الضيافة الرقمية في السعودية.. اقتصاد يتسارع نحو المستقبل

Apr 17, 2025

شيماء إبراهيم 

 

أصبحت الضيافة الرقمية أحد أبرز المفاهيم الحديثة التي تعيد تعريف تجربة الضيافة التقليدية بروح الابتكار والتقنية في المملكة العربية السعودية. وفي ظل رؤية السعودية 2030، تمثل الضيافة الرقمية جزءًا محوريًا في تطوير قطاع السياحة، وتحسين تجربة الزائر، ورفع كفاءة الخدمات المقدمة، مما يضع المملكة في مصاف الدول الرائدة في إعادة رسم ملامح الضيافة في العصر الرقمي. وفي الفترة الأخيرة، بدأت المملكة في الاعتماد على منصات الحجز الذكية، وتجارب الواقع الافتراضي، وخدمات مخصصة تعتمد على الذكاء الاصطناعي.

 

حجم سوق الضيافة 

تبذل الحكومة السعودية جهودًا متواصلة لدعم قطاع الضيافة الرقمية ضمن رؤيتها الطموحة 2030، من خلال تبني أحدث التقنيات وتعزيز البنية التحتية الذكية في القطاع السياحي. وتشمل هذه الجهود إطلاق مبادرات استثمارية مثل "ممكنات الاستثمار في قطاع الضيافة"، وتحفيز تبني الذكاء الاصطناعي، وإنترنت الأشياء، والخدمات المؤتمتة في الفنادق والمنشآت السياحية. كما تعمل الجهات الحكومية، بالتعاون مع القطاعين العام والخاص، على تطوير أنظمة الحجز الذكي، وتسهيل إجراءات الدخول والمغادرة، وتحسين تجربة الزائر من خلال حلول رقمية متكاملة تعزز الكفاءة التشغيلية وتواكب تطلعات الجيل الجديد من المسافرين.

سجلت البيانات الأولية لأعداد ونسب التراخيص التي تم إصدارها خلال 2024، نموًا بنسبة 333% مقارنةً بعام 2023 في أعداد التراخيص في مرافق الضيافة السياحية الخاصة، حيث بلغ عددها 8.357 ترخيصًا في العام الماضي مقابل 1.929 ترخيصًا في 2023، وفقًا لأحدث الأرقام الصادرة عن وزارة السياحة السعودية. وأكد محمد الرساسمة، المتحدث الرسمي لوزارة السياحة، أن النمو المتزايد في أعداد التراخيص الصادرة يأتي تأكيدًا لحرص الوزارة على تمكين المستثمرين الأفراد في قطاع الضيافة من الحصول على ترخيص الوزارة اللازم للتشغيل، والارتقاء بالخدمات المقدمة.

بلغت مساهمة قطاع السفر والسياحة في الناتج المحلي الإجمالي للمملكة حوالي 118.4 مليار دولار خلال 2023، أي ما يعادل  %11.5 من إجمالي الناتج المحلي، وفقًا لتقرير المجلس العالمي للسفر والسياحة. 

وفي مايو 2024، أعلنت وزارة السياحة السعودية، بالتعاون مع وزارة الاستثمار، عن إطلاق مبادرة "ممكنات الاستثمار في قطاع الضيافة"، ضمن برنامج الممكنات الاستثمارية في القطاع السياحي.

وأكد محمود عبد الهادي، وكيل وزارة السياحة لتمكين الوجهات السياحية، أن المبادرة تهدف إلى تعزيز مكانة المملكة كوجهة سياحية عالمية، وتحفيز الاستثمار في وجهات واعدة من خلال توفير فرص استثمارية تقدر بـ42 مليار ريال، مع عوائد متوقعة تصل إلى 16 مليار ريال في الناتج المحلي بحلول 2030.

وتهدف المبادرة إلى تنويع العروض السياحية، ورفع الطاقة الاستيعابية لمرافق الضيافة، وتوفير نحو 120 ألف فرصة عمل، إلى جانب تحسين البنية التحتية وخفض الرسوم الحكومية بنسبة 22%.

كما أوضح صالح الخبتي، وكيل وزارة الاستثمار لتطوير الاستثمارات، أن الوزارة تسعى لتهيئة بيئة استثمارية مرنة ومحفزة، تدعم تحقيق مستهدفات رؤية 2030، بما في ذلك رفع عدد الغرف الفندقية إلى أكثر من 550 ألف غرفة، واستقبال 150 مليون سائح سنويًا.

