Communication · Destination Marketing
AL SOUDAHSaudi Arabia's Highest Destination
A full destination marketing strategy for Jabal Soudah — Abha's 3,015-metre peak and the Kingdom's coolest, most undiscovered natural asset. Structured by Public Pixel to convert an invisible mountain into a globally recognised tourism brand before Soudah Peaks Phase 1 opens in 2027.
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01 · Destination Verdict
The problem is not
01
The problem is not
the mountain.
Al Soudah is Saudi Arabia's highest, coolest, most dramatically beautiful natural destination. It has existed for millennia. The problem is that almost nobody outside the Kingdom knows it exists and inside the Kingdom, it is experienced without a structure, a narrative, or a consistent identity. The destination is invisible. The opportunity is enormous.
10°C
Cooler than the rest of Saudi Arabia
Year-round. Never exceeding 25°C in summer. A climate asset almost no other destination in the Arabian Peninsula can match and one that is barely marketed internationally.
121
NGP / Soudah Programme Partners
Institutional partners exist, government investment is committed, and Phase 1 of Soudah Peaks breaks ground. But no unified destination identity has been built to precede the infrastructure.
The Identity Gap: Three Structural Problems
PROBLEM 01
No Single Positioning
Al Soudah is currently marketed as an adventure capital, a family summer retreat, an eco-destination, a cultural heritage site, and a luxury resort-in-progress simultaneously. Each is partly true. None is compelling alone. Without a unified identity, every message competes with every other message. The result is noise, not narrative.
PROBLEM 02
International Invisibility
As recently as 2025, a Los Angeles Times journalist travelling to Abha was treated as a remarkable anomaly. International travel platforms show minimal structured itineraries. There is no recognisable visual identity, no consistent hashtag ecosystem, and no influencer infrastructure in place to make Al Soudah legible to the global traveller from Europe, Asia, or North America.
PROBLEM 03
Infrastructure Without Demand
Soudah Peaks Phase 1 opens in 2027. The new Abha International Airport six times its current size opens in 2028. These are transformational supply-side developments. But demand international awareness, brand recognition, and structured visitor journeys has not been built ahead of them. Infrastructure without a pre-built audience wastes its opening years.
CHART 01
Visitor Awareness Funnel: Al Soudah vs Established Mountain Destinations
Estimated current performance across the awareness-to-visit funnel compared to benchmark mountain destinations. The gap between Al Soudah's potential and current conversion is the strategic opportunity Public Pixel addresses.
Al Soudah — current state
Al Soudah — PP target (24 months)
Mountain destination benchmark
The most critical gap is at Awareness and Consideration. Al Soudah has an internationally compelling product cool climate, dramatic scenery, authentic culture, and $7.7B incoming infrastructure but without structured promotion and a clear narrative, potential visitors cannot find, understand, or book the destination. Public Pixel's strategy closes this gap before Phase 1 opens.
Soudah Peaks · Village Night Render
The destination being built at 3,015m. Soudah Peaks Phase 1 opens 2027 the brand must arrive before the buildings do.
02 · The Opportunity
A $7.7 billion window
02
A $7.7 billion window
opening in 2027.
Soudah Peaks is one of the most ambitious mountain tourism projects in the world. The infrastructure, investment, and Vision 2030 mandate are already in place. What must be built now before Phase 1 opens is the destination brand, the visitor narrative, and the international awareness that will fill those 940 hotel keys from day one.
$7.7B
Project Investment
PIF-backed Soudah Development Company
627km²
Development Area
Only 1% built · 99% preserved nature
8,000
Jobs by 2030
Direct and indirect permanent employment
2M
Annual Visitors 2033
Target across all six development zones
Soudah Peaks Masterplan · Aerial Render
627 km² of mountain terrain — 1% built, 99% preserved. The full Soudah Peaks development seen from above the clouds.
Development Roadmap: The Window Public Pixel Works Within
Why Now: The Pre-Launch Advantage
Building the audience before the hotel is built is a strategic advantage not a limitation.
