Baheej Tourism Development Company, a joint venture between ASFAR and the Tamimi-AWN Alliance, has announced a strategic agreement with Kerten Hospitality, a global leader in integrated living and hospitality. The agreement, signed at the Future Hospitality Summit in Riyadh and facilitated by ASFAR, will see Kerten Hospitality manage Baheej’s hotel in Yanbu under the premium Cloud 7 brand.

Cloud 7 is renowned for its innovative approach to hotel and residence lifestyle, boasting vibrant designs, dynamic check-in lobbies, healthy food options, and curated retail boutiques. This partnership signifies ASFAR's commitment to enhancing the hospitality sector and leveraging its extensive network for the benefit of its partners and subsidiaries.

Dr. Fahad bin Mushayt, CEO of ASFAR, stated, “Baheej's collaboration with Kerten Hospitality underscores our core principle of empowering partners and subsidiaries through our expansive network. ASFAR is committed to cultivating alliances and co-investing with private sector entities to accelerate the advancement of Saudi Arabia's tourism sector in alignment with Vision 2030.”

The collaboration between Baheej and Kerten Hospitality reflects a dedication to shaping modern hospitality offerings and fostering vibrant communities. By integrating local culture and promoting environmental sustainability, Baheej aims to elevate Yanbu's appeal as a destination and foster economic and social development in the region.

Norah Al Tamimi, CEO of Baheej, expressed her excitement about the partnership, stating, “We are thrilled to announce this strategic partnership with Kerten Hospitality, marking a significant milestone in our commitment to redefine hospitality in Yanbu. Through our agreement, we aim to create a vibrant hub at our lifestyle hotel, providing guests with unforgettable experiences while showcasing the natural beauty of Al-Nawras Island and the Red Sea.”

The Cloud 7 brand promises to become the pulsating heart of Yanbu, offering a diverse range of experiences, from gourmet restaurants to dynamic business hubs and a rooftop infinity pool overlooking breathtaking scenery.

Marloes Knippenberg, CEO of Kerten Hospitality, commented, “We are honored to partner with Baheej on this exciting venture, exemplifying our shared goal of delivering exceptional hospitality and contributing to the growth and development of Yanbu’s tourism sector. This collaboration underscores our dedication to boosting hospitality in Saudi Arabia and beyond.”

In alignment with Vision 2030 and ASFAR’s mandate, this partnership highlights Baheej’s dedication to transforming Saudi cities and towns into thriving, sustainable destinations that improve living standards and promote tourism.