See how Red Sea Global is charting a bold vision for the future that combines culture, adventure, lifestyle, and a new approach to wellbeing that’s rooted in a rich cultural heritage

When you picture paradise, it might look something like this: thousands of miles of white-sand coastline fronting the most dazzling turquoise sea you’ve ever seen. A colorful coral reef teeming with exotic fish. Untouched islands. Starry skies and windswept desert dunes. And gorgeous resorts that are focused on your wellbeing.

Welcome to the Kingdom of Saudi Arabia, a land rich in history and beauty, where wellbeing is woven into the very fabric of life. It’s a place that is about to become the next big destination in luxury wellness travel.

“We are developing the dedicated wellness project in the Kingdom, and when we benchmark that against other locations around the world, we surpass that in so many different avenues.”

– Lindsay Madden Nadeau, Senior Director of Wellness Strategy and Development, Red Sea Global

In 2016, Saudi Arabia embarked on a transformative journey toward the future with Vision 2030, a plan aimed at embracing change while preserving the Kingdom’s heritage. At the forefront of this transformation is Red Sea Global (RSG), a visionary force helping shape this evolution. Against the breathtaking backdrop of the legendary Red Sea itself, this pioneering developer is creating several distinct new destinations where wellness, luxury, and sustainability converge. This will not only transform the Kingdom but also redefine it as a global wellness destination unlike anything the world has seen before.

“RSG’s vision—where we play a role in that vision of 2030—is about creating a thriving society. We are developing the dedicated wellness project in the Kingdom,” says Lindsay Madden Nadeau, the company’s Senior Director of Wellness Strategy and Development. “And when we benchmark that against other locations around the world, we surpass that in so many different avenues. Out of six things, a lot of other wellness tourism destinations are successful at three or four—we will be successful at all six, and it’ll be very authentically done.”

Saudi Culture

When looking at where Saudi Arabia is headed, it’s important to consider its vibrant past. Deeply rooted in Bedouin heritage and Islamic traditions, Saudi Arabia’s cultural landscape is a mosaic of diversity and richness. Shaped by centuries of trade and migration across the land and inspired by the natural environment, its culture has flourished, spreading and sharing living traditions that transcend time and generations.

In the Kingdom, diversity is celebrated as a cornerstone of strength. Saudi society embraces openness and curiosity, welcoming various ethnicities, languages, and cultural practices. This cultural exchange not only preserves but also promotes Saudi Arabia’s heritage, fostering a sense of unity among different peoples.

Representations of the culture can be found in various facets of everyday life, from music and local crafts to clothing and language. Every household holds its own unique traditions, all based around values like generosity, hospitality, and connectedness through gatherings of friends and family.

Wellness, too, is central to Saudi life, extending beyond mere physical health to encompass a holistic approach based in ancestral wisdom. From healing practices utilizing herbs grown in the desert to harnessing the therapeutic properties of the sea, Saudis have long valued the abundance of resources provided by their land. Eating organically and seasonally isn’t just a trend; it’s embedded in the culture, reflecting a respect for the environment and its offerings.

At the core of Saudi culture is resilience, adaptability, and a profound reverence for tradition. “Saudis are very humble. They’re so proud of their culture, they’re so proud of their heritage, and they want to make sure that that’s embedded in everything we are creating,” says Nadeau.

“We’re pioneers and advocates of sustainability. We take an approach where we’re leaving the land better than where it was.”

– Rawan Radwan, Public Relations and Communications Manager for AMAALA

Vision 2030

Over the years, the Kingdom has experienced unprecedented growth, leading to the coexistence of modern cities and traditional communities. With the introduction of Vision 2030, Saudi Arabia has created a blueprint for where it is headed next. The goal is to diversify the economy, foster innovation, and promote societal wellbeing. It’s a guiding light for progress across all sectors, from infrastructure and industry to culture and tourism, and it has been welcomed with open arms by the Kingdom’s youthful population (60 percent of the population is under the age of 30).

Rawan Radwan, a former journalist born and raised in the U.S., relocated to Saudi Arabia five years ago from Europe to be part of the country’s forward-looking vision, and she hasn’t looked back. “Change is very difficult sometimes, but it really wasn’t for us Saudis, even before the announcement of Vision 2030. We easily adapted to the change, embraced it, and are contributing to it,” says Radwan, the Public Relations and Communications Manager for AMAALA. “The wellbeing of the people of Saudi Arabia—regardless of you being a Saudi or non-Saudi—is the main pillar for all these changes.”

Red Sea Global

Pioneering the future of luxury hospitality in Saudi Arabia is RSG—a visionary developer committed to creating a portfolio of groundbreaking hospitality projects. The company’s first destination to open to guests, The Red Sea, represents unparalleled luxury and environmental stewardship, encompassing thousands of acres of pristine landscapes, from islands and beaches to historical cultural sites. Three of its hotels are now open and The Red Sea International Airport (RSI) has been receiving a regular schedule of domestic flights since September 2023, while international flights began in April 2024.

Then there’s AMAALA, named after the Arabic word for “hope” and the ancient Sanskrit word for “purity.” This new destination epitomizes the future of wellness and luxury. With plans for eight leading resorts to open in 2025 and a portfolio of 29 properties by 2030, AMAALA is set to redefine transformational travel as we know it.

