By Jeannette Paulino, Middle East Section Editor

As Diriyah emerges as one of the world’s most closely watched cultural and hospitality destinations, EXCLUSIVE LUXURY MAGAZINE speaks with Jerry Inzerillo, Group Chief Executive Officer of Diriyah Company, about the vision, ambition, and legacy shaping this transformative project. With a distinguished career spanning iconic destinations including Atlantis, The Palm in Dubai, Inzerillo now leads the transformation of Diriyah, the birthplace of Saudi Arabia and one of the Kingdom’s most ambitious giga projects. In this exclusive interview, Inzerillo shares his vision for Diriyah’s future, the responsibility of preserving more than 300 years of history, and how the destination is redefining luxury hospitality by blending heritage, culture, and community on an unprecedented scale.

How does Diriyah contribute to Saudi Arabia’s broader vision for cultural tourism?

Diriyah plays a central role in Saudi Arabia’s Vision 2030. Diriyah is the birthplace of the Kingdom and the place where the Kingdom’s story began. This historic significance gives Diriyah a unique role within Vision 2030, positioning it as the cultural anchor of Saudi Arabia’s tourism transformation.

The opportunity before us is to carry that story forward and shape a destination where people can live, work, gather, and experience Saudi culture firsthand.

At the heart of Diriyah is At-Turaif, our UNESCO World Heritage site. When visitors come here, they step into the story of the Kingdom, through guided tours, cultural programming, and immersive experiences, all set against a backdrop of centuries-old mud brick palaces, winding alleyways, and traditional architecture.

Around that site, we are building what we call the “City of Earth,” which is a fully integrated destination that brings together culture, hospitality, retail, and lifestyle in one place.

Among the many projects I have been fortunate to be part of throughout my hospitality career, Diriyah stands out for its breadth, vision, and long-term impact. It represents something far greater than a single landmark or tourism project.

Diriyah is being transformed into a destination where history and modern life come together in a meaningful way. People will live here, raise families, build businesses, and welcome visitors from around the world to experience the rich culture and heritage of Saudi Arabia.

Among the many projects I have been fortunate to be part of throughout my hospitality career, Diriyah stands out for its breadth, vision, and long-term impact. It represents something far greater than a single landmark or tourism project.

– Jerry Inzerillo, Group Chief Executive Officer of Diriyah Company

How does Diriyah balance preserving cultural heritage with luxury hospitality?

Diriyah is, first and foremost, about responsibility. We are the custodians of more than 300 years of Saudi history, and every decision begins there. Heritage is embedded in every element of the project, while delivering the highest standards of luxury hospitality.

The history and the culture of this place serve as the foundation for the entire destination. From the architecture and materials to the scale and overall experience, everything is deeply rooted in authentic traditional Saudi design, known as Najdi. Whether you are visiting At-Turaif, staying at one of our hotels, or walking through a retail district, there is always a strong connection to the local identity and the sense of place.

Hospitality plays an essential role in bringing this large-scale vision to life. Our first hotel, Bab Samhan is authentic in character and delivers the highest standards of global luxury. We have also partnered with some of the world’s leading hospitality brands. What matters to us is that each brand brings its own excellence to Diriyah while embracing the local culture, architecture, and the rich story behind this extraordinary destination.

The result is a luxury hospitality experience grounded in heritage while thoughtfully designed for the future. And, that is what makes Diriyah truly distinctive.

Who is the ideal guest for Diriyah’s luxury experience, and what draws them to this historic site?

Today’s luxury traveler is seeking experiences that feel authentic, meaningful, and deeply connected to the identity of a place.

They want to truly understand where they are. They want to connect with a destination, its people, and its story.

That is exactly what draws them to Diriyah.

This is not a destination created from scratch. It is the birthplace of the Kingdom, with a history that spans more than 300 years. From the moment visitors arrive, they can feel that sense of heritage — in the welcome, the architecture, and the overall atmosphere.

When guests walk through At-Turaif, they are immersed in a living story where history, culture, and heritage are reflected in every detail of the experience. Through guided experiences and cultural programming, the story of the Kingdom unfolds in a way that feels both authentic and deeply engaging.

There are very few places in the world today where you can experience that level of authenticity at this scale.

And that is what makes Diriyah so compelling for the modern luxury traveler.

Diriyah Arena, an innovative, digitally immersive sports and entertainment venue with a capacity 15,000

How do you envision Diriyah setting new benchmarks in luxury hospitality?

Diriyah is setting a new benchmark by bringing together something incredibly rare: authentic heritage combined with world-class hospitality, seamlessly integrated into one destination.

It stands apart from many destinations around the world because of the breadth of experiences available within a single destination.

Visitors can enjoy some of the finest dining experiences in the world, alongside leading Saudi concepts, all within a vibrant and walkable environment.

