Asfar, AWN Enterprises and Tamimi launch Baheej to develop Saudi destinations

27 September 2023 Riyadh, KSA
Asfar, AWN Enterprises and Tamimi
  • Baheej​ to focus on Saudi Arabia’s potential as a global tourism destination
  • The company​​ aligns with Vision 2030’s aim to diversify the Saudi economy and create a vibrant society
  • PIF’s mandate includes unlocking opportunities in the travel industry and creating diverse jobs

PIF-owned Saudi Tourism Investment Company (Asfar), AWN Enterprises and Tamimi Group have announced the launch of Baheej, a diversified development and destination management firm.

With the aim of developing tourist destinations for the mid- and high-end market across Saudi Arabia, Baheej’s strategy is in line with Vision 2030, the nation’s transformation blueprint that is diversifying the national economy by growing strategic sectors including tourism, and advancing a vibrant society.  

Striving towards creating a sustainable impact in mixed-use developments, Baheej is centered on crafting authentic tourism experiences that are of global standards, and turning Saudi towns into exciting destinations. The company is currently looking into five new leisure and tourism projects, which will offer top-tier accessible hospitality services and assets across selected destinations.​​

Mishary Alibraheem, Chairman of ASFAR, said: “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, said: “We have an ambitious vision to celebrate Saudi Arabia’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.”

As a driver of the national roadmap, part of PIF’s mandate is to unlock opportunities in the travel and tourism industry, create new companies and diverse jobs, plus support strategic partnerships with the private sector.

The launch of Baheej was announced during a signing ceremony at the Future Hospitality Summit in Abu Dhabi, UAE.