< Previous20 / HOTELIERMIDDLEEAST.COM / JULY 2024 When you are given a blank canvas, you can set your imagination free,” reads a phrase from Abu Dhabi’s Manarat Al Saadiyat museum. This vision of unbounded creativity is embodied in the city’s blossoming transformation, where modern luxury hotels rise next to preserved cultural sites. The message is clear: The future is now for Abu Dhabi, as it sets new benchmarks in luxury and innovation while maintaining competitive pricing. The city’s strategic investments and ambitious Tourism Strategy 2030 are propelling it to the forefront of global travel destinations. From grand cultural landmarks to world-class events, the capital is dazzling visitors and investors alike, cementing its reputation as a top-tier travel hotspot. With soaring occupancy rates, a surge of high-end hotel openings, and a commitment to sustainable and smart technologies, the capital is not just keeping pace but hoping to lead the charge. Aff ordable luxury rising Abu Dhabi’s hospitality landscape is increasingly infused with value-for-money options that enhance its appeal as a top tourist destination. The city’s strategic investment in tourism infrastructure and its competitive pricing have created a landscape where luxury and aff ordability harmoniously coexist. “With its cutting-edge infrastructure, top-notch security, and a diverse array of leisure options, Abu Dhabi off ers all the ingredients necessary for a thriving tourism industry,” says Turab Saleem, partner and head of hospitality, tourism & leisure advisory, MEA, Knight Frank. “However, what truly sets Abu Dhabi apart is the outstanding value for money its hospitality sector provides.” Abu Dhabi’s commitment to aff ordable luxury has been in the spotlight through its array of recent initiatives. In a power move, the Department of Culture and Tourism – Abu Dhabi recently revised hotel fees to foster growth, reducing a tourism fee from six percent to four percent and eliminating a municipality fee of AED15 per room per night, enticing more attractive to both tourists and residents to the destination. In addition, Abu Dhabi’s ambitious Tourism Strategy 2030 plans to invest US$10 billion into the tourism sector by 2030, creating nearly 200,000 new jobs and enhancing infrastructure, including new cultural sites and theme parks . As of May 2024, Abu Dhabi boasts 142 hotels and 31,019 hotel keys, with 1,817 additional keys expected by 2027 from nine new hotels. “Notably, the upcoming Nobu Hotel and Residences, set to open in June 2026 with 165 keys, promises to elevate the city’s luxury hotel portfolio,” adds Saleem. Despite these expansions, Abu Dhabi’s hotel prices remain impressively competitive. “The city’s hospitality sector off ers a spectrum of options, from budget-friendly properties to opulent five-star resorts, all providing exceptional value,” notes Saleem. “Visitors to the capital can enjoy world-class amenities, personalised services, and stunning locales without straining their fi nances.” This blend of aff ordability and luxury has not gone unnoticed by travellers. As of April 2024, occupancy rates in Abu Dhabi have soared to 80.3 percent, a 22 percent year-on-year increase, according to STR’s latest report. “Year-to-date performance is equally impressive, with occupancy reaching 80.8 percent by April, up from 72.4 percent in 2023,” observes Saleem. “This upward trajectory is expected to continue throughout 2024, as the city’s reputation as a top tourist destination grows.” Focus on accessibility and attractions Abu Dhabi’s strategic investments in tourism infrastructure and its diverse off erings are propelling it to the top of global travel destinations for those seeking both accessibility and unique experiences. The monumental opening of Terminal A at Abu Dhabi International Airport in November 2023 has tripled the airport’s capacity, enabling it to handle up to 45 million travellers annually. In another massive boost to its network schedule, Etihad Airways, the UAE national airline, is celebrating the launch of fl ights to eight destinations, taking the total number of operating routes this summer to 76. “Abu Dhabi boasts an excellent airport, a world-class airline, and unparalleled connectivity to markets worldwide,” asserts Saleem. “Etihad Airways plays a crucial role in making Abu Dhabi accessible to travellers from all corners of the globe.” Abu Dhabi “Visitors can enjoy world- class hospitality without straining their finances” Conrad Abu Dhabi, Grand Hyatt Abu Dhabi and