Interview with Mr. Abdulrahman Aljefri, Executive Director of Destination (DMO), Diriyah Company
In the heart of Saudi Arabia, a city is rising from the earth—literally and symbolically. Built from traditional mudbrick and rooted in centuries of cultural heritage, Diriyah is not just a destination; it is a statement. A statement about identity, sustainability, and the power of cultural tourism to shape communities and inspire travelers. At the forefront of this bold vision is Mr. Abdulrahman Aljefri, Executive Director of Destination at Diriyah Company.
We say we are the 'City of Earth,’” Mr. Aljefri explains, “because everything in Diriyah is born from the land—from the materials we use, to the stories we tell, to the way we live in harmony with nature. This city reflects the essence of Saudi Arabia: humble, hospitable, and rooted.”
A Vision Beyond Tourism
Diriyah is far more than a tourist project—it is a holistic cultural development. At its core is At-Turaif, a UNESCO World Heritage Site, and around it is growing a sustainable, walkable city designed for 100,000 residents. The buildings, constructed from locally sourced mudbrick, are naturally energy-efficient, staying cool in the summer and warm in the winter.
But sustainability in Diriyah extends beyond the environment.
We talk about human sustainability. Everything we build is for the people of Diriyah—education, opportunity, well-being.”
says Mr. Aljefri.
Initiatives include King Salman University, the first institution in the region dedicated to heritage and culture, as well as institutes focused on traditional arts such as calligraphy and Ardah, the region’s folkloric dance. These efforts aim to preserve intangible cultural assets while engaging new generations in creative and meaningful careers.
A Market Strategy Rooted in Culture
Diriyah's go-to-market strategy reflects its authenticity.
We begin with our neighbors—we believe they deserve to be the first to experience Diriyah,"
explains Mr. Aljefri. After a strong local engagement, the focus expands to culturally curious travelers, particularly in Europe and North Africa.
We are targeting countries like Italy, Spain, France, and Germany—places where people travel not just to relax, but to learn, to be inspired by other cultures. Diriyah is a cultural destination, and we are creating experiences that reflect that.”
These efforts include seasonal showcases across Europe. In June, Diriyah will be featured in Paris, followed by Madrid in September, offering immersive experiences that bring Saudi culture to life through food, performance, and storytelling.
A Season of Culture and Creativity
Last month, Diriyah concluded its largest cultural season yet, attracting over 1.6 million visitors. One of its most innovative experiences was a collaboration with Dragone, a global leader in theatrical productions, to create the world’s first immersive circus inspired by Saudi history. Combined with culinary experiences and escape rooms, the event showcased Diriyah’s capacity to blend tradition with innovation.
Our approach is about creating layered, meaningful experiences. Yes, you can find similar attractions elsewhere—but here, the story, the soul, and the sense of place are unique.”
Empowering Saudis, Building Expertise
While Saudi Arabia’s tourism sector is still relatively young, Diriyah is leading by example in talent development.
Today, our entire DMO team is 100% Saudi. This is a testament to the vision and trust of our CEO, Mr. Jerry Inzerillo, who is empowering young Saudis to lead.”
Through elite partnerships with global institutions, Diriyah Company is delivering best-in-class training, on-the-job learning, and leadership development to Saudis at every level.
We know that our greatest resource is our people. And we are investing in them accordingly.”
Looking Ahead to 2030: The Cultural Capital of Arabia
With its sights set on the future, Diriyah is positioning itself as the cultural capital of Arabia by 2030. The vision is clear: a city that celebrates the past while embracing the possibilities of the future.
Diriyah is a gathering place, concludes Mr. Aljefri. It’s where people come together to connect—with each other, with history, with ideas. And by 2030, it will be the beating heart of culture in our region.”