 

تقنيات قطاع الضيافة 

يعد قطاع الفنادق والضيافة في المملكة من أبرز المحركات الرئيسية لتحقيق النمو الاقتصادي، من خلال استثمار التكنولوجيا الحديثة لتعظيم الإيرادات وتحسين تجربة الضيوف. ويتم ذلك عبر استخدام تحليلات البيانات الضخمة والروبوتات والذكاء الاصطناعي وإنترنت الأشياء، لتوفير خدمات سريعة وفعّالة. 

أصبح الآن بإمكان المسافرين الاستفادة من قدرات الذكاء الاصطناعي التوليدي في تحليل كميات ضخمة من البيانات وتقديم توصيات مخصصة، مما يعزز من تجربة السفر الشخصية. كما يمكنهم أيضًا اختيار وجهاتهم المفضلة، والأنشطة التي تناسب اهتماماتهم، وتخطيط مسارات رحلاتهم بكل سهولة، بفضل الحلول المدعومة من الخبراء التي توفرها هذه التكنولوجيا المتطورة.

في قطاع الفنادق، تبرز عمليات تسجيل الوصول والمغادرة المؤتمتة كأحد أبرز الابتكارات، حيث تسهم في تقليل أوقات الانتظار وتحسين الكفاءة التشغيلية. 

وتستمر التكنولوجيا في تعزيز تجربة النزلاء من خلال "الغرف الذكية"، التي تتيح للضيوف التحكم في أنظمة الإضاءة، ودرجة الحرارة، والرطوبة، والترفيه، عبر تطبيقات الهواتف الذكية أو الأوامر الصوتية. كما أن استخدام تقنيات التعرف على الوجوه للدخول إلى الغرف بدلاً من المفاتيح التقليدية يضيف المزيد من الأمان والراحة.

تلعب روبوتات الدردشة المعززة بالذكاء الاصطناعي دورًا متزايدًا في دعم الضيوف من خلال تقديم المعلومات والتوصيات والرد الفوري على الاستفسارات، مما يقلل الحاجة إلى التواجد البشري الدائم. 

وفي هذا الشأن، قال عبدالرحمن البسّام، رئيس مجلس إدارة "مشاريع عون" وعضو مجلس إدارة شركة "بهيج، في تصريحات حصرية لـ "شركات مباشر"، إن السياحة الرقمية تعزز تجارب السفر في المملكة من خلال استخدام أدوات مثل: الذكاء الاصطناعي وتحليل البيانات بطريقة تتيح التنبؤ بدقة أكبر باتجاهات السفر وضبط الأسعار بناءً عليها. على سبيل المثال، يمكن للذكاء الاصطناعي تحليل بيانات منصات التواصل الاجتماعي؛ لرصد التفضيلات الجديدة للسفر وتحسين العروض بناءً على هذه المعلومات.

 

أبرز الاستثمارات والشراكات الإستراتيجية

تسعى السعودية إلى تعزيز مكانتها كوجهة رائدة في مجال الضيافة الرقمية من خلال جذب الاستثمارات الأجنبية والشراكات الاستراتيجية. وفي هذا الصدد، أعلنت مجموعة فنادق ومنتجعات "IHG"، إحدى أبرز الشركات الفندقية العالمية، عن توقيع اتفاقية لإنشاء فندق جديد من سلسلة "إنديغو" في مدينة "أوكساچون" الصناعية ضمن مشروع نيوم، والذي من المقرر افتتاحه في 2026. يقع الفندق في أول مجمع سكني بالمدينة، وسيضم 250 غرفة فندقية. تم تصميم هذا الفندق لتقديم خدمات ضيافة مدعومة بالتكنولوجيا.

قال هيثم مطر، رئيس مجموعة "IHG" في منطقة الهند والشرق الأوسط وأفريقيا، إن هذا الفندق سيعزز حضور الشركة في المملكة ويسهم في تحقيق أهداف رؤية السعودية 2030 من خلال تنمية القطاع السياحي وتطوير الاقتصاد. 

من جهته، أكد فيشال وانشو، الرئيس التنفيذي لـ "أوكساچون"، أن الفندق سيضيف لمسة مبتكرة للمشهد الفندقي في المدينة ويعزز من تجربة الضيافة المتطورة للمقيمين والزوار. كما اعتبر كريس نيومان، المدير التنفيذي لتطوير الفنادق في نيوم، أن هذه الشراكة تمثل خطوة مهمة نحو تقديم تجارب ضيافة متميزة تجمع بين التقنية والراحة.

