We aim to create a seamless and enriching experience for visitors

Diriyah Company l شركة الدرعية, established in 2023 as a subsidiary of Saudi Arabia’s Public Investment Fund (PIF), is spearheading the transformation of Diriyah into a global cultural and tourism hub aligned with Vision 2030. Spanning 14 square kilometers, the project includes the UNESCO World Heritage Site of At-Turaif and aims to attract 50 million visitors annually by 2030. With plans for over 30 hotels, over 100 restaurants, cultural venues, and luxury residences, the development combines traditional Najdi architecture with modern amenities, positioning Diriyah as a unique destination that celebrates Saudi Arabia’s rich history while embracing the future. As the Tourism & Engagement Director at Diriyah Company, Naif Awlia plays a pivotal role in bringing this vision to fruition. He leads initiatives to enhance visitor engagement and promote Diriyah’s offerings on the global stage. Under his leadership, Diriyah Company has forged strategic partnerships with international travel entities, aiming to elevate Diriyah’s profile among global travelers. Awlia’s efforts are integral to positioning Diriyah as a must-visit destination that offers an authentic and enriching experience, aligning with the broader goals of Vision 2030 to diversify the economy and showcase Saudi Arabia’s cultural heritage. On the sidelines of the Arabian Travel Market, Al Bayan Magazine conducted the following interview with Mr. Awlia.