• PIF subsidiary Boutique Group will highlight portfolio of historical and cultural palaces in Saudi Arabia being developed into ultra-luxury hotels, including German architect Frei Otto’s Tuwaiq Palace
  • The group will share its unique approach to hospitality, centred on authentic and unique experiences for modern luxury travellers from all over the world
  • ITB Berlin, the world’s leading travel trade show, expects over 90,000 attendees and more than 5,500 exhibitors representing 180 countries and regions

Riyadh, Saudi Arabia – Boutique Group, the pioneering ultra-luxury hospitality group in the Kingdom of Saudi Arabia, is pleased to announce its participation at ITB Berlin, the world’s leading travel trade show. This prestigious event, scheduled for March 5-7, serves as the perfect platform for Boutique Group to showcase its commitment to preserving Saudi Arabia’s rich heritage while redefining the luxury hospitality experience.

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.

This year, the group will be connecting 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 AlSaud, to the Aga Khan Award-winning Tuwaiq Palace designed by esteemed German architect Frei Otto, and Buro Happold and Omrania. Additionally, guests will learn about the renowned Al Hamra Palace in Jeddah, built as a royal palace for King Faisal bin Abdulaziz initially, it later served as a guest palace.

Marco Franck, Chief Hospitality Officer will be representing Boutique Group at the event. Boutique Group is pleased to participate in ITB Berlin, showcasing the unparalleled hospitality experiences we are creating in the kingdom. Our presence at this event alongside the Saudi Tourism Authority underscores our commitment to promoting Saudi Arabia’s rich cultural heritage.

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, showcasing 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, said Franck

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

With a focus on luxury, authenticity and personalised service, Boutique Group aims to captivate the global travel community and invite discerning travellers to experience the beauty and hospitality of Saudi Arabia.

Boutique Group looks forward to welcoming visitors and industry partners at ITB Berlin, where they can explore the exquisite charm of Saudi Arabia’s cultural heritage through the lens of luxury hospitality.

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

About Boutique Group

Boutique Group is a hospitality company wholly owned by Saudi Arabia's Public Investment Fund (PIF). The group aims to develop, manage and operate historical and cultural palaces in the Kingdom and transform them into ultra- luxury boutique hotels to revive the vibrant national heritage with the authentic culture of the Kingdom, and provide an exceptional and unique hospitality experience. In addition, the group translates the commitment of the PIF to developing promising sectors in the Kingdom and contributing to the diversification of the Saudi economy.

Website: https://boutiquegroup.com
Social media: @BoutiqueGroupSA