Bab Al Qasr hotelsJULY 2024 / HOTELIERMIDDLEEAST.COM / 21 Abu Dhabi In addition to accessibility, investments in iconic cultural landmarks like the Louvre Abu Dhabi and Warner Bros World Abu Dhabi, Sheikh Zayed Grand Mosque, as well as exhilarating theme parks such as Ferrari World and Yas Waterworld, continue to draw tourists from key markets such as India, China, and Europe while catering to a wide range of interests, from art and culture to adventure and entertainment. “These attractions not only enhance the city’s cultural landscape but also contribute signifi cantly to its tourism revenue,” notes Nicolas Nasra, head of hotel advisory, hospitality & tourism, Colliers in MENA. Recent initiatives to boost tourism in Abu Dhabi include hosting world-class events like the Formula 1 Etihad Airways Abu Dhabi Grand Prix and expanding its vibrant cultural districts. The Abu Dhabi Economic Vision 2030 has been instrumental in driving tourism growth through strategic economic diversifi cation. After two decades in the making, the Saadiyat Cultural District Abu Dhabi is set for its grand unveiling in 2025. This cultural hub will feature the highly- anticipated Zayed National Museum, the Natural History Museum, and the Guggenheim Abu Dhabi, creating one of the highest concentrations of cultural capital globally by 2025. Audacious new openings underway Looking ahead, Abu Dhabi is gearing for a major expansion of its hospitality off erings, adding approximately 800 new hotel rooms and 360 serviced apartment keys by 2027. “These new additions, spread across eight properties, are predominantly luxury five-star brands,” says Nasra. Key openings include the super- luxury Mondrian Abu Dhabi with 301 rooms, the Nammos Resort Abu Dhabi with 29 rooms, and the Nobu Hotel & Residences Abu Dhabi, they join the recent Anantara Santorini Resort in Ghantoot. A major draw for visitors is Abu Dhabi’s power-packed event calendar. The city has emerged as a cultural and entertainment hub, with over 90 confirmed events scheduled for the remainder of 2024. These include high- profile sporting events like UFC Fight Night and NBA Abu Dhabi Games, alongside musical and cultural performances such as Chicago the Musical and Life of Pi. “The Visit Abu Dhabi campaign has significantly contributed to attracting international investors and visitors, particularly high-net- worth individuals from the GCC region and beyond,” states Saleem. Miral, a key developer in Abu Dhabi, has announced two new beach developments at Yas Bay Waterfront, adding to the vibrant mix of dining, entertainment, and leisure options available in the area . Additionally, Abu Dhabi has launched 144 projects worth AED66 billion (US$17.97 billion) in 2024, which include signifi cant investments in the tourism sector aimed at enhancing the city’s appeal . “The Abu Dhabi hotel market is seeing signifi cant trends driven by economic and technological shifts,” remarks Nasra. He notes a growing emphasis on luxury tourism, with substantial investments in high-end accommodations and cultural landmarks. “Experiential offerings are also on the rise, with hotels providing unique dining and entertainment experiences.” A snapshot of growth The fi nancial health of Abu Dhabi’s hotel market in 2024 is robust, marked by significant revenue growth and strong occupancy rates. “In 2023, hotel revenue increased by 23 percent compared to 2022, reaching AED5.4 billion (US$1.5 billion), with a steady occupancy rate of 72 percent and an ADR of AED535,” says Nasra. The tourism sector, he notes, has recorded 4.1 million overnight stays in 2022. “Strategic initiatives, including revising hotel fees to attract more tourists, and substantial investments in luxury hotels and tourism infrastructure, have supported Michael Koth Hilton Abu Dhabi Yas Island22 / HOTELIERMIDDLEEAST.COM / JULY 2024 Abu Dhabi this growth,” Nasra explains. Economic diversifi cation eff orts and supportive government policies have further stabilised and enhanced the market’s growth outlook. As of April 2024, the ADR for hotels in Abu Dhabi stands at AED 630, a 20 percent increase from AED 523 in April 2023 as per Department of Culture and Tourism Abu Dhabi’s hotel performance report. “The revenue per available room (RevPAR) has also seen a substantial rise, reaching AED 506 in April 2024 compared to AED 343 in April 2023,” adds Saleem . D espit e global economic uncertainties, the sector maintains positive trends in Revenue Per Available Room (RevPAR) and ADR. “Challenges like rising operational