<The Public Investment Fund (PIF) has announced the appointment of luxury hospitality and development expert Mr. Nicholas Nibbles as Chief Executive Officer of AMAALA, an ultra-luxury tourism destination on the Red Sea coast, dubbed the “Riviera of the Middle East” due to its natural extension of the mild Mediterranean climate. The project aims to establish an entirely new concept of luxury tourism centered around wellness and wellness. <Expert Nicholas Nibbles will be responsible for developing the strategy and overseeing the operations of the project. <Mr. Nicholas commented: “AMAALA will awaken the world's imagination by redefining the current concept of the luxury tourism experience, especially in the areas of wellness, treatment and recreation. Our concept is to provide a rich offer that meets the individual needs of customers and offers integrated services in one place, according to the best standards in the world, to represent a unique integrated chain of sanatoriums and medical tourism, in an integrated system of landscapes, facilities and supporting services.”

Nibbles added. Nibbles added: “The exclusive offering of wellness, in all its forms, will be accompanied by art, culture, sports, fashion and wellness offerings, providing an experience tailored to the luxury lifestyle guests seek, including the area's suitability for year-round cruising.“

Nibbles added.