As the Kingdom of Saudi Arabia continues to diversify and develop its economy, more and more eyes are on the country while its Saudi Vision 2030 endeavours come to fruition. The Red Sea Project is one of the largest components of Saudi’s future tourism plans, with many focusing on the massive statistics behind it.
However, its chief development officer Nicholas King has said he hopes people will understand the Development’s mission is to catalyse positive change, not just turn heads.
He told Hotelier: “We’ve created such a great spirit in this company and we have such a shared sense of commitment and responsibility to the Saudi people. The tourism industry is very powerful in that respect. Sometimes it can be negative, but in our case we are absolutely determined that it is a force for good.
“We see our business as a conduit for us to affect whatever positive change is possible.”
Upon completion in 2030, The Red Sea Project will comprise 50 resorts, offering up to 8,000 hotel rooms and around 1,000 residential properties across 22 islands and six inland sites. The destination will also include luxury marinas, golf courses, entertainment and leisure facilities, and a strong dining and retail offering.
In total, 16 hotels planned in phase one will be open by the end of 2023, spanning five islands and two inland resorts.
For Nicholas, who spoke to us from his office in Riyadh, what drives him to get up every morning is knowing he is part of something which will improve the lives of the Saudi people.
He shared: “It’s not just about the opening, it’s about the effect you’re having on peoples’ lives and the community. That what drives us all.
“We are committed to the Saudi people, the Saudi economy and its environment.
“The greatest companies in the world have purposes that go beyond their immediate targets, and for us, those are our purposes. We all have motivation to go well beyond just building the project.”
One of the greatest examples of the company aiming to positively impact the world is in its recently-unveiled Coral Bloom project. A postcard for ‘regenerative tourism’, the 11-hotel project hopes to leave the natural environment in a better condition than before the project entered. It is envisioned to blend in with the natural islands and put biodiversity and sustainability at the forefront of operations.
The design will see new beaches created on the dolphin-shaped island along with a new lagoon. These enhancements will contribute to raising the level of the land, providing a defensive layer from the global threat of rising sea levels. These changes aim to preserve or enhance what already exists on the island, without damaging any habitats or natural shores.
King is hopeful guests will recognise Coral Bloom as a force for good when it opens in two years’ time.
He said: “I think it will be obvious to any visitor that or guests that this is not business as usual. And this is not something that they are familiar with or something that they’ve seen before. I think this will be the same for people from anywhere in the world.
“The subtleties of any project or thing that you work on, aren’t always appreciated holistically by everybody. And you’re just happy if individuals appreciate parts of it and understand and appreciate moments that you’ve put a lot of effort and creative energy into producing.”
Coral Bloom in particular will redefine five-star hospitality, gearing itself towards what King calls “barefoot luxury.”
“Our mantra is barefoot luxury. Which is all about immersing yourself in nature and taking that message of regeneration. It’s really designed to enable you to get back in touch with yourself, with your family, with your friends, and to do that in a place that is nurturing to you as well as the environment.
“When people come to our resort and see the unbelievable quality of the water and the live coral and the beaches and the lack of pollution – they will resonate with our vision.”
Another key component of The Red Sea Project is the goal to diversify Saudi hospitality and tourism.
King explained: “The Saudi tourism industry is coming from a very low base, apart from domestic tourism, particularly religious tourism. Hotel offerings [in Saudi] have been geared towards the urban domestic tourist or the business tourist.
“So resort developments, certainly those at this scale, are entirely new for the kingdom. In that respect, it sets new standards. Our aspirations go well beyond changing the face of tourism in Saudi Arabia. [Coral Bloom] will be unlike any other tourism development in the world.
“It’s almost a representation of what Saudi Vision 2030 is trying to achieve, we’re trying to express that progressive vision of Saudi Arabia leading the way into the future.”
Looking ahead, the development boss knows the project will be transforming the kingdom.
“We are setting new standards for tourism in Saudi Arabia. We will be the first giga-project on the Red Sea coast to do that.”