Every major destination that has successfully positioned itself for international arrival built its narrative before the infrastructure existed. Destinations that wait for construction to complete before marketing begin have to fight for attention in a crowded opening. Al Soudah has a clear window 2026 to 2027 to establish global awareness, seed the influencer and travel media ecosystem, and create the demand that Phase 1 will absorb from its first day. Public Pixel's strategy is designed to operate entirely within this window and position Al Soudah so that when 940 new hotel rooms open, they open to a pre-warmed international audience.
The Climate Differentiator: An Asset No Other Arabian Destination Has
The entire Arabian Peninsula is hot. Al Soudah is not.
While Riyadh, Dubai, and the Gulf coast swelter above 45°C in summer, Al Soudah sits at 20–25°C with mist rolling through juniper forests. This is not a minor feature it is an existential differentiator in a region where climate is the single biggest barrier to international tourism between May and September. Combined with the dramatic 3,015m terrain, the dense juniper-covered slopes, the seasonal fog and snow, and the proximity to Rijal Almaa's 900-year-old heritage, Al Soudah offers an experience that cannot be replicated anywhere else in the Kingdom.
03 · Destination Positioning
One identity.
03
One identity.
Arabia's Alpine Soul.
Public Pixel's positioning framework collapses Al Soudah's scattered identity into a single, powerful line of truth then builds every channel, campaign, and visitor touchpoint from that line outward. The positioning must be authentic, differentiated, and scalable from domestic families to international luxury travellers.
Public Pixel Core Positioning Statement · Al Soudah, Abha
"Al Soudah is where Arabia breathes. The Kingdom's highest peak, coolest climate, and most ancient mountain culture — a destination unlike anything else in the Middle East."
Positioning platform: Arabia's Alpine Soul communicating altitude, authenticity, and an experience of Saudi Arabia that no desert or coastal destination can offer. Cool, ancient, alive.
Zone 03 · Sabrah · Luxury Residential
Infinity pools at 3,015 metres. The Sabrah zone sets a new benchmark for mountain luxury in the Arabian Peninsula.
01
The Altitude Advantage
3,015 metres. Saudi Arabia's highest point. An immediate, verifiable, undeniable claim to a singular geographic status. Altitude is the anchor everything else flows from it. It explains the climate, the scenery, the flora, and the isolation. It is the one thing that cannot be replicated anywhere else in the Kingdom.
02
The Cool Escape
While all of Arabia bakes, Al Soudah stays cool. This is the primary conversion argument for the regional traveller. The fog, the mist, the juniper forests, the cloud-level viewpoints: these are not amenities. They are the destination's core sensory promise and they are year-round.
03
Ancient Mountain Culture
The Flowerman Festival, the floral crown tradition, the 900-year-old stone village of Rijal Almaa, terraced farming landscapes, mountain honey this is a living culture, not a heritage exhibit. International travellers seeking authentic cultural immersion find it here.
04
Nature Untouched
627 km² of mountain terrain 99% left as open natural land. Dense juniper forests, migratory bird routes, griffon vultures, Hamadryas baboons, wildflowers, and mountain strawberries. The ecological richness of Asir National Park Saudi Arabia's first, established 1980 gives Al Soudah a nature credential no manufactured resort can claim.
Asir National Park · Endemic Wildlife
Arabian ibex roaming free in Asir National Park. 4,500 km² of protected mountain terrain — Saudi Arabia's first national park, established 1980.
CHART 02
Positioning Radar: Al Soudah vs Comparable Mountain Destinations
6 dimensions assessed. How Al Soudah's current positioning and PP-structured target compare to benchmark mountain destinations globally and regionally. Strategic assessments, not official ratings.
Al Soudah — current
Al Soudah — PP target
GCC benchmark (Taif, Al Baha)
Al Soudah's natural product score is already at or above regional benchmarks. The gaps are entirely structural: Digital Presence, International Awareness, and Visitor Experience Alignment exactly what Public Pixel's framework addresses, and all closeable within 24 months.
COMPETITIVE POSITION 01
vs Swiss Alps / Scottish Highlands
These destinations have built global awareness over decades through film, literature, and luxury hospitality infrastructure. Al Soudah cannot compete on brand history but it can compete on novelty, authenticity, and the extraordinary advantage of being entirely undiscovered by international luxury travel. The "first to arrive" appeal is a powerful acquisition lever with adventure travellers and early-adopter luxury segments.
