‘Sustainable’ Yanbu to open by 2027

Baheej, a diversified development and destination management company, was launched last year to transform the cities of the Kingdom of Saudi Arabia into sustainable destinations. Yanbu, one of the first projects that will be completed by 2027, will start its preparations with the travel trade from 2025, Stefano Lopez, Tourism Projects Director, Baheej Tourism Development Company, shares with TRAVTALK.

TT Bureau

Could you share a brief about Baheej?

Baheej is a pioneering developer and destination management company formed through a strategic joint venture between ASFAR, the Saudi tourism investment company under Public Investment Fund (PIF) and the Tamimi-AWN Alliance. Launched in September 2023, Baheej is dedicated to transforming Saudi cities into thriving, sustainable destinations that celebrate the Kingdom’s rich heritage, in alignment with Saudi Vision 2030. Our approach integrates innovative design and eco-friendly development to create vibrant urban spaces that foster cultural, social, and economic growth. With a focus on sustainable tourism, Baheej’s projects are not just built—they are crafted to be discovered, delivering compelling experiences that position Saudi Arabia as a global tourism leader.

What are the tourism projects and where are they located?

While Saudi Arabia boasts numerous mega-projects spearheaded by the PIF, we distinguish ourselves by prioritising diverse developments, such as the upcoming Yanbu project. This diversity offers investors a spectrum of opportunities, ensuring a dynamic and inclusive investment landscape. And by utilising the existing infrastructure, we are able to seamlessly integrate new landmarks into the fabric of Saudi towns
and cities.

Baheej’s first project in Yanbu will cover an area of 82,000 square metres and feature three iconic leisure assets, including a Beach Escape, a Diving Centre, and a Lifestyle Hotel. Additionally, the project will feature a fourth component to be announced at a later stage. Each development emphasises sustainability and a deep respect for the local environment, integrating seamlessly into Yanbu’s historical and cultural fabric.

When will they be opened?

The complete unveiling of our flagship Yanbu destination is set for the end of 2027. However, some of the components will be up and running before then. This phased approach will allow us to start building momentum and creating a buzz around the destination.

How will you market projects?

Baheej’s marketing strategy will focus on leveraging strategic partnerships with local tourism entities, enhancing city aesthetics to position Yanbu and future developments as must-visit destinations on the global tourism map. We will also collaborate with international tourism bodies to highlight Saudi Arabia’s unique offerings, utilising tailored campaigns that spotlight each city’s distinct identity. Moreover, we will start deploying some activities and experiences that will start creating a buzz and attract visitation from nearby cities.

Who will be target audience?

At Baheej, our target audience includes both the local community and international visitors. We are committed to delivering high-quality, accessible experiences that enhance the visitor journey while fostering inclusivity within the local community. Our efforts focus on attracting travellers in search of unique cultural experiences and local residents.

Our developments are designed to drive economic growth by creating job opportunities and boosting trade in local industries, arts, and crafts. With a population of 331,916, roughly 17 per cent of the province’s total, Yanbu’s community plays a crucial role in shaping its identity and economic activities. By involving the community in our planning and operations, we ensure that our projects not only attract foot traffic from around the globe but also sustainably benefit the local population, positioning Yanbu as a must-visit destination on the global tourism map.

Will you be looking at working with travel agents as you get the projects ready?

Most definitely, in 2025 we will announce our DMC (destination management company) and start deploying some exciting activities, we will need all the help we can get from travel agencies to drive visitors.