In a move set to transform Yanbu into a vibrant tourist destination, Baheej Tourism Development Company, a joint venture between ASFAR, the Saudi Tourism Investment Company owned by the Public Investment Fund (PIF), and the Tamimi-AWN Alliance, has signed a strategic agreement with Kerten Hospitality, a global leader in integrated living and hospitality. This collaboration, sealed at the Future Hospitality Summit in Riyadh and facilitated by ASFAR, will see Kerten Hospitality managing Baheej’s new hotel in Yanbu under the Cloud 7 brand.
Kerten Hospitality operates across three continents with a diverse portfolio that includes 12 lifestyle brands and more than 57 projects, focusing on creating unique ecosystems that blend hospitality, retail, entertainment, and wellness.
Yanbu, known for its rich history as a major Red Sea port and a thriving industrial city, is thus finally poised to become a beacon of tourism and leisure. Situated along Saudi Arabia’s western coast a few hours’ drive north of Jeddah, Yanbu is famed for its beautiful waterfronts, diving spots, and as a gateway to the historic Hejaz region.
The partnership has been facilitated by ASFAR, the Saudi tourism investment company owned by the Public Investment Fund (PIF), underscoring its commitment to leveraging its extensive network to enhance the hospitality sector.
Dr Fahad bin Mushayt, CEO of ASFAR, emphasised the strategic nature of this initiative: “Baheej’s collaboration with Kerten Hospitality underlines our core principle: empowering partners and subsidiaries through our expansive network. ASFAR is committed to cultivating alliances and co-investing with private sector entities, both local and global, to accelerate the advancement of Saudi Arabia’s tourism sector and enrich communities in promising cities across the Kingdom in alignment with Vision 2030.”
Baheej is focused on integrating local culture into its developments and promoting environmental sustainability, aiming to not only boost Yanbu’s appeal as a destination but also support the city’s overall growth and development. Norah Al Tamimi, CEO of Baheej Group, expressed enthusiasm about the project: “We are thrilled to announce this strategic partnership with Kerten Hospitality, marking a significant milestone in our commitment to redefine hospitality as we develop our first tourist attraction in Yanbu. Through our agreement with Kerten Hospitality, we aim to create a vibrant hub at our lifestyle hotel, reflecting our commitment to providing guests with unforgettable experiences while showcasing the natural beauty of Al-Nawras Island and the Red Sea.”
Kerten Hospitality, recognised for creating bespoke community-centric environments, will bring its signature blend of innovative hospitality to Yanbu. Marloes Knippenberg, CEO of Kerten Hospitality, added, “We are honoured to partner with Baheej Group on this exciting venture, which exemplifies our shared goal of delivering exceptional hospitality and contributing to the growth and development of Yanbu’s tourism sector. With a portfolio that spans bespoke hotels, food and beverage brands, and a strong emphasis on community engagement initiatives, at Kerten Hospitality we believe in creating spaces that inspire and enrich the lives of our guests. We are excited to bring our innovative approach to the beautiful surroundings of Al-Nawras Island. This collaboration underscores our dedication to boosting hospitality in Saudi Arabia and beyond.”
The development is a part of the broader vision of Kerten Hospitality to craft experiences that resonate with local heritage and culture, maintaining synergy with the community. This approach is exemplified by the initiative, “The Collective by Kerten Hospitality,” announced in 2023, which clusters the company’s 12+ lifestyle projects in Saudi Arabia under one umbrella, leveraging a robust brand presence. The combined value of these projects is projected to surpass 1.5 billion SAR in 2023, illustrating the company’s significant investment in creating sustainable and distinctive tourism experiences within the Kingdom.
The Collective by Kerten aims to expedite the activation of unique assets throughout Saudi Arabia, providing individual investors with increased confidence to enter the hospitality market and supporting the growth of lifestyle and sustainability projects.
The Cloud 7 brand in Yanbu will feature modern amenities including gourmet restaurants, dynamic business hubs, and a rooftop infinity pool with panoramic views of the city’s scenic landscape. This strategic alliance aims not only to enhance Yanbu’s tourism offerings but also to improve living standards and create a sustainable, thriving community.
This partnership marks a significant step towards transforming Yanbu into a world-class destination, setting a new standard for hospitality with a focus on community, culture, and sustainability.
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Photo – top of page – A view of the facade of the home of T.E. Lawrence, inspiration for “Lawrence of Arabia,” with traditional architecture and wooden latticed windows (Photo STA)
