Saudi Arabia's PIF unveils Amaala, a new global leading destination for wellness

1 / 5
An ultra-luxurious destination on the Saudi Arabia’s northwestern coast of the Red Sea has been announced by the Kingdom’s Public Investment Fund (PIF). (SPA)
2 / 5
An ultra-luxurious destination on the Saudi Arabia’s northwestern coast of the Red Sea has been announced by the Kingdom’s Public Investment Fund (PIF). (SPA)
3 / 5
An ultra-luxurious destination on the Saudi Arabia’s northwestern coast of the Red Sea has been announced by the Kingdom’s Public Investment Fund (PIF). (SPA)
4 / 5
An ultra-luxurious destination on the Saudi Arabia’s northwestern coast of the Red Sea has been announced by the Kingdom’s Public Investment Fund (PIF). (SPA)
5 / 5
An ultra-luxurious destination on the Saudi Arabia’s northwestern coast of the Red Sea has been announced by the Kingdom’s Public Investment Fund (PIF). (SPA)
Updated 30 September 2018
Follow

Saudi Arabia's PIF unveils Amaala, a new global leading destination for wellness

RIYADH: An ultra-luxurious destination on Saudi Arabia’s northwestern coast of the Red Sea has been announced by the Kingdom’s Public Investment Fund (PIF).
The “Amaala” resort, already being dubbed the “Riviera of the Middle East”, will be focused upon wellness, healthy living and meditation.
Initial funding will be provided by PIF, which is spearheading the project. The resort will be located in the Prince Mohammed bin Salman Nature Reserve. Partnership and investment packages will be available to the private sector as it progresses. PIF said Amaala will sit alongside NEOM and the Red Sea Project as part of a giga-projects investment portfolio, which will establish a unique “tourism ecosystem,” supporting economic diversification and creating high-value job opportunities.
Nicholas Naples, a veteran luxury hospitality and development executive, will be the CEO of the project, PIF said.




Nicholas Naples, a veteran luxury hospitality and development executive, has been announced as CEO of the project. (Supplied)

“Amaala will awaken the world’s imagination by rephrasing the current concept of the luxury tourism experience, especially in terms integrative wellness, specialty treatments and related recreational offerings,” Naples said.
“Our concept will provide a rich service offering that exceeds customers’ expectations by providing a comprehensive suite of services not commonly found in one location that is unique by all measures. The Amaala experience will be enhanced by its setting, spread across beautiful, untouched natural sites.
“Amaala represents a unique and transformational luxury experience where full-fledged wellness tourism is integrated alongside a curated mix of arts, culture, and sports offerings that are individually tailored for the ultra-luxury lifestyle, including the availability of a fashion scene, healthy-living services, and year-round sea expeditions.”

 


According to the developers, Amaala will feature "extraordinary architecture and unprecedented luxury in both hotels and private villas as well as a quaint retail village." It will also include an arts academy that will foster the growth and development of young artists from Saudi Arabia and the region.
PIF announced there will be cultural events, artistic performances and related conferences in a bid to bring international visitors to the region, where they can enjoy a wide array of unique and personalized holiday experiences set against stunning scenery, mountainous landscapes and diving among pristine coral reefs.


The project will include marinas and a yacht club and aims to be a destination for boutique luxury cruises. The retail areas will include a mix of galleries, ateliers, artisan workshops and bespoke outlets along with a wide range of international and local restaurants.
As envisioned in Vision 2030, Amaala – along with the other giga-projects — will support the diversification of Saudi Arabia’s leisure and tourism industry, while promoting cultural conservation, ecological preservation and sustainability.

-------

AMAALA FAQs

 

How does Amaala fit with the ambitions of Vision 2030?

Amaala will be a significant driver of domestic and foreign direct investment, stimulating economic growth and job creation on Saudi Arabia’s north- western coast, and, as envisioned in the Vision 2030 strategy, intends to support the diversification of Saudi Arabia’s leisure and tourism industry, while promoting cultural conservation, ecological preservation and sustainability. Amaala will also generate an expected 22,000 jobs across hospitality and tourism, leisure and retail, in addition to the opportunities created in construction and ancillary industries.

