Thursday 27, September 2018 by Jessica Combes

PIF unveils new luxury destination for wellness tourism, Amaala

 

The Public Investment Fund (PIF) of Saudi Arabia, announced the launch of Amaala, which will become a luxury destination on the north western coast of the Kingdom.

It aims to create an all-new concept for ultra-luxury tourism focusing on wellness, healthy living, and meditation. The new destination is a natural extension of the Mediterranean Sea and dubbed the Riviera of the Middle East.

The initial funding for the project will be provided by PIF, who will spearhead the development of Amaala into a bespoke hospitality experience located within the Prince Mohammed bin Salman Natural Reserve. As the project progresses, attractive partnership and investment packages will be available for the private sector.

The PIF has announced that Amaala will sit alongside NEOM and The Red Sea Project as part of the giga-projects investment portfolio, helping to establish a unique tourism ecosystem, supporting economic diversification and creating high-value job opportunities. In addition, PIF announced the appointment of veteran luxury hospitality and development executive Nicholas Naples as Chief Executive Officer of Amaala, who will lead development and operations for the destination.

Naples stated that Amaala will amend the current concept of the luxury tourism experience, especially in terms integrative wellness, specialty treatments and related recreational offerings. The concept will provide a rich service offering that exceeds customers’ expectations by providing a comprehensive suite of services not commonly found in one location, and will be enhanced by its setting, spread across beautiful, untouched natural sites.

Amaala will feature extraordinary architecture and unprecedented luxury in both hotels and private villas as well as a quaint retail village and an academy of the arts that fosters the growth and development of young artists from Saudi Arabia and the region. Cultural events, artistic performances and related conferences will bring international visitation to the region where visitors can partake in a wide array of unique and personalized holiday experiences set against stunning scenery, mountainous landscapes and diving in pristine coral reefs. Marinas and a yacht club will excite yachting enthusiasts, attract boutique luxury cruises. The retail establishments will boast an eclectic mix of galleries, ateliers, artisan workshops and bespoke retail outlets supported by a wide range of international and local signature dining venues.

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.

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