Jerry Inzerillo, CEO of Diriyah Company talks candidly about the past, present, and future of this extraordinary destination – in an exclusive interview with SAFE…
With five decades of service and leadership in the hospitality industry, Jerry Inzerillo is the Group Chief Executive Officer at Diriyah Company, where he is spearheading the transformation of Diriyah, the UNESCO World Heritage site and birthplace of the Kingdom, into a global cultural and tourism hub. In addition to his role at Diriyah, Inzerillo serves as Vice Chairman of Forbes Travel Guide and has been honoured as a United Nations Tourism Ambassador, inspiring the next generation of hospitality leaders.
As a board member of the Saudi Tourism Authority (STA), his vast experience is instrumental in advancing Saudi Arabia’s Vision 2030, positioning the Kingdom as a leading destination for both cultural heritage and luxury tourism worldwide. Sadly this year, we missed Jerry at Virtuoso Travel Week in Vegas, due to a board meeting clash… but key members of his team attended. In this remote interview, we began by asking Jerry what the main goals are for Diriyah at VTW – as well as at the upcoming ILTM Cannes, and especially “how business is going”.
If you look at global tourism receipts, we’re almost back to pre-pandemic levels, and the Middle East is way ahead of those levels. We’re booming so much in terms of travel and tourism that some of the major governing bodies like WTTC and UN Tourism are again discussing overtourism as a significant issue. We’re having to balance environmental sustainability with overtourism while ensuring tourism continues to stimulate economies—creating jobs, empowering impoverished communities, women, children, and bringing young people into the workforce.
For destinations like Saudi Arabia, and particularly for the giga projects like Diriyah, it’s crucial to be omnipresent. We need to get our message out there as a young player in the global tourism marketplace. Remarkably, since September 2019, we’ve already built annual tourism visits up to 100 million, including 23 million international visits, of those – 16 million being pilgrimages, and 77 million domestic travellers exploring the Kingdom like never before.
The Crown Prince has set an ambitious target to increase this to 150 million visits. The last six months of 2023 were monumental for us—securing major events like the 2027 Asian Games and the 2029 Winter Asian Games in Neom. Riyadh will also host the World Expo in 2030, which is set to be the largest ever, and the new King Salman Airport will support up to 100 million visitors.
As for our participation in events like Virtuoso and ILTM, the focus is on brand awareness. Diriyah is not yet a mature destination, but in a decade, people will recognise it globally, just as they do the pyramids in Egypt or the Acropolis in Greece. We’re in the early stages of an awareness campaign, and it’s vital to establish Diriyah as a cultural icon.
You mentioned that Diriyah is focusing on high-end tourism. Why are high-net-worth and ultra-high-net-worth travellers so important for the Kingdom?
Authenticity, especially in the post-Covid world, has become incredibly important. People are now more interested in visiting places that offer genuine, real experiences—something that moves them culturally and emotionally. Globally, there are well-documented reasons why people travel, and these can broadly be categorized into two major markets.
The first is the market for sun, sand, and sea. There’s a huge demand for this type of travel—people love being around bodies of water and staying in beautiful resorts. It’s a giant market, and many travellers plan their vacations years in advance to visit exotic locations at the farthest reaches of the Earth.
The second significant market is for cultural experiences—things like food, dance, music, and traditional costumes. UNESCO, for example, has reported that post-Covid, they’ve seen the highest numbers of visitors ever recorded at listed sites. People are eager to engage with rich cultural heritage, and that’s where Saudi Arabia has a unique offering.
Now, if someone wants to visit a vibrant, pop-culture tourism city, Dubai is a fantastic choice. It’s a city where you can have a lot of fun. However, if you’re looking to explore the roots of Arabia, to experience where it all began, that journey starts in the Kingdom of Saudi Arabia, specifically in Diriyah.
Diriyah is 300 years old and holds incredible historical significance as the birthplace of the Kingdom and of Arabia itself. Here, visitors can immerse themselves in an authentic Arabian experience, staying in some of the most beautiful hotels, dining in top-tier restaurants, and exploring world-class retail spaces, arenas, and cultural institutions. You have the House of Al Saud, the Kingdom of Saudi Arabia Contemporary Art Museum, the new Royal Opera House, and the new exhibition centre—all within the G20 city of Riyadh. Diriyah is truly the jewel in Riyadh’s crown.