costs and regional competition, particularly from Saudi Arabia have necessitated continual innovation and adaptive pricing strategies,” Nasra observes. “Enhanced manufacturing and export capabilities also contribute to a supportive business environment, ensuring a stable and thriving hospitality industry in Abu Dhabi.” Abu Dhabi’s hotel market holds several distinct advantages compared to regional peers like Dubai, Riyadh, and Jeddah. “Abu Dhabi stands out for its focus on luxury and cultural tourism,” asserts Nasra. This emphasis on high-end experiences and cultural attractions sets the emirate apart, contributing to its strong fi nancial performance and continued appeal as a premier travel destination Super-tech integration Technological integration is another aspect that is dramatically transforming Abu Dhabi’s hospitality operations with AI and smart room technologies. Smart room technologies, such as voice-activated controls and personalised settings, are becoming standard in luxury hotels, providing a smooth and cutting-edge guest experience . For instance, hotels like the Jumeirah at Saadiyat Island Resort and the Four Seasons Abu Dhabi at Al Maryah Island are leveraging smart technology to enhance guest experiences. These technologies include automated lighting, climate control, and room service requests via integrated digital assistants . Nasra notes that MICE tourism remains a major driver. “Diversifi ed marketing eff orts are attracting a broader range of international visitors,” he notes. “Abu Dhabi excels in MICE tourism with top-tier facilities and a strategic location, hosting numerous international events and conferences.” Additionally, hotels are adopting an array of AI-driven solutions to optimise operational effi ciency and personalise guest services. AI tools are being used for predictive maintenance, inventory management, and to analyse guest preferences to off er customised experiences. “What sets Abu Dhabi apart is its seamless integration of traditional Arabian hospitality with state-of-the-art facilities, creating a harmonious fusion of the old and the new. This commitment to innovation ensures that our off erings consistently meet and exceed global standards,” asserts Michael Koth, general manager Emirates Palace Mandarin Oriental Abu Dhabi & area vice president operations at Mandarin Oriental Hotel Group. M o reover, the use of blockchain technology for secure and transparent transactions is also on the rise in Abu Dhabi’s hospitality sector which helps in improving data security and streamlining payment processes, making transactions more efficient and secure for both guests and operators Government eff orts and regulatory framework Economically, Abu Dhabi provides a robust and stable environment, bolstered by signifi cant government investment in infrastructure and tourism. “The government has introduced favourable policies, such as tax incentives and streamlined processes for obtaining permits and licenses,” explains Koth. “This pro-business environment is further strengthened by a strong legal framework that protects investments and intellectual property, making Abu Dhabi an appealing destination for international hotel brands.” The capital’s regulatory framework is designed to promote business growth and investment. “Overall, proactive government initiatives, strategic economic diversifi cation, and strong fi nancial performance underscore Abu Dhabi’s robust and competitive position in the regional hospitality market,” adds Nasra. Huge ongoing market expansion has been facilitated by these strong regulatory eff orts. “The market saturation limits continue to be raised, enabling more brands to consider investments in our nation’s capital. Regulatory entities pay close attention to obstacles that may hinder development and react accordingly,” shares Remus Palimaru, managing director of Rosewood Abu Dhabi. This proactive approach ensures a dynamic and conducive environment for business growth. Additionally, the government’s focus on enhancing the quality of life in Abu Dhabi has been instrumental in attracting and retaining talent. “Residents of Abu Dhabi enjoy a high quality of living, top safety, and high levels of education, all factors that play a role in companies being able to attract and hold on to talent from around the world,” adds Palimaru . Built with purpose and sustainability focus The city’s hospitality sector is notable for its sustainability initiatives, adopting eco-friendly practices to attract environmentally conscious