علاوةً على ذلك، وقعت علامة "يوتيل" العالمية، المعروفة بابتكاراتها في قطاع الضيافة، اتفاقية مع قطاع التطوير الفندقي في نيوم لافتتاح أول فنادقها في السعودية، وذلك في مدينة "أوكساچون" الصناعية المتقدمة. ومن المقرر افتتاح الفندق في 2025.

وسوف يتضمن فندق "يوتيل" تجربة ضيافة استثنائية، وذلك من خلال 300 غرفة مُجهزة بأحدث التجهيزات والمواصفات الخاصة بعلامة "يوتيل" الفندقية، وبما في ذلك "الكونسيرج الآلي" المميز للعلامة التجارية والأسرّة الذكية.

بدوره، أوضح فيشال وانشو، الرئيس التنفيذي لـ "أوكساچون"، أن استراتيجية المدينة لقطاع الضيافة تتمحور حول عدة ركائز، أهمها التقنية تحقيقًا للتكامل مع البنية التحتية الإدراكية الأوسع للمدينة. وأوضح أن "يوتيل" أثبتت أنها العلامة التجارية الفندقية الأنسب للمنطقة؛ نظرًا لطموحاتها المشتركة مع "أوكساجون" في إعطاء الأولوية للناس والارتكاز على الاقتصاد الدائري والتطور الرقمي.

وفي سياق آخر، أبرمت "طيبة للاستثمار"، المتخصصة في مجال الاستثمار والضيافة والتطوير العقاري في المملكة، شراكةٍ إستراتيجية مع شركة الاستشارات العالمية "هوريزنتال ديجيتال"، والتي ستساعد شركة "طيبة للاستثمار" على إحداث نقلة نوعية في تجارب الضيوف، من خلال تسخير قوة الذكاء الاصطناعي والأتمتة والبيانات في برامج الشركة المتعددة.

صرح حسان الأحدب، الرئيس التنفيذي لقطاع الضيافة والتشغيل الفندقي في "طيبة للاستثمار"، قائلًا: "سيتم من خلال التعاون إطلاق مشروع منصة التجربة الرقمية الخاصة بـ "طيبة للاستثمار"، وتعزيز المنظومة الرقمية، ما سيسمح لنا بالتفاعل مع ضيوفنا بخصوصية وتفهم احتياجاتهم بشكل أكبر في جميع فنادقنا".

أعلنت "البحر الأحمر الدولية" عن تعاونها مع عملاق التكنولوجيا العالمي "أوراكل" لتقديم حلولها التقنية في مجال الضيافة للمرة الأولى في السعودية، والتي تشمل منصة "أوبرا كلاود" الرقمية للضيافة. وستكون بهذا منتجعات "البحر الأحمر الدولية" وهي "منتجع ثول الخاص" و "شيبارة" و"دزرت روك"، أولى المنتجعات السعودية المستفيدة من أحدث حلول تقنيات "أوراكل السحابية" الرقمية للضيافة. 

شدد أليكس ألت، نائب الرئيس التنفيذي والمدير العام في "أوراكل" للضيافة، على أن السعودية تعد واحدة من قصص قطاع الضيافة الأكثر إثارة في العالم، وذلك من خلال توجهاتها الرائدة لسن نهج مستدام في مجال السياحة.

وفي سياق متصل، ضمن إطار الترويج الرقمي للسياحة السعودية، عقدت "روح السعودية" شراكات مع منصات حجوزات عالمية لعرض الوجهات والمرافق الفندقية السعودية للمسافرين الدوليين بأساليب تفاعلية وسهلة الحجز.

 

وختامًا، يُظهر قطاع الضيافة في السعودية نموًا ملحوظًا، مدعومًا برؤية المملكة 2030، التي تهدف إلى تحويل المملكة إلى وجهة سياحية عالمية ومن المتوقع أن يسهم هذا النمو في تعزيز التنوع الاقتصادي وخلق فرص عمل جديدة، مما يعكس التزام المملكة بتطوير هذا القطاع الحيوي. ومع تسارع وتيرة التحول الرقمي، ودعم الحكومة المستمر، وتدفق الاستثمارات المحلية والأجنبية، يخطو قطاع الضيافة في السعودية بثبات نحو مستقبل ذكي ومستدام. 

