Diriyah shines on the world stage: The Saudi cultural jewel is unveiled at the World Travel Market London 2025

Posted on November 2, 2025

Diriyah, the historic jewel of Saudi Arabia, is set to shine at World Travel Market London 2025, offering a glimpse of its transformative journey into a global cultural tourism destination. Known for its rich history and modern aspirations, Diriyah positions itself as a cornerstone of Saudi Arabia’s evolving tourism landscape. Showcasing the destination in the global travel market will highlight its heritage, luxury offerings and investment potential, representing an important step towards achieving the goals of Saudi Vision 2030.

Heritage and modern luxury: Diriyah’s unique blend of old and new

Located just outside of Riyadh, Diriyah is a symbol of Saudi Arabia’s deep cultural roots. Once the birthplace of the Saudi state and home of the royal family, the UNESCO World Heritage site of Turaif is a living testament to its historical importance. However, Diriyah is not just a window to the past, it is also a modern beacon of luxury tourism and sustainable development.

At World Travel Market London 2025, Diriyah will highlight its diverse development efforts, including the opening of luxury hotels, residential spaces and unique cultural venues that are set to attract millions of visitors annually. This massive project, supported by the Public Investment Fund of the Kingdom of Saudi Arabia, is designed to combine the rich cultural heritage of Turaif with cutting-edge modern amenities, creating a destination that provides cultural immersion and upscale amenities.

A vision for the future: Diriyah’s growth as a global cultural destination

Saudi Arabia’s Vision 2030, which aims to diversify the country’s economy and position tourism as a key growth sector, sees Diriyah as a flagship project. The goal is to attract more than 50 million visitors annually by 2030, making Diriyah a major player on the global tourism map. The development of Diriyah is not just about tourism, it is also about promoting economic growth, creating thousands of job opportunities, and bringing significant investments to the region.

The showcase at WTM London 2025 will focus on Diriyah’s potential to serve as a one-stop destination with more than 40 luxury hotels, more than 18,000 residential units, cultural attractions and retail spaces. These developments will create a vibrant hub for both international tourists and business investors. Diriyah’s fusion of historical charm and modern luxury distinguishes it as a destination where visitors can experience the authentic essence of Saudi culture while enjoying world-class facilities.

Outernet London: The perfect location for Diriyah’s global showcase

Taking it a step beyond the traditional trade show, Diriyah will also host an immersive exhibition at Outernet London, a cutting-edge venue that combines technology and entertainment to create an engaging experience for visitors. From 1 to 6 November 2025, the exhibition will bring the sights and sounds of Diriyah to life, allowing visitors to explore its cultural treasures and future developments in an interactive format. This innovative approach is designed not only to attract industry professionals but also to engage the general public, providing a truly unique experience that bridges the gap between heritage and modern tourism.

The Diriyah exhibition at Outernet London will include digital storytelling, cultural displays and hands-on demonstrations of what visitors can expect when they travel to this cutting-edge destination. In addition, the Global Travel Market Pavilion (Hall 9, S9-200) will be dedicated to facilitating business discussions, partnerships and collaborations with stakeholders in the travel industry, including tour operators, hotel groups and investment companies.

Investment attractiveness: Diriyah’s potential for hospitality and tourism investors

For those in the investment community, Diriyah represents an attractive proposition. The multi-billion dollar project is expected to become a hub for luxury tourism, with a clear focus on high-end hospitality, cultural tourism, and sustainable development. The destination’s focus on luxury accommodation, mixed-use developments and entertainment venues ensures its appeal to both high-net-worth investors and visitors. The WTM London 2025 platform will provide valuable opportunities to network with key players in the global travel and hospitality industry, strengthen partnerships and enable cross-border collaboration.

As part of Saudi Vision 2030, Diriyah’s long-term development plans include building hotels from high-profile brands such as Six Senses, Capella and The Luxury Collection. These prestigious brands will bring unparalleled luxury experiences to the destination, strengthening Diriyah’s position as a hotspot for high-end cultural tourism.

Cultural tourism at its best: What to expect in Diriyah

Diriyah’s cultural appeal goes beyond its architectural heritage. The area will soon boast a host of cultural attractions, including museums, art galleries and performance venues. The famous Al Bujairi Terrace, which offers sweeping views of the Turaif area, is already open to visitors and will be an integral part of the cultural experience. In addition to its historical sites, Diriyah will include an opera house, an arena for international events, and a variety of entertainment options that blend traditional Saudi culture with modern creativity.

Whether you are a history buff, a luxury traveler, or an investor looking for new opportunities, the Diriyah development promises something for everyone. As it continues to grow, Diriyah will not only become a major destination in Saudi Arabia, but also a global cultural landmark.

Conclusion: The role of Diriyah in the future of tourism in the Kingdom of Saudi Arabia

Diriyah’s spotlight at World Travel Market London 2025 highlighted the region’s growing importance as a cultural and tourism hub. With its blend of historical richness and contemporary luxury, Diriyah is set to become a must-visit destination for international travellers, investors and industry professionals. As part of Saudi Arabia’s broader tourism ambitions under Vision 2030, Diriyah paves the way for a vibrant and sustainable future that celebrates the nation’s heritage while welcoming the world.