Diriyah Company Partners with Abercrombie & Kent and Almosafer to Boost Tourism

Diriyah, the historic heart of Saudi Arabia and known as "The City of Earth," is set to become a global magnet for tourism. With a target to attract 50 million annual visitors by the turn of the century, Diriyah is working to position itself as a premier cultural destination through strategic alliances with high-end travel brands, including Abercrombie & Kent and the Saudi-based travel platform Almosafer. These partnerships aim to elevate Diriyah’s status on the international tourism stage, focusing on its rich history, heritage, and luxury offerings.

Strategic Partnerships Signed at WTM 2024

At the World Travel Market (WTM) 2024 in London, Diriyah Company formalized agreements with its travel partners to promote Diriyah as a top destination for travellers seeking cultural depth and historical experiences. These collaborations are intended to draw both domestic and international visitors, supporting Diriyah's development as a mixed-use urban area that embodies the Kingdom’s heritage and ambition. As the Diriyah project evolves, these partnerships will play a crucial role in broadening its appeal and enhancing its visibility worldwide.

Elevating Diriyah's Position on the Global Tourism Map

The travel trade agreements established by Diriyah Company aim to secure the city’s place as a significant destination within Saudi Arabia's rapidly expanding tourism market. These collaborations are intended to boost Diriyah’s profile through coordinated marketing efforts, tailored to appeal to discerning global tourists who value immersive cultural experiences. This approach will help lay the groundwork for future commercial agreements, such as the development of tourism products and structured travel commitments from key international markets.

Building a Foundation for Future Growth in Tourism

By joining forces with specialized travel agencies, Diriyah is setting the stage for long-term success in the tourism sector. Through these partnerships, Diriyah Company seeks to amplify the destination’s appeal and align with tourist trends, paving the way for commercial opportunities that could include exclusive travel packages and commitments from major source markets. These efforts will enhance Diriyah’s brand, ensuring it remains competitive in the global tourism industry while offering unique cultural experiences.

Showcasing Diriyah's Transformation at WTM 2024

Diriyah Company’s presence at WTM 2024 is an opportunity to highlight its transformative journey and ambitious development plans for the global travel industry. As part of its vision, Diriyah aims to feature 40 luxury hotels, the Royal Diriyah Opera House, and the impressive 20,000-seat Diriyah Arena. Located near Riyadh, Diriyah is poised to become a prime location for cultural and social gatherings, presenting an array of attractions that will draw visitors from around the globe.

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 travellers from around the world to enjoy and celebrate what Diriyah has to offer through world-class experiences in hospitality, dining, retail, heritage, and entertainment."​

Growing Heritage Destination with Premier Attractions

Since opening the UNESCO World Heritage site At-Turaif and the Bujairi Terrace dining hub in late 2022, Diriyah has already welcomed over two million visitors. This milestone marks the beginning of its rise as a sought-after heritage and luxury destination. With the upcoming launch of its first hotel, the 134-room Bab Samhan under The Luxury Collection brand, Diriyah continues its journey to become a premier gathering place, deeply rooted in Saudi heritage and modern luxury.