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Saudi Arabia’s vision for sustainable luxury tourism unveiled in Soudah Peaks

In a remarkable step toward diversifying its economy and enhancing its global tourism standing, Saudi Arabia is set to unveil an extraordinary luxury mountain tourism destination, Soudah Peaks . Located at an elevation of 3,015 meters above sea level on the kingdom’s highest peak, this ambitious project is a pivotal part of the Public Investment Fund’s ( PIF ) visionary efforts.

HRH Crown Prince Mohammed bin Salman launched a masterplan to develop Soudah and parts of Rijal Almaa into Soudah Peaks. It resides in an extraordinary natural and cultural environment in the Aseer region (southwest Saudi Arabia).

Crown Prince Mohammed bin Salman’s vision

Soudah Peaks represents a new era of luxury mountain tourism by providing an unprecedented living experience while preserving the natural environment, cultural and heritage richness of the area. Strategically aligned with Vision 2030, it supports tourism, economic growth (adding SAR 29 billion to GDP) and generates jobs. The masterplan aims to preserve the environment, diversify income and attract investments. HRH Crown Prince Mohammed bin Salman, chairman of Soudah Development’s Board of Directors , said: “Soudah Peaks will be a significant addition to the tourism sector in Saudi Arabia and place the kingdom on the global tourism map while highlighting and celebrating the country’s rich culture and heritage. Visitors will have the opportunity to discover the beauty of Soudah Peaks, explore its rich culture and heritage, and experience the authentic hospitality of the local community. Soudah Peaks will offer unforgettable experiences amidst lush greenery, above the clouds.”

Development zones at Soudah Peaks

  The project aims to offer high-end, luxury hospitality services to over two million visitors throughout the year by 2033. The destination will be home to six unique development zones: Tahlal, Sahab, Sabrah, Jareen, Rijal and Red Rock. Each will offer a range of world-class facilities, entertainment and commercial attractions, as well as outdoor attractions dedicated to sports, adventure, wellness and culture.

Soudah Development’s sustainability commitment

By 2033, Soudah Development plans to provide 2,700 hospitality keys, 1,336 residences, and 80,000 sqm commercial space at Soudah Peaks. The project spans over 627 square kilometers of awe-inspiring nature, with less than 1 percent of the land designated for construction. Thus, it reflects Soudah Development’s commitment to protecting and preserving the environment. Saudi Arabia’s visionary initiatives, exemplified by projects such as Soudah Peaks, underscore the nation’s commitment to innovation and sustainability. The integration of luxury and conservation showcases the kingdom’s unwavering dedication to striking a balance between progress and environmental responsibility. Saudi Arabia is firmly establishing its position on the global stage as a destination that offers extraordinary experiences.

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Rita Ghantous

Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.

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• Saudi Arabia’s burgeoning hospitality scene ranks first among Arab nations for inbound visitors in 2022
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Saudi Arabia leads in commitment to sustainable tourism

The kingdom has seen record-breaking growth within the travel sector this year.

Saudi Arabia's Red Sea destination has begun welcoming its first tourists. Photo: Red Sea Global

Saudi Arabia has become a “must-see destination”, Zurab Pololikashvili, secretary-general of the United Nations World Tourism Organisation, said in Riyadh during the opening ceremony of World Tourism Day this weekend.

“This is a country that always looks forward, and in big ways,” he continued. “Saudi Arabia is now the second-biggest place for foreign direct investment projects in all the Middle East and Africa. I’m proud to say we count on the support of Saudi Arabia.”

The UNWTO has celebrated World Tourism Day in September since 1980. Every year, world leaders meet to discuss objectives and milestones to further boost the tourism sector, and this year was no different as about 500 top officials from 145 countries convened at the Four Seasons Hotel Riyadh to talk about the industry's latest developments, with a focus on sustainability, humanity and prosperity.

Winston Duke speaks in Saudi Arabia for World Tourism Day

“This World Tourism Day, we focus on the vital need to invest in building a more sustainable sector for people, planet and prosperity,” said Pololikashvili. “The day also makes clear why UNWTO underscores the need for investment in education and for greater innovation as the foundations for long-term growth and transformation.”

