Baheej Tourism Development Company, a joint venture between Asfar, the Saudi tourism investment company owned by PIF, and the Tamimi-AWN Alliance, has announced the development of the waterfront area of the Royal Commission at Yanbu.

Their first project in Yanbu will cover an area of 32,000 sqm and features three iconic leisure assets including a Beach Escape, a Tourist Activation Center, and a Lifestyle Hotel.

Additionally, the project will feature a fourth component to be announced at a later stage. Each of these components will provide rich and comprehensive experiences, as well as sustainable tourism offerings.

Visitors will be soon invited to explore the ancient city of Yanbu, rooted in a rich history dating back to the 16th century, boasting a distinct identity defined by its architectural marvels and sand beaches.

Baheej envisions Yanbu as an iconic destination showcasing Saudi Arabia's rich culture, history, and natural wonders, offering one-of-a-kind inspiring experiences to visitors.

Nora Al Tamimi, CEO of Baheej, said: “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 are aimed at curating 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 envisions the project unfolding 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 meeting international standards while remaining contextual and sustainable.

These initiatives are part of a broader strategy to transform Saudi towns into thriving, sustainable destinations. Baheej's commitment to reshaping urban spaces extends to announcing additional projects in other cities by year-end, underscoring its strategic vision for reshaping and revitalising urban spaces across the region. – TradeArabia News Service