Baheej Unveils First Tourist Destination in Yanbu City

Baheej Tourism Development Company, a joint venture between ASFAR and the Tamimi-AWN Alliance, has announced its first project in Yanbu: a waterfront development spanning 85,000 square meters. The project, revealed on June 5, 2024, will feature three iconic leisure assets—a Beach Escape, a Tourist Activation Center, and a Lifestyle Hotel—with a fourth component to be announced later. This initiative marks a significant step in Saudi Arabia’s efforts to transform Yanbu into a premier tourist destination, aligning with Vision 2030’s goals of economic diversification and cultural enrichment.

Context and Background

Yanbu, an ancient city on the Red Sea coast, boasts a history dating back to the 16th century, renowned for its architectural marvels and sandy beaches. The Royal Commission at Yanbu has long been instrumental in the city’s development, and this new project by Baheej Tourism Development Company aims to capitalize on Yanbu’s unique heritage and natural beauty. Baheej, a joint venture between ASFAR—the Saudi tourism investment company owned by the Public Investment Fund (PIF)—and the Tamimi-AWN Alliance, was established to develop and manage tourism destinations across the Kingdom. This project represents Baheej’s first venture in Yanbu and underscores its commitment to uncovering Saudi Arabia’s hidden gems.

Key Details

The 85,000-square-meter development will comprise three main components: a Beach Escape, offering visitors a luxurious coastal experience; a Tourist Activation Center, serving as a hub for activities and information; and a Lifestyle Hotel, providing high-quality accommodation. A fourth component will be revealed at a later stage. Nora Al Tamimi, CEO of Baheej, stated, “We believe that destinations are not just built but discovered, and Baheej’s commitment lies in uncovering Saudi Arabia’s hidden gems. Our strategic collaborations aim to curate unparalleled experiences that showcase Saudi Arabia’s rich culture, history, and natural wonders.” She added that the complete unveiling of the destination and its components is anticipated by the end of 2027. The project will unfold in three phases, prioritizing community engagement, sustainability, and minimal environmental impact.

Implications and Impact

This development is poised to significantly boost Yanbu’s tourism sector, attracting both domestic and international visitors. By integrating local culture and environmental sustainability, Baheej aims to elevate Yanbu’s appeal and foster regional development. The project aligns with the Red Sea Riviera initiative, positioning Yanbu as a gateway to this burgeoning tourism corridor. Moreover, it reflects Saudi Arabia’s broader strategy to transform its towns into thriving, sustainable destinations, contributing to job creation and economic growth. The emphasis on community engagement and environmental stewardship sets a benchmark for future tourism projects in the Kingdom.

Vision 2030 Alignment

This project directly supports Saudi Vision 2030’s objectives of fostering a prosperous economy and vibrant society. By developing accessible tourism experiences that meet international standards while remaining contextual and sustainable, Baheej contributes to the diversification of the Kingdom’s economy away from oil. The initiative also enhances the quality of life for citizens and residents, promotes cultural exchange, and showcases Saudi Arabia’s rich heritage to the world. As Baheej plans additional projects in other cities by year-end, its efforts underscore a strategic vision for reshaping and revitalizing urban spaces across the region, further solidifying Saudi Arabia’s position as a global tourism destination.

20 Questions

Q1. What is Baheej Tourism Development Company?

A1. Baheej is a joint venture between ASFAR, the Saudi tourism investment company owned by the Public Investment Fund (PIF), and the Tamimi-AWN Alliance, focused on developing and managing tourism destinations across Saudi Arabia.

Q2. Where is the new tourist destination located?

A2. The destination is located in Yanbu City, specifically in the waterfront area of the Royal Commission at Yanbu, on the Red Sea coast.

Q3. How large is the project area?

A3. The project covers 85,000 square meters, providing ample space for its various components and leisure offerings.

Q4. What are the main components of the project?

A4. The project features three iconic leisure assets: a Beach Escape, a Tourist Activation Center, and a Lifestyle Hotel, with a fourth component to be announced later.

Q5. When will the project be fully unveiled?

A5. The complete unveiling of the destination and its components is anticipated by the end of 2027, according to CEO Nora Al Tamimi.

Q6. Who is the CEO of Baheej?

A6. Nora Al Tamimi serves as the CEO of Baheej Tourism Development Company, leading its strategic initiatives and vision.

Q7. What is the significance of Yanbu’s history?

A7. Yanbu is an ancient city with a history dating back to the 16th century, known for its architectural marvels and sandy beaches, which will be showcased to visitors.

Q8. How does the project align with Vision 2030?

A8. It supports Vision 2030 by fostering economic diversification, creating tourism experiences, and promoting cultural heritage, contributing to a vibrant society and prosperous economy.

Q9. What is ASFAR’s role in the project?

A9. ASFAR is the Saudi tourism investment company owned by PIF, and as a joint venture partner in Baheej, it provides investment and strategic support for the project.

Q10. What is the Tamimi-AWN Alliance?

A10. The Tamimi-AWN Alliance is a partnership that, together with ASFAR, forms Baheej Tourism Development Company, bringing expertise in development and management.

Q11. How many phases will the project unfold in?

A11. The project will unfold in three phases, prioritizing community engagement, sustainability, and minimal environmental impact throughout its development.

Q12. What is the Red Sea Riviera?

A12. The Red Sea Riviera is a tourism initiative by Saudi Arabia to develop the Red Sea coast into a world-class destination, and Yanbu serves as a gateway to this region.

Q13. What experiences will visitors have?

A13. Visitors can explore Yanbu’s rich history, enjoy sandy beaches, and experience sustainable tourism offerings, including the Beach Escape and Lifestyle Hotel, designed to showcase Saudi culture and natural wonders.

Q14. How does Baheej plan to engage the community?

A14. Baheej prioritizes community engagement by integrating local culture and ensuring developments benefit residents, fostering regional development and preserving heritage.

Q15. What sustainability measures are being taken?

A15. The project emphasizes sustainability through minimal environmental impact, meticulous risk analysis, and sustainable tourism offerings, aligning with global best practices.

Q16. Will there be more Baheej projects in other cities?

A16. Yes, Baheej plans to announce additional projects in other cities by the end of the year, as part of its strategic vision to revitalize urban spaces across the region.

Q17. What economic impact will the project have?

A17. It is expected to boost tourism, create jobs, and stimulate economic growth in Yanbu and the surrounding region, contributing to Saudi Arabia’s economic diversification.

Q18. Who is the project targeting?

A18. The project aims to attract both local and international tourists, offering accessible and high-quality experiences that meet international standards.

Q19. What is unique about Yanbu as a destination?

A19. Yanbu offers a blend of ancient history, contemporary infrastructure, captivating coastal landscapes, and a distinct identity, making it an exceptional tourist destination.

Q20. How does this project contribute to Saudi tourism goals?

A20. It enhances Saudi Arabia’s tourism offerings, supports the goal of attracting 100 million visitors annually by 2030, and showcases the Kingdom’s cultural and natural treasures to the world.

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