ASFAR Partners with IHCC to Launch Taif Botanical Retreat Destination

  • A chalet concept tourism destination in the heart of Taif, Saudi Arabia's City of Roses.
  • The new 250,000 sqm retreat is projected to attract nearly 176,000 visitors annually.
  • The destination will feature an interactive Rose Experience Center, world-class dining venues, and a botanical garden of international standards.

Riyadh, 13 February 2024: ASFAR, the Saudi tourism investment company and a PIF Company, today announced the inauguration of the Taif Botanical Retreat, a unique hospitality, leisure and recreation destination in Taif, during a signing ceremony at the PIF Private Sector Forum in Riyadh.

Designed to transform the city’s legendary and renowned rose heritage into an immersive destination experience, this upcoming destination is set against the backdrop of Taif's stunning cliffside landscapes and aims to attract an expected annual footfall of nearly 176,000 visitors.

Spanning over 250,000-square-meters, the unique concept features 30 high-end chalets with panoramic views, private cliffside majlises, expansive botanical gardens, and an interactive Rose Experience Center.

Dr. Fahad Bin Mushayt, CEO of ASFAR, said: “We are delighted to announce our second partnership with IHCC as we unveil unique tourism concepts that contribute to shaping the future of tourism across the Kingdom. The Taif Botanical Retreat reflects ASFAR’s commitment to unveiling Saudi Arabia’s hidden gems and fostering cultural connections. By celebrating Taif as the City of Roses, we are creating a destination that honors local heritage while setting new benchmarks for sustainable tourism in the region.”

This ambitious project also aligns with Saudi Vision 2030’s goal of attracting 150 million visitors by 2030, creating new opportunities for local communities while offering both domestic and international travelers an authentic Saudi experience beyond traditional tourism hubs.

Sultan Batarjee, CEO of IHCC, added: “We are delighted to strengthen our strategic partnership with ASFAR through this second collaboration, which emphasizes our shared vision for pioneering transformative tourism experiences. Leveraging our expertise in developing wellness-centric retreats and leading hospitality projects, we are committed to delivering innovative architectural and engineering solutions that honor Taif’s natural landscape. This project will set a benchmark for sustainable hospitality, seamlessly integrating world-class amenities with the region’s distinctive terrain and cultural heritage.”

At its heart, the retreat’s Rose Experience Center will offer immersive activities celebrating Taif’s rich rose-growing heritage, while carefully curated retail spaces and dining venues will bring together top local artisans and international brands.

Emphasizing sustainability and community integration, the destination, that is set to open and welcome visitors in 2029, is designed to preserve Taif’s natural beauty and cultural heritage for future generations while creating meaningful economic opportunities for residents.

The retreat will boast a world-class botanical garden showcasing the region’s renowned rose varieties.