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Asharq Al-Awsat
Asharq Al-Awsat
Business
Riyadh - Bandar al-Mosalam

Experts: Launch of ‘Boutique Group’ Enhances Tourism Gains by Reviving Heritage

Saudi Arabia PIF Asharq Al-Awsat Kingdom Mohammed bin Salman Public Investment Fund
Photo shows the newly announced Boutique Group logo against the backdrop of a luxurious-looking building. January 20, 2022. (PIF)

Saudi Arabia’s Crown Prince Mohammed bin Salman has unveiled ‘Boutique Group’ to develop historical palaces into luxury boutique hotels, the Kingdom’s Public Investment Fund (PIF) announced on Thursday.

Boutique Group is a “a new hospitality brand that will manage and convert a collection of iconic historic and cultural palaces in Saudi Arabia into ultra-luxury boutique hotels.

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