In the years ahead, Diriyah will be home to nearly 40 hotels and more than 6,500 rooms operated by some of the world’s leading hospitality brands.

Diriyah is setting a new benchmark by bringing together something incredibly rare: authentic heritage combined with world-class hospitality, seamlessly integrated into one destination.

– Jerry Inzerillo, Group Chief Executive Officer of Diriyah Company

Visitors will also experience exceptional cultural and lifestyle offerings, from museums and galleries to the Diriyah Opera House, major events at Diriyah Arena, the 27-hole Greg Norman golf course, and the Equestrian Club.

At the heart of what we are building in Diriyah is a fully immersive lifestyle and cultural experience, where heritage, hospitality, arts, dining, and entertainment come together seamlessly.

That is what positions Diriyah as a global benchmark for luxury hospitality and cultural tourism.

What lessons from your past successes, like Atlantis, The Palm, influence Diriyah’s strategy?

I have been fortunate throughout my career to be part of some extraordinary destinations, including Atlantis, The Palm.

One of the most important lessons I have learned is that successful destinations are defined by the experiences they create and the emotional connections they inspire. The places people remember most are the ones that leave a lasting impression and give them a reason to return.

That perspective has stayed with me throughout my career and continues to guide our approach at Diriyah.

Diriyah brings a unique dimension to that perspective. Its heritage and historical significance create both authenticity and a profound sense of responsibility.

Our vision is to bring that rich cultural heritage to life through world-class hospitality, infrastructure, and experiences that reflect the identity of this remarkable place.

While my previous projects have given me valuable experience in developing large-scale destinations, Diriyah stands apart because of the history, culture, and significance that shape every aspect of the project.

That connection to heritage and identity is what will define its long-term success.

What’s most exciting about Diriyah’s evolution over the next decade?

What is particularly exciting is seeing Diriyah come to life as a fully integrated city. It’s a place where nearly 100,000 people will live, where millions of visitors will gather, and where culture, commerce, and community come together in a meaningful way.

Over the next decade, Diriyah will offer world-class retail, dining, and hospitality alongside cultural institutions, museums, and the Diriyah Opera House. Walkable districts, green spaces, and thoughtfully designed experiences will create an environment where people can connect with the heritage, culture, and identity of this remarkable destination.

What I look forward to most is seeing how people respond when they experience Diriyah for the first time. The sense of discovery, the pride, and the connection they feel to this place.

At its heart, Diriyah is being shaped as a destination that leaves a lasting impression and creates memories that stay with people long after they leave.

At-Turaif in Diriyah, a UNESCO World Heritage site at Diriyah

By Jeannette Paulino, Middle East Section Editor

EXCLUSIVE LUXURY MAGAZINE had the pleasure of sitting down with Diriyah’s newly appointed Chief Marketing Officer, Abdulrahman Yahya Al-Jefri, a Saudi national who has been deeply embedded in the Kingdom’s transformation journey since the early days of Saudi Vision 2030. In this exclusive conversation, he reveals how culture, community, and immersive programming are at the heart of Diriyah’s evolution, positioning it as a defining luxury cultural destination and one of Saudi Arabia’s most compelling and fast-evolving places to visit.

Diriyah: Where the Story of Modern Saudi Arabia Begins

To learn about Diriyah is to understand the origin story of modern Saudi Arabia.

Historic photograph of Diriyah

Diriyah, is a historic city in the Kingdom’s capital, and one of Saudi Arabia’s giga projects, undergoing a major transformation to be a premier tourism, cultural, and lifestyle destination. With over $63 billion invested, the project aims to attract +50 million yearly visitors by 2030, without losing sight of its roots.

Located just outside Riyadh, Diriyah is a 300-year-old historic city that once served as the capital of the First Saudi State, established in 1727. It is the ancestral home of the Al Saud family and the birthplace of the Kingdom itself.

Within Diriyah lies At-Turaif, a UNESCO World Heritage Site and a beautifully preserved mud-brick citadel, featuring Najdi architectural style, which is a traditional, climate-responsive building style from the Najd region of Saudi Arabia (13th–18th centuries).

At-Turaif in Diriyah, a UNESCO site

Diriyah: Preserving Heritage While Shaping the Future

Unlike many of Saudi Arabia’s giga-projects that are built from scratch, Diriyah’s transformation builds upon an existing city and centuries of history. Today, it is home to approximately 100,000 residents, with plans to welcome another 100,000 in the years ahead. Diriyah’s masterplan includes residential developments, over 40 hotels, retail spaces, offices, 16 schools, one university, sporting venues, public spaces, a 20,000-seat arena, and Saudi Arabia’s first purpose-built opera house.

The Royal Diriyah Opera House officially open in 2028

The city within a city as it is often referred to currently welcomes 2 million visits a year and hopes to welcome 50 million long-term visits, a key component of Saudi Arabia’s Vision 2030 economic diversification plan.

