Saudi’s Diriyah signs promotional deal with Abercrombie & Kent and Almosafer

Collaboration aimed at elevating the ‘City of Earth’ as a global tourist hub

Diriyah, the ‘City of Earth’ and the birthplace of Saudi Arabia, has agreed to terms with luxury travel company Abercrombie & Kent and Saudi travel platform Almosafer. 

The strategic partnerships are expected to promote Diriyah, which is projected to attract 50 million annual visitors, as a global cultural and tourism destination.

The collaborations will play a vital role in helping to attract and engage with growing numbers of domestic and international visitors as mixed-use urban development comes to life in the coming years.

Diriyah Company’s travel trade agreements are designed to help position Diriyah as a must-visit destination on the global tourism map and a major part of Saudi’s rapidly growing tourism market.

It will lay the foundation for future lucrative commercial contracts, including the development of tourism products and commitments to mass travel from key source markets.

Jerry Inzerillo, Group CEO of Diriyah Company, said: "We have ambitious plans for Diriyah 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 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."

With plans to develop 40 luxury hotels, the Royal Diriyah Opera House, and the 20,000-seat multi-purpose Diriyah Arena, among many other attractions, Diriyah is set to become one of the greatest gathering places in the world, situated on the outskirts of the capital city of Riyadh.

Since opening the UNESCO World heritage site of At-Turaif and the premium dining destination of Bujairi Terrace at the end of 2022, Diriyah has welcomed more than two million visitors and will open its first hotel – the 134-room Luxury Collection Bab Samhan later this year.