AMAALA is an ultra-luxury tourism project on Saudi Arabia’s northwestern coast that is inspired by the Red Sea. Composed of three communities based on the pillars of Art & Culture; Wellness & Sports; and Sun, Sea & Lifestyle, and rooted in philanthropy, the project will come to life as part of Saudi Arabia’s Vision 2030 roadmap. Named after the Arabic word for ‘hope’ and the ancient Sanskrit word for ‘purity’, AMAALA targets the world’s top 2.5 million ultra-high net worth travellers, offering them meaningful, purpose-driven and immersive experiences that aim to safeguard the planet’s natural resources. Set within the Prince Mohammad bin Salman Natural Reserve, the development is underpinned by a strong focus on environmental preservation, conservation of marine life and sustainable practices. The destination will be led by a talented group of leaders passionate about celebrating and integrating the rich culture and traditions of Saudi Arabia throughout the workplace, and identifying and nurturing local talent in line with the Kingdom’s ambitions.