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Saudi Arabia in the News

Saudi Tourism Authority and Boutique Group to Highlight Heritage at ITB Berlin

Written by Linda Hohnholz

The Kingdom of Saudi Arabia and its stunning heritage will be showcased at ITB Berlin when the ultra-luxury hospitality group, Boutique Group, exhibits.

ITB Berlin, the world’s leading travel trade show, is scheduled for March 5-7, and acts as a platform for Boutique Group to “showcase its commitment to preserving Saudi Arabia’s rich heritage while redefining the luxury hospitality experience,” said the release.

Boutique Group is attending ITB Berlin as part of the Saudi Tourism Authority’s delegation, which was named “Best Exhibitor” in the Best of the Best category among 5,500 exhibitors from 161 countries at the 2023 edition, according to the release.

This year, the group will connect with more than 90,000 visitors representing 180 countries and regions to showcase its portfolio of historic and cultural palaces being transformed into ultra-luxury hotels.

Each palace tells a unique story, from the iconic Red Palace, the first concrete building in the region that once housed King Saud bin Abdulaziz Al-Saud, to the Aga Khan Award-winning Tuwaiq Palace designed by German architect Frei Otto, Buro Happold and Omrania architectural and engineering firms.

Additionally, guests will learn about the renowned Al Hamra Palace in Jeddah, built as a royal palace for King Faisal bin Abdulaziz Al-Saud initially and later serving as a guest palace.

Representing Boutique Group at the event, Chief Hospitality Officer Marco Franck said: “Boutique Group is pleased to participate in ITB Berlin, showcasing the unparalleled hospitality experiences we are creating in the Kingdom. “

He added: “We invite attendees to join us at ITB Berlin to discover the unique blend of tradition and modernity that defines Boutique Group’s luxury hospitality offering. As Saudi Arabia opens its doors to the world, we are proud to be at the forefront, highlighting the best the Kingdom has to offer. From a personal standpoint, this represents an opportunity to build upon the remarkable experiences that have connected me to Saudi Arabia’s remarkable transformation into a premier luxury tourism destination”.

Owned by Saudi Arabia’s Public Investment Fund, Boutique Group supports the Ministry of Tourism and the Ministry of Culture’s objective to develop and promote the industry, which is estimated to grow to $6 trillion in investment opportunities by 2030.

Visitors to Boutique Group’s booth at ITB Berlin can expect to learn about the group’s dedication to responsible and sustainable luxury tourism, talent development, and the Kingdom’s ambitious plans for economic diversification.

For more information about Boutique Group, visit boutiquegroup.com.