Saudi Arabia’s bold Amaala development will set new standards in luxury holidays, conservation

The coastline of the Red Sea in Saudi Arabia, above, and its coral reef, bottom. In 2019, work is set to begin on turning a stretch of undeveloped coastline in the northwest, below, into the “Riviera of the Middle East.” (Shutterstock; SPA)
Updated 30 September 2018
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Saudi Arabia’s bold Amaala development will set new standards in luxury holidays, conservation

  • Unveiled this week, Amaala is the latest project aimed at creating a fully-fledged tourism industry in Saudi Arabia
  • Amaala will awaken the world’s imagination by rephrasing the current concept of the luxury tourism experience

LONDON: Picture the scene: A pristine white beach, crystal-clear waters with a yacht or two bobbing in the middle distance. 

The days are filled with exploring a rich landscape filled with natural and archaeological wonders or relaxing in complete tranquility, the evenings spent savoring the finest foods and artistic entertainment, and all set against a backdrop of spectacular scenery.

Where is this paradise on earth? South Africa, perhaps? Or somewhere in the South Seas?

Wrong and wrong. It is in fact somewhere far closer to home. Amaala is the name of what is promised to be the ultimate ultra-luxe tourism destination. It is on the Red Sea coast of Saudi Arabia and, if all goes to plan, in just two years’ time it will begin welcoming guests from all over the world.

In 2019, building is set to begin on turning a stretch of undeveloped coastline in the northwest of Saudi Arabia into the “Riviera of the Middle East.”

Unveiled this week, Amaala is the latest project aimed at creating a fully-fledged tourism industry in Saudi Arabia. Funded initially by the Public Investment Fund (PIF) of Saudi Arabia, it is certainly ambitious, promising to cater to all tastes and desires with bespoke holidays. Adventure, culture, history, sports, relaxation, shopping — Amaala will have them all, with a special focus on “wellness, healthy living and meditation,” as well as its own dedicated airport for “seamless” transfers. 

“Amaala will awaken the world’s imagination by rephrasing the current concept of the luxury tourism experience,” said Nicholas Naples, the newly appointed CEO, who will lead development and operations. “Our concept will provide a rich service offering that exceeds customers’ expectations by providing a comprehensive suite of services not commonly found in one location, that is unique by all measures.”

More specifically, that means “extraordinary architecture” in both the hotels on site offering 2,500 rooms and the private villas and apartments that will be available for purchase. 

Galleries, atelier workshops and an art academy will showcase the work of young artists and artisans from Saudi Arabia and the wider Gulf region. There will be a marina for year-round mooring for yachts and other vessels offering “boutique luxury cruises” and diving trips to coral reefs which, unlike many others in the world, are still undamaged.

And for those who simply want to recharge, there will be a wellness retreat with full medical facilities. 

Amaala will also host cultural events and conferences. The top priority throughout will be care for the natural environment.

Amaala is part of Vision 2030, the program of reforms steered by Crown Prince Mohammed bin Salman and the development will be sited within the nature reserve that bears his name.

The target for all this largesse is “the world’s top” 2.5 million leisure travelers. But will they come?

Absolutely, said former hotelier Gaurav Sinha, founder of the Dubai-based Insignia, a company that advises some of the world’s top brands on marketing. 

As well as the wonders of nature and superlative standards of service, Amaala offers something far more appealing: The thrill of discovery and the cachet of being among the first to experience a place that is little-known and even less understood.

“This is for what I call ‘culture purists’ — people with an element of the intrepid traveler,” said Sinha. “You have a world heritage
archaeological site on the doorstep in Al-Ula, lovely weather, protected nature — this is the new Shangri La.

“It will also appeal to the intelligentsia — people who are looking to enrich their life experience.”

April Hutchinson, luxury specialist at Travel Trade Gazette, said that tourists in search of the unusual would be drawn to Saudi Arabia. 

“A couple of companies have already started looking at Saudi Arabia as somewhere that appeals to those with more refined tastes. It’s the lure of the unknown. In marketing terms, does it offer something different in the region and worldwide? In that respect, it ticks a lot of boxes,” she said. “It’s not Dubai and it doesn’t want
to be.”

While initial funding for Amaala will come from the PIF, there will be opportunities for private investment later and much will depend on which companies are brought in, said Sinha.

“The right brands have to be brought in to operate the assets,” he said. “Positioning the luxury is actually less relevant. What the right name gives is a sense of assurance. The sort of traveler this is aimed at expects a certain standard of service.”

