Diriyah to become cultural hub in Saudi Arabia
In a recent interview with Inside Saudi Kiran
Haslam, Chief Marketing Officer at Diriyah Company, has termed Diriyah a place
of cultural excellence.
Q: Can you tell us about your role as Chief Marketing Officer at
Diriyah Company and your day-to-day responsibilities?
Kiran Haslam: As CMO, I lead marketing efforts to p
osition
Diriyah, the City of Earth, in the hearts and minds of people locally and
globally. Diriyah, the original capital of the First Saudi State, holds a
unique value proposition. My role involves overseeing various marketing
aspects, from digital marketing and communications to complex branding
strategies, as we develop this extraordinary destination.
Q: How does Diriyah's historic UNESCO site influence its branding
and visitor proposition?
Diriyah is deeply rooted in its historical and natural environment,
epitomizing sustainable, people-centric urban development. The historic
At-Turaif district, the capital of the First Saudi State, was completed in
1766. Diriyah, the birthplace of the Kingdom established in 1727, is the
ancestral home of the Al Saud royal family and a historical crossroads for
trade and pilgrimage routes. This rich history inspires the creation of a new
cultural gathering place for millions of visitors.
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Our conservation efforts at the UNESCO World Heritage site of At-Turaif,
which reopened to the public in 2022, reflect our commitment to preserving
heritage. The centuries-old mud-brick Najdi architecture inspires the design of
new buildings and assets, ensuring a world-class, pedestrian-focused urban
environment rooted in history but built for the future.
Q: What distinguishes Diriyah's visitor experience from other
destinations in the Kingdom and the region?
Diriyah is the first of Saudi Arabia’s giga-projects to open to the public,
having welcomed over two million visitors since December 2022. The lovingly
conserved At-Turaif district and the reimagined Bujairi Terrace offer a blend
of global restaurant brands and traditional Saudi cuisine.
Currently, we are constructing seven internationally acclaimed hotels: Four
Seasons, Six Senses, Aman, Corinthia, Oberoi, Capella, and The Address. The
first property, the Luxury Collection Hotel Bab Samhan with 135 rooms, will
open later this year. Over 40 hotels are planned in the coming years.
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Arabia's UNESCO exhibition shines light on At-Turaif, Diriyah's legacy
Diriyah, named the Capital of Arab Culture for 2030 by the Arab League
Educational, Cultural and Scientific Organization (ALESCO), will feature nine
museums, ten iconic landmarks including a 20,000-seat multipurpose Diriyah
Arena, the Royal Diriyah Opera House, a Greg Norman-designed championship golf
course, and the Royal Diriyah Equestrian and Polo Centre. These attractions
will establish Diriyah as an international centre of cultural, artistic, and
entertainment excellence.
Q: Who are the target visitors for Diriyah, and how do your goals
align with Saudi Vision 2030?
We aim to make Diriyah a premier global gathering place, eventually
welcoming over 50 million visits annually. Today's global travelers seek
unique, undiscovered destinations, and Diriyah offers extraordinary experiences
in an amazing, yet relatively unexplored, country. Our impact on the Kingdom’s
tourism sector supports the Vision 2030 goal of increasing tourism's
contribution to 10% of the GDP by the end of the decade.
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Q: What can visitors expect in Diriyah in the coming years?
The past year has seen significant progress in transforming our master plans
into reality. Diriyah will become home to over 100,000 residents, create
178,000 direct jobs, and welcome millions of visitors annually. The city will
feature four metro stations, ample parking, pedestrianized retail districts,
green spaces, and parks. Visitors can explore Wadi Hanifah, a sustainable oasis
with millions of native trees, shrubs, and plants. Diriyah offers a blend of
heritage, culture, and modern amenities, allowing visitors to experience the
birthplace of the Saudi state.
Q: Why should Diriyah be your next destination?
Diriyah is a captivating cultural hub that honors over three centuries of
rich heritage. Designed with a people-first approach, it provides an authentic
experience for all visitors, inviting them to explore the historic birthplace
of the Kingdom.
Source: Yahoo News
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