Saudi Arabia is transforming its western coastline into a luxury destination that aims to surpass the Maldives in scale and diversity. The Red Sea project, covering 28,000 square kilometres, includes an archipelago of more than 90 untouched islands, with development limited to 22 to preserve the natural ecosystem.
Stephen Cheesebrough, Head of Development at Red Sea Global, told Euronews that the project is committed to conserving the environment. “We are committed to conserving and protecting the natural environment,” he said.
Beyond the Maldives
Comparisons with the Maldives are inevitable, but Cheesebrough argues the Saudi project offers something unique. “It’s true that the islands may remind you of the Maldives, with crystal-clear water and white-sand beaches. But that’s where the similarities end,” he said. “Our landscapes are far more diverse. In addition to the islands, we have mountains, volcanoes, deserts and kilometres of virtually untouched coastline. A visitor can spend the morning scuba diving among coral reefs and that same afternoon head into the desert or dine in the mountains. Very few destinations in the world offer such a variety of experiences in such a compact area.”
This contrast between sea, mountains, and desert is a key selling point, differentiating the Red Sea from other luxury destinations in the Indian Ocean or the Caribbean. With 1,800 kilometres of untouched coastline and pristine reefs, Saudi Arabia is targeting travellers who have already visited classic exclusive hotspots and seek something different.
Regenerative Tourism
The project emphasizes regenerative tourism, which goes beyond traditional sustainability. “Today, it’s no longer enough to protect the natural environment; the real challenge is to improve it,” Cheesebrough said. “Our goal is to show that it is possible to create a major tourism destination and, at the same time, enhance the environment. It isn’t simply about building sustainable hotels, but about creating destinations that actively help restore nature.”
The entire complex runs on renewable energy, reuses all water through recycling systems, and aims to avoid sending waste to landfill. This approach reflects a shift in luxury traveller preferences. “After the pandemic, people are much more aware of the impact their trips have. They want extraordinary experiences, but they also want to know they are visiting places that are committed to the planet,” Cheesebrough noted.
This focus on sustainability aligns with broader European trends, such as the Canary Islands' voluntary tourist tax to fund local sustainability projects, showing a growing demand for responsible travel.
Gateway to Saudi Arabia
The destination currently has 11 hotels in operation, with more resorts opening soon, particularly on Shura Island, which will feature international hotels, restaurants, shops, a marina, and an 18-hole championship golf course. Adventure experiences include scuba diving, sailing, hiking, water sports, and the ADRENA district with over 20 activities, including the country’s largest saltwater surf pool.
Red Sea Global encourages visitors to explore beyond the resorts. “Many guests use The Red Sea as a starting point to discover other parts of Saudi Arabia. Afterwards, they visit AlUla, Jeddah or other destinations around the country. We want The Red Sea to act as a gateway to exploring Saudi Arabia as a whole,” Cheesebrough stressed.
Year-Round Destination
One challenge is dispelling the notion that Saudi Arabia is only a winter destination. The aim is to operate 12 months a year. “We do not want to be a seasonal destination. The key is to attract travellers who are looking for exceptional experiences. People interested in luxury, yes, but also in nature, the sea, outdoor activities and authenticity,” Cheesebrough said.
Red Sea International Airport currently connects to cities such as Riyadh, Jeddah, Dubai, Doha, and Milan, handling over 78,000 passengers since the start of 2026, including more than 11,000 international travellers. Connectivity will expand as new hotels open. “We are in talks with several European airlines and our aim is to gradually expand the international network. There would be no point in creating a destination of this scale without ensuring that travellers can reach it easily,” he explained.
Looking ahead to 2030, The Red Sea aims to include 50 hotels with around 8,000 rooms and more than 1,000 residences, capable of welcoming about one million visitors annually. “The world is always looking for new destinations. And I genuinely believe that is what The Red Sea represents. It is not just another luxury resort. It is a completely new place, where nature, sustainability, and luxury converge,” Cheesebrough concluded.