 

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Latest Experts Thoughts

What Is Tokenization? Turning Assets into Digital Value

Ghada Ismail

 

In the fast-evolving world of fintech and Web3, new technologies are reshaping how we build, invest, and exchange value. Among the most talked-about innovations is tokenization, a powerful tool that’s opening up new revenue models, improving asset liquidity, and redefining ownership as we know it.

For startups exploring new ways to scale or tap into previously illiquid markets, tokenization offers more than just technical appeal, it represents a shift toward more inclusive, programmable finance. But what does it actually mean, and how does it work? Let’s break it down.

 

Tokenization is the process of digitally representing ownership rights to real-world or digital assets using blockchain technology. At its core, it involves creating cryptographic tokens that correspond to a specific asset, such as real estate, securities, commodities, or intellectual property, allowing these tokens to be securely transferred and traded on a decentralized network.

 

Unlike traditional records of ownership maintained by centralized institutions, tokenized assets are managed through smart contracts and distributed ledgers, ensuring transparency, immutability, and programmability. Tokenization enables assets to be fractionalized, making them more liquid and accessible to a broader range of participants.

 

How It Works

The tokenization process typically involves three main components:

  1. The underlying asset – a tangible or intangible item with economic value.
  2. A blockchain protocol – a decentralized network that records and verifies transactions.
  3. The token – a digital unit that represents ownership rights or claims to the underlying asset.

For instance, a commercial property valued at $10 million can be tokenized into 100,000 tokens, with each token representing a 0.001% ownership stake. These tokens can then be issued, held in digital wallets, and traded on compliant secondary markets.

Smart contracts govern the rules of issuance, transferability, dividend distribution (if applicable), and compliance checks, removing the need for traditional intermediaries and manual processes.

 

Types of Tokens

Tokenized assets are commonly issued in one of two forms:

  • Security Tokens – representing regulated financial instruments such as equity, debt, or funds. These are subject to securities laws and compliance protocols.
  • Utility Tokens – granting access to a specific platform, service, or product, though not representing ownership in a legal sense.

The key distinction lies in their legal treatment and functional use. Tokenization platforms must ensure proper classification and adherence to jurisdictional regulations.

Benefits of Tokenization

Tokenization offers several significant advantages across industries:

  • Improved liquidity: Fractional ownership enables smaller investments and increases the marketability of traditionally illiquid assets.
  • Enhanced transparency: Blockchain provides an immutable audit trail for all transactions.
  • Operational efficiency: Smart contracts reduce reliance on intermediaries and streamline settlement processes.
  • 24/7 market access: Unlike traditional exchanges, tokenized assets can be traded around the clock.

These benefits are especially impactful in sectors like real estate, private equity, art investment, and structured finance, where asset transfers are often slow, opaque, and costly.

 

The Road Ahead

Tokenization is poised to play a foundational role in the future of finance. As legal frameworks, interoperability standards, and institutional adoption continue to evolve, tokenized markets are expected to unlock new forms of capital formation, cross-border trade, and financial inclusion.

In essence, tokenization is not just a technological advancement; it’s rather a re-architecture of ownership, with the potential to make global markets more efficient, accessible, and secure.

 

Understanding Venture Scalability Quotient: A Strategic Metric for High-Growth Startups

Kholoud Hussein 

 

In the landscape of modern entrepreneurship, scalability is not merely a byproduct of innovation—it is a strategic prerequisite. Investors, particularly those in venture capital, no longer assess startups solely on the basis of product-market fit or founding team credentials. Increasingly, they seek to evaluate a startup’s ability to scale efficiently and exponentially. This is where the Venture Scalability Quotient (VSQ) emerges as a critical framework.

 

What Is the Venture Scalability Quotient (VSQ)?

The Venture Scalability Quotient, or VSQ, is a composite metric designed to measure how inherently scalable a venture is. It assesses the structural capacity of a business model to grow rapidly with minimal increases in marginal cost. In essence, it quantifies a startup's potential to transition from a small, agile operation to a large-scale enterprise without proportionally increasing its resource inputs.

 

Unlike traditional growth metrics such as revenue run rate or user acquisition cost, VSQ focuses on the scalability mechanics embedded within the business model itself. It blends economic analysis, operational readiness, and market responsiveness into a single evaluative lens.

