Diriyah Company has announced new partnerships with both global and local travel entities, including luxury travel company Abercrombie & Kent and Saudi travel platform Almosafer, alongside three Saudi tourism firms: Tetrapylon DMC, 88 Destinations, and Athaar Arabia DMC. These collaborations were formalised at World Travel Market (WTM) 2024 in London.
Diriyah, located on the northwestern outskirts of Riyadh, was the original home of the Saudi royal family and served as the capital of the Emirate of Diriyah under the first Saudi dynasty from 1727 to 1818. Today, it is the seat of the Diriyah Governorate, which also encompasses the villages of Uyayna, Jubayla, and Al-Ammariyyah within the Ar Riyad Province.
The DMC partnerships aim to position Diriyah as a premium destination for global travellers seeking rich cultural, heritage, and luxury experiences.
Both Abercrombie & Kent and Almosafer bring extensive knowledge of the luxury travel sector and an in-depth understanding of high-end traveller preferences, which will be crucial as Diriyah grows its international reputation. Diriyah Company’s alignment with these reputable travel brands is a pivotal part of Saudi Arabia’s larger tourism strategy to drive significant inbound tourism under Saudi Vision 2030.
Jerry Inzerillo, Group CEO of Diriyah Company, underscored the significance of these alliances, saying, “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.”
Expanding Diriyah’s appeal with strategic Saudi partnerships
Following the landmark agreements with Abercrombie & Kent and Almosafer, Diriyah Company signed additional partnerships with Tetrapylon DMC, 88 Destinations, and Athaar Arabia DMC, three prominent players in Saudi Arabia’s tourism sector. These Saudi-based firms will collaborate with Diriyah to enhance its visibility and appeal to both domestic and regional markets, building a comprehensive marketing toolkit that showcases Diriyah’s attractions to inbound cultural travellers.
This multi-tiered DMC approach not only expands Diriyah’s reach but strengthens the Kingdom’s tourism ecosystem by raising awareness of Diriyah as a premier cultural site. By leveraging the expertise of these Saudi tourism firms, Diriyah Company aims to highlight its offerings for cultural tourists, from immersive heritage sites to exclusive experiences that deepen the connection between visitors and the Kingdom’s heritage.
Building a destination of global significance
Diriyah’s strategic partnerships underscore its commitment to becoming a must-visit destination on the global tourism map. Through collaborations with both international and local agencies, Diriyah Company aims to lay a foundation for long-term commercial success. These partnerships will pave the way for future contracts, joint marketing initiatives, and the creation of tourism products tailored to meet the needs of key source markets.
At the heart of Diriyah’s appeal is its historic and cultural legacy, which is being brought to life with significant investment in new attractions. Diriyah’s transformation includes plans for 40 luxury hotels, the Royal Diriyah Opera House, and the 20,000-seat Diriyah Arena, all located just outside Riyadh.
Since opening the UNESCO World Heritage site of At-Turaif and the high-end dining district of Bujairi Terrace in late 2022, Diriyah has welcomed over two million visitors. The opening of its first luxury hotel, the 134-room Luxury Collection Bab Samhan, later this year will further cement Diriyah’s reputation as a high-end cultural destination.
The new agreements aim to lay the foundation for future lucrative commercial contracts, including the development of tourism products and commitments to mass travel from key source markets.
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