When prompted about the recent and current regional tensions, Diriyah’s newest CMO, Abdulrahman Yahya Al-Jefri, reassured that visitation numbers have not slowed. Business in the Kingdom continues as usual. Cafes are buzzling. Folks are shopping and continuing to enjoy multiple forms of entertainment, including at Diriyah.

Diriyah: Creating a Destination People Emotionally Connect to

While the target tourism audience for Diriyah is 70% domestic, Al-Jefri shared that there is a clear ambition to build global relevance.

Through a focused international go-to-market strategy, Diriyah aims to unlock new corridors to Diriyah from Europe, the U.S., and Latin America.

Al-Jefri was proud to share that Diriyah has a Net Promoter Score of 95, an almost unheard-of number in global tourism.

Regardless of where travelers are coming from, Al-Jefri emphasizes the importance of creating a strong emotional connection to the city’s history, one that builds loyalty and encourages repeat visits.

So, how do you create that sense of belonging and connection?

Through culture.

“We are relying a lot on repeated visitation. We’re creating loyalty and repeated visitation, where people feel a connection to the place. That this is their extended living room.”
– Abdulrahman Yahya Al-Jefri

Nuzul at At-Turaif; “Nuzul” is an Arabic word that means hospitality, lodging, or welcoming guests

Diriyah: Where Culture Becomes an Immersive Luxury Experience

Al-Jefri’s role as CMO centers on translating Saudi heritage into immersive, contemporary experiences, designed as products and programming that are participatory, inviting, and deeply human.

This includes activating all five senses, flavors, and a myriad of engagement formats, like storytelling, food, craft, seasonal programming, traditional dances where families, children and visitors all join in!

Samri Dance, traditional folk dance and musical performance originating from the Najd region, the same cultural region where Diriyah is located

Seasonal programming is anchored around key national and cultural moments, including Founding Day (February 22), Flag Day (March 11), Saudi National Day (September 23), Ramadan, and Eid, each bringing its own set of curated experiences.

Diriyah Season in the wintertime offers a storytelling festival, poetry recitals, animation masterclasses, and culinary activations inspired by regional heritage.

One standout example? A food festival that creates dishes inspired by novels, offering an exquisite interplay between cultural narrative and gastronomy.

Annual Diriyah Season Festival, offering immersive, live entertainment and culinary experiences

Diriyah: From Storytelling Festivals to Starlit Desert Experiences

Other experiences take place around the mountain base camps, where visitors or residents can partake in horse riding, archery, stargazing, and traditional crafts like embroidery and calligraphy. Immersive activities also include an “escape room” where visitors learn about the history of Diriyah while solving riddles and mysteries.

Minzal CAMP

Diriyah: A Community-centered Vision of Luxury Hospitality

Community is also an imperative component to Diriyah’s alluring formula.

“Part of our tradition, our Islamic values, is that you really need to take care of your neighbor. If we want to bring prosperity for a region, we first start with the people of the community.”

– Abdulrahman Yahya Al-Jefri

That philosophy shows up in everything, from programming that engages residents and local artisans to showcase and sell their beautiful crafts to the way public spaces are designed to feel lived in.

Layali Diriyah (“Diriyah Nights”)

Diriyah: Global Luxury Brands Meet Saudi Arabia Authenticity

Elevating any city for local, regional, or global attraction requires the right partnerships. Diriyah brings together some of the world’s most respected hospitality brands, including the Four Seasons, Capella, The Edition, and Address Hotels, alongside a mix of global and local retailers, like Adidas, Alo Yoga, On Running, and the region’s largest Dolce & Gabbana boutique and café, which is now open In Bujairi Terrace.

Four Seasons Hotel Opening in 2027

Travel and tourism partnerships involve designing curated Heritage tours and participating in several B2C expos in London and Las Vegas to promote Diriyah’s heritage, cultural, and entertainment offerings globally.

And guess what, Miami readers? Lionel Messi has been featured in tourism campaigns highlighting Diriyah, as part of his role as Saudi Arabia’s tourism ambassador, supporting a broader effort to connect the Kingdom with new global audiences.

Leo Messi and wife, Antonela Roccuzzo

Diriyah: A Destination Designed to be Rediscovered

The conversation with Mr. Abdulrahman Yahya Al-Jefri uncovered new layers to Diriyah. The deeper its cultural allure unfolds, the stronger the pull becomes, leaving a lasting impression beyond the first visit.

Diriyah stands out as a special place where heritage is lived and experienced, rather than confined and preserved behind glass in a national museum.

Whether people visit for the annual book festival, the activities during the national holidays, or the culinary experiences, if Mr. Al-Jefri has anything to say about it, Diriyah is intentionally designed as a place that is not meant to be visited once, but a place people return to.