Diriyah: Saudi Arabia's Ambitious 'Giga Project' Set to Transform the Nation

Saudi Arabia may be a newcomer to the global tourism scene, but it’s going all-in with massive projects that aim to reshape its future.

In fact, the country is betting on what it calls 'giga-projects' – monumental developments that are a cornerstone of its Vision 2030 plan to diversify the economy and create entirely new sectors.

With a goal of attracting 100 million visitors annually by 2030, Saudi Arabia is setting an ambitious target, especially considering it only began welcoming eVisa tourists in 2019.

Across the Kingdom, futuristic and often controversial developments like NEOM, which includes the 170-kilometer-long, car-free city known as The Line, and the winter resort of Trojena, are being built to lure these visitors, alongside projects that highlight the nation’s rich history, such as the ancient tombs in AlUla and the oasis towns of Khaybar and Tayma.

On the outskirts of Riyadh, Saudi Arabia’s capital, a colossal new 'giga-project' is set to bring 27 million visitors annually to a 14-square-kilometer site brimming with historical landmarks and cultural experiences.

Regarded as the birthplace of the nation, Diriyah is the ancestral home of the Al Saud family and houses At-Turaif, a UNESCO World Heritage Site marking the origins of the First Saudi State, founded in 1727.

Diriyah holds monumental significance for modern Saudi Arabia, both in terms of history and culture. As a flagship project under the Kingdom’s Vision 2030, the pressure is on to deliver.

With a multi-billion dollar investment, Diriyah’s transformation into a cultural hub is a major undertaking for the Kingdom.

Jerry Inzerillo, the group CEO of the Diriyah Gate Development Authority, is spearheading this ambitious project. A seasoned hospitality expert with over 50 years of experience, he’s leading a team focused on making Diriyah a centerpiece of Vision 2030, offering unparalleled cultural experiences while fueling economic growth for Saudi Arabia.

Inzerillo is committed to preserving Diriyah’s rich heritage while showcasing its cultural significance. He eagerly anticipates welcoming visitors from around the world to experience its beauty and become part of its storied legacy.

Building a world-class destination like Diriyah requires a significant investment, but the potential rewards are vast.

So, what can visitors expect to experience once they arrive in Diriyah?

The initial phases of the master plan were unveiled at the close of 2022, featuring the At-Turaif World Heritage Site, complete with newly opened galleries and museums that narrate the history of Diriyah, as well as preserved remnants of city walls, royal palaces, and mosques.

Across from this historic site lies Bujairi Terrace, a selection of dining establishments designed in the traditional Najdi mud-brick style, offering both upscale Saudi dishes and global cuisine from restaurants like Angelina, COVA, and Sarabeth’s.

However, the vision for Diriyah stretches far beyond its restaurants and museums.

Inzerillo explains, “We have a dynamic master plan that evolves to keep us on track, with new attractions launching annually through 2030. Our ultimate goal is to establish a world-class cultural hub in the heart of the Kingdom.”

Music, light displays, and immersive experiences are central to bringing Diriyah’s cultural destination to life.

The development will include 38 new hotels and resorts, featuring renowned international brands such as Ritz-Carlton, Park Hyatt, and Raffles. Alongside these, there will be six museums, 26 cultural attractions, over 400 luxury and lifestyle stores, and more than 100 souqs and bazaars.

Six expansive parks will cover 2.6 square kilometers, filled with thousands of trees, and equipped with walking, cycling, and horseback riding trails.

Events will play a key role in the destination's appeal, with a packed schedule already in motion. The 2022 Diriyah Season, which ran from October to February 2023, included high-profile events such as the Diriyah Formula E race in January and performances by John Legend, French Montana, and Martin Garrix.

Diriyah's palm groves are being transformed with interactive light installations by both international and local artists, including Masamichi Shimada and Balqis AlRashed. These are part of Diriyah Nights, which also features Arabic music performances, pop-up eateries, and shisha lounges, attracting Riyadh's residents.

The Diriyah Urban Festival took place from February 10-11 and 15-18, showcasing thrilling activities such as parkour, skateboarding, breakdancing, and the 2023 BMX Freestyle World Cup.

Diriyah is set to reshape the entire landscape of Riyadh. Not only will it offer more attractions for tourists, but its new infrastructure – including smart city innovations, pedestrian-friendly zones, enhanced public transport, and a new metro line – will provide much-needed relief from Riyadh's infamous traffic jams.

Approximately 100,000 people are expected to settle in the new residential developments within Diriyah.

At the heritage sites of At-Turaif, a team of 30 passionate young Saudi guides bring the area's rich history to life. They lead visitors through galleries that highlight Diriyah's past and delve into subjects such as equestrian traditions, traditional architecture, currency, and trade.

Visitors may find themselves exploring the site alongside members of the royal family. One such guide is Princess Al-Jawhara Abdulmohsin Al-Saud, a 30-year-old member of the Al-Saud family, whose ancestors once ruled this land.

A sense of anticipation fills the air.

It was a visit to At-Turaif with her family that inspired Princess Al-Jawhara to join the country’s growing tourism sector. Now part of the At-Turaif experience team, she takes visitors through exhibits that highlight the first imams who were crucial in shaping modern Saudi Arabia.

“I’ve always wanted to help preserve and share this rich cultural heritage,” she explained in an email. “When the Diriyah Company offered me the chance to contribute to bringing At-Turaif’s history to life for global visitors, I was overjoyed to accept.”

The role holds deep personal significance for her, given her family’s heritage. “As a member of the House of Saud, leading visitors through Diriyah is a profound and humbling experience. It’s an honor to bring its stories to life for others to appreciate and learn from,” she shares.

There are high hopes that Diriyah will attract visitors who are as captivated by the kingdom's rich cultural history as they are by its groundbreaking future developments.

Inzerillo is confident in Diriyah’s appeal, believing the site offers valuable experiences for both Saudis and international visitors, providing an opportunity for all to explore the culture, history, and traditions of Saudi Arabia.

“For the locals, it’s a chance to celebrate and reconnect with the deep cultural legacy they’ve inherited,” he explains.

“For visitors, it’s an immersive experience into a unique and authentic culture, offering the chance to explore the UNESCO World Heritage Site of At-Turaif, along with the region's traditional architecture and the natural beauty of a city built from the earth itself.”