BWH Hotel Group plans to open 70 new hotels in Saudi Arabia by 2027, in-line with Vision 2030

SAUDI ARABIA – BWH Hotel Group, the parent company of Best Western Hotels & Resorts, has announced an ambitious plan to expand its footprint in Saudi Arabia by opening 70 new hotels across the Middle East by 2027, with roughly two-thirds of these properties located within the Kingdom.

This rapid expansion aligns closely with Saudi Arabia’s transformative Vision 2030 agenda, which aims to diversify the economy and develop the country into a global tourism and hospitality hub.

As of early 2025, BWH Hotel Group has signed agreements for 20 hotel projects in Saudi Arabia, with 12 currently under development and 10 more expected to be announced soon.

The group’s strategy includes a mix of greenfield developments and renovations, with a focus on key urban centers such as Riyadh, Jeddah, and the religious hubs of Mecca and Medina, which attract millions of pilgrims annually.

This expansion supports the Kingdom’s goal to increase annual visitor numbers to 100 million by 2030, a target already being approached with over 30 million international tourists recorded in recent years.

BWH’s portfolio spans 18 distinct hotel brands across economy, midscale, upscale, and luxury segments, enabling the group to cater to diverse traveler needs.

The company is also evolving its business model by increasing direct hotel management alongside traditional franchising, providing greater operational control and flexibility, especially for complex luxury assets.

This approach is evident in projects like the Sunflower Resort in AlUla, a luxury development inspired by Vincent van Gogh’s iconic artwork, featuring bespoke wellness facilities, fine dining, and cultural programming.

AlUla itself is a focal point of Saudi Arabia’s heritage tourism, with eco-lodges, art installations, and UNESCO World Heritage Sites attracting global visitors.

The Saudi government’s active support through financial incentives, streamlined regulatory processes, and infrastructure development has been a key enabler for BWH’s rapid growth.

According to Wytze Van den Berg, BWH’s Vice President of Operations for EMEA, the regulatory environment in Saudi Arabia is more straightforward than many international markets, facilitating faster project execution.

Beyond Saudi Arabia, BWH is also expanding in other Middle Eastern countries and exploring eco-tourism and luxury lodge concepts in regions such as Africa and South Asia.

However, Saudi Arabia remains the centerpiece of the group’s growth strategy, reflecting the country’s emergence as a global hospitality hotspot.

With a global portfolio of over 4,300 properties and nearly 80 years of experience, BWH Hotel Group’s aggressive expansion in Saudi Arabia underscores its commitment to supporting the Kingdom’s Vision 2030 and redefining hospitality standards across the region.

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