Hilton is expanding its presence in Saudi Arabia’s hospitality landscape with the signing of Diyar Ajwa, Tapestry Collection by Hilton, a new lifestyle hotel set to open in Madinah later this year. This marks the debut of Hilton’s Tapestry Collection brand in the Kingdom and reflects the company’s continued focus on diversification and locally inspired hospitality experiences in alignment with Vision 2030.
The announcement, made in partnership with long-time collaborators Al Musbah Group, adds to Hilton’s growing portfolio in one of the world’s most significant religious tourism destinations. The property will feature 221 guest rooms and suites, an all-day dining restaurant, a café, and a fitness centre, with design elements inspired by the famed Ajwa date, a revered fruit grown exclusively in the Madinah region.
Location tailored to pilgrims and premium visitors
Strategically located just north of the central Haram area, Diyar Ajwa will offer direct pedestrian access and views of Al Masjid Al Nabawi, the Prophet’s Mosque, making it a particularly attractive choice for pilgrims seeking both proximity and comfort. The hotel’s location also benefits from excellent transport links, including easy access to Prince Mohammad bin Abdulaziz International Airport and the Haramain High-Speed Rail, connecting Madinah with Makkah and Jeddah.
Mohammed Almusbahi, director at Al Musbah Group, highlighted the cultural resonance of the project: “With its unique identity rooted in local heritage, this hotel will offer visitors and pilgrims an authentic and memorable stay in the heart of Madinah. Our continued collaboration with Hilton reflects our shared vision to support the Kingdom’s hospitality goals.”
A lifestyle experience rooted in place
The Tapestry Collection by Hilton is known globally for its portfolio of independent, design-forward hotels, each with a distinctive personality and strong local flavour. With Diyar Ajwa, that ethos will be expressed through architectural and interior elements that celebrate Madinah’s natural and cultural heritage—most notably the Ajwa date, woven into the hotel’s design narrative.
Carlos Khneisser, Hilton’s vice president of development for the Middle East & Africa, said the launch of the brand in Saudi Arabia reflects Hilton’s long-term strategy:
“This signing builds on our longstanding relationship with Al Musbah Group and highlights Hilton’s commitment to growing and diversifying our portfolio as we introduce more of our award-winning brands in key destinations across the Kingdom.”
Hilton’s growing footprint in Saudi Arabia
Hilton currently operates 20 hotels across Saudi Arabia, with 77 additional properties in the pipeline—representing more than 25% of all branded hotel rooms currently under construction in the country. This latest signing comes on the heels of another Hilton–Al Musbah collaboration: Spark by Hilton Makkah Aziziyah, which will bring the group’s premium economy brand to the Middle East and Africa for the first time.
These developments signal Hilton’s growing confidence in the Saudi market, particularly in religious and business travel segments. The introduction of the Tapestry Collection underscores Hilton’s responsiveness to a more experience-driven and locally engaged travel audience—both regionally and globally.
As Madinah continues to develop as a key destination under Saudi Arabia’s national tourism strategy, the arrival of Diyar Ajwa offers a promising new accommodation option for discerning travellers seeking comfort, authenticity, and proximity to one of the holiest sites in the Islamic world.
…
