We create tourism destinations that inspire experiences and create value

At Tourism Enterprise Company (Shams), we develop and manage tourism and leisure destinations that combine quality experiences, beautiful places and efficient operations. We invest in the Kingdom’s tourism potential to deliver destinations that meet the aspirations of families and visitors, while contributing to the growth of the tourism sector and a better quality of life.

Discover Shams Explore our projects

Sunrise over a calm beach as a wave meets the sand

Aerial view of a sandy bay with turquoise water and small boats

The waterline seen from above on soft sand

Our journeySince 1991

DestinationsCoastal destinations

ExperienceDiverse experiences

ImpactA sustainable vision

Shams at a glance

What we build on

Four pillars that define how we work and guide our decisions in every destination we develop.

01 / 04 Scroll to move through the pillars

Since 1991

Experience in tourism and hospitality

Coastal destinations

Bringing together nature, leisure and hospitality

Diverse experiences

Stays, leisure, marine activities and events

A sustainable vision

Long-term growth and lasting value

About us

Shams… where vision becomes a destination

We develop tourism projects that combine remarkable places, quality experiences and efficient operations.

Tourism Enterprise Company (Shams) was founded to develop and operate tourism and leisure projects that offer visitors distinctive experiences and maximize the value of tourism assets and destinations.

Today, we continue to grow our business with a vision focused on building more attractive destinations, enhancing the guest experience and developing strategic partnerships that support sustainable growth.

Discover the Shams story

The sea at dawn with birds flying over the horizon

A destination is an experience

We believe a successful destination is about more than the place. It is built around the experience, from the moment of arrival to departure.

Tourism Enterprise Company (Shams)

Our vision

To be among the leading Saudi companies in developing tourism and leisure destinations.

We aim to build a growing portfolio of projects and destinations that combine operational quality, innovation and compelling experiences, in step with the major transformation of tourism in the Kingdom.

Our mission

We turn tourism potential into experiences and lasting value.

We develop destinations that meet visitors’ needs, create value for shareholders and partners, and contribute to the development of communities and the tourism economy in the Kingdom.

Our values

Five values that shape how we work

Hospitality

We put the guest experience at the heart of everything we do.

Quality

We strive to deliver high standards of service and operations across all our work.

Innovation

We constantly look for new ideas that make the experience more distinctive.

Responsibility

We work with professionalism and transparency, committed to responsible and sustainable practices.

Partnership

We believe real growth comes through long-term strategic partnerships.

Our projects

Destinations where memories are made

Shams develops and manages a portfolio of tourism and leisure assets and destinations, with a focus on coastal destinations and experiences that bring together stays, leisure and family activities.

Half Moon Bay · Al Khobar

Palm Beach Resort

A coastal destination offering an experience that brings together accommodation, marine activities and family entertainment, on one of the most beautiful beaches in the Eastern Province.