Much more than a destination, Diriyah is a living tapestry woven with the threads of the Kingdom’s rich past and vibrant future.

A place where the foundations of the first Saudi state were laid, the ancient laneways offer a tangible connection to the Kingdom’s heritage.

However, Diriyah isn’t just about history…

It is also a dynamic and evolving destination, where luxury is reborn in history, and where visitors connect with the soul of Saudi Arabia.

Speaking exclusively with Rihlat Travel News, Kiran Haslam, Chief Marketing Officer at Diriyah Company shares how this UNESCO World Heritage site, and historic heart of the Kingdom, is being reimagined as a world-class destination that blends its storied past with modern luxury and immersive cultural experiences.

The concept of Diriyah

How did the concept of Diriyah come about and why now?

KH: The concept of the Diriyah 14 sq km masterplan is deeply rooted in history and heritage.The birthplace of the Kingdom and home to the first Saudi capital, Diriyah is today recognised as an important UNESCO World Heritage Site. It represents the cultural and historical heart of Saudi Arabia, and its development is part of Vision 2030 – a national roadmap to diversify the economy, promote tourism, and celebrate the Kingdom’s heritage.

The timing is pivotal. With Saudi Arabia undergoing an extraordinary transformation, Diriyah’s development aligns with the Kingdom’s ambitions to open up to the world, offering an authentic experience that combines rich history with modernity. As global travellers increasingly seek destinations that offer cultural depth and unique experiences, Diriyah stands out as a one-of-a-kind destination, celebrating its past while embracing its future.

Our vision is to make Diriyah not only a must-visit destination, but also a source of pride for Saudis, connecting them to their roots while contributing to the country’s future prosperity. To date, we have welcomed over 2 million visits to the restored At-Turaif and Bujairi Terrace. We aim to attract more than 50 million visits annually by 2030, as we create the world’s gathering place.

On being timeless

What makes Diriyah well positioned as a must-visit destination today and for years to come?

KH: Diriyah is uniquely positioned as a must-visit destination because it seamlessly combines authenticity, heritage, and modernity in a way that resonates with today’s travellers. As the birthplace of the Kingdom, it offers an unparalleled historical and cultural narrative, with At-Turaif, a UNESCO World Heritage Site, serving as its centerpiece. Visitors can walk through centuries of history while engaging with the stories that shaped the Kingdom and the region.

Beyond its historical significance, Diriyah is designed to captivate future generations. Our masterplan incorporates world-class retail, dining, hospitality, and entertainment offerings, all set within an environment that respects and celebrates traditional Najdi architecture. This creates a distinctive sense of place that cannot be replicated elsewhere.

The destination also aligns with global travel trends, offering immersive cultural experiences, sustainable development practices, and a focus on wellness and community. Diriyah’s ongoing development ensures that it will continue to evolve, offering new attractions and experiences while maintaining its commitment to heritage. Diriyah is not just a destination—it’s a symbol of the Kingdom’s transformation, inviting visitors from around the world to connect with its rich past and dynamic future.

Beyond its rich historical significance, Diriyah is at the heart of a rapidly growing Riyadh, which is projected to expand from 7 million people today to 9.6 million in the coming years. This dynamic urban growth brings with it increased global attention, bolstered further by Riyadh’s selection as the host city for Expo 2030. This event will draw millions of visitors and solidify Riyadh as a world-class hub for business, tourism, and culture—with Diriyah playing an important role as a premier global gathering place within the capital.

On being authentic

How is Diriyah adapting to the ever-evolving needs for both modern and authentic tourism, while maintaining an experience economy?

KH: The world is changing rapidly, and with it the expectations and desires of travellers. Today’s traveller is seeking more than just a destination – they are seeking an experience, a connection, something that touches the soul and leaves a lasting impression. This is where Diriyah’s vision aligns so closely with the future of our industry.

Diriyah’s approach to tourism is rooted in striking a harmonious balance between authenticity and modernity, ensuring we cater to the evolving expectations of global travellers.

On one hand, Diriyah celebrates its historical and cultural heritage. At-Turaif, our UNESCO World Heritage Site, serves as the centerpiece of this authenticity, offering visitors a window into the rich legacy of the Saudi State through meticulously restored architecture, interactive exhibitions, and storytelling experiences. This dedication to heritage ensures that every visitor leaves with a genuine connection to the history and culture of the region.

On the other hand, Diriyah is embracing modern tourism demands by creating a destination that is dynamic, inclusive, and versatile. Our masterplan incorporates over 40 luxury hotels, nine museums, and countless cultural landmarks, all set within the framework of traditional Najdi architecture to maintain an unmistakable sense of place.

Additionally, we are committed to sustainability, leveraging cutting-edge technologies and green practices to create an environment that is not only beautiful and functional but also responsible and future focused.

Diriyah is a destination that evolves with its visitors. By blending timeless traditions with forward-thinking design and experiences, we are ensuring its relevance and appeal for generations to come.

Redefining luxury

How does Diriyah define luxury and how is this reflected in the visitor experience?

