Saudi Tourism Authority made its debut at the prestigious Cannes Lions International Festival of Creativity, with an address by CEO Fahd Hamidaddin on the crucial role creativity plays in shaping the conversation around tourism, and the country more broadly. Driven by ambitious goals, Saudi is placing creativity and innovation at the centre of its push to diversify its economy and leverage opportunities on its path of transformation. Tourism is a visible showcase, using creativity to help spark conversation around the dramatic changes on the ground and shatter prejudice. In a 30-minute address attended by leading creatives from around the world, Fahd Hamidaddin, CEO of Saudi Tourism Authority stated: “Storytelling is something that Arabia has always cherished, and creativity is the beacon of our future, it’s the beauty of imagination meeting innovation.” Speaking of Saudi’s journey towards 2030, with its focus on creativity – the new energy source, he outlined Saudi’s aim: ”We are experiencing a transformation which takes Saudi from being oil dependent to becoming a fully diversified hyper-growth economy that sits at the centre of the world - economically, socially and creatively as well.” The keynote paid tribute to the Saudi creative forces re-shaping the narrative on a world stage. Pointing to art showcases, the burgeoning entertainment scene - with Saudi entries to both the Oscars and the Festival du Cinema at Cannes - a growing cadre of home-grown and international creatives working together to demonstrate the importance of creativity in furthering the country’s ambitions. Taking the audience on a journey through some key developments in Saudi’s arts and entertainment space, he expressed pride in Saudi’s innovation and creativity: “If you think you know Saudi, think again. Even Saudis don’t recognize it amid the changes and transformations happening every day.”
Boutique Group's CEO Discusses Transforming Saudi Palaces
29.05.2024 - 12:57 / traveldailynews.com / Theodore Koumelis
Boutique Group CEO Mark De Cocinis shares insights on transforming Saudi palaces into ultra-luxury hotels, highlighting the cultural and historical significance at ATM 2024.
Mark De Cocinis, CEO of Boutique Group, recently shared insights at the Arabian Travel Market 2024 in Dubai about the group’s ambitious project to transform historic palaces in Saudi Arabia into ultra-luxury hotels. This initiative, announced by His Royal Highness in January 2022, aims to preserve and showcase the rich cultural heritage of Saudi Arabia through the lens of hospitality.
De Cocinis emphasized that each palace has a unique history and significance, making the transformation process meticulous and detail-oriented. The Boutique Group is entrusted with converting these treasures into hotels that offer unparalleled luxury while maintaining the integrity of the original structures. This involves collaborating with local artisans and international designers to ensure that the authenticity and grandeur of the palaces are preserved.
Currently, the Boutique Group is working on three palaces—two in Riyadh and one in Jeddah—at various stages of development. The first of these palaces is expected to be completed by the end of next year or the beginning of 2026. De Cocinis noted that the group plans to take its time with these projects to ensure each transformation meets the highest standards of luxury and historical preservation.
The target market for these ultra-luxury hotels includes the top 1-2% of business and leisure travelers, with a primary focus on Saudi Arabia and the GCC region. De Cocinis highlighted the deep cultural and historical roots of Saudi hospitality, which the Boutique Group aims to showcase and elevate through these palatial transformations.
The Boutique Group’s initiative is part of Saudi Arabia’s Vision 2030, which aims to diversify the country’s economy and promote tourism. As the first Saudi hospitality company in the luxury market, Boutique Group is set to offer a unique blend of cultural heritage and modern luxury, providing guests with an unforgettable experience steeped in history and elegance.
De Cocinis concluded by expressing confidence in the potential of this project to set a new standard in the hospitality industry, emphasizing the natural hospitality and generosity of the Saudi people. The Boutique Group is committed to delivering an experience where every guest is treated like royalty, reflecting the highest levels of service and luxury.
As Saudi Arabia continues to position itself as a premier travel destination, the transformation of its historic palaces into luxury hotels marks a significant milestone in showcasing the nation’s rich heritage and commitment to excellence in hospitality.
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