Fahad Al-Obailan, CEO of BAAN Holding Group, announced the group’s participation in the Saudi Tourism Forum 2025 under its new identity. This rebranding marks a significant milestone in the group’s 50-year history, formerly known as Al-Hokair Group. The group showcased its diverse portfolio, including hospitality, entertainment, and catering, alongside strategic investments in Saudi Arabia’s rapidly growing tourism sector.
New Identity Reflects Commitment to Innovation
During the event, BAAN Holding Group unveiled its new logo and identity, reflecting its commitment to building, innovation, and growth. Al-Obailan emphasized that the name “BAAN” symbolizes clarity and transparency, aligning with the group’s vision for continued transformation. He stated, “This rebranding represents our dedication to evolving with the Kingdom’s dynamic economic landscape.”
Aligning with Saudi Vision 2030
Moreover, Al-Obailan elaborated on BAAN Holding’s contributions to Saudi Arabia’s Vision 2030, particularly in the tourism sector. “Saudi Arabia has undergone remarkable transformations in recent years under the leadership of King Salman and Crown Prince Mohammed bin Salman,” he said.
The tourism and entertainment sectors have experienced unprecedented growth, supported by consumer culture advancements and the country’s investment in human capital. Al-Obailan highlighted upcoming milestones such as Expo 2030, the Asian Games, the Winter Games, and the FIFA World Cup, emphasizing their potential to elevate the Kingdom’s global profile.
He added, “With the evolving qualifications of our youth and the rapid development of tourism and entertainment, we are excited to embrace these opportunities and drive substantial growth.”
Evolving Consumer Culture
The CEO underscored the role of evolving consumer culture and the increasing expertise of Saudi youth in driving the sector forward. “We are entering this market with great enthusiasm and optimism,” Al-Obailan said. He added, “Insha’Allah, we anticipate tremendous growth and success in the years to come.”
Al-Obailan expressed gratitude for the opportunity to participate in the forum and reiterated BAAN Holding Group’s commitment to contributing to the Kingdom’s ambitious vision. The group’s rebranding and strategic investments aim to support Saudi Arabia’s position as a global tourism and entertainment hub.
This rebranding from Al-Hokair Group to BAAN Holding Group signifies a new chapter, aligning with the Kingdom’s vision for a diversified and thriving economy.