COMPETITIVE POSITION 02
vs Bhutan / Northern India Hill Stations
The closest cultural and experiential analogues globally. Mountain communities, ancient cultures, cool climates, dramatic landscapes. Al Soudah's advantage: Saudi Arabia's visa-on-arrival accessibility, the PIF-backed infrastructure investment, and the novelty premium of the Arabian context. Bhutan took 20 years to build its image. Al Soudah can compress that timeline with structured digital strategy.
04 · Visitor Segmentation
Four segments.
04
Four segments.
One mountain.
Public Pixel's segmentation model identifies four distinct visitor profiles for Al Soudah each with different motivations, barriers, channels, and booking behaviours. Each requires a tailored value proposition, but all are unified by the same core positioning: Arabia's Alpine Soul.
SEGMENT 01 · PRIMARY
The GCC Summer Escapist
Saudi nationals and Gulf residents Bahrainis, Emiratis, Kuwaitis, Qataris seeking relief from the 45°C summer. Already aware of Abha and Asir. The most immediately convertible segment. High spending power, family travel patterns, 3–7 night stays. This is the foundation audience that builds the economic base ahead of Phase 1.
- Escaping extreme summer heat cool air is the primary motivator
- Family-friendly nature activities hiking, cable car, viewpoints
- Cultural authenticity markets, local food, Flowerman Festival
- Instagram and content-worthy experiences for social sharing
40%
of near-term visitor volume target
SEGMENT 02 · PRIMARY
The International Adventure Seeker
European, Asian, and North American travellers actively seeking off-the-beaten-path mountain destinations. Hikers, trekkers, nature photographers, and sustainable tourism advocates. Currently almost entirely unaware that Al Soudah exists. This is the segment that defines the destination's global reputation and drives media coverage.
- Discovery — being first to a destination before it becomes mainstream
- Physical challenge hiking the historic 250-year-old juniper forest trail
- Wildlife and biodiversity endemic species, migratory birds, baboons
- Cultural immersion Rijal Almaa, Asiri tribe traditions
25%
of target mix highest international media value
SEGMENT 03 · GROWTH
The Wellness & Slow Travel Seeker
A fast-growing global segment prioritising well-being, reconnection with nature, and slow immersive travel. Al Soudah's cool mist, silence, juniper-scented air, and mountainside serenity are tailor-made for this segment. The Soudah Peaks masterplan includes spa resorts and meditation centres this audience will be the primary Phase 1 beneficiary.
- Digital detox and nature immersion — rare in the Middle East
- Altitude wellness clean air, cool temperatures, reduced stress
- Yoga, meditation, and mindful hiking programmes
- Local food culture mountain honey, organic farms, slow dining
20%
growing post Phase 1 primary acquisition
SEGMENT 04 · FUTURE LUXURY
The International Luxury Traveller
Ultra-high-net-worth travellers seeking new luxury mountain experiences beyond the Alps and established resort circuits. The Soudah Peaks development with palaces, luxury mansions, branded residences, and golf courses at 3,015m is positioned directly for this segment. Public Pixel seeds this audience through luxury travel media and UHNWI networks now, so Phase 1 launches with pre-qualified demand.
- Exclusivity one of the world's truly undiscovered luxury mountain destinations
- Arabian cultural context with world-class facilities
- Investment appeal residential units, Vision 2030 stability
- Multi-generational family retreat and corporate event hosting
15%
highest revenue per visitor long-term core
Adventure Segment · Mountain Biking
Above the clouds, below the sky. Mountain biking at 3,015m a product no other Arabian destination can offer.
Sahab Zone · Wellness at Altitude
Yoga above the cloudline. Al Soudah's fog, mountain air, and silence create a wellness product that cannot be manufactured anywhere else in Arabia.
CHART 03
The Climate Advantage: Al Soudah vs Saudi Arabia Average (Monthly Temperature °C)
The single most important visitor conversion argument for the GCC and international segments. Al Soudah's year-round cool climate is a permanent, verifiable, and extraordinarily rare differentiator in the regional context.
