Amjad Holding announced the signing of the collaboration agreement with Deutsche Hospitality for the management of the hotel facility in Amjaad’s upcoming hospitality and entertainment masterplan development located in the city of Sur, the South Sharqiyah Governorate.
Keeping in mind that on a previous occasion, Amjaad Group (through its subsidiary “Sur Front Company”) has signed an investment and development agreement with the Office of the Governor of South Sharqiya, for the development of an integrated tourism and commercial project located at the heart of Sur’s new city-centre, which is envisaged to be the city’s new commercial and entertainment hub.
The agreement signed with the well-known German hotel operator company agreed that the Sur hotel will be operated by Deutsche Hospitality under its Maxx by Steigenberger brand, which expresses the importance of choosing a hotel operator with a wide network and experience, both in the GCC region and in various countries around the world.
This agreement also represents an important step to promote Sur as one of the most important tourist destinations in the Sultanate and will contribute to raising the standards of hospitality and services provided by the city of Sur to a new level, as it was recently chosen as the Arab Tourism Capital for the year 2024.
Amjad Group explained that its master development project “Sur Front”, will be executed over three phases, with the first phase being the hospitality and outdoor entertainment zone, the second phase will be the retail and indoor entertainment zone, and the third phase will be residential, office and complementary services zone, with a project vision (once all phases are complete) to be Sur’s new commercial and entertainment hub.
The project first phase will have a 4-star hotel, which includes standard hotel rooms, serviced-apartments, and Chalets, in addition to a water entertainment centre, outdoor playgrounds and a multi-purpose hall. Phase1 components are planned to be developed on a land area of 50,000 square meters, which is part of a larger 195,000 sqm masterplan development, which adjacent Sur’s upcoming public park.
Deutsche Hospitality is the owner of the German hotel brand Steigenberger and several other well-known hospitality brands. Since its founding in 1930 by Mr. Albert Steigenberger, Deutsche Hospitality’s portfolio has grown to include a total of 128 hotels in 21 countries around the world. The company currently operates several hotels in Europe, Asia and Africa, in countries such as Germany, Austria, Switzerland, Belgium, Denmark, Sweden, Spain, China, Oman, United Arab Emirates, Qatar, Egypt and Tunisia. The company’s hotel brands range from luxury resort hotels such as Steigenberger Hotels & Resorts (their main brand), to high-end family lifestyle brands such as MAXX by Steigenberger and Jaz in the City, to corporate hotels such as Intercity Hotel, to budget brands such as Zleep Hotels.
Amjaad Holding Company, established in 2006, is also the owner of major companies in the Omani real estate market, which ranges from developments and investments to contracting and architectural design. The Group has diversified expertise in all sectors within the real estate market including retail, hospitality, entertainment, education, residential as well as industrial projects.
The group hopes that the Sur Front Project will contribute to achieving the goals and vision of Oman 2040, especially the objective of growth in the tourism and services sector.