The Point’s vision is to become the ‘mall of the future’ and is centred around creating a destination that goes beyond traditional retail. It will be a community hub where people come to engage in cultural, social and recreational activities. While choosing the tenant mix, preference will be given to experiential retail and focus will be on retailers that are offering some differential products and experiences to the community. Under the patronage of His Royal Highness Prince Turki bin Talal bin Abdulaziz Al Saud, Governor of Asir Region and Chairman of the Asir Development Authority the main contractor agreement for the construction works of “The Point” project was signed in partnership between the Tourism Development Fund and Red Sea Markets Real Estate Investment Company, with a value estimated at over one billion Saudi Riyals. The project will feature a range of retail stores, international and local restaurants and cafes, a cinema, as well as luxury serviced apartments managed by Hilton and the Canopy by Hilton hotel, marking Hilton’s first entry into Asir Region. The project will also include expansive green spaces, a health center, and a youth center. “The Point” is the largest multi-use tourism project in Asir Region since the adoption of the National Tourism Strategy, underscoring its significance as a premier tourism destination.