Al Soudah avg (°C)
Saudi Arabia average (°C)
Comfort ceiling (25°C)
While Saudi Arabia averages above 40°C from June to September, Al Soudah stays below 25°C year-round. This is the primary messaging hook for every GCC and international summer campaign — a claim that requires no exaggeration and no risk of overpromising. The mountain does the marketing work. Public Pixel makes sure the world hears it.
05
Step 02 & 03 — Narrative Architecture & Experience Alignment
The story we tell,
The story we tell,
and how it matches what visitors find.
Destination narrative · Thematic storytelling · Experience alignment · Six-zone integration
THE MASTER NARRATIVE
"Saudi Arabia has a mountain. Not many people know it yet. We are going to change that."
This is the narrative engine of the entire campaign. It is honest, humble, and creates invitation rather than spectacle. It works for the adventure traveller who wants discovery, for the GCC visitor who wants authenticity, for the international media who wants a story, and for the luxury traveller who wants to be ahead of the curve. It positions Al Soudah not as a destination trying to compete with established resorts but as a destination arriving on the world stage on its own terms.
THEME 01 · The Fog World
Fog, mist, and cloud cover define Al Soudah's visual identity more than any other single element. The sight of visitors standing above the clouds or watching mist roll silently through juniper forests is irreplaceable content. This thematic cluster drives the social media and visual identity strategy: moody, atmospheric, unlike anything the Arabian Peninsula shows the world.
THEME 02 · The Flower People
The Asiri men who wear flower crowns the Qahtan and other highland tribes are one of the most visually striking cultural traditions in the entire region. The Flowerman Festival in August is the annual activation peak. This theme makes Al Soudah a cultural destination as much as a natural one, creating documentary content opportunities that international media cannot easily replicate elsewhere.
THEME 03 · The Stone Memory
Rijal Almaa — 900 years old, inhabited by the same families, UNESCO-recognised is not a backdrop. It is the living proof of the mountain's human depth. Pairing the natural drama of Jabal Soudah with the cultural weight of Rijal Almaa creates an experience that is both visually spectacular and narratively layered. Stone, memory, and altitude: a combination that defines great destination stories.
The Flower People · Asiri Highland Culture
The floral crown tradition of the Asiri men one of the most visually distinctive cultural identities in the entire Middle East.
Zone 06 · Jareen · Mountain Honey
Asir mountain honey harvested from wildflower-fed hives at altitude. Among the most prized honeys in the Arabian Peninsula.
The Six Development Zones: Soudah Peaks Experience Architecture
Each of the six zones within the Soudah Peaks masterplan has a distinct character and visitor profile. Public Pixel structures the narrative so each zone reinforces the master identity while offering its own compelling story.
01
Zone 01 · Summit
Tahlal
The highest and most dramatic zone the emotional heart of the destination. Panoramic views across the entire Asir plateau and towards the Red Sea coast. Primary zone for viewpoint experiences, luxury lodges, and arrival moments that define first impressions.
Luxury · Arrival · Viewpoint02
Zone 02 · Cloudline
Sahab
Named for the clouds Sahab means cloud in Arabic. This zone experiences the most dramatic fog and mist, creating an otherworldly atmosphere unique to Al Soudah. Primary zone for wellness retreats, meditation experiences, and slow immersive stays in the mist.
Wellness · Mist · Retreat03
Zone 03 · Plateau
Sabrah
The southern plateau, designed for luxury residential integration within the natural contours of the mountain. Primary zone for branded residences, mansions, and multi-generational family retreats the long-stay, high-spend segment that sustains year-round occupancy.
Residential · Luxury · Long-Stay04
Zone 04 · Heritage
Rijal
Built around Rijal Almaa Cultural Village the 900-year-old heritage site. Hospitality integrated with the existing village character. International travellers seeking authentic cultural immersion make this their primary destination within the wider Soudah ecosystem.
Heritage · Culture · Authenticity05
Zone 05 · Wilderness
Red Rock
National park setting with luxury hospitality, mansions, and glamping camps set within dramatic red rock formations. The adventure and nature-immersion zone paragliding, rock climbing, wildlife encounters, and night-sky experiences.
