Minor Hotels—a global hospitality powerhouse known for brands such as Anantara, Avani, and Tivoli—is set to make its debut in Saudi Arabia through a strategic partnership with ASFAR, the Saudi tourism investment company owned by the Public Investment Fund (PIF). Announced during the Future Hospitality Summit 2025, the Memorandum of Understanding (MoU) paves the way for the rollout of Minor Hotels’ renowned portfolio across several high-potential destinations within the Kingdom.
This move marks a significant step forward for Saudi Arabia’s Vision 2030 ambitions, as it continues to diversify its economy and position itself as a premier global destination. By introducing Minor’s unique blend of refined Thai hospitality into Saudi settings, the agreement promises to deliver culturally immersive, luxury travel experiences unlike anything currently available in the region.
Minor: a globally respected name in hospitality
Founded in Thailand in 1978, Minor Hotels is one of the fastest-growing hospitality groups worldwide. With more than 530 properties in over 50 countries, it has built a reputation for delivering personalised service, elegant design, and meaningful cultural connections across its collection of brands, which include the ultra-luxurious Anantara Hotels, Resorts & Spas, stylish urban concept Avani Hotels, classic European-influenced Tivoli Hotels & Resorts, and several others. The group has an established presence in the Middle East and Asia, and is now turning its focus towards expanding in Saudi Arabia.
Amir Golbarg, Senior Vice President of Minor Hotels Middle East & Africa, commented: “Saudi Arabia is rapidly emerging as a key global destination for tourism, and we are proud to partner with ASFAR to support the Kingdom’s bold vision for the future. With more than five decades of hospitality expertise and a portfolio of distinctive brands, Minor Hotels is committed to crafting culturally rich, immersive experiences that reflect the unique heritage and dynamic ambitions of each destination.”
The Kingdom’s tourism authorities have made clear that future success depends not just on volume but on the creation of meaningful, high-quality experiences. This latest partnership reflects exactly that ambition—merging global hospitality standards with local heritage.
A new chapter in destination development
For ASFAR, the MoU strengthens its mission to transform emerging cities and regions within Saudi Arabia into world-class tourism destinations. Speaking at the signing, Dr. Fahad Bin Mushayt, CEO of ASFAR, noted: “This agreement with Minor Hotels is a strategic leap forward in our mission to unlock the full tourism potential of Saudi Arabia. By bringing globally respected hospitality brands into promising destinations, we’re not only enriching our investment portfolio—we’re also introducing unique guest experiences that blend the warmth of Thai hospitality with the depth and authenticity of Saudi culture.”
While the exact locations of the first properties have not yet been announced, the MoU suggests a focus on lifestyle-oriented developments that align with evolving traveller preferences. That includes resorts and hotels that combine luxury with cultural depth, featuring locally inspired design, culinary experiences, and community engagement.
Crucially, the partnership is also anchored in sustainable development. Both parties have pledged to prioritise local content, from sourcing design elements and artisanal products to creating employment opportunities that directly benefit surrounding communities. This approach aligns with Vision 2030’s broader goals of environmental sustainability, social inclusion, and long-term economic diversification.
What does this mean for Saudi Arabia’s hospitality sector?
Minor Hotels’ entry into Saudi Arabia is yet another signal of the Kingdom’s rising status as a global tourism destination. It also adds significant credibility to the broader hospitality ecosystem, showing that world-class operators see long-term value in investing in the country.
The agreement comes at a time when Saudi Arabia is experiencing record tourism growth. With 116 million visits recorded in 2024, and a revised goal of 150 million annual visits by 2030, demand is surging for diverse and upscale hospitality options across the Kingdom—from Red Sea coastal resorts to historic cities like AlUla, Madinah, and Diriyah.
Minor’s luxury and lifestyle offerings will add new depth to Saudi Arabia’s tourism product—catering to both international and regional travellers seeking memorable, meaningful experiences. With an emphasis on excellence, authenticity, and innovation, the ASFAR–Minor Hotels collaboration promises to redefine what guests can expect from hospitality in the Kingdom.
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