This study investigates the growing demand for English language skills in Saudi Arabia’s tourism sector, particularly in the Aseer region, driven by Vision 2030’s emphasis on tourism as an economic catalyst. It focuses on understanding the English language needs within the tourism workforce and the educational sector. Conducted in two phases, the study involved interviews with tourism professionals in the Aseer region and a survey with English instructors at King Khalid University in Abha. Results highlight that listening and speaking are the most critical skills for professionals to interact with international tourists effectively, followed by a need for understanding accents and specialized vocabulary.
The study also reveals that, while current employees rely on translation tools and body language, there is a clear demand for enhanced English training. Teachers at the tertiary level noted the importance of integrating English for Specific Purposes (ESP) in curriculum development to address these communicative needs. The study suggests targeted ESP programs, interactive teaching methods, and practical training initiatives to prepare both students and professionals for meaningful engagement in tourism. The findings underscore the necessity of English proficiency to improve service quality, recommending that universities and tourism organizations collaborate to develop contextually relevant language training programs in the Aseer region.