The announcement includes the launch of two major projects in 2026: the Qamra Adventure Park in Al-Baha and the Kaynouna Beach Club in Yanbu.

In a new phase of the tourism sector’s growth, the Saudi Tourism Investment Company (Asfar) – one of the Public Investment Fund’s companies – announces the launch of a new phase of its investments in developing tourist destinations, through quality projects in the cities of Al-Baha and Yanbu, representing a qualitative leap on the map of developing tourist destinations in the Kingdom.

This phase embodies Asfar’s commitment to its strategic role in enabling tourism investment and enhancing the sector’s position as one of the main drivers of economic diversification, through effective partnership with the private sector and launching projects that contribute to building an integrated system of destinations, and drive growth towards new regions of the Kingdom, where investment opportunities blend with the value of the place and the interaction of the local community.

As a strategic investor, Asfar is developing distinctive destinations in promising tourist cities, aiming to create a new generation of tourism projects. The company has announced two major projects that will define this new phase, with openings expected in 2026.

• Qamra Adventure Park in Al-Baha   Developed by Jabal Khayrah, a subsidiary of Asfar, it embodies a destination that focuses on the region’s topography and environment to create a unique tourism experience, and enables the local community to be part of the development of a sustainable tourism sector.
• Kinuna Beach Club in Yanbu   Developed by Bahij Company, a subsidiary of Asfar, and a consortium of Aoun and Al-Tamimi companies, it is one of the coastal tourism projects that combines local identity with interactive beach activities to offer an integrated experience that highlights the spirit and vitality of the place.

Asfar and the alliance of Aoun and Al-Tamimi companies also announced the establishment of Jaba Company - affiliated with Bahij Company - to be an operational arm concerned with tourism activation through activities and events, within an integrated system that transforms investment into a sustainable experience and contributes to raising the efficiency of operation in the tourism sector.

These announcements come as part of Asfar’s efforts to consolidate its position as one of the investment arms owned by the Public Investment Fund, working to build new Saudi destinations and activate strategic partnerships with the public and private sectors, which contributes to launching new opportunities in the hospitality, entertainment and specialized tourism activities sectors.

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