What differentiates Amaala from the other Giga Projects?

Amaala is an ultra-luxury development that is part of an integrated approach to developing Saudi Arabia’s Red Sea coast focusing on wellness, healthy living, and meditation.; it is intended to become the newest destination on the jet-setter map. Amaala will provide the facilities and services for guests to shape their own luxury experience. It will celebrate arts, culture, fashion, wellness and sports, providing every guest a bespoke luxury lifestyle of their own choice. Amaala will be part of a new Red Sea ecosystem – which includes NEOM and the Red Sea Project. All of the developments on the Red Sea are intended to co-exist in a complementary manner to cover different target audiences by providing different offerings to match their needs, and of course, futuristic business and industrial zones.

How will Amaala compete with other luxury global destinations?

Amaala offers idyllic weather year-round, and sits in a central position between Europe, Africa and the Middle East. It will take luxury to an unprecedented level by providing an array of lifestyle experiences, with social norms adopting leading practices to improve standards of livability for its residents and visitors. Amaala is anchored around three pillars: Wellness, Healthy living & sports; Art & culture; Sea, sun & lifestyle; and. Each of these elements is being developed to truly world-class standards that will fascinate visitors from across the world. Amaala will also stand out for its natural diversity and a unique heritage offering with several stunning geological and historical sites, such as Madain Saleh and Al-Ula. Further, the Red Sea Coral Reef offers a truly unique and protected eco-system to explore and will appeal to visitors as one of the world’s last remaining pristine marine ecosystems.

Who will visit the destination?

Visitors from across the world are expected to be at Amaala. We expect it to become a desirable holiday destination for ultra-luxury travelers focusing on wellness, healthy living, and meditation, in the region and beyond. The yachting marina in Amaala will offer year-round berthing for marine enthusiasts. In short, Amaala will offer an experiential lifestyle choice to every discerning visitor. We also expect the destination to boost domestic tourism, especially with the current focus of the Saudi Vision 2030 to enhance it. The uniqueness of the destination and limited availability will make Amaala a destination for the connoisseurs of fine living. 

Why will luxury travelers choose to visit Amaala over other established destinations?

We do not see travellers needing to choose Amaala ‘instead of’ any other destination, but rather it will become (and remain) a new destination on the jet-set map. The location and climate make it suitable for vacations or yacht mooring any time of the year. Amaala will combine wellness, healthy living and sport; nature and heritage; lifestyle and arts & culture. It will also utilise its unique heritage and geological points of interest.

How does PIF intend to finance the project?

The initial seed funding will be provided by the Public Investment Fund (PIF), who will spearhead the development of Amaala into a bespoke hospitality experience located within the Prince Mohammed bin Salman Natural Reserve. Private sector companies and market investors will be invited to invest in the remainder of the project as well as operate the project’s facilities. 

How will the development impact the delicate eco-system of the Red Sea Coral Reef?

In the strategic planning phases of this project, significant effort was made to ensure that the development of the project, and subsequently the operation of the resorts and facilities there-in, co-exist with the natural eco-system of the area. The delivery of the sites will prioritise sustainability and source innovative, eco-friendly solutions such as sustainable farming, solar power generation and other features that will not jeopardise or destroy the fragile marine ecosystem. 

What is the size of the Amaala project and how many units can be expected?

Amaala will be developed over three sites located within the Prince Mohammed bin Salman Natural Reserve on the pristine north-western coast of Saudi Arabia. The development will cover an area of more than 3,800 sq. km. and will target more than 2,500, hotel keys and 700 residential villas, apartments and estate homes, plus over 200 high end retail establishments boasting an eclectic mix of galleries, ateliers, artisan workshops and bespoke retail shops supported by a wide range of international and local signature dining venues.


KSrelief sends first Saudi relief plane to Syria

Updated 10 sec ago
Follow

KSrelief sends first Saudi relief plane to Syria

RIYADH: Saudi aid agency KSrelief sent the first relief plane to Damascus on Wednesday morning. 