The kingdom's dynamic tourism industry was also under the microscope, as leaders congratulated the country on its vision and discussed issues of climate change, governance and empowering people across the world.

Saudi Arabia is the chair of the UNWTO Executive Council this year as Riyadh is home to the organisation's first regional office for the Middle East. Last year, Saudi Arabia also hosted the 116th session of the UNWTO Executive Council with a focus on advancing sustainability across the board, from governance to investing in infrastructure and youth.

The fastest growth in the Middle East

Around the world, the tourism sector accounts for 1 in 10 jobs, the World Travel & Tourism Council (WTTC) said, although it's an industry that was significantly affected by the pandemic. Saudi Arabia, however, has seen unprecedented growth over the past few years, since it opened its borders to recreational visitors.

“Since embarking on our tourism journey, Saudi Arabia has been committed to enhancing the sector and generating an impact that extends beyond borders,” said Saudi Arabia's Minister of Tourism Ahmed Al Khateeb.

Fahd Hamidaddin, chief executive of Saudi Tourism Authority, said the country is “blessed to experience a growth like no other”.

“The last seven months have seen a record-breaking growth for Saudi Arabia. We are experiencing an economic revolution … and all of this is a manifestation of a new leadership,” he said.

The value of the tourism sector in Saudi Arabia is expected to reach $93.4 billion in 2023, said Arnold Donald, chairman of WTTC. He said it makes up 10 per cent of Saudi Arabia’s GDP and they expect the sector to “grow at the fastest pace in the Middle East”.

By 2030, the country hopes to welcome more than 100 million visitors annually.

The sector will also add one million jobs over the next 10 years, the Ministry of Tourism announced earlier this month. At the event, Al Khateeb also unveiled plans for the Riyadh School for Tourism and Hospitality, an ambitious project that will cost more than $1 billion. It aims to be a student-centric facility, which will span five million square metres in Qiddiya and offer a hybrid curriculum that aims to bridge the global tourism skills gap.

“The Riyadh School of Tourism and Hospitality is Saudi Arabia’s gift to the world,” he said. “Through its pioneering curriculum, that will offer comprehensive higher education courses covering all aspects of the tourism and hospitality industry, the school represents Saudi Arabia’s commitment to providing comprehensive, progressive education that empowers individuals, both domestically and internationally.

“As we invest in the next generation of tourism professionals, we are not only securing the industry’s future, but also fostering a legacy of excellence that will drive prosperity, stimulate individual growth of citizens and foster cultural exchange for years to come.”

Saudi Vision 2030 focuses on sustainability and regenerative tourism

The $500 billion megacity Neom in Tabuk , north-western Saudi Arabia, will be the country's first city to have zero carbon emissions and 95 per cent of the development will remain untouched for nature and conservation.

Sunset in Neom's Hisma Desert. All photos: Getty Images / Unsplash

In a major step in Saudi Arabia's shift away from an oil-based economy, Neom will also be powered entirely by clean energy, with no carbon-emitting vehicles.

Elsewhere, Red Sea Global is pioneering regenerative tourism with its Red Sea project, located on Saudi Arabia's western coast, as it aims to preserve the kingdom's pristine and untouched waters, coast and to further enhance coral reefs. The development, which is already in the first stage of opening , spans 28,000 square kilometres of land, including an archipelago of more than 90 islands, promising turquoise-lined coastlines, unrivalled marine life and a variety of upscale accommodation options.

The under-construction King Salman International Airport in Riyadh will also incorporate green technology in its design and aims to achieve LEED (Leadership in Energy and Environmental Design) platinum certification, the Saudi Press Agency said, which means it generates less waste, consumes less energy, water and other resources, making it more resilient and environmentally friendly.

A sustainable hospitality industry

Hotels in the kingdom have also aligned with the Saudi Vision 2030, to lead and build with the most sustainable practices.

Guests are paying more attention than ever to how a hotel leaves its mark on the world around it, with an increasing number deciding to book a stay based on a property’s carbon footprint and how it supports the communities in which it operates, said Haitham Mattar, managing director at IHG Hotels & Resorts, which currently operates 40 hotels across Saudi Arabia.

“New destinations such as the Red Sea Development and Neom, for example, are incorporating key initiatives to ensure environmental sustainability.

