Soudah Peaks is an upcoming year-round luxury mountain tourism destination set at 3,015 metres on Saudi Arabia’s highest peak.
It’s a place where visitors can indulge in unique, memorable and authentic experiences rooted in local traditions, history, architecture and cultural heritage.
The announcement of Soudah Peaks was made through an integrated campaign titled ‘Above the Clouds’ that spanned various platforms, including a digital presence, a video showcasing the natural beauty and heritage of the region, and out-of-home advertising in key locations such as Dubai, Paris, London, New York, Geneva and Riyadh.
The campaign also included a statement from His Royal Highness Crown Prince Mohammed bin Salman, Chairman of Soudah Development’s Board of Directors, reflecting his personal interest in the region, and solidifying its international appeal.
“Soudah Peaks will be a significant addition to the tourism sector in Saudi Arabia and place the Kingdom on the global tourism map, while highlighting and celebrating the country’s rich culture and heritage.
“Visitors will have the opportunity to discover the beauty of Soudah Peaks, explore its rich culture and heritage, and experience the authentic hospitality of the local community. Soudah Peaks will offer unforgettable experiences amidst lush greenery, above the clouds.”
Soudah Development, the entity driving the development of Soudah Peaks, collaborated with a mix of skilled local and global agencies to bring the campaign to life.
Its objective was to connect people from around the world, showcase the vibrant culture, rich heritage and warm hospitality of the people of Saudi Arabia, and spark interest in the upcoming destination.
Campaign Middle East spoke to Dan Mcbrearty, Chief of Development at Soudah Development.
Above the clouds
He explained that ‘Above the Clouds’ was inspired by the architectural heritage of the area and the historic 500-year-old village of Rijal Almaa, which features traditional houses designed to blend with the region’s weather patterns.
This unique architecture, combined with the appeal of the highest peak and misty weather – that allows one to see the clouds beneath them – was seamlessly woven into the campaign’s narrative.
“The campaign’s aim was to position Soudah Peaks as a luxury mountain tourism destination and to showcase the country’s diverse landscape. From picturesque coasts along the Red Sea and Arabian Gulf to breathtaking mountains, forests and hills, Saudi Arabia is a hidden gem waiting to be discovered.”
The logo of Soudah Peaks resembles a flight of stairs ascending towards the clouds – a blend of mountain plateaus, steep slopes and agricultural terraces that link nature, culture and people, embodying the essence of the destination and its landscape.
It highlights the path to discovery, culture, nature, wellness and adventure – the path that takes you above the clouds.
The opening of Soudah Peaks is anticipated in 2027, with completion scheduled for 2033. As an integral part of Saudi Arabia’s tourism landscape, this destination aims to captivate a global audience, offering culturally rich experiences that soar high above the clouds.
