Baheej Tourism Development Company, a joint venture between Asfar (a tourism investment company of Saudi PIF) and the Tamimi-AWN Alliance, has broken ground on its inaugural multi-project tourism destination in Yanbu.

Spread over an 80,000 sq m area, the project boasts four iconic leisure assets including a beach escape, a marine visitor centre, a lifestyle hotel, and a yet-to-be-announced waterfront tourism destination. Each project is designed to offer immersive and sustainable tourism experiences, said the company.

According to Baheej, the project will be executed in three phases, prioritising sustainability through renewable energy integration, water conservation systems, and community-driven initiatives.

On the new project, Nora Al Tamimi, CEO of Baheej, said: “We believe destinations are not merely built, but discovered based on study and research maintaining customers as a top priority across our process. Baheej is committed to unveiling Saudi Arabia’s hidden treasures by crafting unparalleled experiences that highlight the kingdom’s diverse culture, rich heritage, and stunning landscapes.”