High-net-worth individuals, who often have the means and the freedom to travel, are particularly drawn to this kind of authenticity. The Kingdom was something of an enigma before 2019, as it wasn’t open to international tourists other than for pilgrimage. Now, with the new 90-day visa, visitors can explore the entire Kingdom, experiencing 45% of the Red Sea coastline—compared to Egypt, which is famous for its Red Sea resorts but only has 21% of the coastline. They can also visit the world’s largest sand desert, see eight UNESCO World Heritage Sites, explore the largest palm grove in the world in Al-Ahsa, and wander through historic Jeddah.
High-net-worth travellers have likely already visited destinations like the South of France, Greece, and Bali. But Saudi Arabia offers them something new—an authentic Arabian experience in a place that has been known for centuries but has never truly been open to the world. This curiosity, combined with the promise of authenticity, is a powerful draw for these travellers. They know Saudi Arabia, but they don’t yet know what’s inside, and that’s what makes it so compelling.
The Kingdom is vast, resulting in the need to improve internal connectivity. How are efforts progressing in this field?
We’re making significant strides in this area. The internal air links are improving rapidly, and airports across the country are being upgraded. The scale of these developments is truly incredible. Even train travel is picking up massively. We’re investing a lot of time and money to make it easy for people to move throughout the Kingdom. While all the other GCC countries combined could virtually fit into California, Saudi Arabia is five times the size of California, so this creates certain challenges, and to grow tourism, we need to make it easy for people to get from one place to another.
Compare this to the United States, which is a big country with a lot of offerings, but it’s super easy to travel from one place to another. That’s what we’re working towards in Saudi Arabia—seamless connectivity across a large and diverse landscape.
How is Diriyah progressing in terms of attracting international travellers?
We’re expecting very large crowds for our year-end events in October, November, and December, especially for Diriyah Season. If we keep up the pace, by the New Year, we will have crossed the three million visit mark. We’ve already had over two million visitors to the UNESCO site and various festival offerings.
We’re also anticipating big numbers leading up to Founding Day on February 22nd. The UNESCO site in Diriyah is receiving very good visitor scores, which is encouraging.
We expect to see a number of hotels coming online in Riyadh and Diriyah around 2026 and 2027. Although we’ll have only a few hotels by 2026, the complexity of the infrastructure was far greater here than in other parts of the Kingdom.
The challenge in Diriyah lies in the nature of the land itself. Unlike the Red Sea project, Diriyah requires extensive foundational work due to its terrain and the need to integrate the development seamlessly into a site of such historic and cultural significance.
In Diriyah, we had to start by defining the master plans, acquiring the land, and then undergoing the painstaking process of clearing and preparing it for construction. This was not a simple task. The land here is much more rugged, requiring us to core drill through 8 million cubic metres of rock just to lay the foundations. This has been a significant undertaking—one that took three years to complete before we could even begin the construction of the hotels and other infrastructure above ground.
The necessity for deep foundations and extensive underground infrastructure adds to the complexity. For instance, all utilities, water lines, and other essential services needed to be installed far below the surface, which is a stark contrast to other developments that might not face such geotechnical challenges.
Once the underground work was done, we could finally start building the hotels and other facilities. While this process has been slower compared to other areas like the Red Sea, the quality and integrity of the construction are unparalleled, ensuring that the structures will stand the test of time in this historically significant area.
This complexity and the effort required to preserve the authenticity of Diriyah’s cultural heritage mean that progress is naturally slower. However, it’s a necessary investment to maintain the integrity and sustainability of the development, ensuring that it respects both the past and the future of the Kingdom.
We’re also opening museums, office space, restaurants and luxury boutiques. Shortly, we will announce details of plans for a boulevard rivalling the Champs Elysées in Paris, Orchard Road or Madison Avenue, and which will be spectacular. We are marketing residential properties, and sales have been extremely successful. We’ve already planted 6 million trees, shrubs, and bushes, and installed nine kilometres of parks. Our public is very happy with the progress, and we’re seeing a steady influx of visitors.
You’ve touched on this before… the fact that there are a number of assets already open to the public in Diriyah. While places like Neom are still in development, Diriyah is an amazing destination right now. Can you elaborate on what visitors can experience today?
Absolutely. Diriyah is already a remarkable destination with a lot to offer. We have one of the most fascinating UNESCO World Heritage Sites, which people absolutely love. We’ve recently installed night lighting across the site, making it the largest night-lit site in the world. It’s stunning at night, especially when it’s cooler, and we have 20 restaurants on the Bujairi Terrace, adding to the overall experience.