Carrying medical, food and shelter supplies, the plane is the first of many to provide urgent relief over the next few days. 

The total aid provided by the Kingdom to the Syrian people from 2011 to the end of 2024 amounted to 856 million and 891 thousand US dollars, state news agency SPA reported.


Saudi crown prince offers condolences to British PM after brother dies

Saudi Crown Prince Mohammed bin Salman and British Prime Minister Keir Starmer. (File/SPA/AFP)
Updated 31 December 2024
Follow

Saudi crown prince offers condolences to British PM after brother dies

  • Nick Starmer died on Dec. 26 at the age of 60 after a battle with cancer
  • Keir Starmer met Crown Prince Mohammed earlier in December during a visit to Saudi Arabia

RIYADH: Saudi Crown Prince Mohammed bin Salman sent a cable of condolences to British Prime Minister Keir Starmer after the passing of his younger brother, Saudi Press Agency reported on Tuesday.

Nick Starmer died on Dec. 26 at the age of 60 after a battle with cancer.

“My brother Nick was a wonderful man,” Starmer said at the time.

“He met all the challenges life threw at him with courage and good humour. We will miss him very much.”

Keir Starmer met Crown Prince Mohammed earlier in December during a visit to Saudi Arabia.


Economic support reflects Saudi Arabia’s commitment to stability in Yemen, cabinet says

Saudi Arabia’s Cabinet holds a meeting on Tuesday. (SPA)
Updated 31 December 2024
Follow

Economic support reflects Saudi Arabia’s commitment to stability in Yemen, cabinet says

  • The cabinet strongly condemned Israel’s ongoing attacks on Al-Aqsa Mosque, rejected any attempt at altering Jerusalem’s historical and legal status

RIYADH: The Kingdom’s latest aid package to Yemen reflects its commitment to stability in the country, the Cabinet said on Tuesday.

On Friday, Saudi Arabia announced new economic support worth $500 million. It comprises a $300 million deposit into the Central Bank of Yemen to improve economic and financial conditions and $200 million to address its budget deficit, the Saudi Press Agency reported.

During a meeting on Tuesday, the cabinet said the support aimed to strengthen Yemen’s economic, financial and monetary foundations, build the capacity of government institutions and empower the private sector to drive sustainable growth and create job opportunities.

The meeting also discussed regional and international developments and emphasized the Kingdom’s continuous efforts to foster cooperation through relations with other countries and its membership of multilateral organizations and groups.

The cabinet also strongly condemned Israel’s ongoing attacks on Al-Aqsa Mosque, rejected any attempt at altering Jerusalem’s historical and legal status and called upon the international community to hold the Israeli authorities accountable for violations against civilians and Islamic holy sites in Palestine. It also reiterated its support for the Palestinian people.

The condemnation came after Israel’s Security Minister Itamar Ben-Gvir ascended to the Al-Aqsa Mosque compound in Jerusalem on Thursday for what he said was a “prayer” for hostages in Gaza, challenging rules over one of the most sensitive sites in the Middle East.

The cabinet also reviewed the performance indicators of key economic sectors and commended the growth of the non-profit sector, which plays a crucial role in supporting healthcare, education, research and other vital areas, in line with Saudi Vision 2030 goals.


12 new Arab projects to drive innovation

Updated 31 December 2024
Follow

12 new Arab projects to drive innovation

  • The board endorsed the Global Flagship Initiative for Food Security, aimed at supporting small farmers and addressing the impact of drought, desertification, and climate change

RIYADH: The Arab Gulf Programme for Development’s board of directors has approved funding for several projects to support the region’s advancement and promote innovation, the Saudi Press Agency reported recently.

The meeting, chaired by Prince Abdulaziz bin Talal bin Abdulaziz, took place at the organization’s Riyadh headquarters.

The board endorsed the Global Flagship Initiative for Food Security, aimed at supporting small farmers and addressing the impact of drought, desertification, and climate change.

The organization approved 12 projects focused on key areas including early childhood development, inclusion of people with disabilities, women’s empowerment, and marine conservation.

