Saudi Arabia's Crown Prince, Mohammed bin Salman, has launched Aradara, a company aimed at developing the Wadi Abha project in Asir province. The project will be an urban centre and tourist destination, with the aim of attracting domestic and international visitors in accordance with Saudi Vision 2030 targets. The Wadi project will cover an area of 2.5 million square metres and will blend modern and traditional architecture inspired by the Asir region's history. The development will feature over 30% of green, open spaces, 16 km of water features, 17 km of sports activities and cultural and community spaces. Aradara will develop five distinct areas featuring varying housing options, hotels, commercial spaces and business districts designed to complement the region's heritage. The company is also expected to create investment opportunities for local and international investors in sectors such as hospitality, arts, culture, food and agriculture, retail and entertainment, as well as building partnerships with the private sector. Aradara's launch aligns with the Public Investment Fund's strategy to unlock the potential of promising sectors of the Kingdom, including tourism and entertainment, and to diversify revenue sources. The project will contribute to raising the non-oil GDP by over SAR19bn ($5.06bn) by 2030 and will create thousands of jobs in the region. Aradara's development also aligns with Asir's "Summits and Peaks" strategic goals. The Wadi Abha project is in line with Saudi Arabia's plan to drive up the share of GDP coming from tourism and aims to attract 100 million visitors annually by 2030.