The Public Investment Fund (PIF) of Saudi Arabia has unveiled its plans for Amaala, a new ultra-luxury destination for wellness tourism.
The new destination is a natural extension of the Mediterranean Sea and has been 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, partnership and investment packages will be available for the private sector.
Amaala will be a ‘unique and transformational’ luxury experience where wellness tourism is integrated alongside a mix of arts, culture and sports offerings that are individually tailored for the ultra-luxury lifestyle. It will offer a fully holistic wellness retreat, state-of-the-art medical facilities and authentic local treatments.
Phase 1 of the project will open by the end of 2020. Project completion is set for 2028. The target market will be luxury travellers from within Saudi Arabia and from around the world.
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