KH: At Diriyah, we define luxury as not being opulence – it’s about authenticity, exclusivity, and deeply meaningful experiences. It is part of our “grounded nobility” pillar of behaviour. True luxury lies in time, and with the time to travel and explore, guests can experience an environment where history, culture, and world-class amenities converge, creating a sense of connection that is both personal and transformative.

This philosophy is reflected in every aspect of the visitor experience. Diriyah’s traditional Najdi architecture provides an authentic sense of place, while the development seamlessly integrates modern comforts and bespoke services that cater to discerning travelers. Our global brand hotels offer a unique blend of local heritage with global standards. The first hotel opening in Diriyah, Bab Samhan, is a good example of this blend between traditional and modern design.  We also have extraordinary, branded residences that offer luxurious elegance and sophistication, such as the Signature Collection of the Ritz-Carlton Residences, the Raffles Residences, Baccarat Residences, and the Corinthia Residences – for visitors who wish to spend more time in Diriyah, or make the destination part of their everyday life.

Dining is another key element at Diriyah. From international restaurant brands to exclusive culinary experiences inspired by local flavors, Diriyah’s F&B offerings celebrate the richness of Saudi gastronomy.

Shopping in Diriyah will be equally distinctive, with global retail brands, like alongside curated artisanal markets, ensuring visitors can indulge in both global luxury brands such as Assouline or Dolce&Gabbana in Bujairi Terrace, as well as a plethora of local crafts.

We will offer heightened experiences such as the spectacular Royal Diriyah Opera House, the first of its kind in the Kingdom, the Greg Norman-designed Royal Golf Club, and a center of regional equestrian and polo excellence at the Royal Equestrian and Polo Club.

Ultimately, Diriyah redefines luxury as an experience of depth and meaning, where visitors feel connected to the past, inspired by the present, and excited about the future.

Working with B2B partners

How is Diriyah working with travel operators, agents and other stakeholders to promote the destination?

KH: We are actively pursuing Travel Trade Agreements with strategic partners to ensure that Diriyah is not only well-promoted but also integrated into travelers’ itineraries.

To equip partners with in-depth knowledge of Diriyah, we host familiarization (FAM) trips for travel agents, tour operators, and influencers. These experiences enable them to witness firsthand the destination.

We also actively participate in major tourism events such as ITB, ILTM and WTM where we signed agreements with travel trade partners including Abercrombie and Kent, Almosafer, Tetrapylon DMC, 88 Destinations, and Athaar Arabia DMC. We continue to collaborate with our tourism family from the Ministry of Tourism and Saudi Tourism Authority in taking Diriyah to the world.

When visiting Diriyah

What is the one thing visitors should never miss on a visit to Diriyah and why?

KH: If there’s one thing every visitor should experience in Diriyah, it’s At-Turaif, the UNESCO World Heritage Site and the historic heart of the Saudi state. Walking through At-Turaif is like stepping back in time – it’s where the story of modern Saudi Arabia began over 300 years ago.

The site offers a rare opportunity to immerse oneself in the rich culture and heritage of the Najdi architecture. Visitors can explore beautifully restored mudbrick structures, interactive exhibits, and engaging storytelling that bring history to life. It’s not just a place to see; it’s a place to feel – connecting deeply with the spirit and resilience of those who shaped the region’s identity.

Conveniently, we also have an amazing fine dining destination, Bujairi Terrace, which is located nearby At-Turaif. Here, you can savor the finest Saudi cuisine from across the Kingdom, all within beautifully designed Najdi-style establishments.

We are creating a space where culture, art, and entertainment converge – a place where visitors can immerse themselves in the history of Saudi Arabia while enjoying world-class amenities and experiences.  Some of our planned cultural offerings will include nine museums, a world-class opera house, and Diriyah Art Futures, which will host a variety of programs and initiatives.

Please share something about Diriyah that very few people know about or appreciate, but should.

KH: Diriyah is an incredible 14 sq km that will bring people together, one that I’m sure will inspire awe. However, much of what we’re building is also underground.

It’s not all buildings on top. We core drilled through 10 million cubic meters of rock to create the world’s largest complex subterranean infrastructure, going 45 meters deep to create a unique pedestrian city on ground level. We have incorporated smart technology into our masterplan to promote walkability and a better quality of life. When we talk about Diriyah being a gathering space – we mean precisely this, a place that brings people together – and we can only really do this when we unlock the majesty of public realm. This includes eliminating traffic, pollution and parking from places where people can congregate.

What is your favourite thing about Diriyah and why?

KH: Speaking as a musician myself, I look forward to seeing our music assets come to life in Diriyah. I can’t wait to experience a concert at The Arena, with its 20,000-seat capacity. I’d like to see that arena achieve cross-cultural accolades bringing Saudi musicians to top of mind and exporting Saudi rhythms and songs to the world!

More broadly, I love how Diriyah brings people together. At its core, it carries a message of humanity that resonates not only with the Kingdom but with all of us. It’s about enhancing the quality of life through timeless attributes like nature and walkable streets, with heritage-inspired low-rise architecture instead of glass and steel. These are universal qualities we all appreciate. I think that’s something very meaningful in this day and age.

Also read: Saudi Arabia’s surprising nature spots