Asfar and Tamimi-AWN Alliance Inaugurate Baheej to Contribute in Shaping Saudi Tourism at Future Hospitality Summit

Mishary Alibraheem, Chairman of ASFAR, stated, “We are pleased to be part of this strategic alliance that will play a pivotal role in shaping the future of Saudi tourism. Through Baheej, we aim to develop exceptional destinations and experiences that are both globally competitive and authentically Saudi. By drawing on our collective experience in hospitality, construction, and investment, we are confident Baheej will deliver sustainable tourism projects accessible to all, meeting the highest standards expected by today’s discerning travelers from around the world.” Fahad Bin Mushayt, CEO of ASFAR, commented, “We are committed to fostering strategic investments that empower the private sector to elevate tourism on both local and global fronts. Our partnership with AWN and Tamimi Group in introducing Baheej is just the beginning. We are excited about our upcoming tourism destinations, poised to drive economic growth, create jobs, and showcase the vibrance and allure of promising destinations.” Abdulrahman AlBassam, Executive Chairman of AWN Enterprises and member of Baheej’s board of directors, elaborated, “We have an ambitious vision to celebrate Saudi’s beautiful cultures and nature with tourists from across the region. By fostering public-private partnerships and drawing on local cultures, we will deliver sustainable, impactful projects that provide opportunities for talents and operators across the Kingdom as we realize our vision of turning Saudi towns into captivating tourism hubs.” Norah Al Tamimi has been appointed as Acting CEO of Baheej Company. Previously, Norah played a pivotal role in catapulting Pattis France, a family side venture, to a position of pre-eminence in Saudi Arabia’s HORECA sector.I Additionally, she brings a unique perspective to her entrepreneurial endeavors, having been part of the renowned Tamimi Group, one of Saudi Arabia’s most influential family businesses. In her role as CEO of Baheej Company, an asset development and destination management firm committed to sustainable development, she is instrumental in spearheading initiatives that will transform conceptual strategic destinations to across the Kingdom. Baheej is dedicated to creating elevated experiences that resonate with diverse audiences, enriching Saudi Arabian coastal destinations and more with genuine cultural interactions and a deep appreciation for nature. Currently, Baheej is actively exploring potential locations for five new dynamic leisure and tourism projects. As such, the company’s commitment to sustainability is at the core of its approach, with several significant projects on the horizon, contributing to economic growth, job opportunities, and the promotion of tourism in Saudi Arabia.