The board reviewed the organization’s 2024 activities, highlighting its participation in the 16th UN Conference on Combating Desertification.

The directors also expressed appreciation for the Arab Coordination Group’s initiative to allocate $10 billion to combat drought, desertification, and climate change.

 


As the Year of the Camel ends, Saudi Arabia celebrates ‘timeless companion’ to Arabs

“The Year of The Camel” celebrated the cultural and social significance of camels, their esteemed status in Saudi society and th
Updated 31 December 2024
Follow

As the Year of the Camel ends, Saudi Arabia celebrates ‘timeless companion’ to Arabs

  • Camel herding has evolved into investment venture, says official
  • Camels have long been associated with the history and culture of the Arabs

RIYADH: The Saudi Ministry of Culture declared 2024 “The Year of The Camel” to celebrate the cultural and social significance of camels, in recognition of their esteemed status in Saudi society and their enduring connection with the Arab people.

Joining them, the UN declared 2024 as the International Year of Camelids with the slogan, “Heroes of the deserts and highlands: nourishing people and culture.”

The Saudi Ministry of Culture recently held a ceremony in Laysen Valley, Riyadh, to celebrate the successful conclusion of the Year of the Camel initiative, where key partners who contributed to achieving the year’s objectives were honored.

It included a presentation of Alheda’a, an oral polyphonic expression accompanied by gestures or musical instruments played by herders to communicate with their camels, recently inscribed on UNESCO’s Representative List of Intangible Cultural Heritage of Humanity.

Camels have long been associated with the history and culture of the Arabs. The bond between Arabs and camels in the vast deserts of this part of the world weaves a tale of companionship and reliance that reaches deep into antiquity.

Bedouins, the quintessential desert dwellers, found consolation and great help from these majestic creatures as they traversed the arid terrain in search of sustenance. With their resilience, camels bore the weight of countless journeys, their significance immortalized in the grand gestures of presenting them as gifts to leading figures in every age.

For many Bedouins who still live in the deserts of Arabia, they continue to provide a source of livelihood, food supply and transport to this day.

Historically, the domestication of camels unleashed the potential of early Arab societies. Arabian armies were able to quickly conquer territory and establish large empires thanks to the speed and resilience of these “ships of the desert.”

The Arabs’ deep-seated attachment to camels is reflected in other ways. In ancient times, Arabs used the words wealth and camels interchangeably in their vernacular.

In an interview with Arab News, Khalid bin Abdullah Al-Turki, spokesperson for the annual King Abdulaziz Camel Festival, said: “The camel holds a revered place in the heart of the Arabs, a timeless companion woven into the very fabric of history. It was the steadfast ally of our ancestors, offering them not only protection and sustenance but also embodying the essence of sacrifice, and ensuring their survival and well-being.

“The camel, after God, was their refuge — providing shelter in a world that offered little else. From its wool, they built their homes, and in its shadow, they found security. Centuries ago, before the comforts we enjoy today, life was a struggle, with few resources and fewer means of survival. Their existence hinged upon the camel and the nomadic life of herding.

“In a land dominated by deserts, it was the divine wisdom of God that allowed the camel to thrive here, for it alone could endure the harsh trials of this unforgiving environment. Thus, the camel became, as mentioned, everything to the Arabs: shelter, food, drink, and the means of travel,” Al-Turki said.

Throughout the year cultural events and activities were organized, domestically and internationally, celebrating camels and the rich cultural heritage they represent.

The Saudi Games 2024 also announced a collaboration with the initiative, adorning their torch, medals and victory bouquet with designs to represent the spirit of the program.

A special camel parade was held in France in April 2024 with Saudi Arabia participating.

The event in Paris was organized by the French Federation for the Development of Camelids in France and Europe, under the umbrella of the International Camel Organization, and was sponsored by the Saudi Ministry of Culture and the Kingdom’s Camel Club.

Elaborating on the significance of camels for people in the Arabian Peninsula, Al-Turki said: “In a time when cars were but a distant dream, it was the camel that carried them across vast deserts, took them on pilgrimages, and connected them with loved ones. It was their faithful companion on every journey, both physical and spiritual, embodying the essence of survival and connection in a world without the conveniences we know today.

