| By Hotelier Middle East

Strategic Expansion Toward 2028

H World International is accelerating its presence across the Middle East, Africa, and India with a development plan featuring leased, managed, and franchised hotels slated to open by 2028. The company sees rising demand from business travellers as well as the leisure sector, with priority markets including the UAE, Saudi Arabia, Oman, and Egypt.

Tourism Momentum in MENA

Siegfried Nierhaus, Vice President for the Middle East, India, and Africa, describes the region as undergoing a remarkable economic shift. National development plans, especially Saudi Vision 2030, are reshaping tourism priorities, opening the door for upscale hotel concepts. Dubai remains a global gateway, while Abu Dhabi and Oman are gaining ground through luxury culture-driven travel. Egypt, supported by growing foreign partnerships, continues to rebuild investor trust.

Nierhaus highlights strong demand arriving from global markets such as China, Germany, and Egypt, noting that travellers increasingly seek brands that combine authentic character, sustainable values, and modern design.

Egypt: A Core Growth Hub

Egypt remains a vital base for the company, recording a year-to-date occupancy rate of 73.2 percent. Guests from Germany, the UK, and Europe fuel consistent performance, contributing to a 5.7 percent year-on-year rise in average daily rates.

H World International currently operates 16 hotels and six Nile cruise ships in Egypt, with the Steigenberger Resort Saint Catherine scheduled to open in late 2025. Positioned in the Sinai Peninsula, the resort will serve as a wellness retreat immersed in natural surroundings.

Saudi Arabia: Rising Demand

The Kingdom represents another major pillar of expansion. Several new hotels are planned before 2028, aligned with Saudi Arabia’s tourism targets. IntercityHotel Riyadh Malaz reported 76.8 percent occupancy year-to-date in 2024, climbing to 80.6 percent over the latest three months, surpassing market averages.

Across Saudi Arabia, IntercityHotels saw a 13.3 percent occupancy increase, paired with an 8.4 percent rise in ADR. Combined, these gains produced a 23.8 percent lift in RevPAR, a signal of solid mid-scale market strength.

Culture-Driven Hospitality Vision

Nierhaus explains that cultural identity sits at the centre of the brand’s approach. Hotels integrate local design features, culinary traditions, and regional influences to deliver meaningful guest experiences. The goal is to retain brand consistency while shaping each property to reflect its surroundings.

Comprehensive employee training ensures standards remain uniform across markets, yet properties are encouraged to highlight unique local narratives and decorative elements—something travellers increasingly seek.

New Lifestyle Brands on the Horizon

H World International is evaluating options to introduce additional lifestyle-focused brands to the region. Among them is Zleep Hotels, defined by Nordic elegance, functional style, and comfort at accessible price points. The group expects these modern concepts to resonate strongly with experience-driven visitors.

Local Collaboration for Sustainable Growth

Partnerships play a key role in expansion strategy. The company works closely with local developers, regional operators, and tourism bodies to secure suitable locations and ensure long-term viability. Successes in Egypt and the company’s India joint venture illustrate the value of regional cooperation.

Original Article:

Hotelier Middle East. (2025). H World International’s high hopes for MENA tourism boom. https://www.hoteliermiddleeast.com/people/h-world-internationals-high-hopes-for-mena-tourism-boom