Adventure · Wild · Glamping06
Zone 06 · Farmland
Jareen
Agricultural landscape and organic farming experience. Honey farms, coffee plantations, mountain strawberry fields, and local food culture. The slow food and agritourism zone connecting visitors to the mountain's ecological and culinary heritage.
Agritourism · Food · Ecology
Zone 05 · Red Rock · Heritage Hospitality
Stone architecture rooted in Asiri tradition. The Red Rock zone brings cultural authenticity into the luxury hospitality experience.
Experience Alignment Matrix — What We Promise vs What Visitors Find
| Visitor Segment | What We Promise (Marketing) | What They Experience (On-Ground) | Public Pixel Alignment Action |
|---|---|---|---|
| GCC Family Escapist | Cool, family-friendly mountain retreat with activities for all ages — cable car, viewpoints, local markets | Cable car operational, viewpoint accessible, local market present but unstructured, no wayfinding or visitor journey design | Structure the visitor day programme, produce Arabic-language guide content, improve on-site signage and family activity sequencing |
| International Adventure Seeker | Saudi Arabia's highest peak, 250-year-old hiking trail through juniper forest, dramatic terrain | Trail exists but unmarked in international format, no English-language guided options, limited accommodation booking infrastructure | Partner with licensed guide operators, produce English-language trail guides and booking pathways, seed adventure travel media with verified itineraries |
| Wellness Seeker | Mist, mountain air, serenity — the antidote to urban speed | The natural product exists entirely no wellness programming yet (Soudah Peaks Phase 1 delivers this) | Pre-position with wellness media now, identify interim retreat experiences, create the demand pipeline before Phase 1 infrastructure arrives |
| International Luxury Traveller | Ultra-luxury mountain destination, Saudi Arabia's most ambitious Vision 2030 project | Currently pre-opening no luxury hospitality at scale yet; experience is authentic but unpolished | Position through investment media, luxury travel press, and SDC partnerships target the "pioneer luxury" traveller who values arrival before completion |
GCC Family Escapist
PromiseCool family retreat — cable car, viewpoints, markets
RealityCable car and viewpoints exist but unstructured, no visitor journey design
PP ActionStructure visitor day programme, Arabic-language content, on-site wayfinding
International Adventure Seeker
PromiseSaudi Arabia's highest peak, 250-year-old juniper hiking trail
RealityTrail exists but unmarked internationally, no English guides or booking pathway
PP ActionPartner with guide operators, produce English trail guides, seed adventure media
Wellness Seeker
PromiseMist, mountain air, serenity — antidote to urban speed
RealityNatural product fully exists — wellness programming arrives with Soudah Peaks Phase 1
PP ActionPre-position with wellness media now, identify interim retreat experiences
International Luxury Traveller
PromiseUltra-luxury mountain destination, most ambitious V2030 project
RealityPre-opening — authentic but unpolished; luxury hospitality arrives 2027
PP ActionTarget "pioneer luxury" travellers through investment media and SDC partnerships
06
Step 03 — Channel & Promotion Strategy
How we reach the world
How we reach the world
before it arrives.
Multi-channel strategy · Social & digital · Influencer & media · Seasonal activation
CHANNEL 01
Visual Social Media
Instagram, TikTok, and YouTube are Al Soudah's primary international discovery channels. The destination's visual drama fog-covered peaks, juniper forests, baboons on rocky outcrops, floral-crowned tribesmen is inherently viral content. A sustained content calendar anchored to the seasons builds algorithmic momentum ahead of Phase 1.
- Monthly content production partnerships with Saudi and regional visual creators
- Dedicated Al Soudah Instagram profile with consistent visual identity
- TikTok "Arabia's Hidden Mountain" series 30-second discovery content
- YouTube long-form documentary: "Above the Clouds — Al Soudah"
- Hashtag ecosystem: #AlSoudah #ArabiasAlpineSoul #AboveTheClouds
CHANNEL 02
Influencer & Travel Media
International travel influencers and editorial travel media are the fastest route to international awareness for an undiscovered destination. A structured hosted-visit programme bringing 2–3 high-reach international travel creators per quarter generates the primary volume of international discovery content. Travel press placements in Condé Nast Traveller, Monocle, and Lonely Planet establish credibility before hotels open.
