1991
Foundation
The launch of the Tourism Enterprises Company (Shams) to work in the development and operation of tourism and entertainment projects.
About Us
Shams… a tourism experience with a future vision. We develop destinations that combine the quality of the experience, the beauty of the place, and the efficiency of the operation.
Our story
From a coastal location… to a destination with its own personality
Touristic Enterprises Company (Shams) was established with the aim of developing and operating tourism and entertainment projects capable of providing distinctive experiences for visitors, and maximizing the value of tourism assets and destinations.
Today, we continue to grow our business with a vision focused on building more attractive destinations, improving the guest experience, and developing strategic partnerships that support sustainable growth — at a time when the Kingdom's tourism sector is undergoing one of its biggest transformations.
1991Year established
Nisf Al Qamar (Half the Moon)Current Destination Location · Al Khobar
March
Stations on Shams Road
A journey in which operational experience and market knowledge have accumulated, and today is heading towards a broader expansion.
Operate
Building operational expertise
Developing destination management capabilities: accommodation, marine activities, family entertainment, restaurants and hospitality.
day
Palm Beach Resort
A coastal destination in the half moon area of Khobar, combining accommodation, marine activities and family entertainment.
Almougbal
Portfolio Expansion
Seek out new locations and opportunities, and build long-term strategic partnerships that support sustainable growth.
Touristic Enterprises Company (SHAMS)
Our Vision and Mission
Our Perspective
To be one of the leading Saudi companies in the development of tourism and entertainment destinations.
We seek to build a growing portfolio of projects and destinations that combine operational quality, innovation, and experience appeal, in line with the significant transformation of the Kingdom's tourism sector.
Our Mission
We turn tourism potential into sustainable experiences and value.
We develop destinations that meet the needs of visitors, create value for shareholders and partners, and contribute to the development of communities and the tourism economy in the Kingdom.
Our Values
Five values that govern the way we work
They are not slogans, but criteria by which we measure our daily decisions in every destination we develop and operate.
01
Hospitality
We put the guest experience at the heart of everything we do-from arrival to departure.
02
Quality
We strive to deliver high levels of service and operation in all our businesses, and continuously measure them.
03
Innovation
We're constantly looking for new ideas that make the experience more memorable and personalize the destination.
04
Ownership
We operate professionally and transparently and are committed to responsible and sustainable practices towards the environment and society.
05
Partnership
We believe that real growth is achieved through long-term strategic partnerships.
Our Approach
How to Build a Destination
Four stages we go through in each project, from reading the site to running the experiment and developing it.
Read Location
Studying the components of the place and the surrounding market and the needs of the targeted visitors.
Experiment design
Build the destination concept around the guest journey: arrival, stay, activities, hospitality.
DevOps
Implement and operate facilities with clear service standards and trained teams.
Measure and Improve
Monitoring visitor satisfaction and operational efficiency, and developing the offer season after season.
communication
Would you like to learn more about Shams?
Our team is ready to answer your questions about the company, its projects and partnership opportunities.