SAUDI ARABIA - Real Estate & Construction
CEO & Managing Director, Erth
Bio
Saud Abdullah Al-Rajhi, a seasoned leader in Saudi property development, drives Erth’s mission to redefine urban landscapes aligned with Vision 2030. With a focus on sustainable, world-class projects, he brings expertise from diversified roles including chairman of the National Association of the Blind, vice chairman of Al Rajhi Takaful, and chairman and co-founder of SEMARK, a leading events and management company. His leadership at Erth is defined by quality, innovation, and a commitment to enhancing community impact.
Can you elaborate on Erth’s vision for Saudi Arabia’s urban regeneration and how it will align with Vision 2030?
At Erth, our vision is deeply intertwined with that of Saudi Arabia’s Vision 2030, particularly in the realm of urban regeneration. Our projects are built on a foundation of quality, which aligns seamlessly with Vision 2030’s emphasis on enhancing the quality of life. We are committed to delivering this elevated standard of living to our residents and visitors by leveraging cutting-edge innovations, technologies, and sustainable solutions that are at the forefront of the market. Our approach is distinctly local-centric. We prioritize collaboration with local and pioneer designers, merging traditional Saudi design elements with modern innovations to create unique, culturally resonant spaces. Our ultimate goal is to contribute significantly to the vision by providing services that enhance the quality of life in Saudi Arabia, adhering to the highest international standards. Moreover, Erth has been instrumental in the development of Saudi Arabia’s hospitality sector, delivering real estate solutions that resonate with the Kingdom’s vision of creating architectural masterpieces that reflect our community’s uniqueness and originality. Our vision of becoming a preferred real estate brand in Saudi Arabia is fully aligned with leading first-class projects that not only meet market expectations but also unlock the economic potential of the Kingdom.
How does Erth’s approach to real estate development differentiate from other developers in the Kingdom?
Erth operates in a highly competitive and rapidly evolving environment, where customer satisfaction is paramount. One of our key differentiators is our project-flexible management approach, which allows us to adapt and innovate without compromising on timelines. We continually monitor market developments, integrating the latest design trends and innovations into our projects. This agility ensures that we not only keep pace with change but also turn it to our advantage, delivering projects that are ahead of the curve.
What is the structure of your portfolio currently, and which segments are driving the company’s growth?
Our portfolio is diverse, yet heavily weighted toward hospitality, reflecting our belief in Saudi Arabia’s burgeoning tourism sector. We currently have approximately 1,200 keys in development across key cities like Mecca, Jeddah, and Riyadh. With the Kingdom surpassing its Vision 2030 target of 100 million tourists—now extended to 150 million—we see immense opportunities in hospitality, which is a critical component of all our mixed-use developments. Our office segment is another area of significant growth. We are expanding our leasable office space from an existing 60,000sqm to 150,000sqm, underscoring our commitment to supporting the Kingdom’s business ecosystem.
Could you tell us about some of Erth’s most notable hospitality projects and how they will contribute to the improvement of the urban fabric of Riyadh?
Our forthcoming luxury hospitality projects in Riyadh are set to redefine the city’s urban landscape. We have partnered with global leaders such as Accor to bring unparalleled industry knowledge, brand recognition, and operational excellence to our developments. One of our flagship projects includes a luxury hospitality community featuring a 230-key Raffles Hotel, a 250-key Sofitel serviced residence, all slated to open by 2027. Designed by Foster + Partners, one of the world’s leading sustainable architecture firms, this community will also include office towers, residential buildings, and retail spaces, all centered around a beautifully landscaped garden. We have engaged top consultants to bring expertise in areas such as spa design, art, technology, and F&B, ensuring that every aspect of the project is world-class. Sustainability is a cornerstone of this development. We have incorporated measures that will reduce energy consumption by 30% and water usage by 39%, with external gardens that will use 50% less water. These initiatives, combined with thoughtful design elements such as natural light optimization and wind flow management, will enhance the overall visitor experience while minimizing environmental impact. Our projects are true mixed-use developments where residents and visitors can live, work, and socialize in a human-centric environment that epitomizes the quality of life we aim to deliver.
Mecca is undergoing a transformation in hospitality and religious tourism that will redefine the city by 2030. How is Erth contributing to this transformation?
Erth is proud to be part of the monumental transformation underway in Mecca, particularly through our project in the Masar urban destination. This development includes three towers, featuring 505 hotel keys, 500 residential apartments, and retail spaces, all strategically located just 800m from the Holy Mosque. Masar, one of the most significant gigaprojects in Mecca, offers outstanding infrastructure and a prime location. Our aim is to enhance the experience of visitors to Mecca by providing them with something truly unique.
What are your key objectives for 2025?
Our objectives for 2025 are ambitious yet achievable. We plan to complete and hand over three projects, one of which is our flagship Raffles Jeddah project. Additionally, we are moving forward with the Marina Project in the Eastern Province—a 3.3 million-sqm development that will include a 300,000-sqm lagoon, a 40-m tall dancing fountain, a bridge over the lagoon, and a 4-km walkway around the lagoon and surrounded by towers. The infrastructure is already in place, and we are now focused on developing the superstructure, which we believe will set a new standard of living in the region and deliver on our existing commitments, ensuring that Erth remains at the forefront of Saudi Arabia’s real estate and urban regeneration sectors.
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SAUDI ARABIA - Tourism
Interview
Director, UN Tourism Regional Office for the Middle East