Tourism development expert John Podaras, of Hotel Development Resources, has explored Saudi Arabia’s Red Sea region and pronounces it “stunningly beautiful.”

“The sort of traveler who will come will be well-off but they are not bothered about being pampered. They expect very good service but what they’re after is an authentic experience,” he said.

With that in mind, how far will Saudi Arabia have to go in reconciling its own codes of behavior with the more laissez-faire attitudes of the West?

“Do you expect visitors to change their behavior or do you create a city within a city, ring-fenced within a wall with its own laws and its own little culture to keep visitors apart from the rest of the country? And if you do that, it is hardly giving them the authentic experience,” Podaras said. He predicts “a significant change” in legislation will be necessary.

However, it would be wrong to assume all potential tourists are coming from Europe or the US. 

“Millions of people come to Saudi Arabia every year from Indonesia and other Muslim countries for Hajj. They would love to explore more of the country after the pilgrimage,” said Sinha.

Podaras said that the success of online operators such as halalbooking.com shows that Muslims living in the West are a growing sector of the market. “They might be second or third generation migrants to Western Europe and they want things that make them feel more comfortable, like women-only beaches and alcohol-free hotels,” he said.

Hutchinson believes Amaala is likely to make allowances for non-Muslim visitors. “So many people from the Middle East have been exposed to European
ways through travel so I think they are more used to us,” she said.

However, the experts agreed that Saudi Arabia cannot make any meaningful progress unless it becomes easier — much easier — for visitors to enter the country. Some changes are already on the way; from December, foreigners attending some sporting and cultural
events in the Kingdom will automatically get an electronic visa with their ticket. But whether that will extend to holiday bookings is not clear.

What is clear, however, is that the tourists — and especially those of the caliber that will be drawn to Amaala — are keen on sustainability.

“They want to be sure that everything is being done in a sustainable way. They don’t want to feel they are contributing to damage to the environment. They want to be sure it’s protected and that there is some benefit to the local community,” said Hutchinson. “Saudi Arabia is building from a blank slate which is a great opportunity.”

“There is a certain spirit of audaciousness in this project,” said Sinha. “It’s a beautiful new frontier which requires a tremendous amount of optimism and progressive thinking. The Riviera is not just for Europe.”


King Mohammed VI of Morocco receives Saudi Arabia minister of state Prince Turki

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King Mohammed VI of Morocco receives Saudi Arabia minister of state Prince Turki

CASABLANCA: Morocco’s King Mohammed VI received Prince Turki bin Mohammed bin Fahd bin Abdulaziz, Saudi Minister of State and member of the Council of Ministers, in Casablanca on Tuesday.

During his meeting with King Mohammed, Prince Turki conveyed greetings from King Salman and Crown Prince Mohammed bin Salman.

Prince Turki also delivered a letter to King Mohammed.

King Mohammed thanked the Saudi minister for the letter and “noted the distinguished relations that bind the two brotherly countries and peoples in all fields,” Saudi Press Agency reported.


Saudi Arabia condemns Israeli settlers’ attack on Jordan’s aid convoy heading to Gaza

Updated 9 min 20 sec ago
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Saudi Arabia condemns Israeli settlers’ attack on Jordan’s aid convoy heading to Gaza

  • Kingdom calls on international community to take all necessary measures to hold Israel accountable for its violations

RIYADH: Saudi Arabia has strongly condemned an attack by Israeli settlers on a Jordanian humanitarian aid convoy that was heading to the besieged Gaza Strip on Tuesday, in the second incident of its kind in less than a week.

The Ministry of Foreign Affairs issued a statement that said “the repetition of these attacks is a result of the failure of the Israeli occupation forces to carry out their responsibilities under international humanitarian law and is considered systematic complicity in preventing the necessary humanitarian aid from reaching the Gaza Strip.”

The Kingdom called on the international community to take all necessary measures to hold Israel accountable for its violations of international law and international humanitarian law.

It also urged it to assume its responsibility to protect and secure the crossing of aid convoys, and to ensure their arrival into the Palestinian enclave to contribute to alleviating the humanitarian crisis there, the ministry statement added.

Jordan also condemned the attack and Foreign Ministry spokesperson Sufyan Qudah said: “Israel is responsible for the settler attack on the aid convoys.”

Qudah stressed that the Israeli government’s failure to stop the attacks was a violation of its legal obligations, the Jordan News Agency reported.

