Ministry of Culture and Boutique Group Sign Agreement to Promote Saudi Heritage Through Luxury Hospitality

Photography: Courtesy of SPA

Diriyah, May 7, 2025 (Saudi Arabia Breaking News) – The Ministry of Culture has signed a strategic cooperation agreement with Boutique Group to strengthen joint efforts in promoting the Kingdom’s rich cultural heritage through luxury experiences rooted in Saudi identity.

The agreement was signed at the Ministry’s headquarters in Al-Bujairi District, Diriyah, by Noha Kattan, Deputy Minister of Culture for National Partnerships and Talent Development, and Christophe Mares, CEO of Boutique Group.

Kattan emphasized that the partnership supports the Ministry’s mission to empower Saudi heritage and elevate its global presence, stating that it honors the Kingdom’s profound history while contributing to a future grounded in tradition and open to cultural creativity.

Boutique Group, a Public Investment Fund company dedicated to transforming historic royal palaces into ultra-luxury hospitality destinations, will embed regional traditions, visual identity, sounds, and customs into its palace operations. CEO Christophe Mares noted that the collaboration aims to offer guests a distinct and immersive cultural experience that reflects the diversity and richness of Saudi Arabia’s regions.

The agreement covers a broad scope of cultural elements, including:

• Incorporating Saudi cuisine into culinary experiences.

• Dressing hospitality staff in traditional attire reflecting regional heritage.

• Integrating cultural aesthetics into palace design and guest programming.

These measures aim to enhance the cultural dimension of the guest experience at Boutique Group’s historic properties and to promote Saudi traditions in innovative and sophisticated ways.

The initiative is a key part of the Kingdom’s broader Vision 2030 goals to preserve national identity, boost the creative economy, and position Saudi Arabia as a global destination for culture-driven luxury tourism.