- Quarterly hosted press and influencer trips — 2026 and 2027
- Target: UK, Germany, Japan, France adventure and luxury travel segments
- Partnerships with Saudi Tourism Authority for international media access
- Flowerman Festival August international media anchor event
- Condé Nast Traveller, Wallpaper*, Monocle, Lonely Planet editorial pitches
CHANNEL 03
Digital & Search
Al Soudah currently has near-zero structured SEO presence on international travel platforms. A dedicated destination website in English and Arabic, structured data integration with Google Travel, Tripadvisor content optimisation, and targeted search campaigns for "Saudi mountain travel" create the digital infrastructure that converts awareness to action.
- Dedicated AlSoudah.com destination website — English and Arabic
- SEO content: "Things to Do in Al Soudah", "Best Mountain Destinations Saudi"
- Google Display campaigns targeting GCC summer travel intent (May–Sep)
- Tripadvisor listing optimisation and review programme management
- Booking.com and Airbnb accommodation integration for local operators
CHANNEL 04
Trade & Partnership
Travel trade partnerships with tour operators, OTAs, and airline co-marketing programmes are essential for converting awareness into structured itineraries. Abha International Airport's expansion opening 2028, six times current size creates the access infrastructure that trade partnerships will need. Pre-positioning with international tour operators now ensures Al Soudah is in 2027 and 2028 catalogues.
- Saudia Airlines and flynas route marketing partnerships — Abha routes
- International OTA packages: Booking.com, Airbnb Experiences, GetYourGuide
- Saudi Tourism Authority international roadshow participation (ITB Berlin, WTM London)
- GCC travel agency trade briefings package building ahead of Phase 1
- Aseer Investment Co. partnership for coordinated regional destination marketing
CHANNEL 05
Seasonal Events & Activation
Al Soudah already has the Flowerman Festival in August one of the most photogenic and culturally distinctive events in Saudi Arabia. Expanding the events calendar to include seasonal experiences, adventure races, wellness retreats, and photography competitions creates recurring media moments across the year and prevents the destination from being perceived as a summer-only escape.
- Flowerman Festival international media anchor, August peak activation
- Winter Fog Season December to February atmospheric campaign
- Spring Wildflower Bloom March to May nature photography festival
- Mountain Marathon and trail running event global adventure racing calendar
- Asir Heritage Week Rijal Almaa cultural immersion programme
CHANNEL 06
Hospitality & Investment Media
The Soudah Peaks project's scale — $7.7 billion, PIF-backed, Vision 2030 flagship — is itself a story for investment media, luxury real estate platforms, and hospitality industry press. Soudah Development's residential and hospitality offering creates a parallel marketing track targeting investors and the luxury residential segment.
- Forbes, Arabian Business, MEED investment narrative placements
- Business of Fashion luxury travel feature — "Saudi's New Mountain Destination"
- Soudah Peaks residential campaign — UHNWI real estate platforms
- Hotel industry press: Skift, Hospitality Net — SDC project milestone coverage
- LUXURY TRAVEL FAIR, ILTM Cannes — pre-sales and brand awareness
Annual Campaign Calendar — Seasonal Marketing Rhythm
Spring
March — May
Wildflower Season
Nature photography campaign. Wildflower bloom content series. Trail hiking launch. Target: international nature and photography segments. Key message: "Arabia blooms at altitude."
Summer
June — September
The Great Escape
Primary GCC acquisition season. "Escape the heat" campaign across Arabic social and GCC platforms. Flowerman Festival in August as the anchor media moment. Highest visitor volume. Key message: "The Kingdom's cool secret."
Autumn
October — November
Mountain Clarity
International adventure and trekking season. Trail running event. Clearest skies and best visibility. Target: European and North American adventure travellers. Key message: "See Saudi Arabia from above."
Winter
December — February
Fog & Snow Season
Most visually dramatic season — fog, mist, occasional snow. Atmospheric content campaign. Wellness retreat positioning. Rijal Almaa heritage focus. Key message: "Arabia's most atmospheric season."
