Asir is Saudi Arabia's number one tourist destination, a culturally rich region with enchanting and diverse landscapes, mountains, and beaches that invite tourists to experience nature in a spectacular way.

As part of the KKU Strategy 2030, and in conjunction with the Asir Development Strategy, the university prioritized tourism in research and education to support the leadership's goals by establishing the following programs,

• College of Tourism and Hospitality.
• College of Arts and Culture.
• College of Architecture and Planning.

As well as diploma programs, "Mountain Resorts Management" and "Entertainment and Tourism Project Management", and many more.

The university took advantage of the natural qualities Asir has to offer, and organized an educational summer program. "Discover and Learn", a project focused on tourism, culture, and heritage.

During the summer season, students from all around the kingdom and the golf region were given the opportunity to experience life in Asir through the "visitor" program.

Dr. Reem Al-Mashhur, the Executive Director of the university's "Discover and Learn" program, shared insights into the students' experiences this summer, which spanned nearly two months. This period offered a unique university experience, overseen by a cadre of accomplished national talents including supervisors, organizers, administrators, and trainers. It included educational and cultural programs on tourism and entertainment, and garnered students and families' praise.

Dr. Al-Mashhur said, "The program offered a variety of innovative educational opportunities on tourism, culture, and heritage. As well as a job-readiness program and an English language program in collaboration with a prominent international institute".

The university also rolled out an entrepreneurship training program that aimed to help individuals transform their ideas into entrepreneurial endeavors. The program hosted summer camps, hackathons, and a variety of tourism and entertainment activities.

"Discover and Learn" also included cultural programs, where students went on field trips and explored castles and forts that highlight the legacy and historical significance of the region. These programs included,

• A program on the history of southern dialects, where students visited some villages of the region.
• A program where students visited key landmarks to explore the architectural marvels of the region, which offered them a deeper understanding of local architectural heritage.
• A program on southern culinary traditions, hospitality customs, and traditional attire.
• A program on the traditional visual arts of the region with visits to art exhibitions.

Distinguished faculty members led field trips and guided the students along the way.

The summer program also curated recreational and touristic trips designed for individuals and groups alike. Organized activities catered to a diverse range of interests, such as mountain climbing, cycling, horseback riding, archery, and camping. Participants enjoyed nature-centric trips, complemented by visits to parks, museums, and beaches, all tailored to the preferences of the participants.