PIF-owned developer boosts tourism, urban growth and quality of life.
ASFAR, the Saudi Tourism Investment Company and a PIF company, inaugurated Gamra Mountain Resort in Saudi Arabia’s Al Baha Region. The resort’s opening reinforces the accelerating momentum toward the Saudi Vision 2030 objective of building a sustainable tourism sector that supports economic diversification.
The inauguration reflects ASFAR’s role of investing in the nation’s promising cities by building on the competitive advantages of each destination and investing in opportunities that maximize the value of their distinctive attributes. Al Baha in southwestern Saudi Arabia is a strong example of this approach, with its established tourism base, mountainous landscape, distinctive climate, environmental diversity, cultural heritage and local products.
Authentic mountain hospitality designed to boost tourism and local growth
Gamra Mountain Resort spans more than 21,000 square meters and features 30 mountain-inspired rooms and suites designed to complement Al Baha’s natural character. It offers a hospitality experience rooted in the destination’s distinctive environmental and cultural identity, alongside a range of experiences and activities that enhance the destination’s appeal, encourage longer visitor stays and increase visitor spending, to generate wider benefits for the local economy.
PIF aims to capitalize on the growing Saudi tourism industry by leveraging the country’s unique natural and cultural assets and developing world-class destinations, hospitality and transport infrastructure. Through its Tourism, Travel & Entertainment ecosystem, PIF is catalyzing the nation’s transformation into a leading global destination, helping to diversify GDP and expand cultural, leisure and travel offerings. This ecosystem plays an important part in PIF’s recently announced 2026-2030 strategy, which marks a shift from a period of rapid growth to a phase of sustained value realization.
Advancing sustainable cities through strategic partnerships and long-term investment
At the same time, PIF invests in cities and regions across the country, as it continues to strengthen and diversify the Saudi economy. PIF partners with the private sector in real estate projects to maximize long-term value while advancing urban innovation and creating people-centered, sustainable cities. For example, PIF’s Jeddah Central Development Company is developing a 9.5-kilometer waterfront area in the center of Jeddah. Earlier this month, PIF launched Gulf Coast Development Company to deliver an integrated coastal destination in Al-Khafji in Saudi Arabia’s Eastern Province.
Celebrating Al Baha’s heritage while driving sustainable regional growth.
Gamra Mountain Resort’s impact extends beyond the operation of a tourism asset to supporting the broader economy. It stimulates tourism-related value chains and strengthens private sector participation, contributing to sustainable economic and social development across the region. The resort seeks to make Al Baha’s distinctive character an integral part of the guest experience by engaging the local community, incorporating the region’s products and agricultural produce, and collaborating with relevant local organizations and associations.
Gamra also demonstrates ASFAR’s approach to building partnerships that enhance the investment value of destinations. IHCC is ASFAR’s private sector partner in the project. ASFAR has secured international hospitality expertise through Mantis, part of the Accor Group, which will operate the resort.
PIF is one of the world’s most impactful investors, with a long-term investment strategy to further drive the economic transformation of Saudi Arabia and deliver sustainable financial returns.
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