The “Charm of Welcome” Identity Steers TAIBA’s Evolution Journey
Since 2019, TAIBA has been undergoing one of the most significant transformations in the Saudi hospitality landscape. What began decades ago as a traditional real estate developer has evolved into a fully integrated hospitality platform aligned with Vision 2030’s ambitions. Today, the company, with a portfolio spanning 40 properties and 8,000 keys, stands as a symbol of Saudi authenticity, operational excellence, and modern innovation driven by a renewed identity and a long-term strategic outlook.
TAIBA’s major turning point came with the launch of its new brand identity, “The Charm of Welcome”, a philosophy that captures the spirit of Saudi hospitality in a contemporary and globally relevant form. This identity reflects not only an aesthetic shift but also the company’s ambition to redefine the visitor and guest experience across the Kingdom. This transformation is not merely operational; it represents a purposeful vision to lead the Saudi hospitality sector, delivering lasting value and experiences that embody genuine Saudi hospitality at every touchpoint.
A Strategic Evolution Rooted in Vision 2030
TAIBA has taken a new direction, shifting from its historical role as a custodian of real estate assets to a company built to support—and even shape—the future of tourism in the Kingdom. This transformation reflects a broader national shift, as the Kingdom accelerates its cultural, economic, and urban renewal to welcome millions of new visitors each year.
The company’s transformation has been enabled by strategic partnerships, operational consolidation, and a disciplined approach to asset enhancement reflecting its new ambition to become a leader in the regional hospitality sector.
Growth Driven by the “Forward Hospitality”
TAIBA’s “Forward Hospitality” integrates Saudi heritage with modern innovation to deliver experiences that are both locally rooted and globally competitive. Expansion into resorts, mixed-use developments, and new hospitality trends meets the needs of a diverse visitor base. Collaborations with global brands and government entities ensure each project adds economic and cultural value.
This integration drives sustainable revenue growth benefiting local communities and the Kingdom’s broader tourism ecosystem.
Sustainability, Technology, and Personalization Shaping the Future
Sustainability now guides how TAIBA develops and manages its properties, from energy-efficient designs to smart resource management. The company also focuses on community empowerment and cultural preservation. TAIBA’s sustainability strategy is not an isolated program, but a long-term commitment embedded in every investment and experience we deliver.
Digital innovation is equally essential. Smart systems enhance guest engagement, personalization, and operational efficiency, ensuring TAIBA remains competitive as technology allows to understand the guests in deeper, more meaningful ways, creating experiences that are personal, intuitive, and true.
Empowering the Next Generation of Saudi Leaders
A major component of TAIBA’s transformation lies in its investment in talent. The company actively fosters the development of young Saudi professionals, providing mentorship, training, and hands-on project exposure. Programs such as the TAIBA Secondment Program with the Ministry of Tourism illustrate this commitment, with around 30 employees already completing the initiative.
Diversity and inclusion underpin this approach, reflecting the Kingdom’s broader goals of workforce modernization. TAIBA aims to create leadership pathways that empower women and youth, ensuring sustainable national growth.
Looking Ahead: A Vision for the Next Five Years
As TAIBA moves forward, its aspirations are clear. The company intends to solidify its position as a leading hospitality platform in Saudi Arabia, recognized internationally for operational excellence and authentic, innovative hospitality. TAIBA will expand across the Kingdom’s key destinations, setting benchmarks in luxury, mixed-use developments, and sustainable operations.
With a strengthened portfolio, empowered talent, and a culturally resonant identity, TAIBA stands at the forefront of Saudi Arabia’s new era of hospitality, embodying both the nation’s heritage and its future.