Qudah added that the aid convoy, run by the Jordan Hashemite Charity Organization, was attacked by Israeli settlers on its way to the Beit Hanoun Crossing, also known as the Erez Crossing, in northern Gaza, adding that “its cargo was tampered with.”

He said that the convoy later managed to continue its journey despite the attack and reached its destination in war-ravaged Gaza.


Expos begin in Riyadh, shine light on future of entertainment in Saudi Arabia

Updated 31 min 32 sec ago
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Expos begin in Riyadh, shine light on future of entertainment in Saudi Arabia

  • Saudi Entertainment and Amusement Expo and the Saudi Light and Sound Expo offer glimpse of what is to come in sector and opportunities that will be created, expert says
  • Expo organizer Sarkis Kahwajian says: ‘This year is our most diverse and dynamic agenda yet,’ exhibitors are ‘showcasing how entertainment is evolving in the Kingdom’

RIYADH: The Saudi Entertainment and Amusement Expo and the Saudi Light and Sound Expo began in Riyadh on Tuesday. The events aim to shine a light on the future of the entertainment industry in the Kingdom, showcase the latest products and technologies, and provide a forum for those at the forefront of a rapidly evolving sector in the country.

Spanning three days of creativity, interactive experiences and technological innovations, the expos will offer a glimpse what is to come in the entertainment sector and the opportunities this will create, Eihab Abourokbah, the CEO of the Saudi Entertainment Academy, told Arab News.

The events, which continue until Thursday at the Riyadh Front Exhibition and Conference Center, opened to the public, including local and international experts, public-sector authorities, and industry professionals, following an inauguration by Mohannad Al-Abbad, chief investment and business development officer at the Kingdom’s General Entertainment Authority. This was followed by a VIP walk-through by a delegation that included GEA representatives, as the event got underway with exhibitors and a series of panel discussions and presentations.

Running until May 9th at the Riyadh Front Exhibition and Conference Centre, SEA and SLS Expo opened on Tuesday. (AN photo by Rashid Hassan)

Sarkis Kahwajian, associate vice president of DMG Events and the organizer of the expos, said: “As we raise the curtain on both the SEA Expo and the SLS Expo, our aim is that this year’s shows leave a deep-rooted mark on the entertainment industry in the region.

“This year is our most diverse and dynamic agenda yet. It is here, at the intersection of creativity and technology, that our list of impressive exhibitors are revealing cutting-edge products and showcasing how entertainment is evolving in the Kingdom.”

DMG said two historic deals between major players in the entertainment industry will be finalized on the sidelines of the expos to help enhance, grow and diversify the sector.

Running until May 9th at the Riyadh Front Exhibition and Conference Centre, SEA and SLS Expo opened on Tuesday. (AN photo by Rashid Hassan)

Invest Saudi, under the auspices Ministry of Investment, will sign an agreement with Nowaar Entertainment, a company in Riyadh that focuses on experience-based events, content development and investment, to help develop the live-events industry in the Kingdom.

And Dallah Al-Baraka, a multinational corporation based in Jeddah with a broad-based investment portfolio, will sign a partnership agreement with Europa-Park, a theme park in Germany with 18 themed zones and 100 rides. The aim of the collaboration is to provide consultancy services, professional training programs, and equipment sales to help support growth in the sector in line with the goals of the Saudi Vision 2030 plan for national development and diversification.

While exhibitors from the entertainment and leisure industry around the world, including entertainment designers, consultants, contractors, mega-project developers, entrepreneurs and investors, showcase their latest products and services at the SEA Expo, their counterparts in the Kingdom, which has embarked on an entertainment renaissance in the past few years, will also unveil their latest entertainment and leisure offerings.

Running until May 9th at the Riyadh Front Exhibition and Conference Centre, SEA and SLS Expo opened on Tuesday. (AN photo by Rashid Hassan)

Vivien Exartier, executive director of Saudi Entertainment Academy, told Arab News: “This expo is important for us because it shows our footprint, it shows that we are the only institution equipped and capable of training young Saudis under the umbrella of the Technical and Vocational Training Corporation, the Human Resources Development Fund, and the GEA.”

The academy, described as the first of its kind in the Kingdom and supported by the GEA, offers young Saudis the chance to enroll in specialized courses and earn academic diplomas with the aim of opening up employment opportunities to them in the rapidly developing entertainment sector in the Kingdom.

Expert speakers at the SEA Expo will include officials from a wide range of public- and private-sector organizations, including Six Flags Qiddiya, Saudi Entertainment Ventures, Cruise Saudi, the Saudi Ministry of Investment, and the Royal Commission for AlUla.

