His Royal Highness Mohammed bin Salman, Crown Prince and Chairman of the NEOM Company Board of Directors, announced the establishment of TROJENA, the new global destination for mountain tourism, part of NEOM’s plan and strategy to contribute to supporting and developing the tourism sector in the region.
As part of the launch, McCann NY created a promotional video portraying the futuristic community of NEOM, where a group of skiers are practising the sport in sci-fi mode.
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His Royal Highness said: “TROJENA will redefine mountain tourism for the world by creating a place based on the principles of ecotourism, highlighting our efforts to preserve nature and enhance the community’s quality of life, which is aligned with the goals of the Kingdom’s Vision 2030. It also confirms our commitment to be part of the global effort to protect the environment. TROJENA will be an important addition to tourism in the region, a unique example of how Saudi Arabia is creating destinations based on its geographical and environmental diversity. This forward-looking vision will ensure that mountain tourism will be another revenue stream to support the Kingdom’s economic diversification while still preserving its natural resources for future generations.”
NEOM CEO Nadhmi Al-Nasr commented: “TROJENA represents NEOM’s values and bold plans as a land where nature and innovative technologies come together to form a unique global experience. This new development is a major contribution to achieving NEOM’s long-term ambitions by adhering to the principles of sustainability and utilizing state-of-the-art technology and engineering, across various disciplines, to make NEOM an all-round and attractive world-class destination.”
TROJENA features innovative architecture, where the captivating landscapes of NEOM mountains coexist in harmony with the tourist sites developed within them, offering a new tourism experience that reflects the future of living, working and entertainment in NEOM.
Outdoor skiing is a unique feature of TROJENA that will provide a unique experience never before witnessed in the region, especially in Gulf countries known for their desert climates. Amateurs and professionals alike will be able to enjoy the many ski runs of various difficulties with an array of contrasting and breathtaking views. The blue waters of the Red Sea, the beauty of the NEOM mountain ranges and the golden desert sand dunes will provide skiers with a first-of-its-kind experience that combines these diverse environments with fun-filled and adventurous moments.
The new year-round tourist destination will consist of a series of facilities such as the ski village, ultra-luxury family and wellness resorts, a wide range of retail stores and restaurants, in addition to sports activities, including a ski slope, watersports and mountain biking, as well as an interactive nature reserve. The project is set for completion by 2026.
To enrich the lives and enhance the well-being of residents and visitors, the development, in accordance with international standards, will feature sports, art, music, cultural festivals and a range of recreational activities. TROJENA expects to attract 700,000 visitors and 7,000 permanent residents to live in TROJENA and its adjacent residential districts by 2030. All construction activity will adhere to NEOM’s strict environmental principles, which include a commitment to minimize disruption to the local ecology and to ensure long-term sustainability.
TROJENA is situated in the centre of NEOM, 50 kilometres from the Gulf of Aqaba coast, in a region characterized by a mountain range with the highest peaks in Saudi Arabia at approximately 2,600 meters above sea level. TROJENA aims to change current perceptions of visitors and residents about the services that can be provided by mountain resorts, through its exceptional design, advanced architecture and technology that integrates reality with the virtual world.
In 2022, NEOM will announce more projects with different ideas, but all will be aligned in their respect for the environment and achieving balance because NEOM’s ambitious vision seeks to shape the future in which living and working are integrated in a sustainable way.
Credits
Agency – McCann NY
Anthony Ward, Executive Director – NEOM
Robert Kellner, Director of Brand Marketing – NEOM
Fahad Hamood Alhamwah, Marketing Manager – NEOM
