Diriyah, The City of Earth, and the birthplace of the Kingdom of Saudi Arabia, projected to attract 50 million annual visits by the turn of the century, is enhancing its tourism profile through strategic collaborations with luxury travel company Abercrombie & Kent and Saudi travel platform Almosafer. These partnerships aim to elevate Diriyah as a premier global cultural and tourism destination.
Under the agreements, signed at WTM 2024 in London, Diriyah Company and its travel partners will collaborate to promote Diriyah, The City of Earth, as a leading destination for global travelers looking to immerse themselves in history, heritage, culture and luxury. The collaborations will play a vital role in helping to attract and engage with growing numbers of domestic and international visitors as the mixed-use urban development comes to life over the coming years.
Diriyah Company’s travel trade agreements are designed to help position Diriyah as a must-visit destination on the global tourism map and a major part of Saudi Arabia’s rapidly growing tourism market.
Partnering with specialist agencies will help to further elevate Diriyah’s status as a premier travel destination through strategic partnerships, joint marketing initiatives, and a deep understanding of tourist preferences and trends. It will lay the foundation for future lucrative commercial contracts, including the development of tourism products and commitments to mass travel from key source markets.
Jerry Inzerillo, Group CEO of Diriyah Company, said: “We have ambitious plans for Diriyah, “The City of Earth,” to become a premier destination for visitors, seeking 50 million annual visits by 2030. However, we cannot achieve this alone. The travel trade agreements we have signed today with our partners Abercrombie & Kent and Almosafer will help inspire travelers from around the world to enjoy and celebrate what Diriyah has to offer through world-class experiences in hospitality, dining, retail, heritage, and entertainment.”
Diriyah Company is participating in WTM 2024 to provide the travel industry with an in-depth look at its transformation journey. With plans to develop 40 luxury hotels, the Royal Diriyah Opera House, and the 20,000 seat multi-purpose Diriyah Arena, among many other attractions, Diriyah is set to become one of the greatest gathering places in the world, situated on the outskirts of the capital city of Riyadh.
Since opening the UNESCO World heritage site of At-Turaif and the premium dining destination of Bujairi Terrace at the end of 2022, Diriyah has welcomed over two million visits and will open its first hotel – the 134-room Luxury Collection Bab Samhan later this year.
About Diriyah Company:
Diriyah Company was established in 2023 and joined the Public Investment Fund’s (PIF) portfolio of giga-projects. The Company is responsible for developing the Diriyah project, the birthplace of the Kingdom of Saudi Arabia and its foremost historical, cultural, and lifestyle destination. A dynamic mixed-use developer, Diriyah Company is redefining urban planning to develop Diriyah, “The City of Earth”, while adhering to the highest design, development, and preservation standards. The company ensures Diriyah’s cultural landmarks are complemented by world-class retail offerings, fine-dining experiences, and leading hospitality brands.
As a PIF company, its mission focuses on opportunities in development, hospitality, investment, retail, and office leasing, along with strategic asset management, underscoring the commitment to ensuring successful business outcomes and sustainable growth under the strategic direction of Vision 2030. The Diriyah Company actively forges long-term partnerships to realize its vision of establishing Diriyah as one of the world’s greatest gathering places.