“With a massive footprint across the globe, the tourism and hospitality sectors play an important role in working towards a sustainable future. As one of the world’s leading hotel companies, we embrace our responsibility and opportunity to make a positive difference and help shape the future of responsible travel.”

Guenter Gebhard, regional vice president and general manager at the Four Seasons Hotel Riyadh, told The National on the sidelines at World Tourism Day that the hotel takes its sustainability initiatives seriously. “The hotel does not use plastic water bottles, we only use glass. We will have a hydroponic plantation, we will start growing tomato, salads, herbs and more higher up rather than on ground,” he explained.

“We have changed our lighting systems into LED to reduce our electricity load and we intend to do the same with ACs,” he added. “We're just finishing off our water bottling plant, which will go active hopefully by either December this year or January of next year. That means we're not even bringing water in any more. We have our own water purification system – that will then be bottled as still and sparkling and will go out into the restaurants and into the rooms. This will be free.”

Radisson Hotel Group also aims to remain steadfast in its commitment to a sustainable future, with a goal to become net zero by 2050, said Basel Talal, the group's managing director for Saudi Arabia, Kuwait and the Levant.

Park Inn by Radisson Makkah Al Naseem hotel, for example, utilises a state-of-the-art food recycling system, transforming 75kg of daily food waste into organic compost, reducing waste volume by about 90 per cent.

“It is imperative to strategise on how tourism can be a catalyst for fostering opportunities for people, spearheading a green transformation, and manifesting sustainability for the planet, thus paving the way for inclusive prosperity,” said Talal.

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Masterplan for THE RIG. unveiled, a new adventure tourism destination in Saudi

The Oil Park Development Company (OPDC), a closed joint stock company wholly owned by the Public Investment Fund (PIF), and developer of THE RIG. recently unveiled an ambitious vision for adventure tourism with the launch of THE RIG.

The project is in line with PIF’s strategy and objectives laid down in Saudi Arabia’s Vision 2030, seeking to drive tourism sector growth, create employment opportunities for local talent, attract investment, and diversify the economy.

THE RIG. is inspired by the design of offshore oil platforms, to celebrate the legacy and heritage of Saudi Arabia’s long oil and gas history. The unique hospitality and adventure experience will span a gross floor area of over 300,000 square meters, located 40 km from the coastline, near Al Juraid Island and Berri Oil Field in the Arabian Gulf.

THE RIG. will seek to attract over 900,000 annual visitors by 2032, appealing to a wide range of domestic, regional and international audiences, including adrenaline seekers, explorers, balanced holidaymakers, and relaxation seekers.

The range of hospitality, leisure, entertainment and accommodation options provided by THE RIG. include three hotels totalling 800 rooms, along with 11 restaurants, an extreme sports and adventure park, a world-class marina, and helipads.

THE RIG. will feature a wide variety of water activities, including a diving centre, in addition to an amusement park, splash park, an E-sports centre, an immersive theatre and a multipurpose arena. THE RIG. will also celebrate the Kingdom’s rich oil and gas heritage by creating an exceptional and unique experience, making it a must-visit destination.

The project will be developed by the Oil Park Development Company (OPDC) under the direction of its CEO, Raed N. Bakhrji, who brings more than 20 years of experience in the oil and gas industry and a passion for the future of adventure tourism.

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25 October ‎ 2021 | Tourism Ecosystem News

Saudi arabia prioritizes tourism sector net zero target.

The Sustainable Tourism Global Center launched by Crown Prince Mohammed bin Salman at the Saudi Green Initiative Forum on Saturday aims to modernize the sector with a focus on preserving nature and fighting climate change.

With the global travel and tourism sector responsible for 8 percent of the global greenhouse gas emissions, Saudi Arabia is giving priority to achieving net-zero emissions in the sector.

Referring to the global emissions at the SGI event, Saudi Tourism Minister Ahmed Al-Khateeb said: “This is expected to grow if we do not act now.”  

“Tourism is also a highly fragmented sector. Eighty percent of the tourism businesses are small and medium-sized enterprises that rely on guidance and support from sector leadership. The sector must be part of the solution,” he said.