CHART 04
Visitor Acquisition Journey: From Unaware to Returning
Each stage of the visitor journey requires different content, channels, and conversion actions. Public Pixel structures interventions at every stage to minimise drop-off and maximise conversion to visit and return.
The largest visitor loss occurs between Awareness and Consideration. When a potential international visitor discovers Al Soudah through social media, there is currently no structured destination website, English-language itinerary guide, or OTA booking pathway to convert their interest into a ticket. Public Pixel's 24-month engagement closes this gap systematically across every stage of the journey.
"Al Soudah doesn't need to be invented. It needs to be introduced. The mountain has always been extraordinary. Public Pixel's role is to make sure the world finds out before the rest of the world arrives."
Public Pixel · Destination Marketing · Al Soudah, Abha · 2026
07
Step 04 — Visitor Journey & Conversion Structuring
From first scroll
From first scroll
to return visit.
Visitor journey mapping · Digital conversion · Engagement funnel · Booking pathway
01
Discovery
Social media, travel press, word of mouth the first encounter with Al Soudah's visual identity
02
Research
Destination website, YouTube, travel blogs building understanding and intention before booking
03
Booking
Flight to Abha, accommodation, guided experiences structured pathways that make the visit easy to commit to
04
Experience
On-ground journey cable car, viewpoints, heritage village, hiking, food, festival designed to exceed what was promised
05
Advocacy
User-generated content, reviews, referrals the visitor becomes the marketing channel and most credible ambassador
Key Channels
Instagram, TikTok, influencer content, Condé Nast editorial, word of mouth from GCC networks
Key Assets
AlSoudah.com, YouTube destination film, travel blog content, Tripadvisor listings, Google Travel presence
Key Tools
Saudia / flynas booking integration, Abha Airport transfer guide, GetYourGuide experience listings
Key Moments
Above-cloud viewpoint arrival, Flowerman Festival, Rijal Almaa heritage walk, juniper forest sunrise hike
Key Actions
Review posting, UGC on #AlSoudah, WhatsApp sharing in GCC networks, return visit planning
08 · Projected Outcomes
What 24 months of
08
What 24 months of
structured strategy delivers.
These projected outcomes are based on applying Public Pixel's 6-step destination marketing framework to Al Soudah across a 24-month advisory engagement from 2026 to the Phase 1 opening in 2027. They represent evidence-based strategic estimates, not contractual guarantees.
OUTCOME 01
International Social Reach
5M+
Cumulative reach across structured influencer and travel media campaigns — building Al Soudah's global presence before Phase 1 opens.
OUTCOME 02
Visitor Growth (Year 2)
+40%
Projected increase in structured visitor numbers driven by digital conversion infrastructure and trade partnerships.
OUTCOME 03
International Media
50+
Editorial placements in international travel, luxury, and lifestyle media — Condé Nast, Monocle, Lonely Planet, Forbes — over 24 months.
OUTCOME 04
Phase 1 Demand Pipeline
2027
Soudah Peaks Phase 1 opens to a pre-warmed international audience — with brand identity established, booking infrastructure live, and visitor journeys structured from arrival.
CHART 05
Projected Visitor Growth Arc: Al Soudah (2026–2033)
Projected structured visitor growth with and without a destination marketing strategy in place ahead of the 2027 Phase 1 opening. The gap between the two trajectories is the strategic value Public Pixel delivers.
With PP destination strategy (2026–2027 pre-build)
Without strategy (organic growth only)
Phase milestones (2027 · 2030 · 2033)
The pre-launch period (2026–2027) is where the strategy creates the most disproportionate value. Destinations that build awareness before infrastructure opens absorb visitor demand immediately on launch day. Without this pre-build, Phase 1 hotel occupancy ramps slowly over 2–3 years. Public Pixel compresses this ramp to zero.
The Strategic Outcome
From Saudi Arabia's best-kept secret
to one of the world's most anticipated new destinations.
to one of the world's most anticipated new destinations.
Al Soudah does not need to manufacture an identity. It has one — ancient, dramatic, cool, and entirely unlike anything the world associates with Arabia. What it needs is the strategic infrastructure to introduce that identity to the world at scale, before the infrastructure of Soudah Peaks Phases 1, 2, and 3 begins absorbing the visitors it will generate. Public Pixel builds that introduction. We design the positioning, structure the channels, build the visitor journey, and create the international awareness that will make 2027 the beginning of a mountain tourism story — not just an opening date for a hotel.