By 2025, we’ll open 11 additional assets, including new hotels and parks. We also have the 27-hole Greg Norman golf course, which will be playable by 2025, as the grass has already been planted, and the clubhouse will soon be finished. We have recently completed a series of historic battlefields, mosques, and cemeteries, which will be fascinating for visitors interested in the 300-year history of Diriyah. Additionally, we’re building a spectacular 20,000-seat entertainment arena, though it will take a few years to fully open.
There’s easily two full days’ worth of activities in Diriyah alone. And it’s only getting better each year, with new offerings being added regularly. Riyadh itself is also rapidly becoming more vibrant, beautiful resorts are now operating in the Red Sea, AlUla is thriving, and major giga projects are being completed in Jeddah. While Neom is complex and still in its early stages, it will have substantial assets in the coming years. Right now, people are coming to Riyadh for two or three days and having a fantastic time.
It sounds like you could easily spend weeks exploring the key destinations of the Kingdom. One of the “soon to open” assets at Diriyah is the Bab Samhan Hotel. Can you tell me more about it?
The Bab Samhan Hotel is part of Marriott’s Luxury Collection, and it’s a significant addition to Diriyah. Guests will get an authentic Najdi experience in an oasis built from the earth where ancient relics are revived, and inheritors of the land share its story, celebrating traditional design and hospitality. It’s a place that will truly offer a respite from the urban lifestyle, forging a connection to the past.
The property has 134 rooms and suites, and it’s located right next to At Turaif, offering easy access to the UNESCO site as well as the stunning Wadi Hanifah oasis. It’s designed to be a walkable experience, surrounded by parks and just a ten-minute walk from the main site.
We decided not to soft open it during the summer since there’s little sense in doing so. However, we’ve trained the staff, and we’ll begin a soft opening in a few weeks to get the operation running smoothly. The hotel features a restaurant by Michael Mina, one of the most famous American celebrity chefs, and it will offer an exceptional dining experience throughout the day.
Looking ahead, we have other luxury brands like Four Seasons, Capella, Rosewood, and Oberoi set to break ground in the coming years. By 2026, we’ll have a host of new assets, and even by 2025, we’ll be making significant announcements and opening new assets at our annual Bashayer event at the end of every year as part of our ongoing development strategy.
You’ve been working very closely with the Crown Prince on these projects. It’s fascinating how open he is to incorporating international expertise, like yours and that of other thought leaders such as Gloria Guevara (former advisor to the Minister of Tourism), John Pagano (CEO of Red Sea Project), and all those on the advisory board of the Saudi Tourism Authority. Can you elaborate on this approach?
The Crown Prince is truly an extraordinary leader and executive. He has a very clear vision of what he wants to achieve, but he also has immense respect for those who have spent decades honing their expertise. He’s constantly seeking counsel, asking whether we’re on the right path and what we can learn from successful tourism strategies around the world.
He’s incredibly collaborative, even though he has a clear vision of what he wants. For instance, as Prime Minister, he still personally approves every rendering, which is remarkable for a leader of a G20 country. He insists on staying true to the traditional Najdi architecture and culture, rarely deviating from it.
In Vision 2030, which he wrote even before the giga projects began, the prince stated that the Kingdom would use its resources to develop its own people, improving the quality of life. However, in areas where the Kingdom isn’t yet distinguished—such as design, development, marketing, entertainment, and tourism—he has attracted the best and brightest minds from around the world to help us on our mission. He treats these experts with dignity and respect as they impart their expertise to develop the skills of Saudis so they to become experts in these disciplines. It’s a very smart approach. Super smart.
Those of us here who have dedicated our lives to a certain pursuit find him incredibly inspiring. Our vision is ambitious and fulfilling the Crown Prince’s vision requires an immense amount of work, but it’s all part of the commitment to achieving something truly extraordinary.
To wrap things up, can you summarise why Diriyah is such an exceptional place to visit? I know there are many reasons, but how would you encapsulate it in a few sentences?
Diriyah is where it all began—the birthplace of the Kingdom, the birthplace of Arabia, and the home of the royal family that has led this nation for over 300 years. This extraordinary place offers a rich cultural experience, with its incredible history, vibrant food scene, traditional music, dancing, and costumes. It’s situated in a dynamic city within a large and welcoming Kingdom. If you’re going to start your journey in Arabia, there’s no better place to begin than where Arabia itself began—Diriyah.
WATCH SAFE’S VIDEO OF ACTIVITIES @ AT TURAIF, DIRIYAH
…
Read also: $2.13 billion hotel & polo club contract for Diriyah