travellers. “Abu Dhabi aims to become a leading sustainable tourism destination and is encouraging hotels to integrate sustainable practices,” says Ahmed Issa, complex general manager, Shangri-La and Traders Hotel, Qaryat Al Beri, Abu Dhabi. Abu Dhabi’s commitment to sustainability is evident in the numerous Reemus Palimaru “Each part of the city has devleoped with purpose and the hotel offering has followed suit”JULY 2024 / HOTELIERMIDDLEEAST.COM / 23 Abu Dhabi eco-friendly initiatives adopted by its hotels. These include the use of renewable energy sources, reduction of water consumption, and the promotion of eco-friendly stays which not only enhances the environmental sustainability of the city but also appeals to the growing segment of environmentally conscious travellers . Moreover, the city’s strategic development of distinct areas with specifi c purposes ensures a cohesive and purposeful growth. This planned development aligns with Abu Dhabi’s broader vision of becoming a top-tier global destination that seamlessly blends luxury with sustainability and cultural richness . “What makes the Abu Dhabi market unique is that each part of the city has developed with purpose and the hotel off ering has followed suit,” says Palimaru. He observes: “Al Maryah Island, initially known as the fi nancial centre of the city, has now become the hub for luxury retail, top restaurants, and world-renowned healthcare. Yas Island has continued its path positioning itself as the hub for entertainment and hotels suited for that market segment, while Saadiyat Island remains focused on the leisure client seeking the cultural aspect of our city, combined with the superb natural beaches.” He opines that the Department of Culture and Tourism has done “an outstanding job” in activating the city with a broad spectrum of events, entertainment, and marketing campaigns sparking demand. In line with its sustainable tourism goals, Abu Dhabi has launched several initiatives aimed at reducing the environmental footprint of its hospitality sector. These eff orts include extensive recycling programs, energy-effi cient building designs, and partnerships with local environmental organisations to promote biodiversity and conservation eff orts . Surging ahead The hotel market in Abu Dhabi has shown a consistent upward trend in occupancy rates, rising from 67 percent in 2021 to 73 percent in 2023, refl ecting stable recovery and growth, a trend which is expected to continue into 2024. “Historically, the second half of the year, especially the last quarter, experiences higher occupancy due to increased holiday travel,” Nasra says. “With favourable conditions such as rising ADR, post-pandemic recovery, growing arrivals, and Abu Dhabi hosting numerous international events and conferences, occupancy rates for the latter half of the year are projected to be around 80 percent .” The luxury segment is expected to see continued healthy improvement in revenues. “As the demand for exclusive, high-end experiences grows, and thanks to our geographical advantage to Europe and Asia, we anticipate gaining destination popularity albeit at a modest rise in average daily rates (ADR),” states Koth. “With adjustments of Dubai’s rate premium, we naturally have to respond to the voice of the consumer.” Issa feels that with the new airport opened, there are opportunities to connect with additional destinations in a significant way, opening doors to endless possibilities and positively enhancing the hospitality sector in the city. Looking forward, he is particularly excited about the UAE’s comprehensive tourism strategy for 2024 and beyond, which Anantara Santorini Resort24 / HOTELIERMIDDLEEAST.COM / JULY 2024 Abu Dhabi focuses on sustainability, cultural enrichment, luxury, and innovation. “By continuously evolving and adapting to global trends, the UAE aims to cement its position as a top global destination, attracting a diverse range of tourists and off ering unparalleled experiences.” The overall sentiment in the hospitality sector is buzzing with optimism and ambition. Issa notes that the destination is successfully moving towards delivering its Tourism Strategy 2030, which aims to elevate the tourism and travel sector’s contribution to the UAE’s GDP. “With the support of DCT Abu Dhabi, the hospitality sector in the capital is boosting guest stays in the city with year-round activations of concerts, festivals, sporting events, and seasonal campaigns like the successful ‘One Summer Isn’t Enough’ and the introduction of