Sir Rocco Forte, the founder of Rocco Forte Hotels, is planning a trip to Saudi Arabia next year to explore potential hotel locations. The hotel group recently entered into a deal with Saudi Arabia’s sovereign wealth fund, the Public Investment Fund (PIF), which acquired a 49% stake in Rocco Forte Hotels. The move aligns with Saudi Arabia’s ambitions to transition from a fossil fuel-dependent economy to a global tourist destination. Crown Prince Mohammed bin Salman’s Vision 2030 plan aims to develop various projects across the country to attract visitors. The PIF’s investment in Rocco Forte Hotels is part of Saudi Arabia’s broader strategy to diversify its investments, which also includes stakes in Heathrow Airport and luxury car maker Aston Martin.
The PIF is open to further investments in the UK that align with its Vision 2030 goals. British expertise in tourism, hospitality, and restaurant management makes the UK an attractive partner for Saudi Arabia. Rocco Forte Hotels and other British brands bring credibility and the potential to share Western hospitality experience, which can further encourage investment. Possible hotel locations being considered by Rocco Forte include Riyadh, the Red Sea coast, the oasis AlUla, and “The Line,” a proposed futuristic city in the northwest. However, investing in Saudi Arabia’s tourism industry is not without risks, as the success of the country’s transformation into a tourist destination is not guaranteed. Challenges include budget deficits, a heavy reliance on oil revenue, and cultural differences.
Despite these challenges, Saudi Arabia is determined to attract tourists and is investing heavily in infrastructure and projects such as NEOM, a futuristic megacity. However, the country’s human rights record and cultural restrictions may deter Western tourists. In addition, the alcohol ban in Saudi Arabia remains a barrier to expanding tourism. Nevertheless, the PIF’s investment in Rocco Forte Hotels indicates the growing interest and potential opportunities for foreign investors in Saudi Arabia’s tourism sector.