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Soudah Development Company launched in Asir region of Saudi Arabia

New entity is fully owned by PIF and will lead the development of a luxury mountain destination in Asir region

His Royal Highness Prince Mohammed bin Salman bin Abdulaziz Al Saud, Crown Prince, Deputy Prime Minister, and Chairman of the Public Investment Fund (PIF), has announced the launch of Soudah Development Company (SDC) in the Asir region of Saudi Arabia, it has been announced.

The new entity, fully owned by the Public Investment Fund (PIF), will lead the development of a luxury mountain destination with immersive cultural experiences and celebration of the natural assets empowering the local and national economies, a statement said.

Launched to be a key driver of the Kingdom’s Vision 2030 ambitions, SDC will infuse USD 3 billion into infrastructure and tourism projects, aimed at enhancing the visitor experience in Soudah and parts of Rijal Alma’a Governorate in the Asir region of Saudi Arabia, it continued.

The planned developments for the destination include 2,700 hotel rooms, 1,300 residential units, and 30 unique commercial and entertainment attractions. SDC aims to develop the project area into a repeat, year-long sustainable destination for residents and visitors that will contribute an estimate of U$8 billion to the Kingdom’s cumulative GDP by 2030.

SDC intends to partner with the local community and investors to build a robust and diverse network of offerings across the hospitality, residential, commercial and entertainment sectors, the statement said, adding that it aims to attract over 2 million visitors annually and create 8,000 direct and indirect permanent jobs by 2030.

HE Yasir Othman Al-Rumayyan, Governor for the Public Investment Fund, said: “Our investment in the Asir region reflects our confidence in the character of the location, which is a rich amalgamation of identity, heritage and experience. Through careful and considerate development, (SDC) will provide yet another remarkable destination in the diverse and growing portfolio of Saudi Arabia’s experiences capturing the imagination of a broad range of investors and travellers.”

The Public Investment Fund (PIF) will inject at least $40 billion a year into the local economy and aims to grow assets under management to over $2 trillion by 2030, he added.

The destination adds another dimension to Saudi Arabia’s ambitious tourism goals and complements destinations being created on the Red Sea coast and around the capital city of Riyadh, Al-Rumayyan said.

SDC aims to create a roadmap to transform the region’s vast public areas to highlight the region’s distinct culture, geography, and its verdant nature. Preserving the environmental integrity of the destination will be a priority and the development will follow a rigorous regulatory framework and urban planning code.

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