*Bahaij, a tourism destination development company owned by Asfar, the Saudi Tourism Investment Company fully owned by the Public Investment Fund, in collaboration with **Aoun* and *Al-Tamimi, announced a strategic agreement with **Kerten Hospitality*, a company specialized in the hospitality and integrated living sector.
Asfar facilitated and enabled this partnership, which was signed during the Future Hospitality Summit in Riyadh. Under this collaboration, Kerten Hospitality will manage the Bahaij Hotel in Yanbu under the Cloud 7 brand, bringing a lifestyle-focused approach to the hotel and residential units.
This strategic cooperation reflects Asfar’s commitment to enhancing the hospitality sector and demonstrates the company’s ability to leverage its extensive network for the benefit of its partners and subsidiaries. Kerten Hospitality’s commitment to adopting an innovative approach to crafting contemporary hospitality offerings and its efforts to foster vibrant communities align with Bahaij’s dedication to elevating hospitality experiences in Yanbu and making a positive impact on the local community and tourism sector.
Dr. Fahad bin Mishait, CEO of Asfar, emphasized that the company’s vision aims to empower partners and subsidiaries, enhance alliances, and promote joint investment with the private sector both locally and globally. This is to accelerate the progress and growth of the tourism sector in the Kingdom and enrich communities in promising cities across the Kingdom, in line with Vision 2030.
