The way communities contribute to creating memorable experiences for travellers is critical, according to Jerry Inzerillo, Group CEO of Diriyah Company.
In his role at the Diriyah Company, Inzerillo is instrumental in developing one of the world’s premier cultural destinations. This project allows visitors to immerse themselves in a depth of heritage and history unique to the area, centred around the UNESCO World Heritage Site, the ancient At-Turaif District. Diriyah is not just a historical landmark; it’s also the birthplace of the Kingdom of Saudi Arabia and a key part of its modern society.
Inzerillo emphasises the importance of community in his approach, “We are a big authority – with 140 million sq m a space and a 63-billion-dollar project in the heart of Saudi Arabia – the birthplace of the Kingdom. But I say something to myself every day, and something to the wonderful people I work with. I say that in order to be a good neighbour in every detail. When I go out into my community, which is about 300-thousand people, I have to be prepared every day to see my neighbours and say, ‘Is your life better today than before I got here?’”
The team at Diriyah Company, under Inzerillo’s leadership, takes great pride in their role in opening this iconic historical site for the first time. Their work is focused on celebrating and showcasing Saudi culture, with each member of the team recognizing their responsibility as guardians of Diriyah’s centuries-long legacy, a legacy that is highly regarded by the Saudi people.
He underscored the significance of making a positive impact, “And another thing is that at some particular point, all of us working in the tourism industry around the world: ‘Did you leave it better than when you found it?’ And if you can’t answer that question, you haven’t fulfilled your role.”
Inzerillo’s approach to tourism goes beyond mere development; it’s about being a valuable member of the community. He shared, “If I think about my 50-year career, and I think about the complement that means the most to me, and I’ve heard this now a few times, which means that I think we are headed in the right direction, and that’s ‘You’re one of us’. I’ve earned your trust and the right to be one of you.”
His commitment to local empowerment is evident in his experience with transforming the workforce in post-Apartheid South Africa, “I went to post-Apartheid South Africa in 1990 to help out Nelson Mandela, and the resort industry in the country was almost all ex-pats, if you remember. They would say ‘These people don’t know what they’re doing’, and I said, ‘Are you kidding me? This is their land! Are you kidding?’ So in the course of just a few years, I went from 87% ex-pats to 6% ex-pats.”
…‘My life could be better’… ‘My children’s life could be better’… ‘My grandchildren’s life could be better’
In KSA, Inzerillo has focused on providing opportunities for the local youth, “In Saudi Arabia, we have an unbelievable society. You know, I consider myself a street-kid, but not everybody is. If you want to go to college in Saudi Arabia, the Saudis are very generous and they will put you through college. But what about kids like me? I now have 140 young staff members who finished high school, but didn’t know whether they wanted to go to college or not. Already 80 of them are speaking a second or third language. And now you see the pride on their faces. Everybody in Diriyah now sees… ‘My life could be better’… ‘My children’s life could be better’… ‘My grandchildren’s life could be better’. That’s the power of us as a community.”
Inzerillo’s mentors instilled in him the philosophy that he carries to this day, “One thing I can say about all my mentors is that they all saw service as nobility.”
The summit brought to light the growing trends among Gen-Z and Millennial travelers seeking authentic local experiences, with 79% expressing a desire to live like locals during their travels, and 69% willing to spend more if it supports local communities. Inzerillo’s work with Diriyah Company exemplifies the kind of leadership that not only answers this demand but also contributes to the communal good, ensuring that as the tourism industry progresses, it leaves a positive and lasting impact on the places and people it touches.
Inzerillo’s vision and mission at Diriyah Company align with the broader goals of Saudi Arabia’s Vision 2030 agenda, which seeks to transform the country into a world leader in tourism, hospitality, and travel. Inzerillo sees his involvement in these ambitious plans as a once-in-a-lifetime opportunity to contribute to the nation’s future.
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Read also: DIRIYAH JOINS UNWTO AT 25TH GLOBAL SUMMIT
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Article by Diane Lefebvre