“The significance of the camel runs deep, its presence etched into the very essence of Arab identity. It is not something the Arab could ever relinquish, for it is woven into the fabric of their history, culture, and way of life,” he added.

Al-Turki went on: “The significance of the camel in our culture is immense, for our way of life is inseparable from it. Even today, people continue to be bound to the camel. They may live in palaces and towers, yet they cannot do without its milk or meat. The camel remains a vital part of their lives, a companion that is deeply embedded in their culture and identity, an irreplaceable partner in their journey through life.”

He noted that a royal decree was issued in 2017 to establish the Camel Club, under the supervision of Crown Prince Mohammed bin Salman, the club’s supervisor general.

The club is supported by a distinguished membership of intellectuals, experts in the field, and government officials, and places particular emphasis on the camel races held during the King Abdulaziz Camel Festival.

Al-Turki noted that before the establishment of the Camel Club, the number of camels in Saudi Arabia was fewer than 500,000 heads, according to UN statistics, underscoring the critical role the club played in preserving and enhancing this valuable tradition.

Today there are nearly two million camels in the country, according to official statistics.

“This reflects the Camel Club’s significant role in enhancing camel populations in the country,” Al-Turki said.

Initially, some individuals, especially the elderly, entered the field as a hobby and for its cultural value. But with the growth of the Camel Club, this hobby evolved into large commercial ventures, supported by the Public Investment Fund.

One of the most notable examples is camel milk, which has become a highly sought-after product in local and international markets, with supply often struggling to meet growing demand.

In addition to the camel milk industry, large factories have also emerged in the fields of meat and wool production, reflecting the continuous growth of this sector, thanks to the support of the Camel Club, said Al-Turki.

“Camels are no longer just a hobby or passion, they have evolved into an economic and investment venture that contributes to improving the standard of living, prompting camel owners to progress,” Al-Turki said.

Since its inception, the Camel Club assumed responsibility for overseeing the King Abdulaziz Camel Festival, which was organized in collaboration with the administration of King Abdulaziz.

The first edition of the festival was entirely managed by the administration. By the third edition, regulations and arrangements specific to the festival were established, granting the Camel Club full supervision. This was a significant step in strengthening its role in promoting this national heritage.

The club has worked to foster camel culture in younger generations through various efforts, such as incorporating this heritage into school booklets, organizing school visits for students, and holding regular seminars.

The International Camel Organization was established under the umbrella of the UN following a series of collaborations, visits, research, conferences and meetings held over the years, in addition to the regular reports submitted about the King Abdulaziz Camel Festival.

The International Camel Organization initially had 103 member countries. This number later expanded to 105 countries, including the United States, most European countries, East Asia, Africa, and most Arab and Gulf states.

As the organization developed, camel breeders’ associations were established in various regions around the world. One of the first of these was the European Association, founded in Switzerland, followed by associations in America, Africa, East Asia, and other countries.

The International Camel Organization plays a significant role in promoting and spreading camel culture worldwide. It contributes to raising awareness of the health and economic benefits of these animals.

One of the most prominent initiatives by the organization is the International Camel Organization Race at the King Abdulaziz Camel Festival. This race is restricted to participants from non-Arab countries, with Saudi and Gulf participants excluded from competing.

The rest of the races at the King Abdulaziz Camel Festival are open to all participants, regardless of nationality or gender, making the event a true global occasion that encourages interaction from diverse cultural backgrounds.

The festival also provides special opportunities for women, such as the Princess Nourah bint Abdulrahman Race, exclusively for female participants.

“Given that this year has been designated as the Year of the Camel by the Ministry of Culture, it marks a significant activation of this important sector. The exceptional ninth edition of the King Abdulaziz Camel Festival has witnessed notable developments in prizes, which have been increased to over SR200 million ($53.3 million), and the number of prizes has risen from five to 10,” the festival spokesperson said.

It has become essential for everyone to recognize the importance of camels, not only as part of the cultural heritage but also as a key element in sustainable development, Al-Turki said.