In a region known primarily for its pilgrimage tourism, Saudi Arabia is beginning to rewrite its story, setting sail on an ambitious new path. Cruise Saudi, a bold initiative aligned with the Kingdom’s Vision 2030, aims to open Saudi Arabia’s pristine shores to local, regional, and international cruise travelers through its flagship line, AROYA. This is no ordinary tourism endeavor. With Cruise Saudi at the helm, the Kingdom is blending Arabian culture and hospitality with modern luxury to create an entirely new industry from scratch. But how does a country with limited experience in cruising plan to captivate a global audience?
“Our mission is ambitious yet deeply rooted in our culture,” says Turky Kari, executive director of marketing and corporate communication at Cruise Saudi. “We’re not just creating a cruise line; we’re creating a destination—an experience—where our heritage and hospitality take center stage.”
Since tourism opened up in Saudi Arabia in 2019, the Kingdom has seen a rapid increase in visitors, intrigued by a destination that was, for centuries, inaccessible to most travelers. Vision 2030 is propelling this transformation forward, setting a path for Saudi Arabia to become a prominent global destination. Cruise Saudi’s collaboration with major cruise lines like MSC, Silversea, and Viking has already brought around 370,000 guests to Saudi shores, many of whom were introduced to the country’s ancient rock-hewn cities and serene beaches for the first time. “Our goal is to reach 1.3 million by 2035,” Kari shares, highlighting the excitement that surrounds this once-unexplored destination.
For Cruise Saudi, the path forward involves building not just infrastructure but a culture of tourism that celebrates Arabian values. The new venture aims to create 50,000 direct and indirect jobs by 2035, giving local talent a foothold in the cruise industry. “Our training goes beyond technical skills,” Kari says. “We’re teaching a service culture that reflects our warmth and respect, especially for families. It’s in the way we greet guests, how we interact with children, how we make each visitor feel like a part of our family.”
AROYA Cruises, derived from the Arabic word “roya,” meaning “vision,” is Cruise Saudi’s invitation to the world, offering a cruise experience that’s “Remarkably Arabian” and modern in equal measure. Everything on board, from cuisine to entertainment, is carefully crafted to honor Saudi culture. AROYA Cruises will offer Saudi nationals, expatriates, regional, and international guests a unique opportunity to explore the wonders of Saudi from the sea. “AROYA is about family values, respect, and providing an unforgettable experience. We want our guests to feel that they’re on a journey that’s both luxurious and deeply connected to our traditions.”
“We’re not just creating a cruise line; we’re creating a destination—an experience—where our heritage and hospitality take center stage.”
Turky Kari, executive marketing director, Cruise Saudi
But pioneering an industry has its challenges. As Kari explains, Saudi Arabia is working hard to move beyond being known solely as a destination for religious tourism. With the backing of the Saudi Tourism Authority and the Ministry of Tourism, Cruise Saudi is collaborating with various entities to highlight the Kingdom’s broader offerings. “Each port we develop, each guest we host, is a new opportunity to share our story. This is a partnership with everyone involved in Vision 2030,” Kari explains. “We are shaping something beautiful and unique, something no other destination can offer in quite the same way.”
For many first-time visitors, this “Remarkably Arabian” ethos brings with it a sense of discovery. AROYA will offer guests a taste of modern Saudi Arabia with a heart that remains proudly Arabian. “Our values are family-oriented, respectful, and welcoming,” Kari says with a smile. “We’re not only building an industry; we’re building connections, sharing our story.”
As AROYA prepares for its maiden voyage on December 16, Kari reflects on what has driven him through the late nights and meticulous planning. “For me, the most rewarding part of the day is seeing my daughters off to school each morning, knowing they’re part of a country with so much to offer. It’s a privilege to be building something I hope they’ll be proud of one day,” he shares. “This isn’t just work; it’s a passion to share Saudi hospitality with the world. To welcome people here, to make them feel at home—this is what we do best.”
As AROYA cruises along the Red Sea, Cruise Saudi is making waves, reshaping not just the tourism landscape, but the way the world sees Saudi Arabia. And with every guest who steps aboard, they’re inviting the world to embark on a journey of discovery, connection, and hospitality—truly a vision of Arabia.