 

Components of VSQ: An Economic Perspective

From a professional economic standpoint, the VSQ can be broken down into several core variables:

  1. Marginal Cost Dynamics
    A scalable venture typically exhibits declining marginal costs as output increases. The lower the cost to serve each additional customer, the higher the VSQ. This is especially relevant in SaaS, digital platforms, and AI-powered services.
  2. Revenue Elasticity to Scale
    Ventures with strong pricing power or highly elastic revenue models (where income grows disproportionately relative to inputs) receive higher VSQ scores. For example, platform-based models such as marketplaces or APIs benefit from this elasticity.
  3. Operational Leverage
    The degree to which fixed assets or automation can generate increasing returns. A startup with automated logistics or AI-enhanced customer service systems, for example, can grow with minimal added human capital.
  4. Market Absorptive Capacity
    A venture’s ability to penetrate and scale within an addressable market. High VSQ ventures often operate in fragmented or underserved markets with low saturation and high growth potential.
  5. Infrastructure Independence
    The extent to which a business can scale without requiring commensurate investments in physical infrastructure or regulatory clearance.

Why VSQ Matters in 2025 and Beyond

In today’s macroeconomic environment—defined by capital efficiency, rising interest rates, and investor caution—the VSQ is becoming more important than ever. Venture capital is no longer flowing freely. Investors are scrutinizing startups for scalability economics, not just vision.

 

Startups with high VSQ are viewed as lower-risk, high-upside bets. They require less capital to grow, demonstrate faster break-even trajectories, and often dominate their categories through operational superiority rather than just speed.

 

As Mohamed Alabbar, founder of Emaar and Noon, noted at a recent tech forum: “It is not just about growth anymore, it is about the efficiency of growth. That’s where the winners will separate themselves.”

 

How to Improve Your VSQ?

For startup founders and economic strategists, understanding and enhancing the Venture Scalability Quotient is no longer optional. Here are key approaches:

  • Automate early: Invest in processes that reduce human dependency.
  • Outsource non-core functions: Focus internal resources on differentiation.
  • Use cloud-native architecture: Build flexible, low-cost infrastructure.
  • Refine pricing models: Transition from fixed pricing to value-based pricing.
  • Conduct market elasticity analysis: Test responsiveness to scaled offerings.

To conclude, the VSQ is not just a buzzword, it is a valuable metric that encapsulates the economic readiness of a venture to scale. In a capital-constrained environment where investors demand more with less, VSQ offers a structured, data-driven way to assess the feasibility of hypergrowth.

Founders who optimize for VSQ are not only more likely to attract investment, but also more likely to build enduring companies that scale sustainably and strategically.

How microinsurance startups are revolutionizing financial inclusion

Noha Gad 

 

In today's rapidly evolving financial landscape, around 4 billion people worldwide remain unprotected by traditional insurance systems. These individuals, including smallholder farmers, gig economy workers, low-income families, and micro-entrepreneurs, face daily vulnerabilities to health crises, climate disasters, and economic shocks with no safety net.

Microinsurance startups that leverage cutting-edge technology and innovative business models play a pivotal role in dismantling barriers to insurance access and making protection accessible and affordable for the underserved. By combining mobile platforms with bite-sized premiums, parametric triggers with instant payouts, and community-based models with AI-powered risk assessment, microinsurance startups are solving what was once considered “uninsurable.” 

 

The rise of microinsurance startups

The microinsurance revolution has gained unprecedented momentum over the past decade, fueled by a convergence of technological advancements, regulatory support, and glaring gaps in traditional insurance coverage.

The global informal economy, comprising 2 billion workers, represents the core market for microinsurance startups. Traditional insurers have long overlooked these populations due to perceived high risks and low profitability, leaving them vulnerable to financial shocks from medical emergencies, natural disasters, or equipment loss. Hence, microinsurance startups stepped into this void by designing products tailored to irregular incomes and localized risks. They leveraged mobile penetration to reach the unbanked, deploying alternative data for risk assessment and designing hyper-localized products.

 

Innovative models and technologies that reshape microinsurance

Microinsurance providers are revolutionizing distribution by meeting customers where they are. Mobile-based platforms allow policies to be purchased and managed via simple SMS or USSD codes, eliminating the need for physical branches and reducing administrative overhead.

Partnerships with non-financial entities, such as agricultural cooperatives, ride-hailing platforms, and mobile money operators, enable insurance to be seamlessly embedded into everyday transactions. Community-based agent networks further extend reach into rural areas, where trusted local representatives educate customers and facilitate sign-ups. These approaches collectively reduce customer acquisition costs by over 60%, making it viable to serve low-income populations.

