Saudi Arabia’s Ministry of Culture and Boutique Group have signed an agreement to strengthen collaboration and showcase the Kingdom’s rich cultural heritage.
The agreement was formalised by Noha Qattan, deputy minister of national partnerships and development, and Christoph Mares, CEO of Boutique Group, during a ceremony at the Ministry’s headquarters in Al-Bujairi, Ad Diriyah.
Boutique Group, owned by the Public Investment Fund, develops, manages and operates historic and cultural palaces across Saudi Arabia as luxury hotels. Its portfolio includes Al Hamra Palace in Jeddah, The Red Palace in Riyadh – formerly home to the Council of Ministers for three decades – and Tuwaiq Palace, a recipient of the Aga Khan Award for Architecture.
The partnership spans a range of cultural elements, from incorporating traditional Saudi cuisine into culinary offerings to featuring local attire for staff and design elements across properties. The aim is to deliver a luxurious guest experience rooted in Saudi heritage, celebrating the unique culture of the Kingdom’s 13 regions.
“This partnership with Boutique Group is important for Saudi heritage and culture, showcasing our cultural legacy while contributing to the pursuit of building a future that opens new and diverse outlets for creativity and cultural expression to the world,” said Qattan.
Mares added: “Boutique Group is dedicated to crafting unparalleled experiences deeply rooted in a distinct Saudi identity. 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 agreement reinforces the Ministry of Culture’s commitment to preserving cultural heritage, supporting the creative economy, and encouraging public-private collaboration.