AMAALA

With meditative waters and rolling mountains as its backdrop, AMAALA is a testament to where Saudi Arabia is headed and how far it has come. It’s not just a destination, but rather, a philosophy and a commitment to nurturing the mind, body, and soul in harmony with nature. “AMAALA is the destination—not only in the Kingdom, not only in the Gulf, but globally—that will really own the wellness space,” says Nadeau.

Through a unique collection of resorts dedicated to lifestyle and wellbeing, AMAALA invites travelers on a journey of self-discovery and rejuvenation. From indulging in world-class spa treatments to embarking on outdoor adventures like equestrian pursuits, sailing, yachting, and hiking along designated wellness routes, visitors to AMAALA can immerse themselves in a diverse array of experiences.

AMAALA’s dedication to fostering wellness extends beyond physical health to encompass mental and emotional wellbeing as well. With serene environments designed to promote relaxation and mindfulness, guests can disconnect from the stresses of everyday life and reconnect with themselves. Additionally, AMAALA’s focus on sustainability ensures that visitors can enjoy their experiences with the knowledge that they are contributing to the preservation of the environment for future generations. And its commitment to responsible development is evident in its collaboration with world-class architects to create buildings that harmonize with their natural surroundings and in initiatives such as mangrove planting, coral regeneration, and harnessing solar energy.

AMAALA also aims to position itself as a hub for thought leadership in the health and wellness industry by hosting bespoke festivals and events. By attracting experts and change agents from around the world, AMAALA seeks to foster innovation and collaboration in the pursuit of holistic wellbeing.

Wellness Tourism

At the heart of it all is the concept of wellness tourism. “Wellness is considered in everything we do and informs actions across all channels, including property, product, talent, and experiences,” says Nadeau.

By partnering with renowned wellness operators from around the world and responding to emerging trends shaping the wellness landscape, RSG is setting a new standard for hospitality. The rise of longevity, with consumers seeking ways to live longer and healthier, prompted a partnership with the Switzerland-based Clinique La Prairie, renowned for its science-backed solutions for age reversal.

Recognizing the desire of parents to enrich their children’s vacations, there are immersive experiences at destinations like Jayasom—a new sister brand to Thailand’s Special Section legendary Chiva-Som—where families can engage in educational activities, taste local cuisines, learn about biodiversity and conservation efforts, and foster personal development while respecting the planet.

The trend toward recovery reflects a broader shift toward prioritizing wellness and self-care, with practices like red light therapy and hyperbaric chambers becoming more accessible. The result: a partnership with Equinox Hotels, which is all about high-performance living, offering advanced fitness programs, IV drips, and outdoor adventure experiences to support holistic wellbeing.

Esteemed brands like Six Senses have also come onboard, offering a unique blend of high-tech science and high-touch therapies, plus a chance for guests to reconnect with themselves in harmony with the local environment.

Additionally, RSG launched three new experience brands—WAMA, Galaxea, and Akun—to further enrich the guest experience. Named by combining the word “water” in English and Arabic, WAMA offers exhilarating water sports adventures such as kayaking, stand-up paddleboarding, and sailing. Galaxea, named after a coral species found in the Red Sea, is setting the blueprint for sustainable diving around the world and helping guests discover this area’s underwater world. Akun, meaning “to embrace life” in Arabic, is offering thrilling adventure sports like skydiving and bungee jumping, all while prioritizing respect for the environment and ensuring safety and accessibility for all guests.

The company is also dedicated to nurturing talent in the region, collaborating with institutions like Batterjee Medical College in Jeddah to develop health and wellness tourism strategies that support Saudi nationals in securing careers in the hospitality and wellness sectors.

Above all, RSG is reimagining health and wellness through the lens of luxury transformative travel, going beyond the conventional spa and retreat offerings and integrating its rich cultural heritage, meditative natural landscapes, and progressive wellness technologies into everything it does.

Sustainability

Underpinning RSG’s mission is a commitment to sustainability and environmental stewardship—a dedication to safeguarding the natural beauty of the region for future generations. “We’re pioneers and advocates of sustainability,” says Radwan. “We take an approach where we’re leaving the land better than where it was.”

Every project actively pioneers intentional change, from constructing sustainable communities with LEED Platinum-standard construction to trailblazing initiatives like Corallium, its marine life institute. Corallium includes a coral gardening pilot project, aimed at protecting corals in the Red Sea, alongside research into coral regeneration techniques by using offshore floating nurseries. They’re also on track to plant 50 million mangrove trees by 2030, with the launch of a dedicated nursery and mangrove parks that will soon be open for visitors to explore, providing opportunities to learn more about their crucial role in natural ecosystems.

Moreover, RSG is steadfast in its dedication to sustainable energy solutions. It has already completed the installation of 760,000 solar panels for phase one of The Red Sea. Likewise, AMAALA will be powered with clean energy around the clock. The company is also constructing one of the world’s largest battery storage facilities, enabling it to achieve 100 percent grid independence and power vehicles with solar energy.

Beyond these initiatives, there is operational guidance to support operators in adhering to optimal sustainability standards. Working closely with suppliers, vendors, and operators, the company prioritizes the selection of sustainable equipment and materials whenever possible. This conscious business model, coupled with recommendations to collaborate with sustainable skincare brands, underscores a genuine commitment to both people and the planet.

With each stride, RSG is unwavering in its pursuit of a brighter, more sustainable future, not only for this region but for the world at large.