Additionally, cutting-edge technologies are solving the cost barriers that once made microinsurance impractical. Artificial intelligence streamlines underwriting and claims processing, using alternative data to assess risk without traditional paperwork. IoT devices, from weather sensors to health monitors, provide real-time data to automate triggers and adjust coverage dynamically. Blockchain also introduces transparency, with smart contracts enabling instant, fraud-resistant payouts.

 

Key challenges facing microinsurance startups

  • Low customer awareness and trust. Many low-income customers have never used insurance before and may distrust formal financial systems. Startups must invest heavily in financial literacy campaigns and transparent communication to explain policy benefits, terms, and claims processes.
  • High operational costs. While technology helps reduce expenses, serving low-income markets still involves significant costs. Startups must strike a delicate balance between affordability for customers and sustainable unit economics.
  • Regulatory and infrastructure barriers. Many insurance regulations were designed for traditional providers, making compliance difficult for innovative microinsurance models. Also, collecting premiums and disbursing claims efficiently represents another obstacle in regions with weak mobile banking infrastructure.
  • Climate and economic volatility. Microinsurance often covers vulnerable populations facing heightened risks from climate change, economic instability, or health crises. Startups must carefully manage risk exposure, often relying on reinsurance or government partnerships to mitigate large-scale shocks.

 

 

The future of microinsurance startups 

In 2030, microinsurance is projected to protect over 1 billion previously excluded people, transforming risk management into a tool for empowerment rather than exclusion. Deeper technology integration, strategic partnerships, and evolving customer needs are expected to drive the next wave of microinsurance innovation. As smartphone penetration and digital payment systems expand globally, startups will increasingly leverage AI and big data to create hyper-personalized, dynamic policies, adjusting coverage and pricing in real time based on usage, health metrics, or environmental risks.

Finally, microinsurance startups are proving that financial protection is not just for the wealthy; it can be a lifeline for the underserved. By leveraging technology, creative distribution models, and customer-centric design, these innovators are turning insurance from a privilege into a universal safety net. While challenges remain in scaling sustainably, the sector’s potential is transformative: it empowers informal workers, smallholder farmers, and low-income communities to weather shocks, invest in their futures, and break cycles of poverty.

Narek: Freedom International Group considers investment opportunities in Saudi Arabia

Noha Gad

 

The GCC region is undergoing a historic economic transformation, driven by visionary diversification strategies, technological adoption, and unprecedented cross-border collaboration. In this dynamic investment landscape, global investors seek both opportunities and expert guidance, the kind that comes from seasoned regional players.

Among these, Freedom International Group (FIG) positioned itself strategically in terms of building a system for managing many businesses and growing unicorns, with a proven track record of identifying and capitalizing on regional growth sectors, from infrastructure and renewable energy to venture capital and digital transformation.

In this regard, Sharikat Mubasher held an Interview with Chairman and CEO Narek Sirakanyan to know more about FIG's approach and how it contributes to the region's economic ambitions, as well as its regional expansion strategy.

 

 

What is FIG’s core investment philosophy, and how does it align with the economic visions of GCC countries?

At Freedom International Group (FIG), we identify high-growth opportunities in sectors that are critical to the future development of the GCC region. We particularly focus on healthcare, technology, and hospitality, as these areas align closely with the economic diversification strategies outlined in the Vision 2030 plans of countries like Saudi Arabia and the UAE. We believe in supporting transformative industries that contribute to long-term economic growth, innovation, and social impact. Our investments are guided by a commitment to sustainability and scalability, ensuring that we back ventures that can make a meaningful contribution to both regional economies and global markets. Our commitment is more than just financial; we are also bringing our expertise from France for our nutraceuticals, from Italy for our coffee, from the US for our IT, etc. We are coming with resources and real experts who will be developing and educating locals and passing on their core competencies. 

 

The group mentions 'growing unicorns' as a core focus. What specific metrics do you use to identify potential unicorns early?

To identify potential unicorns, we focus on a range of factors, including but not limited to market size, scalability, and innovation. The key criterium is that a unicorn must contribute to our existing ecosystem and help other mini unicorns to grow to a full-scale unicorn. The second criterium is to what extent we can disrupt the market we are entering through that acquisition or with a new product line with our innovative IT expertise to find a more efficient way to attract new customers.

