Saudi Arabia’s Red Sea: The New Frontier for Luxury Yachting

This interview took place in Monaco, Monte Carlo, on the 25th of September, during the world’s premier luxury yachting event, the Monaco Yacht Show. I spoke with Brett Armitage, Global Head of Global Branding and Marketing at Red Sea Global, about why Saudi Arabia is positioning itself as a serious player in the international yachting world, and what visitors can expect from the soon-to-open AMAALA Yacht Club at Triple Bay.

“The Monaco Yacht Show is the perfect platform to meet yacht owners, captains, and charter operators face-to-face,” Brett explains. “It’s about visibility, partnerships, and demonstrating why the Red Sea is now a serious destination for ultra-luxury yachting. We want the world to know that Saudi Arabia is open for business in this space.”

The AMAALA Yacht Club is at the heart of that ambition. Spanning 7,900 square metres and inspired by the cliffs and rock formations of the coastline, the club is designed as more than just a marina. With 120 berths capable of accommodating yachts up to 130 meters, it combines luxury service with access to one of the most pristine, untouched marine environments on the planet.

“Sustainability is central to everything we do,” Brett says. “We are not building a marina despite the environment, but because of it. The Yacht Club will run on renewable energy, and we’re establishing one of the world’s largest marine life institutes at AMAALA. Guests will be able to enjoy the Red Sea while knowing they are helping to preserve its biodiversity.”

The Red Sea is relatively undiscovered in global yachting circles, but that is exactly what makes it so appealing. Year-round sunshine, calm waters, and over 90 untouched islands create a playground for sailors. By partnering with Monaco Marina Management and pursuing the prestigious La Belle Classe Destinations certification from the Yacht Club de Monaco, AMAALA is setting a global benchmark for luxury and service.

Brett also highlighted the human side of the project. All staff, from yacht crew to hotel personnel, gym trainers, and waiters, will live in the purpose-built AMAALA Employee Village just north of Triple Bay. “It’s more than housing,” he says. “It includes gyms, recreational facilities, green spaces, and communal areas designed to create a real sense of home. A few weeks ago, we also opened an international school within the village, so families can live comfortably while contributing to the project.”

When I asked him about the locals working at the Red Sea, he was keen to emphasize how different this is from other luxury destinations in the region. “Our Saudi nationals are driving buggies, welcoming guests at hotels, and working across every department,” he says. “It’s authentic, it’s personal, and it shows our culture. In places like Dubai, most guest-facing staff are expatriates. Here, visitors are interacting with people who are proud to share their home, their culture, and their stories.”

Training is central to this approach. “We make sure every employee is well-prepared,” Brett explains. “We have vocational programs, partnerships with local universities, and scholarships. I myself graduated from the hospitality training program and earned a diploma, just like our Saudi staff. Experiencing it firsthand gives me perspective and strengthens the connection with our team.”

The impact on the wider community is evident. “Every role creates new skills, career paths, and pride in working in tourism,” Brett continues. “Families see their children stepping into industries that simply didn’t exist ten years ago. That changes not only individuals, but entire communities.”

For Saudi Arabia, the AMAALA Yacht Club is part of a bigger vision under Vision 2030: attracting high-value tourism, creating thousands of jobs, and showcasing the Kingdom as a global luxury destination. “It’s about rewriting the story of Saudi Arabia,” Brett notes. “We want visitors to leave saying, ‘I didn’t know this existed, and I can’t wait to come back.’”

Construction is progressing rapidly, with the first guests expected to step into the AMAALA Yacht Club in 2025. By then, Saudi Arabia aims to have firmly cemented its place on the map for superyachts, blending luxury, sustainability, and unspoiled natural beauty in a way that the world has never seen before.

Brett also noted the exciting potential for long-range cruising from the Red Sea. “With the facilities we’re building at Triple Bay, yachts will be fully equipped for transcontinental journeys,” he said. “It will even be possible to sail all the way from the Red Sea to the Caribbean, exploring destinations like St. Barts, Antigua, or the British Virgin Islands. Our marina is designed to support long voyages, ensuring luxury yachts have the services, fuel, and support they need for these incredible trips.”

Leila Elhadouchi in London

Brett Armitage, Global Head of PR at Red Sea Global