Diriyah: The latest ‘giga project’ aiming to transform Saudi Arabia

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(CNN) The Kingdom of Saudi Arabia may just have started its tourism journey, but it’s going to be big. Bigger than big.

So big, in fact, that the country is focusing its efforts on so-called “giga projects,” developments that form a key part of the kingdom’s “Vision 2030” plan to create new economic ecosystems and drive diversification.

Saudi Arabia is aiming to attract 100 million visitors annually by 2030, no small goal considering the country only welcomed its first tourists with eVisa in 2019.

Futuristic and sometimes controversial new destinations like NEOM, with its 170-kilometer car-free mirror city The Line, and winter resort of Trojena are springing up across the kingdom to attract these visitors, alongside other projects focusing on the nation’s history, like the Nabatean tombs at AlUla and the oasis towns of Khaybar and Tayma.

On the outskirts of the Saudi capital, Riyadh, is another gigaproject that aims to attract 27 million of those annual visitors to a 14 square kilometer site packed with historical and cultural attractions.

Diriyah is considered the birthplace of the nation, the ancestral seat of the Al-Saud dynasty and home to the UNESCO World Heritage Site of At-Turaif, the site of the first Saudi state, founded in 1727.

Diriyah is of enormous importance to modern Saudi Arabia, both historically and culturally. And as a key giga-project in the Kingdom’s Vision 2030 plan, there’s pressure to get it right.

Price tag in the billions

Jerry Inzerillo, Group CEO of the Diriyah Gate Development Authority, has been tasked with doing just that. He has been in the hospitality industry for five decades and leads a team aiming to develop Diriyah into a Vision 2030 flagship project that “provides unparalleled cultural experiences for visitors and drives economic growth for the Kingdom”.

“We are committed to preserving and promoting the city’s history and culture, and we look forward to welcoming visitors from around the world to witness its beauty and become part of the legacy it represents” , he says.

Goal building doesn’t come cheap.

Diriyah is a $63.2 billion project that Inzerillo says is “one of the largest and most complex in the world.”

But what can visitors do once they get there?

The first phases of the master plan opened in late 2022, including the At-Turaif World Heritage Site with new galleries and museums chronicling Diriyah’s history, as well as remains of city walls, royal palaces and mosques.

Directly opposite is Bujairi Terrace, a collection of eateries built in the region’s traditional Najdi adobe style, including local concepts serving quality Saudi cuisine, as well as international restaurants such as Angelina, COVA and Sarabeth’s.

But the plans for Diriyah go well beyond a few restaurants and museums.

“We have an ongoing master plan that is adjusting to ensure we stay on track, and we will be bringing new assets to market every year through 2030,” says Inzerillo. “Our goal is to create a world-class cultural center in the heart of the nation.”

music and lights

Some 38 new hotels and resorts will open in Diriyah, including properties from major brands such as Ritz-Carlton, Park Hyatt and Raffles, alongside six museums, 26 cultural attractions, more than 400 luxury and lifestyle outlets and over 100 souks and bazaars.

Six parks will span 1.0 square miles, filled with tens of thousands of trees and crisscrossed with trails and trails for hiking, biking and horseback riding.

Events will also be a major focus for the destination and a busy program is already underway. The 2022 edition of the Diriyah season began in October and ran through February 22, 2023, with high-energy events such as the Diriyah Formula E race in January and concerts by John Legend, French Montana and Martin Garrix.

Diriyah’s palm groves are currently being transformed with immersive light installations by international and Saudi artists including Masamichi Shimada and Balqis AlRashed as part of Diriyah Nights, with Arabic music concerts, pop-up restaurants and shisha lounges drawing residents of the capital.

The Diriyah Urban Festival took place on February 10-11 and 15-18 with Parkour, Skateboarding, Breakdance and the BMX Freestyle World Cup 2023.

Diriyah is well on its way to changing the face of Riyadh as a whole. Not only will it give tourists more reasons to visit, but the new infrastructure that will be introduced – smart city strategies, pedestrian zones, increased use of public transport and a new metro connection – will compare to Riyadh as a Breath of fresh air feel notoriously busy traffic.

Around 100,000 people are expected to live in the new residential areas of Diriyah.

The historical sites of At-Turaif are brought to life for visitors by a team of 30 enthusiastic young Saudi guides who will lead them through galleries depicting the history of Diriyah and explore subjects such as equestrianism, traditional architecture, currency and trade .

Visitors can even explore the site in the company of royalty. One of the leaders is 30-year-old Princess Al-Jawhara Abdulmohsin Al-Saud, a member of the Al-Saud family of which this is their ancestral home.

high hopes

The princess told CNN it was a visit to At-Turaif with her family that prompted her to take on a role in the country’s burgeoning tourism industry. As part of the At Turaif Experience team, she guides visitors through exhibitions that focus on the early Imams who played a crucial role in shaping modern Saudi Arabia.

“I knew I wanted to help preserve and share this cultural treasure,” she said via email. “I applied to The Diriyah Company and was thrilled to have the opportunity to play a part in bringing the story of At-Turaif to life for visitors from around the world.”

With her family heritage, the role holds even more meaning for her. “As a member of the House of Saud, it is a truly meaningful and humbling experience to guide visitors through Diriyah. It is my honor to bring their stories to life for all to appreciate and learn from.”

Hopes are high that Diriyah will attract visitors as interested in the kingdom’s cultural heritage as it is in its ambitious futuristic developments.

Inzerillo is confident that will be the case as he believes Diriyah offers as much to Saudis as it does to visitors, giving everyone a chance to understand Saudi Arabia’s culture, history and traditions.

“For local people, it’s an opportunity to celebrate and reconnect with the rich history and culture they’ve inherited,” he says.

“It is a chance for visitors to immerse themselves in a unique and authentic cultural experience, explore the UNESCO World Heritage site of At-Turaif and discover the traditional architecture and natural beauty of this earth-built city.”