For us, it's important to grow more than 25% per year on a stable, consistent basis. And we are analyzing if our existing customer base will be interested in the new company.

Project V, for instance, is an umbrella brand for health and beauty products produced in France and Switzerland. We offer over 40 products from the popular Classic Hit, Direct Hit, Junior Hit, and Beauty Hit lines. Project V creates innovative products that help people take care of their health and beauty, live a full life, and improve its quality. Project V is a great way for everyone to extend active longevity and become happy. We plan a 150 million Euros turnover in 2025, covering 25 countries, and these figures will double by 2030. Our products will grow in the same period from 100 to 150.

 

You recently opened a new office in the UAE. How do you plan to differentiate yourself against dominant local players in the region?

Our presence in the UAE is part of our broader strategy to strengthen our regional footprint. While there are many established players in the market, we differentiate ourselves by focusing on sectors that have the potential for high-value transformation, such as next-gen healthcare solutions and AI-driven technology. We are also committed to leveraging our international expertise to foster cross-border collaborations and bring global best practices to the local market. By focusing on these emerging sectors and delivering tailored solutions, we aim to carve out a unique position in the UAE market.

 

FIG has a presence in 19 countries, but not yet in Saudi Arabia. Is entering the Saudi market part of your growth strategy?

Yes, Saudi Arabia is certainly on our radar. The Kingdom is undergoing a major transformation under Vision 2030, and the opportunities in healthcare, technology, and tourism are vast. While we currently don’t have a physical presence in the market, we are actively monitoring investment opportunities and partnerships that align with our core areas of expertise. As the Kingdom continues its diversification efforts, we are exploring the right time and the best way to enter the market, ensuring that we contribute meaningfully to its ambitious goals. Some of our projects can perfectly suit the giga-projects that the MBS is building, and we will successfully integrate our nutraceuticals into those projects, with the Firstline to their giga malls, hotels and hospitality, etc. Firstline is a digital space where each business competes for existing and potential clients. For users, Firstline is a mobile app that makes it convenient to truly find the best spots in their town, to purchase at great prices, and to earn extra revenue, including on the purchases of their friends. The total investment in the project has already exceeded $7 million. The plan is, over the next 3 years, to scale the project in all 17 countries where the Freedom International Group investment holding is represented. We plan to reach 17 countries by 2026 with a turnover of 50 million dollars, and 45 countries in 2030 with an annual turnover of 200 million dollars. We will rapidly achieve 100,000 users and 5,000 businesses, and later evolve towards neuro-personalization with tailor-made content for each user.

 

How do you assess the GCC's overall competitiveness compared to other emerging markets you operate in?

The GCC is a highly competitive and dynamic region, with significant advantages in terms of infrastructure, access to capital, and strategic location. Compared to other emerging markets, the GCC benefits from stable governance, progressive regulatory frameworks, and a commitment to diversifying its economies. These factors make the region an attractive destination for investors and entrepreneurs. While other emerging markets also offer compelling opportunities, the GCC stands out due to its progressive approach to innovation and economic development. Personally, I found it easy to meet anyone; everyone is open and ready to listen to new ideas and projects, and is open and excited to take risks. This is something we believe differentiates the region. 

 

Dubai has long been the regional business hub. Do you see other GCC cities catching up in terms of investable infrastructure?

While Dubai remains a key business hub, we are seeing other GCC cities like Riyadh and Muscat making significant strides in terms of infrastructure and investment opportunities. For instance, Riyadh’s push to become a global tech and innovation center is gaining momentum, while Muscat is positioning itself as an emerging hub for tourism and hospitality. We see tremendous potential in these cities, and as FIG continues to expand, we are actively considering opportunities in these locations, which offer unique advantages for businesses and investors alike.

 

Saudi Arabia represents almost 50% of the GCC’s GDP. Does the pace of the Kingdom’s economic diversification align with global investors’ expectations?

The pace of Saudi Arabia’s economic diversification is impressive and aligns with the expectations of many global investors. The Kingdom’s ambitious Vision 2030 is reshaping the economy, focusing on key sectors such as renewable energy, technology, healthcare, and entertainment. This transformation is creating a wealth of new investment opportunities, and we are seeing increased interest from both regional and international investors. While challenges remain, particularly around implementation, the Kingdom’s commitment to opening up new markets and fostering innovation positions it well for future growth. As a global investor, we are confident that Saudi Arabia will continue to be a key player in the regional and global economy.

