Successful destinations create lasting value through community and culture.
Saudi Arabia’s next generation of developments will be judged not by their size or architectural ambition, but by their ability to create places where people choose to live, visit and invest. According to Marloes Knippenberg, CEO of Kerten Hospitality, the Kingdom’s future success lies in building destinations that deliver enduring value through community, culture and experience.
Across the Kingdom, developers are delivering world-class projects at an unprecedented pace, yet as the market matures, the conversation is evolving. Investors, developers and operators are increasingly asking not only whether a project can be built, but whether it will remain relevant, resilient and commercially successful ten or fifteen years from now.
This shift is particularly important as Saudi Arabia continues its transformation into one of the world’s most exciting tourism and lifestyle destinations. With the Kingdom targeting 150 million visitors by 2030, the opportunity is significant. However, future success will not be determined by visitor numbers alone, it will depend on creating destinations that people choose to return to, invest in and become part of.
The strongest-performing projects of the future will be those that move beyond traditional real estate thinking and embrace an ecosystem approach. Too often, mixed-use developments are viewed as a collection of individual assets: A hotel, residences, retail and F&B located within the same masterplan, but true placemaking goes much further.
Successful destinations function as interconnected ecosystems where each component actively supports the others. Hotels create demand for restaurants and entertainment. Residents generate year-round footfall. Public spaces host events, cultural programming and community activities. Together, these elements create an environment that remains active long after the initial launch phase.
This is increasingly important as consumer behaviour evolves. Travellers and residents alike are seeking experiences that offer authenticity, connection and a sense of belonging. They are drawn to destinations that reflect local culture, celebrate community and create meaningful experiences beyond transactions.
For developers, this creates a powerful commercial opportunity. Destinations rooted in local identity and supported by ongoing programming tend to drive stronger repeat visitation, longer dwell times and more diversified revenue streams. They become places people actively choose rather than simply places they pass through.
Flexibility will also play a critical role in future-proofing developments. Consumer expectations, technology and market conditions continue to evolve rapidly. Projects that can adapt, whether through flexible hospitality models, hybrid living concepts or evolving retail and dining experiences, will be better positioned to navigate change and protect long-term value.
Technology will increasingly support this evolution. Smart infrastructure, AI-enabled operations and integrated building systems are becoming essential components of modern developments, helping improve efficiency, optimise resources and enhance the user experience.
Ultimately, the next generation of successful Saudi developments will not be measured solely by their scale or architectural ambition. They will be judged by their ability to create vibrant communities, generate sustained economic activity and remain relevant over time.
The Kingdom’s growth story remains one of the most compelling in the world. As Saudi Arabia continues to shape the future of tourism, real estate and lifestyle development, the projects that stand out will be those that move beyond building assets and focus instead on building destinations that people genuinely want to be part of.
About Kerten Hospitality
Kerten Hospitality is a lifestyle hospitality operator that creates and manages destination-led communities through integrated hospitality, food and beverage, retail, entertainment, art and wellness concepts. With 12 lifestyle brands, 11 operational projects and a pipeline spanning 57+ projects across three continents, the company has an established presence in Saudi Arabia, the UAE, Egypt, Morocco, Jordan, Kuwait, Turkey and Italy.
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