Saudi Arabia's Red Sea coast is emerging as a serious contender in the global luxury golf market with the opening of Shura Links, the kingdom's first 18-hole championship island course. Located on Shura Island, the par-72 layout designed by Brian Curley offers a strategic challenge set against a unique coastal microclimate that keeps temperatures moderate even in summer.
The course's operator, Golf Saudi, is positioning Shura Links as a year-round alternative to traditional Gulf summer destinations. General Manager Jon Brook said the facility "sets a completely new benchmark for golf in the region," adding that it is "more than just a course; it is a place to connect and experience the raw natural beauty of the Red Sea."
Connectivity boost from Europe and beyond
Accessibility has been a key hurdle for Saudi Arabia's emerging tourism sector, but Shura Links is now benefiting from a rapid expansion of international air links. Red Sea International Airport (RSI) has added direct services from London, Paris, Munich, Moscow, and Zurich, complementing existing routes from Milan and Malé. The airport's partnership with niche carrier BeOnd, which operates an all-premium Airbus A321 fleet, is expected to further strengthen the luxury travel proposition.
These new routes are part of a broader push by Saudi Arabia to attract high-spending visitors, a strategy that also includes the fleet expansion at Riyadh Air, which signals the kingdom's ambitions in long-haul premium travel. For European golfers, the combination of direct flights and a temperate coastal climate makes Shura Links a viable option even during the hottest months.
Luxury accommodation and experiences
Beyond the fairways, Shura Island is being developed as a full-scale luxury destination. The property includes a Foster + Partners-designed clubhouse and 11 ultra-luxury hotels, among them the recently opened Four Seasons Resort. Guests can also take advantage of the Red Sea's warm, biodiverse waters for diving and snorkelling, adding a marine dimension to the golf holiday.
The development aligns with a broader trend in the region toward experiential luxury. As Trisara Phuket's Sabina Ahuja has noted, the definition of luxury is shifting toward authentic, personalized experiences. Shura Links aims to deliver that through its natural setting and high-end service.
For travel agents and tour operators, the new air links and hotel inventory create fresh packaging opportunities. The island's proximity to the Red Sea International Airport—about 20 minutes by boat—allows for a seamless transfer from arrival to tee time, a logistical advantage that should appeal to premium clients.
Golf Saudi's management of the course is part of a wider national strategy to develop the sport, with Shura Links serving as a flagship. The course's design, which weaves through native vegetation and dunes, is intended to be both challenging and playable for a range of skill levels.
With the summer season approaching, Shura Links is likely to attract travelers seeking a cooler alternative to the desert interior. The combination of direct flights, luxury accommodation, and a unique golf experience positions it as a compelling option for the Gulf's high-end leisure market.