Sustainable Tourism Global CenterThe center will support travelers, governments, and the private sector to ensure that tourism enables growth and creates jobs, while playing its part to achieve the climate goals laid out in the Paris Agreement, including contributing to keeping the global temperature rise to under 1.5 degrees Celsius.

The facility aims to be the “north star” for the tourism sector as it recovers from the COVID-19 pandemic and transitions toward a sustainable future.

Globally, tourism supports more than 330 million livelihoods – and pre-pandemic, it was responsible for creating one in four new jobs globally.

Al-Khateeb said: “Saudi Arabia, following the vision of the Crown Prince, is answering this vital call by working with partners to create a multi-country, multi-stakeholder coalition, that will lead, accelerate, and track the tourism industry’s transition to net-zero emissions.”

Details of the center and its functions will be  unveiled at the COP26 in Glasgow.

Gloria Guevara, the chief special adviser to the tourism minister, said: “For years and years, multiple players across the tourism sector have been working on different initiatives to accelerate the race to zero (emissions) — but we have been working in silos. The impact of the global pandemic on the tourism sector highlighted the vital importance of multi-country, multi-stakeholder collaboration. And now, Saudi Arabia is stepping up to bring stakeholders together to make tourism part of the solution to climate change.”

04 November ‎ 2021 | Tourism Ecosystem News

Saudi thrives at wtm with announcements of major international partnerships.

The Saudi pavilion at World Travel Market (WTM) London 2021 was alive with business deals and development announcements, evidence of international confidence in Saudi’s fast-growing tourism sector.

01 November ‎ 2021 | Tourism Ecosystem News

Saudi arabia inspires the world at tourism expo in london.

Saudi Arabia inaugurated Monday its pavilion at the Travel & Tourism Expo London, the most prominent international tourism event for this year, as the Kingdom aims to strengthen its remarkable and continuous presence to inspire the world through the participation of the main partners of the Saudi tourism sector.

28 October ‎ 2021 | Tourism Ecosystem News

Saudi arabia to host world travel and tourism council summit next year.

Riyadh has been chosen to host the 22nd Global Summit of the World Travel and Tourism Council (WTCC) next year. The summit, the largest travel and tourism event in the world, will be hosted by the Kingdom at the end of next year following the upcoming edition in Manila from March 14 to 16.

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Discover Siranna: Newest exclusive tourism escape unveiled in Neom, Saudi Arabia

Situated on gulf of aqaba coastline, siranna in saudi arabia's neom is an ultra-luxurious tourist destination, home to 65-key hotel and 35 exclusive residences.

The Board of Directors of NEOM has unveiled Siranna, an exclusive tourism escape, and the latest destination to be announced by the sustainable regional development evolving in northwest Saudi Arabia .

Siranna is a space where elegant and innovative living meets to facilitate a lifestyle without compromise. Situated on the Gulf of Aqaba coastline, this ultra-luxurious destination will be home to a 65-key hotel, as well as 35 exclusive residences.

The destination offers uninterrupted views of the Red Sea, with its tiered design offering diverse views and perspectives. Emerging from the rugged coastal terrain, the hexagonal pillars are distinctive, yet complementary to the surrounding mountains and flora. Arriving via waterborne transportation to the secluded bay, guests will journey through the natural rock formations before reaching the enchanting entrance of the property.

With a focus on fostering original thinking and relaxation, Siranna will offer visitors and residents the opportunity to escape the noise and disruptions of everyday life and surround themselves with like-minded people in an effortlessly chic setting.

A signature beach club, spas, and state-of-the-art wellness facilities will be on offer for visitors to unwind. Those seeking a connection with the landscape during their stay will enjoy the winding discovery trails via foot or horseback to explore where the sea, mountain, and wadi meet. Sophisticated dining and entertainment options will also satisfy a wide range of tastes and interests among guests.

The guiding principle underpinning the development is to ensure minimal intervention in nature, where thoughtful and deliberate techniques will be used to preserve the surrounding landscape. The architecture will pay homage to the heritage of the local area and seamlessly blend into the adjoining mountain and wadi.

Siranna is another example of NEOM's uncompromising efforts to create spaces in nature that support sustainable future living and nurture creativity, whilst offering the ultimate luxury hospitality experience.