Small amounts, smart habits: why Gen Z Saudis are turning to micro-investing

Ghada Ismail

 

Ever felt like investing is only for people in suits talking about markets over coffee in high-rise offices? Think again. Today, all it takes is a few riyals, a smartphone, and a bit of curiosity. Welcome to the world of micro-investing, where even SAR 5 can be the start of something big.

 

From students saving for future travels to young professionals building a financial cushion, Saudi youth are embracing a fresh way to grow their money. It’s smart, simple, and fits in your pocket (literally).

 

In an age where a few clicks can summon a ride, order a meal, or stream a movie, why shouldn't building wealth be just as effortless, especially for the next generation? For today’s youth, the concept of investing is no longer confined to Wall Street veterans or finance majors. With the rise of micro-investing platforms, even a teenager with a smartphone and a few spare riyals can begin planting the seeds of financial independence. As traditional barriers to entry crumble—high capital requirements, complex jargon, intimidating brokers—a new wave of digital tools is making investing accessible, educational, and even fun. In Saudi Arabia and beyond, young people are not just spending money; they're learning to grow it, one micro-investment at a time.

 

What’s Micro-Investing, Anyway?

Micro-investing is a financial strategy that allows individuals to invest small amounts of money, often as little as a few riyals or dollars, into stocks, Exchange-Traded Funds (ETFs), or other assets, typically through mobile apps. Unlike traditional investing, which often requires large sums and expert knowledge, micro-investing breaks down these barriers by enabling users to round up spare change from everyday purchases or make small, recurring contributions. Micro-investing lets users invest tiny amounts—think the spare change from your daily gahwa—into diversified portfolios. It's designed to be beginner-friendly, turning investing from something intimidating into a daily habit.

The goal isn’t to get rich overnight, but to build wealth gradually, develop smart financial habits, and make investing part of everyday life. For young people, it’s an easy entry point into the world of finance; low risk, low cost, and high potential for long-term learning and growth.

 

Who’s Leading the Way in Saudi Arabia?

The Kingdom’s fintech scene is buzzing with innovation, and micro-investing is quickly catching on. Here are a few players making it happen:

  • Wahed Invest: A Shariah-compliant robo-advisor offering low minimum investments, perfect for beginners who want halal options.
  • meem Digital Banking by Gulf International Bank: Digital banking meets investment access with an app tailored for the tech-savvy.
  • Mal: A homegrown, SAMA-licensed platform designed to simplify investment for everyday Saudis. With a strong focus on Shariah compliance and financial education, it’s an ideal entry point for young users wanting to invest in line with their values.
  • Raqamyah: While technically a peer-to-peer lending platform, Raqamyah opens the door for youth to invest in SMEs starting from SAR 1,000. It’s a more hands-on model, perfect for those eager to support local entrepreneurship while earning steady returns.
  • Thndr (coming soon to KSA) – Already popular in Egypt for its zero-minimum investing and Gen Z-friendly interface, Thndr is eyeing Saudi expansion. Its accessible design and emphasis on financial literacy could make it a major player once it lands.

These platforms are bringing investing closer to the youth—on their terms, in their language, and through the devices they use daily.

 

Why the Buzz Among Youth?

  • It’s Easy: Download an app, answer a few questions, and you’re in. No suits, no jargon.
  • It’s Affordable: Start with pocket change instead of waiting to “have enough.”
  • It Feels Good: Watching your money grow—even slowly—is addictive in the best way.
  • It’s in Arabic: More platforms are catering to local culture and language, making the experience feel less foreign.

And let’s not forget the rise of Saudi financial influencers who are turning investing into snackable, relatable content on TikTok and Instagram.

 

But It's Not All Glamorous

Sure, it’s fun—but it’s not magic. Some misconceptions to clear up:

  • Returns aren’t instant—this isn’t a shortcut to being rich.
  • Risk still exists—even SAR 5 can go down in value.
  • More Arabic-first tools are needed—some platforms still favor global interfaces and products.

However, awareness is growing, and regulators like SAMA and the CMA are moving fast to encourage innovation while protecting users.

 

Riyal by Riyal, You're Building a Habit

So, the next time you think investing is too complicated or too expensive, remember: your future portfolio might just start with that loose change sitting in your wallet. In a country driven by bold vision and youthful energy, micro-investing is your chance to turn small steps into big wins.

 

It’s not about becoming a millionaire overnight; it’s about becoming smarter with your money every day.
Why wait for “someday” when you can start with SAR 5 today?