• In line with Saudi Vision 2030’s goals for economic diversification and global tourism prominence, Baheej’s inaugural projects will offer top-tier accessible hospitality services and assets across selected destinations
September 27, 2023: ASFAR, Saudi Tourism Investment Company owned by Public Investment Fund, AWN Enterprises and Tamimi Group, a private joint venture, launched Baheej, a diversified development and destination management firm, during a signing ceremony at the Future Hospitality Summit currently underway in Abu Dhabi.
Emphasizing the nation’s potential as a travel destination, Baheej’s primary objective is to develop local and regional tourism across strategic destinations in the Kingdom for the mid and upscale market in line with the ambitious goals of Vision 2030.
As an ASFAR portfolio company and Tamimi-Awn alliance, Baheej will craft accessible tourism experiences that are of international standards while making sure they are contextual and sustainable. These initiatives are geared towards creating a lasting impact in the realm of mixed-use developments and setting an example for a sustainable development method that unlocks Baheej’s vision of turning Saudi towns into exciting destinations.
Mishary Alibraheem, Chairman of ASFAR, stated, “We are pleased to be part of this strategic alliance that will play a pivotal role in shaping the future of Saudi tourism in partnership with the private sector. Through Baheej, we aim to develop exceptional destinations and experiences that are both globally competitive and authentically Saudi. By drawing on our collective experience in hospitality, construction, and investment, we are confident Baheej will deliver sustainable tourism projects accessible to all, meeting the highest standards expected by today’s discerning travelers from around the world.”
Fahad Bin Mushayt, CEO of ASFAR, commented, “We are committed to fostering strategic investments that empower the private sector to elevate tourism on both local and global fronts. Our partnership with AWN and Tamimi Group in introducing Baheej is just the beginning. We are excited about our upcoming tourism destinations, poised to drive economic growth, create jobs, and showcase the vibrance and allure of promising destinations.”
Abdulrahman AlBassam, Executive Chairman of AWN Enterprises and member of Baheej’s board of directors, elaborated, “We have an ambitious vision to celebrate Saudi’s beautiful cultures and nature with tourists from across the region. By fostering public-private partnerships and drawing on local cultures, we will deliver sustainable, impactful projects that provide opportunities for talents and operators across the Kingdom as we realize our vision of turning Saudi towns into captivating tourism hubs.”
Baheej is dedicated to creating elevated experiences that resonate with diverse audiences, enriching Saudi Arabian coastal destinations and more with genuine cultural interactions and a deep appreciation for nature. Currently, Baheej is actively exploring potential locations for five new dynamic leisure and tourism projects. As such, the company’s commitment to sustainability is at the core of its approach, with several significant projects on the horizon, contributing to economic growth, job opportunities, and the promotion of tourism in Saudi Arabia.