Saudi Arabia’s hospitality sector is no longer in soft launch. As Vision 2030 accelerates, the Kingdom is fast-tracking its transition from an oil-based economy to a globally competitive tourism and investment hub. And at the intersection of this shift sits the private sector – tasked not only with execution, but with imagination.

Marzouq Al-Harbi, CEO of M.M. Al-Harbi & Partners Co. Ltd., is one of the sector’s most active contributors. Under his leadership, the firm is investing across Riyadh, Jeddah, and the Eastern Province – not just in physical assets, but in experiences. From eco-conscious infrastructure to culture-led tourism, Al-Harbi believes Saudi Arabia’s hospitality story must be both sustainable and uniquely Saudi.

In an interview with CEO Middle East, he discusses how the firm’s investment strategy mirrors the national vision, why Khobar is emerging as a regional hospitality capital, and how authentic experiences – not just five-star finishes – will define the future.

Saudi Arabia’s Vision 2030 lays out an ambitious agenda for economic diversification. How does your investment strategy in the hospitality sector align with this national vision?

Our investment strategy focuses on creating sustainable hospitality destinations that align with Vision 2030 and redefine the visitor experience in the Kingdom. We don’t see Vision 2030 as merely an economic plan; we consider it a true source of inspiration. From this standpoint, we ensure that every investment we make contributes meaningfully to this national transformation. We concentrate on developing integrated hospitality destinations that elevate the Kingdom’s status as a global destination and offer authentic experiences reflecting our local culture and future aspirations.

What role does private sector investment play in supporting the Kingdom’s goals for developing the tourism and hospitality sector?

The private sector is the main driver in achieving the vision’s goals. We see ourselves as complementary to the state’s efforts. Through our investments, we create job opportunities, introduce new concepts, and enhance service quality. We also invest in tourism infrastructure, which strengthens the Kingdom’s readiness to welcome more visitors.

How do you incorporate sustainability principles into your hospitality investment strategy, especially in light of the Kingdom’s focus on eco-tourism and green infrastructure?

This is one of our core pillars. We believe sustainability is no longer optional – it’s essential. In every project, we assess environmental impact and implement green building technologies, whether in energy consumption, water management, or project design. Our goal is to provide a luxurious hospitality experience without compromising the environment.

With Khobar set to play a pivotal role in the 2034 World Cup, how do you evaluate the hospitality sector’s growth potential in the Eastern Province?

Khobar is ready to be a flagship of Saudi hospitality. It has the natural assets, developed infrastructure, and strategic location. With global events like the World Cup, there’s unprecedented momentum. We’re investing heavily in the Eastern Province because we believe demand will surge, expectations will rise, and we are prepared for it.

Are there plans to collaborate with global hospitality brands to elevate the region’s tourism infrastructure?

Yes, significantly. We’re in advanced negotiations with several international hotel brands. We believe that combining our local expertise with their global experience will yield outstanding results. Saudi Arabia is now on the global tourism map, and our hospitality standards must reflect that level.

Beyond the Eastern Province, what are your expansion priorities in key destinations like Riyadh and Jeddah from a hospitality perspective?

Riyadh and Jeddah are central to our strategy – Riyadh for being the capital and decision-making hub, and Jeddah as the gateway to Mecca and a major economic centre. We have projects underway in both cities and are working on creating hospitality experiences that cater to both local and international visitors.

How do you balance the development of ultra-luxurious properties with more modern and flexible hospitality concepts that suit new lifestyle trends?

Balance is key. There’s a segment looking for classic luxury, and another that values simplicity and flexibility. We’re developing a diverse portfolio that includes five-star luxury hotels as well as smart, contemporary hospitality concepts that meet the needs of modern travellers and entrepreneurs.

What is your long-term vision for investing in the hospitality sector over the next ten years?

We aim to become one of the largest hospitality operators in the Kingdom – not just in terms of size, but in impact. We’ll focus on quality, innovation, and sustainability while staying aligned with market developments and the evolving needs of the new generation of travellers.

With the rise of ‘experiential tourism’, are there plans to integrate cultural or adventure elements into future hospitality projects?

Absolutely. This is a direction we’re actively pursuing. Tourism today is about the experience more than the service. We plan to launch programs offering authentic experiences: camel rides in the desert, cultural tours in heritage villages, and marine adventures along the Gulf coast. We want to tell the story of the Kingdom through hospitality.

For CEO Marzouq Al-Harbi, hospitality isn’t just about room rates or service metrics – it’s about shaping a national narrative. And as Saudi Arabia prepares for its next global moment, that narrative is being built with intention, passion, and a distinctly local soul.