrated into the destination itself.

5. Moving Beyond Traditional Tourism Models

The destinations leading globally today are those able to combine authenticity, sustainability, and experience within one integrated model. Soudah Peaks is intentionally moving beyond conventional tourism development by creating experiences rooted in the identity of Aseer and the character of the mountains themselves. The destination combines adventure, wellness, hospitality, culture, and nature within one integrated ecosystem. Experiences range from hiking and mountain biking to cultural workshops, local cuisine, panoramic experiences, and future wellness concepts designed around the mountain environment. Luxury today is increasingly defined by authenticity, exclusivity, and connection to place, and that is the experience Soudah is designed to deliver.

6. Stewardship as a Foundation

Environmental stewardship is embedded into the destination model from inception. Our responsibility is to ensure that development strengthens the landscape rather than compromises it. Soudah Peaks is implementing one of the region's most ambitious ecological restoration programs, including the commitment to plant one million native trees by 2030. More than 335,000 native trees have already been planted as part of reforestation and habitat restoration efforts. In partnership with the National Center for Wildlife, species such as the Nubian ibex and Arabian gazelle are being reintroduced into protected areas. The objective is clear: ensuring that future generations continue to experience the landscapes, biodiversity, and cultural identity that define Soudah today.

7. Delivering a Future-Ready Mountain Destination

Today's travelers are increasingly seeking meaning, connection, and immersive experiences. Soudah Peaks is being developed as a year-round mountain destination that combines world-class hospitality with nature, adventure, and cultural immersion. The destination vision includes more than 30 attractions and experiences designed around the mountain environment and Aseer's cultural identity. Technology and smart destination systems will support a seamless visitor experience across the destination. The ambition is to establish a globally relevant mountain destination for the future.

8. IMTA Alignment

Soudah Peaks reflects many of the principles promoted by IMTA — preservation of mountain ecosystems, cultural identity, sustainable tourism development, and international collaboration. The destination already collaborates with organizations such as the UN Mountain Partnership, WTTC, GSTC, and ICOMOS. Joining the international mountain tourism community represents an important step in positioning Soudah among the world's leading mountain destinations.

9. A New Generation of Destinations

Saudi Arabia is redefining what global tourism can look like, and Soudah Peaks is proud to contribute to that transformation. By 2033, Soudah Peaks aims to welcome two million visitors annually while remaining deeply connected to the identity, landscape, and cultural character of the Aseer mountains. Soudah Peaks represents a new generation of destinations emerging from Saudi Arabia — destinations defined not only by scale and ambition, but by identity, stewardship, and long-term value creation. The future of tourism will belong to destinations capable of protecting identity while delivering global relevance. That is the model being shaped in Soudah.

Unless otherwise credited, all text and images are sourced from: International Mountain Tourism Alliance (IMTA)

Editor Ⅰ: Zhang Congxiao

Editor Ⅱ: Zhang Wenwen

Editor Ⅲ: Liu Guosong