Aligned with NEOM's commitment to conservation, Siranna will complement its coastal location and be delivered sustainably. News of the development follows the recent announcements of Leyja and Epicon, which are also sustainable tourism destinations located in the Gulf of Aqaba.

NEOM is an accelerator of human progress and a vision of what a New Future might look like. It is a region in northwest Saudi Arabia on the Red Sea being built from the ground up as a living laboratory - a place where entrepreneurship will chart the course for this New Future. It will be a destination and a home for people who dream big and want to be part of building a new model for exceptional livability, creating thriving businesses and reinventing environmental conservation.

NEOM will include hyperconnected, cognitive cities, ports and enterprise zones, research centers, sports and entertainment venues and tourist destinations. As a hub for innovation, entrepreneurs, business leaders and companies will come to research, incubate and commercialize new technologies and enterprises in groundbreaking ways. Residents of NEOM will embody an international ethos and embrace a culture of exploration, risk-taking and diversity.

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Saudia Begins A New Era With A Major Re-Branding

Contributors are not employed, compensated or governed by TD, opinions and statements are from the contributor directly

Saudia, Saudi Arabia’s national flag carrier, unveiled its new brand identity and livery in the presence of Royal Highnesses, Excellencies, and leaders from both the public and commercial sectors, as well as notable media reporters and aviation experts, during a landmark event in Jeddah. This new brand is part of a larger strategic digital transformation strategy to strengthen the airline’s support for the Kingdom’s Vision 2030, which aims to bring the world to Saudi Arabia.

The rebrand ushers in a new age for Saudia, providing innovative customer service concepts with a strong focus on technology and increasing the passenger experience by celebrating Saudi culture.

This makeover strengthens Saudi Arabia’s national identity by reimagining all products and services to appeal to all five senses. During their journey, guests can expect a genuine Saudi experience showcasing Saudi Arabia’s finest and rich culture. This features a distinctive fragrance, sound character, and regionally inspired cuisine by talented Saudi artisans.

This new identity reflects Saudi Arabia’s welcoming spirit, providing guests with a deep awareness of the country’s friendliness and hospitality while encouraging nationals and tourists to understand Saudi culture better. The rebranding also includes new uniforms for cabin crew and ground employees.

The new brand colour design, which consists of green, blue, and sand, shows Saudia’s aim to expand its fleet and destinations, connecting the globe to Saudi Arabia while emphasising the Kingdom’s authenticity and deep-rooted values.

Parallel to the rebrand, Saudia has undergone a massive digital transformation, significantly improving the customer’s digital experience. Saudia is the first international airline to use generative Artificial Intelligence (AI) as a virtual assistant, named “SAUDIA,” which is one of the region’s first of its type. Saudia will allow visitors to finish the full transaction using this quick method by the end of the year.

The ambitious, long-planned digital transformation not only improves the customer experience but also allows for more simplified operations and processes, all while ensuring the highest standards of personal data security for guests through solid partnerships with leading global companies.

“We are in a new era and a very exciting time for Saudia,” stated His Excellency Eng. Ibrahim Al-Omar, Director General of Saudia Group. Our airline has grown from a single Douglas DC-3 plane in 1945 to a contemporary fleet of 140 aeroplanes covering over 100 destinations, making us one of the largest airlines in the region.

Saudia’s name and logo are inextricably linked to the Kingdom’s aviation history and development, and our people have a strong emotional attachment to the brand. This rich past has been included in our new brand and aspects that reflect our visionary approach, poised to captivate the world.”

Saudia is launching a fully integrated digital programme and redesigning its brand, but it is also successfully and promptly advancing Saudi Arabia’s Vision 2030, engaging with all industry players to meet the National Aviation Strategy’s targets.

In keeping with Saudia’s expansion plans of bringing around 330 million tourists to the Kingdom by 2030, the strategy intends to transform Saudi Arabia into a worldwide industry leader by improving the customer experience, boosting safety, and working towards a more sustainable future.

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Ooredoo Kuwait Unveils Exclusive Roaming Packages for Umrah Pilgrims

K uwait – April 3rd, 2024- During the peak travel season for visiting Saudi Arabia in the last days of Ramadan and performing Umrah rituals, Ooredoo Kuwait, the country’s leading telecom company in integrated and innovative communication services, has unveiled its new and distinctive offers for comprehensive roaming services dedicated to customers planning to visit the Kingdom in the upcoming period.

