Amid the red cliffs and turquoise coastline of Saudi Arabia’s northwestern shore, a new paradigm in luxury tourism is taking shape. AMAALA, the high-end wellness destination under Red Sea Global (RSG), is approaching a defining moment. With its first resorts nearing completion and foundational infrastructure in place, 2025 marks AMAALA’s transition from bold concept to tangible reality.
“This is not just an idea anymore,” says John Pagano, group CEO of Red Sea Global. “We’re pioneering a revolutionary approach to wellness that blends integrative therapies, traditional wellness methods, and local wellbeing elements.”
It’s a vision grounded in execution: over $7 billion in contracts awarded, partnerships with global icons like Four Seasons, Rosewood, Nammos, Jayasom, and Clinique La Prairie secured, and the first phase preparing to start welcoming guests this year across eight resorts, 1,400 hotel keys, 160 residences, and world-class golf and marine facilities.
“Wellness is no longer trend — It’s a serious growth market.”
John Pagano, CEO
Yet AMAALA’s true differentiator isn’t its scale. It is its purpose. While sustainability seeks to reduce harm, AMAALA embraces regeneration—aiming to achieve a 30% net conservation benefit by 2040, operating on renewable energy, and restoring marine ecosystems through coral propagation and restoration initiatives that address disease and bleaching events. The Marine Life Operations Facility serves as the operating arm for these efforts, contributing corals to the Corallium Marine Life Institute (RSMLI). RSG’s science-based approach includes comprehensive monitoring for accurate assessments, laboratories within RSMLI that test innovative methods, and exhibits that offer large-scale verification before implementation in natural environments. Other initiatives include enhancing seagrass and mangrove coverage, as well as the wadi (valley) areas. This scientific and experiential center will position AMAALA as a driver of value across ecological sciences, education and stewardship opportunities, and innovation in relation to regenerative financing and partnership opportunities.
With the wellness tourism sector projected to reach $1.4 trillion by 2027, timing is critical. “Fifty percent of travellers are now looking for wellness tourism. More than half (54%) now say that they have taken a specifically planned wellness holiday before,” Pagano notes. “AMAALA is designed for that discerning guest—someone seeking privacy, purpose, and impact alongside luxury.” The destination offers a range of curated wellness retreats, cultural immersion, and transformative ocean programs, all designed to promote environmental sustainability through hands-on contributions. Central to the experience is the concept of hafawah (Saudi hospitality), so every guest encounter goes beyond the ordinary, offering warmth, generosity, and an authentic sense of belonging. This personal, thoughtful approach ensures that each stay is not just luxurious but also deeply meaningful, aligning perfectly with the values of wellbeing and regenerative travel.
But perhaps the most compelling asset is the people. RSG’s elite graduate and vocational training programs are cultivating the next generation of Saudi talent in hospitality, health tourism, and sustainability. Over 130 graduates have already stepped into management roles, while close to 2,000 have benefitted from RSG’s educational programs to date and are either in training or already working in its destinations. “We’re not just building a destination,” Pagano says. “We’re building a community.”
AMAALA is open for international partnership, offering flexible investment models from joint ventures to PPPs. In November 2024, RSG secured a USD 1.5 billion financial close for a multi-utilities infrastructure facility at AMAALA, supported by EDF Group, Masdar, and partners. The facility’s renewable energy systems and water treatment technologies will save 350,000 tons of CO₂ emissions annually, reinforcing AMAALA as a forward-thinking, sustainable investment with both strong returns and relevance in the luxury tourism sector.
AMAALA’s combination of regenerative design, cutting-edge infrastructure, and the strong backing of Vision 2030 makes it a resilient asset in today’s dynamic market.
Luxury is evolving. On the Red Sea, AMAALA is redefining it—with purpose, power, and global ambition.
As published in Fortune magazine.
