Receiving an invitation to visit Diriyah initially raised hesitations about traveling to Saudi Arabia, a country known for its restrictive entry policies. The notion of Saudi Arabia’s Vision 2030, aimed at diversifying its economy beyond oil reliance, was familiar, but the extent of the transformation remained uncertain. The challenge was how to entice travelers outside the traditional demographic, particularly those wary of past policies or who do not practice Islam.
This marked the second invitation extended to the author. Having reported on Israel for various media, a prior invitation had been declined due to potential complications at immigration. After sharing experiences from Dubai’s Platinum Heritage Tours, the marketing team behind Diriyah identified the author as an ideal visitor—someone enthusiastic about art, architecture, and culinary experiences. Eventually, the author decided to embark on this journey.
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Visiting Diriyah
The journey began in Riyadh, raising questions about its contrasts with Dubai and other Middle Eastern capitals. The expectation was a modern hub of wealth and luxury, which was met. Unexpectedly, Diriyah, located just northwest of Riyadh, showcased low-rise buildings and open pedestrian areas. Its architectural style echoed places like Palm Springs, presenting an artisanal aesthetic akin to Santa Fe, New Mexico, with historic authenticity shining through in its design.
Accommodations included a stay at Bab Samhan, a Luxury Collection Hotel, noted for its notable restaurant, Taleed, led by celebrity chef Michael Mina. As Diriyah’s first fully operational hotel, it integrates seamlessly into the landscape, featuring mud-brick facades reminiscent of the region’s 300-year-old Najdi heritage. The design harmonizes traditional elements, such as distinctive windows and open courtyards, with carefully curated interior art and furnishings from local artisans.
Bujairi Terrace, Diriyah
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The Diriyah project celebrates the Saudi state’s origins as the first capital in the 18th century. During the journey, the author examined the Saudi Vision 2030 plan and understood Diriyah’s role in redefining perceptions of Saudi Arabia. With a focus on museums, historical sites, and experiential dining, the initiative seeks to extend beyond oil and politics.
Post-breakfast conversations included insights from Dina Nassif Chandan, director of brand and communications, who mentioned that the hotel layout aims to reflect the historical ambiance from 300 years ago, adding depth to its authenticity.
Saudi cuisine
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Architectural firm STUDIOI oversaw Bab Samhan’s design, while Andrea Marenco Architecture, based in Genoa, contributed significantly to its interiors, marrying new structures with cultural heritage. Collaborations with art organizations ensured that local craftsmanship permeated the hotel’s aesthetics.
At the center of Diriyah is At-Turaif, a UNESCO World Heritage Site featuring restored mud-brick palaces, enhanced by engaging exhibitions. Facing it is Bujairi Terrace, a culinary destination interspersed with boutiques showcasing local artisans. Nearby, the Diriyah Art Futures complex exhibits interactive artworks by both local and international creators.
Saudi food
Despite the ambitious $63.2 billion project, progress is evident but ongoing. Specific heritage districts remain unfinished, and construction is underway for the Royal Diriyah Opera House, slated to open in 2028. Site visits encompassed luxury residential areas aimed at transforming Diriyah through branded real estate development.
Notable names in this endeavor include Four Seasons, Six Senses, The Ritz-Carlton, and Rosewood, with projections indicating that these properties could attract millions of visitors, enhancing Diriyah’s appeal as a vibrant destination.
Bab Sahman
(Elyse Glickman)
A New Era of Tourism
According to Abdulrahman Aljefri, the destination executive director at Diriyah Company, Vision 2030 aims to shift tourism to become a significant contributor to the national economy. This ambitious initiative seeks to increase non-oil revenues through tourism, establishing Diriyah as a cultural nexus. The aim is to integrate heritage and lifestyle, further encapsulated by the introduction of new hotels and commercial zones.
Bujairi Terrace Restaurants
The conversation also addressed the Saudi Visa program launched in 2019, designed to simplify the entry process for tourists. Aljefri emphasized Diriyah’s strategic layout, reflecting broader initiatives across Saudi Arabia that highlight historical narratives while preparing for major international events, including the AFC Asian Cup 2027, World Expo 2030, and FIFA World Cup 2034.
Highlighting the country’s diverse offerings, Aljefri noted that, until recently, access was limited predominantly to religious and business visas. The vision encompasses positioning Diriyah as a pivotal cultural hub.
Wadi Safar Model Home
(Elyse Glickman)
Forging Connections
Aljefri mentioned that the Diriyah Company is initiating an extensive outreach effort aimed at educating travel advisors catering to high-net-worth clients through personal meetings and familiarization trips. This initiative aims to empower advisors with tools to promote Saudi Arabia as an emerging destination.
Expanding the e-visa program to cover 66 countries is a significant step. Alongside this, an air connectivity program aims to introduce partnerships with airlines to facilitate direct flights for travelers, catering to the anticipated future demand.
Bab Samhan, Diriyah
(Elyse Glickman)
Diriyah, still evolving, provides a glimpse into Saudi Arabia’s aspirations for a culturally rich future. Contrasts between historical significance and modern development point to a destination poised for recognition. Completing the necessary work ahead will solidify Diriyah’s place on the global stage, promising a transformative experience for visitors and travel advisors monitoring the region’s rapid evolution.