the ‘101 Abu Dhabi Do’s’ guide.” In terms of hotel performance, the forecast for the second half of the year looks more promising than ever. Hotels in the region are anticipating a steady increase in both revenues and occupancy rates, driven by several factors. “The peak summer months will maintain a regional focus, while the last quarter will feature back-to-back events at ADNEC, Yas, and throughout the city,” Issa notes. “Generally, this period sees higher occupancy rates due to cooler weather and better seasonality. We expect signifi cant international demand from markets such as the EU, North America, and Asia, along with strong regional and domestic interest .” After a great fi rst half of the year, Abu Dhabi hotels are looking forward to a smashing second half. “RevPAR growth continues to soar to record levels driven by the increased demand. Abu Dhabi has stepped onto the world stage as a destination that off ers so much more than a quick day trip or transit destination,” notes Palimaru . “The best is yet to come.” Summer surge How Abu Dhabi’s new campaign hopes to lure tourists this summer Abu Dhabi recently unveiled the One Summer Is Not Enough campaign, a pivotal element of its Tourism Strategy 2030, designed to draw over 39 million visitors by 2030, contributing more than US$90 billion to the UAE’s GDP and creating over 178,000 jobs. The strategy also targets enhancing hotel occupancy, which has already seen impressive figures, with Q1 occupancy rates exceeding 81 percent. Abdulla Yousuf, head of operations at the Department of Culture and Tourism, Abu Dhabi tells Hotelier about the multifaceted approach fuelling the city’s tourism growth. The strategy rests on four pillars: activation, marketing and promotion, infrastructure, and destination management. Yousuf explains, “We are very data- driven, studying the consumer journey from dreaming about their trip to sharing their experiences afterward.” This initiative showcases not only the city’s well- known attractions but also its hidden gems and urban treasures. “Our objective was clear – to come up with 101 experiences to promote, and we have even more in store for next year’s campaign,” Yousuf highlights. “In Q1, we had an occupancy rate of over 81 percent, a fi gure typically seen in Q4. This strong performance is a continuation of last year’s healthy growth, with double- digit increases in both ADR and RevPAR.” The city’s focus on F&B is also a signifi cant driver of growth. “With initiatives like the Abu Dhabi Culinary Investment Fund is attracting top-notch F&B players globally,” Yousuf remarks. During Arabian Travel Market 2024, Abu Dhabi announced several key initiatives, including partnerships with UFC, NBA, and various joint marketing eff orts targeting the GCC and other key markets. “We have launched an e-learning platform for travel trade professionals and announced new collaborations with entities like Almosafer in Saudi Arabia and Wego which are a big part of our growth plan,” he shares. India, China, and Russia are among Abu Dhabi’s top source markets, with signifi cant growth noted in Q1. “India led with over 20 percent growth compared to last year, followed by China and Russia,” Yousuf shares. Other notable markets include Saudi Arabia, Kuwait, the UK, the US, France, Italy, and for the fi rst time, Kazakhstan. Looking ahead, Abu Dhabi has a long-term vision. “Our goal is to attract 39 million tourists by 2030, supported by a year-round calendar of events and campaigns. The new Midfi eld Terminal at Abu Dhabi International Airport will provide an enhanced experience for visitors, with partnerships with airlines like Air France and British Airways expanding our reach globally,” Yousuf states. DCT's Abdulla YousufPartner content JULY 2024 / HOTELIERMIDDLEEAST.COM / 25 M ehmet Tulunay is the esteemed General Manager of Rixos Marina Abu Dhabi, bringing over 25 years of distinguished experience in the hospitality industry. Known for his exceptional leadership and strategic vision, Tulunay has managed several award-winning luxury hotels, including Rixos Premium Bodrum, Rixos Premium Gö cek, Rixos Eskiş ehir, and Rixos Krasnaya Polyana Sochi. His tenure at Rixos Downtown Antalya and Rixos Sungate further highlights his expertise in driving operational excellence and guest satisfaction. Tulunay views tourism as a way of life, infusing his leadership style with unparalleled energy and vision. Under his guidance, Rixos Marina Abu Dhabi continues to set new benchmarks in the hospitality sector. What