To ensure that these travelers maintain seamless communication with their loved ones, friends, and families in Kuwait, without concerns about exorbitant roaming charges or service disruptions, Ooredoo presented a special plan for both current postpaid and prepaid customers during Ramadan and Eid Al-Fitr.

It's noteworthy that both new and existing customers can seamlessly activate the roaming offer through their Ooredoo app, ensuring a hassle-free experience.

In conclusion, Ooredoo Kuwait consistently endeavors to champion communication values in society by offering a plethora of roaming packages, catering to the needs of travelers during every season. These packages not only provide flexibility in communication but also enhance the sense of security while abroad.

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A global scramble to make humanoid robots is gearing up to be the 21st century's space race

• Humanoid robots are symbols of power and technological capability, a geopolitics expert says.
• China and the US are going head-to-head `to mass produce them, like a 21st-century space race.
• But other countries, including Saudi Arabia and Italy, are also trying to get in on the action.

The space race , an epic showdown between the US and the Soviet Union, epitomized the quest for scientific dominance and the battle for geopolitical supremacy in the 20th century.

It conjured up legendary imagery of intercontinental missiles piercing the skies, animals being launched into the earth's orbit, and Neil Armstrong's historic moonwalk.

An incident earlier this month involving a Saudi humanoid robot inappropriately touching a female reporter might not at first seem even remotely connected.

But the incident inadvertently propelled Saudi Arabia's robotic endeavors into the international spotlight, underscoring how nations around the world are jockeying to make strides in developing functional humanoid robots.

Saudi Arabia, for one, is investing heavily.

"We built a huge building at the heart of Riyadh, we hired more than 70 engineers," Elie Metri, the CEO of QSS Robotics , which made the robot and has the Saudi government's backing, told BI.

Muhammad, the robot with the wandering hand, was showcased at DeepFest , an AI conference where some of Saudi Arabia's more than 2,000 robotics companies sought to showcase the kingdom's technological prowess.

Similar projects are emerging elsewhere, from India to Nigeria, as nations vie for leadership in this burgeoning industry.

Humanoids are visual representations of breakthroughs in AI

In Italy, the Istituto Italiano di Tecnologia is working on iCub, a research-grade humanoid robot.

According to Giorgio Metta, the institute's scientific director, their primary objective is knowledge-based: to investigate whether "machine learning and AI require a physical embodiment to develop a comprehensive understanding of the world."

But Metta also acknowledges the escalating global competition to showcase innovational might, particularly in light of AI's growing economic value.

He told BI that human-like robots are particularly effective in demonstrating progress because they offer a visual and easy-to-understand representation of advancements.

"It's very easy to show that your technology is good because you see it, and there's not much to explain," he said. "If you show a computer a program, you get an answer … no matter how impressive it can be, it's not as visible as a robot."

Despite much of their work being collaborative, particularly with others in the European Union, Metta said he has been advised to exercise caution when working with one major global player in humanoid robotics: China.

"We are asked to be more careful," he said of the additional scrutiny.

It's "unfortunate" that scientists are being told to consider the sensitivities of the geopolitical situation during their research, he added.

China wants to take the lead

When it comes to humanoid robots , China is vying for the top spot, so it's no wonder other nations are getting nervous.

The country plans to mass produce advanced-level humanoids by 2025 , according to a blueprint document published by its Ministry of Industry and Information Technology in October.

Fourier Intelligence, headquartered in Shanghai, told BI that it expects to have up to 1,000 units ready for delivery this year.

CEO Zen Koh said: "China is a formidable competitor in the quest to establish dominance as a leading market force for humanoid robots."

Koh explained that many factors have contributed to China's prominence, including substantial investment in research and development, namely in AI and robotics, which he says has already given the country a leg up.

"The vast magnitude of the market offers an unmatched chance to test, improve, and expand the uses of humanoid robots," he said. "This could facilitate quick, frequent updates and enhancements, giving Chinese companies a competitive edge."

