The Saudi Tourism Investment Company (ASFAR), a Public Investment Fund (PIF) company, has announced a major new phase of strategic tourism development, targeting the promising regions of Al Baha and Yanbu. These initiatives represent a defining step in ASFAR’s mission to drive growth and economic diversification across the Kingdom's tourism sector.
ASFAR, which acts as the national enabler of tourism investment, is focused on shaping destinations with distinctive local identities in promising cities, extending development into new regions where investment opportunities are shaped by the uniqueness of place and community engagement.
The two landmark projects, both scheduled to open next year, provide travel trade partners with unique future inventory outside the major urban hubs.
Gamra Adventure Park - Al Baha: Developed by Jabal Khaira, an ASFAR subsidiary, this destination is inspired by the region’s natural terrain to create a unique tourism and adventure experience. The project is explicitly focused on empowering the local community to play an active role in building a sustainable tourism sector.
Kaynouna Beach Club - Yanbu: Developed by Baheej (an ASFAR subsidiary) and the Tamimi-AWN Alliance, this coastal project blends authentic local identity with dynamic beach and leisure activities, delivering a holistic destination that embodies the energy and spirit of the coast.
The strategic announcements also included the establishment of JABA, a new destination management company (DMC) under Baheej. JABA will serve as ASFAR’s operational arm, focused on managing tourism destinations and providing specialised, high-quality services. This integrated operational model is designed to transform investment into a sustainable tourism experience and significantly raise operational efficiency across the sector.