has been your focus since joining the hotel? Rixos Marina Abu Dhabi represented a unique opportunity to bring my experience to a new market and continue the Rixos legacy. Since the grand opening, my focus has been on delivering exceptional guest services and driving the fi nancial performance of the resort. Our goal has always been providing world-class service and create unforgettable experiences for our guests. Can you tell us about some of your achievements so far? In 2023, we hosted 250,693 guests across our 563 rooms. In the fi rst quarter of 2024, our occupancy rate rose from 54 percent to 75 percent, and our revenue increased by 51 percent compared to the same period last year. Additionally, we saw a 50 percent surge in RevPAR and impressive performance metrics with our Revenue Generation Index (RGI) at 109.4 and Average Rate Index (ARI) at 113.2. How have you managed to foster such a high level of employee satisfaction at the resort? Employee satisfaction is crucial to our success. We’ve invested in top-notch accommodation for our team near the hotel, reducing commute times and ensuring they have the best facilities. We’ve also recognised their hard work with salary increments and promotions. This approach has resulted in a remarkable employee satisfaction rate of 93 percent. The resort has had signifi cant success in digital marketing and social media. What strategies have you implemented? We’ve focused on creating engaging content and leveraging infl uencer partnerships. Our social media campaigns have resulted in over 246 million impressions and eight million engagements. We also hosted 200 infl uencers with a combined following of 144 million, leading to extensive editorial coverage and a PR value of US$4.6 million. We have also focused on using user-generated content. One piece using CGI and drone content went viral, accumulating over 55 million organic video views – one of the most successful social media campaigns in hospitality. Can you tell us more about your community initiatives? I’m proud of ‘Ride with Rixos’, a meaningful community initiative promoting wellness through group bicycle rides. The initiative took place in June 2023 on World Bicycle Day with over 300 enthusiastic individuals, and since then, we have successfully executed multiple editions, with each one becoming more meaningful and raising awareness to good causes such as Friends of Cancer Foundation and The Pink Caravan. We are planning more community rides in the coming months. Finally, what’s next for Rixos Marina Abu Dhabi? We are committed to continuing to elevate our guest experience and maintain our position as a leader in the hospitality industry. We have a thorough property improvement plan in place, which features the likes of room reconfi guration to accommodate more families, introducing an outdoor wellness area, expanding the all-day dining restaurant, launching the top fl oor restaurant, introducing a patisserie, expanding the Rixy kids club and opening the Aqua Tower, as well as adding tennis courts and improving the beach. Mehmet Tulunay: Hospitality champion Rixos Marina Abu Dhabi’s General Manager Mehmet Tulunay on looking aft er talent, guests and the wider communityxxxxxxxxxxx 26 / HOTELIERMIDDLEEAST.COM / JULY 2024JULY 2024 / HOTELIERMIDDLEEAST.COM / 27 The Red Sea Coming on nicely Saudi Arabia’s Red Sea: Destinations, hotels, sustainability and more Sitting on a pristine section of the Kingdom’s northwest coast, Saudi’s Red Sea development is one of the country’s visionary giga-projects. Dedicated to luxury, eco-friendly and sustainable tourism, the vast beachside destination encompasses a natural landscape of epic mountain ranges and dormant volcanos that rise from rolling desert dunes before they fall into a coastline containing an archipelago of 90 untouched, white-sand islands and the world’s fourth-largest barrier reef system. Such is Saudi’s ambi- tion with its giga-pro- jects, to envision them realised can require a leap of imagination. But, not with the Red Sea. Because it’s already here. The new Red Sea International Airport has begun accepting fl ights, its pioneering hotels and resorts have opened their doors and its earliest overwater villas have welcomed their fi rst guests. By 2025, 16 resorts will be receiving visitors, by 2030 that number will be 50. Here are all the Red Sea desti- nations so far revealed. Red Sea destinations and hotels Umuhat Island Accessible only by seaplane or boat, the slender nature of the Ummahat Islands ensures visitors are