The US also wants dominance

Competing with Chinese ambitions, Agility Robotics in the US says it will produce "hundreds" of its Digit robots in 2025. The company is building a factory in Oregon that's set to open later this year.

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Agility CEO Peggy Johnson told BI: "We'll get to the hundreds in 2025 and then ramp up capacity to thousands in the years following that."

Johnson said it's well-positioned to engage customers and ramp up production and "welcomes" the competition. Amazon is testing its robots in its warehouses to help automate some functions.

Several other key players in the US have also been flexing their muscles.

This includes the $2.6 billion firm Figure AI , which recently signed an agreement with OpenAI to "develop next-generation AI models" for its robots.

The company also inked a deal with BMW to try out its robots in its manufacturing process.

Texas-based Apptronik, meanwhile, signed a partnership with Mercedes to test out how its robot Apollo can help in the production assembly line.

Tesla has its own humanoid ambitions and has previously said it wants to start selling its Optimus robot by 2027.

High stakes

In today's geopolitical landscape, Julian Mueller-Kaler, director of the Strategic Foresight Hub at the Stimson Center, said that "high technology has come to define high politics," with humanoid robots and AI representing the apex of technological development and serving as symbols of power.

The US, he said, is "defining national security through the prism of supremacy, not just in military terms and political terms, but also in economic and technological terms."

The US is strategically investing in these cutting-edge technologies as part of its bid for supremacy, he said, as well as employing other measures to impede China's growth in the field.

Over the last couple of years, the US has been implementing export controls on semiconductors to China to limit the country's high-tech capabilities.

But China, he said, has stepped up to the challenge: US sanctions supercharged China's chipmaking industry , with the majority of the fastest-growing chip firms in the world now being Chinese, according to TIME.

"They know it takes decades to build a ship fleet or aircraft carrier," Mueller-Kaler said. "The high-tech sector is where the Chinese think they have a chance to catch up."

Humanoids are the peak of a 'hype cycle'

Beijing announced last August that it was establishing a $1.39 billion fund to develop a hub for the humanoid robotics industry.

At the time, the city was already home to 100 robotics enterprises.

But Li Boyang, president of EX Robots, a humanoid robot company based in China's Liaoning Province, told CMG that China faces challenges in getting robots out of laboratories and into mass production.

Boston Dynamics agrees. Deploying robots at scale is "an incredibly difficult challenge," a representative told BI.

While obstacles to mass adoption of the technology exist, the potential rewards are substantial.

The mass production of humanoids could increase a nation's perceived power by increasing its workforce and population, Engineered Arts CEO Will Jackson told BI.

"If you could manufacture your population, suddenly you've got all of these kinds of digital citizens, or you can raise the importance of your country. They don't complain, go on strike and don't ask for workers rights," he said.

But Jackson warned that we're at the peak of what management consultant firm Gartner calls a "hype cycle," characterized by five phases: technology trigger, the peak of inflation expectations, the trough of disillusionment, the slope of enlightenment, and the plateau of productivity.

Humanoids are in the inflated expectations stage of the cycle, according to Jackson, with lots of talk on what the technology could do.

"They are not deployed," he said. "It's not a technology that's actually being used. Most of the humanoid robot companies out there now haven't ever even shipped the robot. There's a lot of optimism that is probably not very well founded."

Even so, the industry is expected to be boosted by Nvidia's recently unveiled Project GR00T , according to Jackson and Agility Robotics' CTO Melonee Wise.

It could help the sector reach a point of inflection by building a general-purpose foundation model for humanoid robots , they said, which would help them learn from past interactions and perform everyday tasks.

Saudi Arabia won't give up

While the competition to unleash humanoid robots on the world looks like a two-horse race between the US and China, Saudi Arabia refuses to be sidelined.

Metri, of QSS, said: "We have all the capabilities, we have the brains, we have the resources, we have a very huge market. Saudi Arabia today is competing with Europe, it's competing with the US. It's between the biggest markets globally."

The Saudi market, fueled by significant investments, is projected to have revenues nearing $120 million this year, according to Statista. The markets in China and the US have already surpassed the billion-dollar mark.

But Metri remains undeterred by the global competition: "Why are we doing this from Saudi Arabia? Because why not?"

Watch: Why this robot could save your life one day

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