The Public Investment Fund yesterday unveiled the general outline of the “Amala,” an ultra-luxury tourist destination on the Red Sea coast, which has been dubbed the “Riviera of the Middle East” due to its natural extension of the Mediterranean’s mild climate. The project aims to establish a completely new concept of luxury tourism centered on wellness, health, and therapy.
The Public Investment Fund will provide the initial financing and oversee the development of the project, transforming it into a premier tourist destination within the Prince Mohammed bin Salman Nature Reserve in the northwest of the Kingdom, The project offers an exceptional opportunity for private-sector investors and operators to finance the development and operation of the project’s various facilities.
The groundbreaking is expected to take place in the first quarter of 2019, with the first phase opening at the end of 2020; the entire project will be completed by 2028, The Fund announced the appointment of Mr. Nicholas Nibbles, an expert in luxury hospitality and development, as CEO of the “Amala” project to oversee strategy development and supervise project operations.
The fund explained that “Amala,” along with the “NEOM” and “Red Sea,” is part of Saudi Arabia’s portfolio of mega-projects that contribute to attracting more investment, developing a new tourism ecosystem in the Kingdom, and maximizing its role in supporting economic diversification and creating high-value job opportunities.
Mr. Nicholas commented, “The “Amala” project will capture the world’s imagination by redefining the current concept of the luxury tourism experience, particularly in the areas of wellness, therapy, and relaxation. Our concept is to offer a rich experience that meets the individual needs of guests and provides integrated, comprehensive services in one location, in accordance with the world’s highest standards, making the project a unique, integrated global series dedicated to the concept of wellness centers and medical tourism, within a comprehensive system of natural landscapes, facilities, and support services.” Nibbles added: “The exclusive offering will address all aspects of wellness, with artistic, cultural, sporting, fashion, and wellness offerings, thereby providing an experience tailored to the sophisticated and luxurious lifestyle sought by guests, including the project’s suitability for year-round cruises.”
The “Amala” project features an unprecedented level of luxury in both its hotels and private villas, with distinctive architectural designs that reflect refined taste, as well as a contemporary art village that offers unique experiences for resident artists, guests, and art scholars, which will contribute to fostering the growth and development of Saudi artists and hosting a wide range of artistic and cultural events, It will feature multipurpose spaces for meetings and artistic and cultural performances, including theater, music, museums, art galleries, and sculpture exhibits.
“Amala” will combine the tranquility of nature with mountain views and pristine coastal areas for diving enthusiasts, a maritime museum, as well as integrated sports facilities for fitness activities and a marina dedicated to yachts and luxury small boats on the Red Sea coast.
The “Amala” project serves as a key driver for economic diversification, creating investment opportunities for the local private sector and attracting foreign direct investment to contribute to the development of the Kingdom’s tourism sector, preserve cultural and environmental heritage, and achieve sustainability in line with the Kingdom’s Vision 2030.
