AL-AHSA: The lavender carpet was laid out last Wednesday in Al-Ahsa as a special groundbreaking ceremony was held for Tuaja Luxury Resorts, marking the start of a new chapter in Saudi Arabia’s rural tourism and hospitality sector.

Slated to open by early 2027, three brand new resorts — Tuaja Premium Farm Resorts, Tuaja Eco Resorts, and Tuaja Adventure Resorts — will be operated by Hilton Worldwide. All will be clustered around a central area of Al-Ahsa, surrounded by lush picturesque farms.

This trio of tailored activations are expected to play a key role in positioning Al-Ahsa as a leading destination in rural tourism, capitalizing on its location within the largest palm oasis in the world.

Attended by Prince Saud bin Talal bin Badr, governor of Al-Ahsa, the event marked the groundbreaking of the first luxury resort development project by Dan Company under the Tuaja brand and featured detailed mock-ups of the resort rooms.

“We remain committed to strengthening collaboration between the public and private sectors to deliver development projects that meet the highest standards of quality, fulfill the aspirations of citizens and visitors — and align with Vision 2030,” Prince Saud said.

Dan Company, a wholly owned subsidiary of Saudi Arabia’s Public Investment Fund, was established to unlock the potential of rural tourism across the Kingdom. This inaugural project will transform rural areas into sustainable tourism hubs that align with the goals of Vision 2030, supporting national economic diversification and community development.

Dan Company also aims to contribute approximately SR6 billion ($1.6 billion) to the Kingdom’s GDP by 2030. Its strategy includes attracting around 14 million visitors, including 1.4 million overnight stays and 12 million day experiences, through an innovative business model that combines luxury hospitality under the Tuaja Luxury Resorts brand, with rural lodges developed in partnership with local communities across the Kingdom.

The Tuaja resorts are being developed in the Al-Ahsa region with the support of the Al-Ahsa Development Authority.

Saad bin Abdulaziz Al-Kroud, chairman, Dan Company, who describes himself as “a son of Al-Ahsa,” underlined the significance of the event, saying: “Today marks a major milestone and turning point in our journey to deliver exceptional hospitality experiences across the Kingdom, celebrating the cultural, historical, and natural richness of the Al-Ahsa region. Tuaja resorts are not merely destinations, they offer an extraordinary blend of authenticity and modernity.”

During the ceremony, Abdulrahman Abaalkhail, chief executive of Dan Company, was in conversation with popular media personality Weam Al-Dakheel, highlighting the company’s vision to redefine rural tourism through immersive, community-driven experiences.

The Tuaja resorts in Al-Ahsa will cover 1.8 million square meters and feature nearly 200 accommodation units, including upscale villas and hotel rooms — some with private pools.

These developments represent the first phase of the Tuaja resort portfolio, which will expand to other regions across the Kingdom. Each resort will feature a design identity rooted in the culture and natural character of its location.

Dan Company is aiming for LEED Gold certification for all its developments.

Majid Al-Futtaim, a shopping malls, communities, retail, and leisure pioneer across the Middle East, Africa, and Central Asia, has announced the opening of Poltrona Frau’s first standalone store in Saudi Arabia at Centria Mall in Riyadh, marking a key milestone in the brand’s regional growth. The store marks Poltrona Frau’s third location in the GCC and part of Majid Al-Futtaim’s broader strategy to expand its premium home offering across the Middle East.

Located on the first floor of Centria Mall, Riyadh’s premier destination for luxury and international fashion, the new 320-square-meter store offers curated lifestyle settings and a dedicated material library, which offers clients a hands-on opportunity to customize their interiors with an haute couture approach. Inspired by the warmth and intimacy of a contemporary home, the space was designed by multidisciplinary studio AMDL CIRCLE under the direction of architect Michele De Lucchi, and features layered textures, warm tones, and artisan-crafted details.

Fahed Ghanim, CEO of Majid Al-Futtaim Lifestyle, said: “Saudi Arabia is a key growth market for Majid Al-Futtaim and Poltrona Frau, as demand for premium, design-led living continues to rise. This opening builds on the brand’s strong momentum following the world’s first mall-based Poltrona Frau store at Mall of the Emirates and the launch of its localized e-commerce platform. It reflects our strategy to scale global brands across the region while delivering curated, high-quality omnichannel experiences.” 

Nicola Coropulis, CEO of Poltrona Frau, said: “Following successful openings in Kuala Lumpur, Bangkok and São Paulo, our presence in Riyadh strengthens our position in a region increasingly aligned with our values of timeless elegance and artisanal quality. In partnership with Majid Al-Futtaim, this flagship store in Saudi Arabia will support both our residential and contract business growth, enabling us to serve both private clients and large-scale projects across hospitality, corporate, and public spaces.”

The new flagship store will feature Poltrona Frau’s most celebrated icons, including the 1919 armchair, the Vanity XC armchair, the Archibald sofa, pieces from The Five Seasons Collection of 2025 and highlights from the 2024 Imagine Collection. The Blisscape Sofa by Ludovica Serafini + Roberto Palomba, will be unveiled for the first time regionally, following its debut at the Salone del Mobile and its direct arrival from the Milan flagship store. Also on display is the Mallorca Rug from Sahrai’s Underwaterlife summer collection, alongside products from Ceccotti Collezioni, the Tuscan woodworking atelier acquired by Poltrona Frau in 2018.

To mark the opening, a Poltrona Frau master artisan will demonstrate the brand’s handcrafting techniques live in-store, providing a rare glimpse into the savoir-faire that has defined the brand for over a century. The activation echoes the values of L’Atelier dei Saperi, a recently launched initiative aimed at preserving and passing on artisanal skills through intergenerational mentorship.

Poltrona Frau’s entry into the Saudi market marks a strategic milestone in its regional expansion, reinforcing the brand’s commitment to meeting the growing demand for timeless, design-led living across the GCC. In partnership with Majid Al-Futtaim, the brand is set for sustained growth as it continues to strengthen its presence in the region’s most influential luxury destinations.