Meanwhile, the SLS Expo will give visitors the chance to take a deep dive into specialist topics and technologies such as professional lighting and sound, live event management, stage technology and trussing, and virtual, augmented and mixed reality.

As the entertainment industry in the Kingdom continues to evolve rapidly, high-profile events and attractions such as operas, festivals, theme parks and cinema are raising the stakes in the country. This is creating growing demand for quality professional lighting, sound and other events-related technologies, which exhibitors at SLS Expo will hope to tap into by showing how they can provide equipment and services to act as a catalyst for the development of live events in the Kingdom.

Visitors will also have the chance to hear from industry leaders at the forefront of efforts to revolutionize the sector in the Kingdom. One of the most topical discussions during the event will be about ways to help empower and hone the skills of young Saudi talent by bridging skills gaps in the entertainment industry.

“We want summit delegates to walk away with a strategic understanding of how to implement Saudization strategies within their organizations, while also seeing the pivotal role graduate programs play in fostering growth in local talent,” said Expo organizer Kahwajian.

 

 


AlUla Academy aims to be hub for tourism vocational training in Saudi Arabia and beyond

Updated 42 min 21 sec ago
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AlUla Academy aims to be hub for tourism vocational training in Saudi Arabia and beyond

  • Hotel.School chosen as global partner for hospitality training and the academy will welcome its first group of students in early July

 

ALULA: The Royal Commission for AlUla on Tuesday officially launched AlUla Academy, described as a pioneering initiative that aims to be a beacon across the region for excellence in vocational training in the tourism sector.

It will serve as a global hub, officials said, for workers directly involved in crafting memorable experiences for diverse groups of visitors to AlUla from around the globe.

Hotel.School has been chosen as the academy’s global partner for hospitality training, and the collaboration will begin with an inaugural digital training program for the first group of students in early July. Subsequent programs will be available through the academy’s website.

Hotel.School has been chosen as the academy’s global partner for hospitality training, and the collaboration will begin with an inaugural digital training program for the first group of students in early July. (SPA)

Authorities in the Kingdom are carefully developing historic AlUla, an ancient oasis in the northwest of the Arabian Peninsula, as a global tourist destination distinguished by its 7,000-year-plus history, spanning several civilizations.

It encompasses four primary heritage sites and a wide selection of visitor experiences which, the Royal Commission said, offer tourists the chance to immerse themselves in the region’s rich heritage and culture, take advantage of its wellness offerings, bask in the beauty of nature, indulge in the arts, and embark on and voyage of discovery.

Hotel.School has been chosen as the academy’s global partner for hospitality training, and the collaboration will begin with an inaugural digital training program for the first group of students in early July. (SPA)

The establishment of the academy therefore stands as a pioneering endeavor within the field of tourism, it added, and a cornerstone of efforts to achieve the goals of the Kingdom’s Vision 2030 development and diversification plan, one of the aims of which is to create 1.3 million jobs for Saudi citizens.

Philip Jones, the Royal Commission for AlUla’s chief tourism officer, said: “Learning centers such as AlUla Academy play a pivotal role in creating job opportunities while upholding excellence in visitor experiences to international standards, all while maintaining an authentic Saudi essence.

Hotel.School has been chosen as the academy’s global partner for hospitality training, and the collaboration will begin with an inaugural digital training program for the first group of students in early July. (SPA)

“Both physically and digitally, AlUla Academy will expedite the training process, enhancing the quality and efficiency of professional skill development, thereby advancing the tourism sector’s goals in the Kingdom.”

The guests at the launch ceremony on Tuesday included Anita Mendiratta, special advisor to the UN secretary-general at the UN World Tourism Organization. Also a member of the Royal Commission’s advisory board between 2017 and 2023, and one of the key figures behind the development of the academy, she emphasized the organization’s steadfast commitment and dedication to the enhancement of visitor experiences through the development of local skills.

“The key to AlUla’s development lies in embracing authenticity and prioritizing community engagement,” Mendiratta said.

“The Royal Commission for AlUla understands that reaching tangible milestones necessitates investing in skill development, providing services with international standards, yet infusing them with the distinct essence of AlUla that echoes its environment, the culture of its people, and their profound history.”

Hotel.School was carefully chosen as a global partner for AlUla Academy, the commission said, following a rigorous selection process to identify the most suitable collaborator to bolster its endeavors and help achieve its objectives. To that end, it will offer intelligent educational solutions and collaborate with developers of cutting-edge technologies to provide a diverse array of online-learning experiences, officials said. Further information about courses, registration procedures and criteria for the selection of students will be available soon.

