Why Saudi Arabia's Red Sea coastline is set to become a top luxury travel destination

As travelers exhaust new destinations, one hidden gem might just be waiting to be discovered in plain sight.

Stretching over a thousand miles, Saudi Arabia’s Red Sea coastline runs from the northern border with Jordan at the Gulf of Aqaba to Yemen in the south.

Beyond major cities like Jeddah, much of this coastline remains untouched, featuring crystal-clear waters, offshore islands, pristine beaches, and vibrant coral reefs.

In line with Saudi Arabia’s Vision 2030 initiative to diversify its economy, reduce dependency on oil, and foster social reform, a series of high-end, eco-conscious developments are being rolled out along the Red Sea shores by government-backed developers.

“It’s thrilling to watch this part of the world open up to global visitors,” says Firas Jundi, PADI’s regional manager for the Middle East.

“I grew up in Saudi Arabia and began diving there in 1989. Back then, the northern areas were only reachable by four-wheel-drive vehicles,” he recalls.

“When you reach the shore, it’s a pristine, untouched paradise with crystal-clear waters, like an enormous swimming pool teeming with fish,” he adds.

“This area has never been a popular diving spot, so you can imagine how well-preserved the coral reefs are,”

A spectrum of blue hues

The Red Sea region spans 28,000 square kilometers of coastline and includes 90 offshore islands, located around 300 miles north of Jeddah. AMAALA, situated further north in the Prince Mohammed bin Salman Natural Reserve, is part of Saudi Arabia’s ambitious mega-projects.

These developments will include exclusive boutique resorts, offering a range of water sports and activities centered on arts, culture, and education, inspired by the sea, desert, dunes, and mountains, according to the developers.

Both destinations will be accessible via the new Red Sea International Airport, which is expected to open for domestic flights in 2023.

“When I first visited and explored the islands, I was struck by seeing seven different shades of blue. I thought to myself, ‘How many shades of blue can the sea possibly have?’” says Rosanna Chopra, executive director of destination development for Red Sea Global, the development umbrella company for the projects, owned by Saudi Arabia’s Public Investment Fund (PIF).

“Even now, I still think, ‘What on Earth is this magnificent place, and how has it remained such a secret for so long?’”

“The islands, marine life, and dolphins—it all feels like stepping into a magical world. It’s overwhelming to think about the responsibility of preserving it, because there’s a reason it’s so stunning, rare, and truly special.”

“We must proceed carefully and responsibly, making sure we do it right,”

Jundi has explored the entire Red Sea coastline of Saudi Arabia and believes the tourism potential is immense.

“During the Covid shutdown, the coral had a chance to regenerate. Now, as I dive again, I’m seeing a lot more marine life and larger animals,” he shared.

“This gives you a glimpse of what a place could look like when it hasn’t been disturbed by tourism or other activities.”

“What’s exciting is their intention to move slowly. They don’t want to become just another crowded destination like Egypt.”

“It’s not just about diving; Saudi Arabia offers a wealth of historical sites and vast deserts. Diving is just the tip of the iceberg in what the country is aiming to showcase,”

Ultra-luxury

The Red Sea project, located between Umluj and Al-Wajh, will develop 22 of the 90 islands, and will operate entirely on renewable energy, according to the developers. By 2030, it’s expected to feature 50 hotels, 8,000 rooms, and up to 1,000 residential units.

“Regenerative” tourism is the key concept behind these projects, focused on traveling responsibly, preserving and improving local communities and ecosystems, and offering transformative experiences for visitors, says Chopra.

“I believe luxury travel is undergoing a redefinition,” Chopra remarks.

The Ummahat Islands will be the first to launch The Red Sea developments, with the St. Regis Red Sea Resort opening in late 2023. Designed by Japanese architect Kengo Kuma, the resort will serve as a water sports hub, offering villas both on land and over the water.

Nujuma, a Ritz-Carlton Reserve located on Ummahat Island, will feature its own dive center.

Shura Island, just a 30-minute drive from the airport and connected by a 1.2-kilometer bridge, will serve as a central hub with 11 low-rise resorts designed to resemble coral washed ashore.

The development will include a golf course, marina, as well as shopping and dining options.

Two inland resorts, Desert Rock and Southern Dunes, will showcase the region’s stunning natural landscape.

Sheybarah, located 45 minutes by boat from the mainland, is being promoted as a hyper-luxury, self-sustaining resort featuring a series of over-water pods. The design, created by Killa Design, is inspired by the bubbles created by a diver.

“I challenge anyone to look at that water and not ask themselves, ‘How can I dive in, swim under it, or explore above it?’ - they’re going to want to experience it firsthand,” says Chopra.

The AMAALA development will kick off with Triple Bay, a wellness hub and a center for watersports and various activities.

A marina will cater to the international yachting community, while a Marine Life Institute will serve as both a scientific research center and a tourist attraction, featuring 10 zones, including augmented reality experiences, underwater walkways, submersible rides, and night diving.

“People will be amazed,”

Triple Bay is set to open in 2024, with further offshore islands and coastal developments to follow. Once completed, AMAALA will include over 3,000 hotel rooms across 25 hotels, plus around 900 villas and apartments, all powered by 100% renewable energy and designed to operate with a zero-carbon footprint, according to the developers.

At both The Red Sea and AMAALA, guests will be transferred via seaplanes, boats, and electric vehicles from the new airport directly to their resorts, with luggage checked through to their final destination.

“Our mission is to introduce this responsibly,” Chopra explains. “It’s not just about learning to sail, kite-surf, or foil; it’s about learning to respect the sea. Mother Nature is larger than all of us, and the more you honor her, the more you’ll enjoy the water’s playground.”

“We want visitors to leave knowing they’ve not only contributed to the regeneration of our coral reefs and the planet but also experienced personal regeneration. That’s something difficult to replicate in other destinations. Exploring this area powered entirely by nature is going to be an incredibly overwhelming experience for people,” she adds.

Developers have set a cap of one million visitors per year at The Red Sea and 500,000 at Amaala, but the real question remains: will that limit even be necessary? Given Saudi Arabia’s human rights record, will tourists still visit?

“I’m confident tourists will come,” says Jundi, originally from Syria but now based in the UAE.

“I visit Saudi Arabia three times a year, and you can truly sense the diversity and transformation unfolding with this new vision,” he adds.

Chopra remarked: “Like many countries that have faced challenging and confusing periods, we must create a world where people are allowed to grow and evolve. I can’t emphasize enough how inspiring the youth of the kingdom are.”

“People will be truly amazed when they arrive. The warmth and hospitality of the Saudis will leave them speechless.”