Amaala: A new upscale tourism destination in the KSA


Saudi Arabia’s Public Investment Fund (PIF) has drawn the curtain on Amaala, an upscale tourism destination situated on the north-western coast of Saudi Arabia which will focus on wellness, healthy living and meditation.

The new destination is a natural extension of the Mediterranean Sea and has been dubbed the Riviera of the Middle East.

PIF will be providing the initial funding for the project and will be leading the development of the Amaala project, transforming it into a bespoke hospitality experience within the Prince Mohammed bin Salman Natural Reserve. As the project develops, attractive partnership and investment packages will be presented to the private sector.

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Amaala will sit alongside NEOM and The Red Sea Project, assisting with the establishment of a new tourism ecosystem.

Leading the development and operations of the project will be CEO, Amaala, Nicholas Naples, who commented: “Amaala will awaken the world’s imagination by rephrasing the current concept of the luxury tourism experience, especially in terms of integrative wellness, specialty treatments and related recreational offerings. 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.”

Naples explained that Amaala will be a unique and transformational luxury experience, where fully-fledged wellness tourism is integrated alongside a curated mix of arts, culture and sports offerings, all of which will be individually tailored for the ultra-luxury lifestyle, as well as a fashion scene, healthy-living services and year-round sea expeditions.

Offering the utmost luxury to each guest, Amaala will house hotels, private villas, a retail village, marinas, a yacht club, numerous F&B options and an academy of the arts, which will accommodate young artists from Saudi Arabia and the region.

Visitors can look forward to cultural events, artistic performances and related conferences, as well as personalised holiday experiences set against a stunning backdrop.