Naif Awlia outlines Saudi Arabia’s cultural tourism strategy at ITB China 2025

 

Diriyah director highlights growing importance of city in Saudi tourism strategy  

Diriyah, the historic birthplace of Saudi Arabia and a UNESCO World Heritage site, is positioning itself as a premier cultural tourism destination. During ITB China 2025, Naif Awlia, Director of Tourism and Engagement for Diriyah, shared insights into the city’s growing importance as part of Saudi Arabia’s national tourism strategy, emphasizing its appeal to Chinese tourists.

Expanding Reach in the Chinese Market
Awlia highlighted that China is a crucial source market for Diriyah and Saudi Arabia as a whole, with the Kingdom targeting 5 million Chinese visitors as part of its broader tourism goals. In 2024, approximately 140,000 Chinese tourists visited Saudi Arabia, and the first quarter of 2025 saw a 30% increase in arrivals compared to the previous year.

"We are actively engaging with Chinese travelers through events like ITB China and our own activation in Shanghai to promote Diriyah as a top destination," Awlia said. "We’re not just attending the event but actively connecting with key players like Liji, Alibaba, and Trip.com to understand the market and forge long-term partnerships."

 

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Balancing Heritage with Modern Tourism
Known for its historical significance, Diriyah is committed to preserving its cultural roots while building modern tourism infrastructure. Awlia explained that all developments are inspired by the rich history of Diriyah, particularly the At-Turaif district, which was once home to a prosperous community central to the Kingdom’s heritage.

"Our philosophy is to honor the past while building a world-class tourism destination," Awlia added. "Diriyah is the 'jewel of the Kingdom'—preserving history while providing modern amenities, hospitality, and experiences deeply rooted in the Saudi tradition of warmth and openness, known as 'Safa.'"

Engaging Student Travelers with Immersive Experiences
As part of its efforts to attract young, culturally curious travelers, Diriyah has introduced immersive activations targeting student audiences. During its Shanghai activation, attendees experienced Diriyah’s history through interactive content, traditional Saudi coffee, dates, and oud scents. These sensory experiences were designed to foster deeper emotional connections with the destination.

 

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"By offering sensory and personal engagement, we hope to leave a lasting impression on visitors, especially students, making them feel like they've experienced something authentic and meaningful," Awlia explained.

Strategic Collaborations for Global Exposure
ITB China has played a key role in raising Diriyah’s international profile, providing a platform to build global partnerships. During the event, Diriyah gave a presentation to industry stakeholders, highlighting its unique tourism offerings.

"We’re seeking collaborations with travel agents, tour operators, creative agencies, and international PR firms to expand Diriyah’s reach," said Awlia. "These partnerships will help position Diriyah as a leading cultural and heritage tourism destination globally."

Looking to the Future: Diriyah’s Long-Term Vision
Awlia also shared Diriyah's ambitious plans for the next few years. The destination continues to expand its cultural assets, having already launched new attractions in recent months. The focus is on diversifying and enriching the visitor experience, with new sites and events added regularly.

"Diriyah is already opening new cultural experiences every year, and this will only increase as we approach Vision 2030," Awlia stated. "We are also focusing on enhancing our infrastructure to support both leisure and business travel."

 

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As for the Chinese market, Diriyah has identified it—and the broader Asian region—as a key area for growth. "We’ve conducted extensive research, and our unique blend of nature, culture, and cuisine is appealing to travelers from China and beyond," said Awlia. "We are engaging with these markets through targeted offline and online campaigns, and participating in global trade shows like ITB Asia."

Looking ahead, Awlia emphasized that Diriyah’s journey is just beginning. "We’re excited about the future, especially as we continue to expand and offer visitors a truly world-class tourism experience."

Source: www.travelandtourworld.com