Baheej Tourism Development Company, a joint venture between ASFAR, the Saudi tourism investment company owned by PIF, and the Tamimi-AWN Alliance, has announced an ambitious new project to develop the waterfront area of the Royal Commission at Yanbu. This initiative marks the launch of their first tourist destination in Yanbu City, covering a total area of 32,000 square metres.
Baheej was spawned from a cooperative relationship between ASFAR, the Saudi Tourism Investment Company, a fully owned subsidiary of the Public Investment Fund, and the Tamimi-AWN Alliance. Baheej seeks to leverage the flexibility and ambition of the private sector and support ASFAR in achieving its goals to develop exceptional destinations.
The Tamimi-AWN Alliance combines the expertise of Tamimi Global Company Ltd. (TAFGA) and AWN Enterprises to offer comprehensive solutions for developing and operating tourism destinations in Saudi Arabia. With roots dating back to 1914 and 1953, TAFGA and AWN have strong records in catering, hospitality, facility management, construction, and project development. The alliance provides integrated services from strategy to operations. TAFGA runs over 60 F&B outlets, and AWN has built thousands of homes. Together, they have delivered major projects like the King Abdulaziz Center for World Culture and the Hawiyyah Industrial City, supported by a team of over 16,000 employees.
The project will feature three iconic leisure assets: a Beach Escape, a Tourist Activation Centre, and a Lifestyle Hotel. Additionally, a fourth component is planned to be announced at a later stage. Each of these components is designed to offer rich and comprehensive experiences, along with sustainable tourism offerings.
Visitors will soon be invited to explore the ancient city of Yanbu, which boasts a rich history dating back to the 16th century and is known for its architectural marvels and sandy beaches. Baheej envisions Yanbu as an iconic destination that showcases Saudi Arabia’s rich culture, history, and natural wonders, providing unique and inspiring experiences to all who visit.
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. Yanbu City’s contemporary infrastructure, captivating environment, and attractive coastal landscapes make it an exceptional gateway to the Red Sea Riviera. We anticipate the complete unveiling of our destination and its components by the end of 2027.”
Al Tamimi further outlined that the project will unfold in three phases, prioritising community engagement, sustainability, and minimal environmental impact. Through meticulous analysis of risks and investment opportunities, Yanbu is set to become a sought-after tourist destination, both locally and internationally. Baheej’s integral role includes integrating local culture and environmental sustainability, elevating Yanbu’s appeal and fostering regional development. This commitment underscores a transformative journey for Yanbu’s hospitality landscape, blending community heritage and environmental stewardship seamlessly.
The launch of Baheej’s project in Yanbu City aligns with Saudi Vision 2030’s targets, aiming to foster a prosperous economy and vibrant society. As a diversified developer and destination management company, Baheej aims to craft accessible tourism experiences that meet international standards while remaining contextual and sustainable. These initiatives are part of a broader strategy to transform Saudi towns into thriving, sustainable destinations.
