YANBU, Saudi Arabia — The Asfar partnership Yanbu has launched a major hospitality initiative to enhance quality of life in the city. Asfar, the Saudi Tourism Investment Company owned by the Public Investment Fund, has partnered with Kerten Hospitality to manage the upcoming Bahaij Hotel under the Cloud 7 brand.
Lifestyle Hospitality Concept Introduced in Yanbu
Announced during the Future Hospitality Summit in Riyadh, the deal also involves local partners Aoun and Al-Tamimi. This collaboration introduces a lifestyle-focused hospitality model on Saudi Arabia’s western coast. It aligns with Vision 2030 by encouraging innovation, economic growth, and sustainable tourism.
Enhancing Local Tourism and Community Impact
Dr. Fahad bin Mishait, CEO of Asfar, stated that the Asfar partnership Yanbu supports the company’s mission to empower subsidiaries, foster global alliances, and attract private sector investment. These efforts aim to raise hospitality standards while creating dynamic, inclusive communities in Yanbu and beyond.
Supporting Vision 2030 Goals
Under this agreement, Kerten Hospitality will operate Bahaij Hotel using its Cloud 7 concept. This approach blends hotel and residential living into one modern experience. It complements Bahaij’s mission to bring fresh, community-driven hospitality offerings to emerging tourism hubs.
Additionally, the initiative demonstrates how the public and private sectors can work together to drive Saudi Arabia’s tourism transformation. The Asfar partnership Yanbu marks a significant step in supporting Vision 2030 objectives through targeted investment and innovative service models.
