Rua Al Madinah Holding Company is one of the Public Investment Fund companies (PIF) involved in the investment of Saudi Arabia’s vision for progression and evolution for 2030. Rua develops the most distinguished projects in line with the 2030 vision which seeks to enrich the position of the city and its Islamic heritage. Khalid M. Al Telmesani, recognised as CEO of the Year, 2021- Saudi Arabia, describes Rua’s role and importance within the Kingdom. 

Rua Al Madinah Holding Company, one of the Public Investment Fund (PIF) corporations, aims to develop and diversify the economic base of Saudi Arabia by strengthening the position of Al Madinah Al Munawara as a prestigious religious destination with a modern infrastructure derived from its Islamic history. Furthermore, Rua inspires to raise the readiness of the central area of Al Masjid Al Nabawi - or the Prophet’s Mosque, built by the Islamic Prophet Muhammad (PBUH) and opened in 622AD - by developing integrated hospitality, commercial, residential and edutainment projects that serve the Madinah people, pilgrims, and its visitors. 

Rua Almadinah project, focusing on this vision for 2030, is embarking on a unique transformation of economic and social reform to reinvent Saudi Arabia to the world. This strategic framework would reduce Saudi Arabia’s dependence on oil and diversify its economy by developing public sectors such as infrastructure, recreation, and tourism. Its fundamental goal is the reinforce economic investment activities and promote a softer image of the Kingdom. 

Rua’s initial design and initiation were to reinforce the position of Al Madinah as an Islamic destination by harnessing expertise, capabilities, and all modern technologies in its projects. The Rua project is known for its character by its strategic location and direct view of the Prophet’s Mosque from its eastern side, with a total area of 1.35 million square meters. In addition, the project is based on several essential elements, including complete separation between the movement of vehicles and pedestrian paths. 

Rua has a modern design within a sustainable green environment, enriching the visiting experience while respecting the sanctity of the place. The project extends past the unprecedented urban renaissance experienced by Saudi Arabia and, therefore, reflects the community, with rich history and a bold, fresh outlook as a pillar holding up the municipal area. The Rua project is directed towards pilgrims, visitors, and Madinah residence and aims to host additional visitors to Al Masjid Al Nabawi. The project will do this by increasing the capacity of hotels and providing unique commercial, residential, and cultural projects in a great area, enriching the spiritual and cultural experiences of pilgrims and visitors. 

It also hopes to develop cultural centres and museums around the area, comprehensive and modern systems for pedestrian passages, and facilitate arrivals and departure procedures. Additionally, the project is integrated and directly connected to the eastern yard of the Holy Mosque. 

At the helm of this impressive project is Eng. Khalid M. Al Telmesani who joined Rua as Chief Executive Officer in 2019. Having previously served as a board member in several reputable firms, lectured in various seminars, and attended numerous accredited courses and executive programs in international institutes such as IMD, Lausanne – Switzerland, Eng. Al Telmesani is a leading authority in his field. He received his graduate degree in Systems Engineering and Operations Research from King Fahd University of Petroleum & Minerals (KFUMP) in 1985 and since then has worked his way up the ladder of several significant and reputable companies before landing the role of CEO at Rua Al Madinah Holding Company, where he was recently recognised as CEO of the Year, 2021 – Saudi Arabia. He, like the team around him at Rua, is driven by the vision for 2030 and all that their project can contribute to this ambition: “We need to create a true sense of place, a destination and an opportunity,” he states.

Rua Almadinah project has adopted a lifestyle rich in serenity and spirituality. The project acquires its importance by facilitating the services of visitors from all countries of the world, offering pleasant stays next to the Prophet’s Mosque, and providing the highest standard of hospitality.

Therefore, the project’s master plan was designed by world-renowned consulting firms with local and vast international experiences based on best practices and standards of international quality and technology worldwide. 

However, like many places around the world, the COVID-19 pandemic has drastically and significantly affected the real estate market since the beginning of 2020. This was the biggest challenge to overcome for the Rua project; however, the staff and team members have been highly willing and open to working from home whilst carrying on with the responsibilities required. During this period, face-to-face and personal experience with staff members are appreciated. It has been seemingly underestimated how important human interactions are for team members and staff members within the workforce. 

For Rua, the employees are the actual assets of the organisation as they are the ones who contribute effectively towards the successful functioning of the company, the community, and the project itself. They strive hard to deliver the utmost best performance, of high quality, standard and regards and achieve the assigned targets and above within a timely and respectable manner. Therefore, the Rua hiring policy is based on but not limited to those who show long-term potential, enthusiasm, and passion. Additional aspects considered are loyalty, dependability, self-reliance, team players, and dedication to the business by working hard, practical, and intuitively. 

The team has been more productive throughout this virtual journey due to fewer interruptions within the workplace or working area. With this vastly unexpected progression, the Rua project has accomplished more than expected in its projected timeline and is looking forward to the future and the oncoming years. Rua will then be able to showcase all the hard work its dedicated members of staff have taken on during this time with a clear mission to enhance Al Masjid Al Nabawi and the incredible nation that surrounds it by 2030. 


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