The Saudi Tourism Investment Company (Asfar), a Public Investment Fund (PIF) company, has announced a new phase of its strategic tourism investments through promising tourism development projects in Al Baha and Yanbu. 

This new phase reflects Asfar’s commitment to its national role in empowering tourism investment and strengthening the sector’s position as a key driver of economic diversification. As the national enabler of tourism investment, Asfar focuses on shaping destinations with distinctive identities in promising cities, laying the foundation for a new generation of landmark tourism projects.

The two new projects, both scheduled to open in 2026, are:

Gamra Adventure Park – Al Baha

Developed by Jabal Khaira, a subsidiary of Asfar, this destination is inspired by the region’s natural terrain and environment to create a unique tourism and adventure experience, while empowering the local community to play an active role in building a sustainable tourism sector.

Kaynouna Beach Club - Yanbu

Developed by Baheej, a subsidiary of Asfar and the Tamimi-AWN Alliance, this coastal project blends authentic local identity with dynamic beach and leisure activities, delivering a holistic destination that embodies the energy and spirit of the coast.

Asfar also announced the establishment of Jaba, a destination management company (DMC) under Baheej. Jaba will serve as Asfar’s operational arm, managing tourism destinations and providing specialised, high-quality services. This integrated operational model transforms investment into a sustainable tourism experience and raises operational efficiency across the sector. – TradeArabia News Service