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Saudi Ministry of Culture and Boutique Group partnership.
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Saudi Arabia’s Ministry of Culture and Boutique Group, a leading hospitality company operating in the Kingdom, have signed a Memorandum of Understanding (MoU) to enhance joint efforts and showcase the Kingdom’s vast heritage.
Noha Qattan, Deputy Minister of National Partnerships & Development at the Ministry of Culture, and Christoph Mares, CEO of Boutique Group, formalised the partnership during a signing ceremony at the Ministry headquarters in Al-Bujairi district in Ad Diriyah.
Boutique Group is a hospitality company owned by the Public Investment Fund which aims to develop, manage, and operate a series of historical and cultural palaces in the Kingdom as luxury hotels. The group’s portfolio includes:
Al Hamra Palace in Jeddah, which has hosted many distinguished guests of the Kingdom
The Red Palace in the heart of the capital, Riyadh, which was the headquarters of the Council of Ministers for three decades
Tuwaiq Palace, winner of the Aga Khan Award for Architecture.
“Boutique Group is dedicated to crafting unparalleled experiences deeply rooted in a distinct Saudi identity,” Mares said. “This partnership allows us to seamlessly weave the Kingdom’s vast tapestry of cultural heritage into our operations, offering an immersive visual, auditory and gastronomic journey into the heart of Saudi Arabia.”
The new partnership extends across a spectrum of cultural touch points, from incorporating local Saudi dishes into the culinary arts, to showcasing traditional attire worn by employees, to the design of the palace. The guest experience is enriched through the revival of the Kingdom’s cultural heritage with a modern twist, and through creating a luxurious Saudi experience that celebrates the diverse culture of the Kingdom’s 13 regions.
“This partnership with Boutique Group is important for Saudi heritage and culture, showcasing our cultural legacy whilst contributing to the pursuit of building a future that opens new and diverse outlets for creativity and cultural expression to the world,” said Qattan.
The MoU reaffirms the Ministry of Culture’s commitment to fostering collaboration, preserving cultural heritage and further developing the local economy.
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