ASFAR Launches Projects in Al-Baha, Yanbu to Develop Tourism Destinations

   Riyadh, November 11, 2025, SPA -- The Saudi Tourism Investment Company (ASFAR), a Public Investment Fund (PIF) company, launched two distinctive projects in the cities of Al-Baha and Yanbu, marking the start of a destination development roadmap in the Kingdom.
   ASFAR explained that the two projects define the features of a new phase and are expected to open in 2026. The first is the Gamra Adventure Park in Al-Baha, developed by ASFAR subsidiary Jabal Khaira, to create a destination rooted in the region’s terrain and environment, provide a unique tourism experience and enable the local community to be part of developing a sustainable tourism sector.
   The second project is the Kaynouna Beach Club in Yanbu, developed by Baheej, an ASFAR subsidiary, together with the Tamimi-AWN Alliance. 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 vibrancy of the place.
   ASFAR also announced the establishment of JABA, a destination management company (DMC) under Baheej, to serve as an operational arm managing tourism destinations and providing specialized, high-quality services—transforming investment into a sustainable experience and contributing to higher operating efficiency across 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 PIF that works to build new Saudi destinations and activate strategic partnerships with the public and private sectors, contributing to new opportunities in hospitality, entertainment and specialized tourism activities.
   -- SPA