never more than a few metres from unblemished beaches, crystal clear seas and every water-based sport or activity imaginable. Opened in 2024, its Kengo Kuma-designed St. Regis Resort xxxxxxxxxxx 28 / HOTELIERMIDDLEEAST.COM / JULY 2024 has 90 overwater and beachfront villas ranging from one to four bedrooms, each with its own outdoor pool, options of Levan- tine, Japanese and barbecue food across its fi ve restaurants, plus a fi tness centre, spa, shoreline cabanas, a children’s club and optional butler service. Lying on the island next door, Nujuma is one of six Ritz-Carl- ton Reserves globally and is already open. It has 63 one-to- three-bedroom beachfront villas with striking domed roofs and sea-view pools. There are also 18 residencies for those looking for longer or return stays, a state-of-the-art diving centre to help you explore the surrounding reefs, a spa, a fi tness centre, swimming pools, restaurants, retail outlets and other enter- tainment facilities. Opening here later in 2024 is Thuwal, an exclusive retreat located on its own private island that has one three-bedroom villa and three one-bedroom suites. The resort off ers an ultra- luxe personalised experience with butler service, haute cuisine private chefs, a beach club, gym, wellness centre and diving. Sheybarah Island Situated 45 .minutes by boat from the mainland, Sheybarah is an off -grid island and lagoon getaway run entirely on renewable energy. It is marked by the 73 shoreline residencies and remark- able mirrored, overwater orb-shaped villas of its Shebara Resort (they sit atop the sea like water bubbles and refl ect the colours of the sky and waves). There’s a 30 to 40-metre drop-off near the beach, allowing guests to plunge into a deep exploration of the reef, plus two restaurants, spa and swimming pools. Shura Island Connected to the mainland by Saudi’s longest internal bridge (1.2km), Shura is a Red Sea island hub with endless ocean views on one side and a vista of mountains beyond the desert on the other. The island is home to 11 elite hotel and resort brands including Edition, Faena, Fairmont, Four Seasons, Raffl es, SLS, InterContinental, Jumeirah, Miraval, Rosewood and the largest, the 430 key Grand Hyatt, all of which are opening between 2024 JULY 2024 / HOTELIERMIDDLEEAST.COM / 29 The Red Sea and 2025. Each of the hotels will have their own fi rst-class restaurants and facilities. Their guests will enjoy shared island amenities like an 18-hole championship golf course, a marina into which they can sail and luxury retail outlets. Desert Rock Sitting a 30-minute drive east of Red Sea International Airport, Desert Rock is a moun- tain retreat with 48 detached villas and 12 hotel suites set directly into the rock face. Each has fl oor-to-ceiling windows allowing uninterrupted views of the sweeping dunes below and of the surrounding peaks. These are particularly spectacular during sunrise and sunset when the varying strength of sun rays seems to alter their shadow and colour shade every second. Designed by Foster + Partners, the entire resort is covered by sun- shading leaves Opened in early 2024, Six Senses Southern Dunes is a wellness resort set by an oasis in the deep desert, 45 minutes drive southeast of Red Sea International Airport. Designed by Foster + Partners, the entire resort is covered by an incredi- ble design of sun-shading leaves. Guests can stay in 36 hotel rooms or 40 one-to-four-bedroom villas, each with their own pools. For dining, they can choose between two restaurants with menus curated with healthy living in mind. They can also use an extensive fi tness centre, world-class spa facilities and communal spaces for heritage, arts and culture workshops and activities such as yoga. What is Amaala? Sitting around its own private bay within 4,155 square kilometres of the mainland’s Prince Mohammed Bin Salman Natural Reserve, Amaala is the world’s fi rst integrated family wellness destination. Off ering a year-round luxury experience of wellness, sports, arts and culture, its fi rst phase will see eight bayside hotels open in 2024 with an island and coastal development to follow by 2027 that will more than double its initial 1200 keys. Among those to commit to the project so far are Four Seasons, Equinox, Rosewood, Six Senses and Jayasom who will each have luxury wellness resorts there. Guests will be treated to top-rate attractions like the world’s fi rst fully immersive marine life centre and facilities for activities like horse riding, tennis, yachting and diving.Next >