Ready to position your destinations
before the world arrives?
before the world arrives?
Public Pixel works with destinations, national programmes, and government institutions to build the marketing infrastructure that converts natural and cultural assets into internationally recognised brands. Let's begin with a strategic positioning session.
Research Transparency
Data & Sources
All Al Soudah data, Soudah Peaks figures, and visitor statistics referenced in this case study are sourced from publicly available official records and verified media.
Independent Advisory · No Affiliation
01 · Destination Data
Al Soudah elevation: 3,015m — Saudi Arabia's highest peak
Saudipedia · Al-Soudah Mountain · 2024
Climate: max 25°C summer, 15°C winter — 10°C cooler than Saudi average
Wikipedia · Al Soudah · April 2025
Distance from Abha: approximately 20km northwest
Saudipedia · Al-Soudah Mountain · 2024
Asir National Park: 4,500 km², Saudi Arabia's first national park (1980)
Funadiq · Al Soudah Guide · 2024
Rijal Almaa heritage village — 900 years old, UNESCO-recognised site
Peek.com · Al Soudah Travel Guide · 2025
Flowerman Festival — August, Asiri tribe floral crown tradition
Funadiq · Al Soudah Guide · 2024
02 · Soudah Peaks Project
Project announced by Crown Prince MBS: September 25, 2023
Wikipedia · Soudah Peaks · September 2025
Total investment: $7.7 billion (SAR 11 billion)
Wikipedia · Soudah Peaks · September 2025
Development area: 627 km² — construction capped at 1% of land
Saudipedia · Soudah Peaks Project · May 2025
Phase 1 (2027): 940 hotel keys, 391 residential units, 32,000m² retail
Saudipedia · Soudah Peaks Project · May 2025
Full vision (2033): 2,700 hotel keys, 1,336 residential units, 80,000m² commercial
Wikipedia · Soudah Peaks · September 2025
Target: 2 million annual visitors by 2033 — $7.8B GDP contribution
Wikipedia · Soudah Peaks · September 2025
03 · Infrastructure & Context
8,000 direct and indirect jobs created by 2030
MEED · Soudah Peaks Project · 2024
SAR 1.3B power infrastructure — National Grid SA · January 2026
PIF Newswire · January 2026
New Abha International Airport: 6× current size — opens 2028
Time Out Riyadh · Al Wadi Abha · 2023
Six development zones: Tahlal, Sahab, Sabrah, Jareen, Rijal, Red Rock
MEED · Soudah Peaks Construction Plans · 2024
Saudi Arabia: 116M tourist trips in 2024 including 30M international
Saudi Times · Abha Tourism Growth · 2025
International visibility gap — LA Times journalist to Abha as anomaly
Saudi Times · When Abha Becomes a Destination · 2025
Image Credits
All photography and architectural renders are sourced from official project websites and used solely for analytical commentary. Soudah Development Company (soudah.sa) — aerial masterplan, Flowerman photography, mountain honey, Arabian ibex, wellness imagery. Red Rock (redrock.com.sa) — Red Rock courtyard and zone renders. Sabrah / Soudah Peaks (soudahpeaks.sa) — Sabrah villa and infinity pool renders.
Analytical Framework
The six-step Destination Marketing framework — Positioning & Audience Definition, Narrative & Experience Alignment, Channel & Promotion Strategy, Visitor Journey & Conversion Structuring, Investment & Partnership Positioning, and Performance Measurement — is developed and owned by Public Pixel. All projected outcomes (5M+ reach, +40% visitor growth, 50+ media placements) represent advisory estimates based on comparable destination marketing programmes and are not guaranteed outcomes.
Independence Disclaimer
This is an independent advisory case study published by Public Pixel to demonstrate strategic capability. Public Pixel has no existing commercial relationship with Soudah Development Company (SDC), the Saudi Public Investment Fund (PIF), the Saudi Ministry of Tourism, or any affiliated government entity. All destination data is sourced from publicly available official statements, press releases, and verified media coverage.
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