ASFAR And Kerten Hospitality Forge Partnership To Elevate Yanbu's Hospitality Scene

In a significant move to boost the hospitality and tourism sector in Yanbu, Baheej Tourism Development Company has entered into a strategic partnership with Kerten Hospitality, a renowned entity in the integrated living and hospitality industry. This collaboration was officially announced at the Future Hospitality Summit in Riyadh, marking a pivotal moment for both parties involved.

The agreement entails Kerten Hospitality taking the reins of Baheej's hotel operations in Yanbu, incorporating it under the esteemed Cloud 7 brand. Cloud 7 is celebrated for its unique blend of vibrant design, innovative service concepts, and commitment to promoting a healthy lifestyle, making it an ideal match for Baheej's vision for the Yanbu project.

ASFAR, the Saudi Tourism Investment Company backed by the Public Investment Fund (PIF), and the Tamimi-AWN Alliance jointly own Baheej Tourism Development Company. This partnership with Kerten Hospitality is not just a business transaction but a testament to ASFAR's dedication to fostering growth and excellence within Saudi Arabia's burgeoning tourism sector.

Dr. Fahad bin Mushayt, CEO of ASFAR, emphasized the significance of this collaboration, stating it embodies ASFAR's principle of empowering partners and subsidiaries through its extensive network. He further highlighted the initiative's alignment with Vision 2030, aiming to enrich communities and accelerate tourism sector advancements across the Kingdom.

Kerten Hospitality's approach, which focuses on creating vibrant communities and offering innovative hospitality solutions, aligns perfectly with Baheej's objectives for Yanbu. This partnership is poised to make a substantial impact on the local community and tourism industry by enhancing the hospitality experience in Yanbu.

The strategic agreement between Baheej Tourism Development Company and Kerten Hospitality underlines a shared commitment to innovation and excellence in the hospitality sector. It sets a promising precedent for future collaborations aimed at elevating the tourism landscape in Saudi Arabia.

With inputs from SPA