Adnan Sawadi, the acting director of Hotel.School, said the institution is committed to supporting the commission in its mission to achieve excellence in vocational training across AlUla, the Kingdom and the wider region.

“At Hotel.School, we recognize that the vitality of the hospitality sector is its people, and we take pride in our pivotal role in nurturing and developing the skills essential to fortifying AlUla’s position as a global tourism and hospitality hub,” he said.

“Our commitment extends to fostering an educational environment that resonates with the region’s rich heritage, amplifying its cultural significance on the global stage.”

AlUla has received significant acclaim and been described as a beacon of success in the field of tourism development and the enhancement of local skills, the commission said. It attracted 263,000 visitors in 2023 alone and consistently surpasses the targets set for it, officials said, increasingly bringing it to the attention of leading event organizers, investors, development partners, airlines and the international media.

 

 


Luxury jewelry brands dazzle at Riyadh showcase

Updated 54 min 22 sec ago
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Luxury jewelry brands dazzle at Riyadh showcase

  • Larsen said that House of GOL specializes in high-end jewelry and many people buy it to reflect their heritage and to pass it down to future generations

RIYADH: Saudi International Luxury Week, which is taking place in Riyadh until May 9, showcases a selection of fine jewelry from around the world.

The event offers a unique opportunity for Saudi clients to acquire exclusive and sophisticated pieces.

FerriFirenze, an Italian brand, is gaining significant acceptance among Saudi clients during the event. (Supplied)

House of GOL, a New York-based brand known for its colorful diamonds, has shown a rare pink diamond at the event.

Anna Larsen, head of business development at House of GOL, has been visiting Saudi Arabia for the past three years to meet clients.

Maitraya is an Indian brand that specializes in Khaleeji and Saudi pearls, led by Sanghvi Maitarya, the seventh-generation representative of his family business. (Supplied)

Larsen said that House of GOL specializes in high-end jewelry and many people buy it to reflect their heritage and to pass it down to future generations.

The brand had previously visited the ZAH creative hub in Riyadh and continued its tours across the Kingdom. House of GOL's participation in the luxury week was in collaboration with Clea Nasr, ZAH's head of marketing.

Maitraya is an Indian brand that specializes in Khaleeji and Saudi pearls, led by Sanghvi Maitarya, the seventh-generation representative of his family business. (Supplied)

"We're here today with House of GOL to support them at a luxury jewelry event, following our earlier private event at ZAH. We support local and international designers through all PR and marketing activities, creating targeted strategies to drive exposure and growth, especially in Saudi Arabia," Nasr said.

The brand stands out by involving its clients in the jewelry creation process, hand drawing and painting the designs and then allowing clients to keep the drawings, adding a personal touch to the design experience.

House of GOL, a New York-based brand that specializes in colorful diamonds, brought a rare pink diamond to the exhibition. The brand had previously visited ZAH Creative Hub in Riyadh and continued its tour across the Kingdom during Saudi International Luxury Week. (Supplied)

Another standout brand at the event is Maitraya, an Indian company specializing in pure Gulf pearls, including khaleeji and Saudi pearls.

The brand is led by Sanghvi Maitarya, a seventh-generation representative of his family’s pearl business.

House of GOL, a New York-based brand that specializes in colorful diamonds, brought a rare pink diamond to the exhibition. The brand had previously visited ZAH Creative Hub in Riyadh and continued its tour across the Kingdom during Saudi International Luxury Week. (Supplied)

“My great-grandfather used to travel by boat,” said Maitarya. “This was before the Second World War and the discovery of oil. The oyster industry had declined and no longer produced these kinds of pearls. These are Saudi natural lulu pearls.”

He said that the pearls were no longer found in the Gulf, adding: “We collected them from grandmothers, maharajas, royal families, and other sources around the world.”

FerriFirenze, an Italian brand, is also impressing Saudi clients at the event.

Giulia Lina Callegari, owner of FerriFirenze, said: “We came to Saudi for the first time five years ago. We’ve seen the changes, the enthusiasm, the projects, and we’re always excited to meet local ladies who know jewelry, appreciate style, and often become our guests in Florence.”

FerriFirenze is a family business that began 10 years ago, and Callegari added: “We create jewelry that moves, physically moves when touched, is flexible, and so on. This style of jewelry can only be made by hand in Italy.”