Riyadh: Baheej Tourism Development Company, a joint venture between ASFAR, the Saudi Tourism Investment Company owned by the PIF, and the Tamimi-AWN Alliance, has signed a strategic agreement with Kerten Hospitality, a global leader in the integrated living and hospitality sector, that will see Kerten managing Baheej's hotel in Yanbu under the premium Cloud 7 brand, according to a press release from ASFAR. The agreement was signed at the Future Hospitality Summit in Riyadh, facilitated by ASFAR. Cloud 7 is an innovative hotel and residence lifestyle brand known for its "vibrant designs, dynamic check-in lobbies, healthy food options, and curated retail boutiques". This collaboration, said the release, demonstrates ASFAR's commitment to enhancing the hospitality sector and leveraging its network for the benefit of partners and subsidiaries. Kerten's innovative approach to hospitality and focus on vibrant communities aligns with Baheej's goal of improving the hospitality experience in Yanbu and making a posi tive difference to the local community and tourism sector. ASFAR CEO Dr. Fahad bin Mushayt said: 'Baheej's collaboration with Kerten Hospitality underlines our core principle: empowering partners and subsidiaries through our expansive network. ASFAR is committed to cultivating alliances and co-investing with private sector entities, both local and global, to accelerate the advancement of Saudi Arabia's tourism sector and enrich communities in promising cities across the Kingdom, in alignment with Vision 2030.' Source: Saudi Press Agency