Collective Retreats inks deal with NEOM to develop sustainable tourism hub in Trojena

Trojena lakes (Supplied)
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Updated 23 February 2023
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Collective Retreats inks deal with NEOM to develop sustainable tourism hub in Trojena

RIYADH: US-based hospitality firm Collective Retreats has partnered with Saudi Arabia’s $500-billion giga-project NEOM to open a sustainable retreat in Trojena, the mountain destination located in the north-western part of the Kingdom. 

The project has been named Collective Trojena, and it is expected to be operational at the beginning of 2026, according to a press release. 

The retreat will feature approximately 60 open-air guest rooms and meeting spaces, along with water features, communal campfires and culinary experiences. 

It is also expected to offer direct access to various activities in Trojena which include, skiing and snowboarding, high-altitude training, paragliding, mountain biking, hiking, and water sports. 

“Trojena provides the ultimate backdrop to achieve this mission in ways we never imagined.  In addition to giving a global audience a new perspective on this spectacular mountain setting, we are committed to demonstrating that luxury travel should not be extractive and it’s possible to both preserve the environment and deliver extraordinary guest experiences,” said Collective Retreats CEO and Founder Peter Mack. 

Philip Gullett, executive director and region head at Trojena, said that Collective Retreats’ innovative thinking and passionate commitment to sustainability make the American firm the ideal partner for the NEOM project. 

Gullett added: “Collective Retreats will be outstanding stewards of this new outdoor retreat experience in Trojena and will perfectly complement the environmental and sustainability principles and practices that are at the core of the NEOM project.” 

Saudi Arabia will be hosting the 2029 Asian Winter Games at Trojena and in December 2022, during an exclusive interview with Arab News, Peter Fitzhardinge, head of Tourism Marketing at NEOM, said the event will showcase NEOM’s  innovation.

“NEOM is all about innovation. I think now, not only we have to launch Trojena to show the vision, but we have to also showcase how we can bring Asian winter games into reality for people to come and participate in winter sports in NEOM,” said Fitzhardinge.


Gulf-EU value chain integration signals shift toward long-term economic partnership: GCC secretary general

Updated 03 February 2026
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Gulf-EU value chain integration signals shift toward long-term economic partnership: GCC secretary general

RIYADH: Value chains between the Gulf and Europe are poised to become deeper and more resilient as economic ties shift beyond traditional trade toward long-term industrial and investment integration, according to the secretary general of the Gulf Cooperation Council.

Speaking on the sidelines of the World Governments Summit 2026 in Dubai, Jasem Al-Budaiwi said Gulf-European economic relations are shifting from simple commodity trade toward the joint development of sustainable value chains, reflecting a more strategic and lasting partnership.

His remarks were made during a dialogue session titled “The next investment and trade race,” held with Luigi Di Maio, the EU’s special representative for external affairs.

Al-Budaiwi said relations between the GCC and the EU are among the bloc’s most established partnerships, built on decades of institutional collaboration that began with the signing of the 1988 cooperation agreement.

He noted that the deal laid a solid foundation for political and economic dialogue and opened broad avenues for collaboration in trade, investment, and energy, as well as development and education.

The secretary general added that the partnership has undergone a qualitative shift in recent years, particularly following the adoption of the joint action program for the 2022–2027 period and the convening of the Gulf–European summit in Brussels.

Subsequent ministerial meetings, he said, have focused on implementing agreed outcomes, enhancing trade and investment cooperation, improving market access, and supporting supply chains and sustainable development.

According to Al-Budaiwi, merchandise trade between the two sides has reached around $197 billion, positioning the EU as one of the GCC’s most important trading partners.

He also pointed to the continued growth of European foreign direct investment into Gulf countries, which he said reflects the depth of economic interdependence and rising confidence in the Gulf business environment.

Looking ahead, Al-Budaiwi emphasized that the economic transformation across GCC states, driven by ambitious national visions, is creating broad opportunities for expanded cooperation with Europe. 

He highlighted clean energy, green hydrogen, and digital transformation, as well as artificial intelligence, smart infrastructure, and cybersecurity, as priority areas for future partnership.

He added that the success of Gulf-European cooperation should not be measured solely by trade volumes or investment flows, but by its ability to evolve into an integrated model based on trust, risk-sharing, and the joint creation of economic value, contributing to stability and growth in the global economy.

GCC–EU plans to build shared value chains look well-timed as trade policy volatility rises.

In recent weeks, Washington’s renewed push over Greenland has been tied to tariff threats against European countries, prompting the EU to keep a €93 billion ($109.7 billion) retaliation package on standby. 

At the same time, tighter US sanctions on Iran are increasing compliance risks for energy and shipping-related finance. Meanwhile, the World Trade Organization and UNCTAD warn that higher tariffs and ongoing uncertainty could weaken trade and investment across both regions in 2026.