ABU DHABI: A Saudi coastal city will be the site of Baheej’s first project in its strategy to develop exciting tourist destinations as part of the Kingdom’s Vision 2030 plans.

The development company was launched on Tuesday by Asfar, a Saudi-based tourism investment firm, and a joint venture between AWN Enterprises and Tamimi Group.

Baheej will study each city in Saudi Arabia to identify gaps in a tourist’s itinerary, and speaking to Arab News on the sidelines of the Future Hospitality Summit in Abu Dhabi, one of the executives involved with the company gave more details of its future plans.

“We are extremely in the early stages. That will be the first asset that will be developed and up and running by, I would say, the beginning of 2027,” said Abdulrahman Al-Bassam, executive chairman of AWN Enterprises and a member of Baheej’s board of directors.

Without sharing further details about the project’s site, the executive confirmed that “it will be a coastal city.”

Al-Bassam said he hoped Baheej would help Saudi Arabia meet its economic diversification goals for tourism, which includes attracting 100 million local and international visitors annually by 2030.

Norah Al-Tamimi, who hails from one of the Kingdom’s most influential family businesses, has been appointed the acting chief executive.

Expanding on the remit of the new initiative, Al-Bassam said: “So if the gap is in, for example, accommodation, we provide accommodation. If the gap is in, let’s say, a visitor center or a beach retreat or you name it, that would be part of the project assets that we would like to develop in a certain city.”

Baheej is also focused on destination management, and will work hand-in-hand with local governments and authorities, as well as “a local tour operator who owns, say, a couple of horses to use in a touristic experience,” said the executive.

Al-Bassam noted that Asfar comes in “with its power as an investor, as well as a catalyst with regional players, be them regulators or service providers or affiliates and companies within the PIF conglomerate.”

Asfar was created by the Public Investment Fund earlier this year to support the Kingdom’s tourism strategy, which is a key part of Vision 2030.

Al-Bassam went on to state: “Whereas our alliance — Tamimi Group and AWN Enterprises — that’s the private partner within this partnership, comes in with their experience in contracting and in professional services as well as the hospitality, restaurants, and catering business.”

The company’s head noted that he views gaps in Saudi Arabia’s tourism as opportunities rather than problems, as this denotes room for improved tourism experiences.

“Each town in Saudi Arabia has its own uniqueness and we would like to tap into this,” he said.

ABU DHABI: Tourists are expected to add Saudi Arabia to their “bucket list” due to the government’s transformation of the sector, according to industry veteran William Heinecke, founder and chairman of Minor Hotels. 

Speaking during a panel discussion on the second day of the Future Hospitality Summit in Abu Dhabi, Heinecke noted that Saudi Arabia is on the verge of significant change, predicting that the Kingdom will achieve in 10 years what it took Dubai 30 years to accomplish. 

The Kingdom is currently undergoing a remarkable tourism boom, with the sector expanding by 121 percent in 2022, positioning it as the fastest-growing destination in the G20 and surpassing the global average prior to COVID-19, as detailed in an annual report tracking the progress of Vision 2030.   

Data from the real estate consultancy firm Knight Frank revealed that, under Vision 2030, Saudi Arabia’s hotel industry is poised for further expansion, targeting a total of 310,000 hotel rooms by 2030, with an estimated investment of $110 billion. 

Heinecke expressed his admiration for Saudi Arabia’s visionary leader, who is young enough to see through ambitious initiatives. 

“You need someone not only who has the money, but you need someone who has the vision and the passion to stay with it,” he said.  

“When you look at what’s happening in Saudi Arabia, it’s incredible. It’s going to make so many new bucket lists for everybody in the world. And even what’s happened in the Middle East, Dubai, Doha, it's incredible,” Heinecke added.  

In another panel discussion, various factors and trends that are shaping the travel and tourism industry were deliberated. 

Gilda Perez-Alvarado, incoming group chief strategy officer at Accor, a leading hospitality company, highlighted subjects such as innovation, the impact of technology, and broader long-term trends that are affecting the entire ecosystem of travel and hospitality, including hotels.   

“The amount of change we’re witnessing now, which, by the way, was accelerated during the pandemic, is extremely exciting. So, if you ask me what one of the catalysts for change was, it was that,” Perez-Alvarado said during her panel. 

However, she added: “Our industry is still highly fragmented, so there’s plenty of room for growth." 

Perez-Alvarado emphasized that significant changes and developments are taking place in Saudi Arabia that were previously unimaginable. 

“One where you’re seeing things done that no one would have imagined could be done. In 2015, who would have thought that we would have witnessed the changes we’re seeing in Saudi Arabia?” she said. 

Perez-Alvarado concluded by emphasizing that the Middle East is the fastest-growing region, with Saudi Arabia’s Vision 2030 now becoming a reality, demonstrating that ambitious goals can be accomplished, showcasing the region’s ability to turn imaginative ideas into tangible achievements.