Synonymous with being generous, welcoming and caring, the word Hafawa describes a set of values and behaviours that embody the spirit of Saudi Arabian hospitality. Often witnessed in the daily practices of locals, it is also a central tenet of Aroya Cruises, the first homegrown cruise brand purpose-built for the Arabian region, yet designed to appeal to an international market.
Operated by Cruise Saudi, a Public Investment Fund portfolio company, Aroya Cruises was launched in 2023 with to the aim to “reinvent the meaning of holidays” in Arabia.
“From the outset, our vision has been to create a product that is familiar and culturally resonant for our Saudi guests, but also delivers a unique and appealing experience for international travellers,” says Dr. Joerg Rudolph, president of Aroya Cruises. “This approach allows us to integrate ship design, onboard programming and curated shore experiences into a seamless journey that is distinctive, relevant and competitive on the global stage. It also supports Saudi Arabia’s Vision 2030 objectives by contributing to the ongoing growth of the tourism sector, diversifying leisure offerings, driving domestic tourism and showcasing the kingdom’s culture to international audiences.”
Dr. Joerg Rudolph, president of Aroya Cruises
The brand debuted its first ship, AROYA, in the Saudi Arabian city of Jeddah in December 2024. The 151,000gt vessel formerly sailed as Genting Cruise Line’s World Dream and was redesigned and rebranded before beginning service. Today it accommodates 3,362 guests in 1,678 cabins and boasts 20 entertainment venues, four complimentary dining venues, 10 speciality restaurants, 13 lounges, a spa and wellness facilities, a large retail space, a children’s play area and water park. Both the wellness areas and adult pool have dedicated women-only hours. Aroya Cruises worked with multiple partners to complete the project.
“Partnerships have been instrumental in shaping AROYA into the product we have today,” says Rudolph. “From the early design stages, we collaborated with SMC Design as lead designer, alongside Partner Ship Design, to create interiors that are modern, functional and subtly influenced by regional aesthetics. Together with SMC Design, we also developed the ship’s art collection, which comprises 1,425 commissioned works – 65 per cent of which are from Saudi Arabia. The artworks reflect five curated themes that celebrate the kingdom’s heritage, craftsmanship, landscapes, calligraphy and architectural patterns.”
Marine outfitting firms De Wave Group and MJM Marine carried out the renovation work onboard the vessel. “Their expertise enabled a fast-track refit ahead of our service launch,” says Rudolph. “COLUMBIA blue provides ship management and hotel operations, ensuring consistently high standards across technical performance, crew management and guest service. Onboard retail is operated exclusively by Gebr. Heinemann, which offers an international product range aligned to our guest profile.”
The onboard amenities and experiences have been carefully curated to fully immerse guests in Saudi Arabian culture and priotirise Hafawa.
“AROYA’s onboard experience blends leisure, entertainment and dining in a way that appeals to a broad international audience while staying true to its regional identity,” explains Rudolph. “Culinary offerings combine international favourites with authentic regional concepts and include Irth, the first Saudi restaurant at sea, where Saudi coffee and dates are served in traditional style. Other notable venues include cafes such as Marka and Layalina, which showcases Lebanese cuisine alongside a special entertainment programme.”
Created by SMC Design, IRTH is the first Saudi Arabian restaurant at sea and features design details inspired by the five main regions of the kingdom
Itineraries and shore excursions highlight the best of the regions the ship visits too. When it began sailing, AROYA homeported in Jeddah and sailed three- and four-night Red Sea itineraries to Al Aqaba in Jordan, Ain Al Sokhna and Sharm El Sheikh in Egypt, and Cruise Saudi’s private island, Jabal Al-Sabaya Island (known as Saba Beach). In June 2025, the ship repositioned to the Eastern Mediterranean and began operating six- and seven-night voyages from Galataport Istanbul, Turkey, to other ports in the country, as well as destinations in Greece and Egypt.
“The Mediterranean expansion was a natural progression for Aroya Cruises, offering world-renowned destinations, excellent air links to our core markets, and the ability to complement our Red Sea programme with a year-round calendar,” says Rudolph. “This expansion allows us to diversify our itineraries while introducing guests to a different cultural and geographical backdrop. It also reinforces our position as the first cruise line from the region to operate in both domestic and international waters at scale.”
Homeporting in Galataport Istanbul offers multiple advantages for both the cruise line and its guests.
“The port provides an exceptional combination of operational efficiency, passenger convenience and destination appeal,” explains Rudolph. “As a state-of-the-art terminal, it facilitates seamless embarkation and disembarkation, while its prime location in the city puts guests within walking distance of Istanbul’s historic peninsula, vibrant waterfront and world-class dining and shopping. The city’s global air connectivity makes it easily accessible for travellers from our core markets in the Middle East, Europe and beyond. In addition, Istanbul is one of the world’s most exciting and culturally rich cities – it’s truly a destination where East meets West – and its growing reputation as a trend-setting urban centre adds to the allure.”
Aroya Cruises collaborates with partners in both the Red Sea and Eastern Mediterranean to ensure it delivers seamless experiences at the ports and in the wider destinations. “We work closely with Jeddah Islamic Port and relevant Saudi governmental entities, Galataport Istanbul, and port authorities and local partners across Turkey, Greece, Egypt and the Red Sea,” says Rudolph. “Together, we deliver efficient operations and authentic, memorable shore excursions that capture the character of each destination.”
The regional shore experience programmes are curated to enable guests to fully immerse themselves in the history and culture of the specific destination they are visiting. “By maintaining a consistent brand experience but adapting itineraries to the unique offering of each region, we ensure every voyage feels both familiar and fresh,” explains Rudolph.
During Red Sea itineraries, guests can visit heritage sites, embark on marine adventures and participate in immersive cultural tours across Saudi Arabia, Egypt and Jordan. Meanwhile, in the Mediterranean, they can explore the iconic landmarks, coastal beauty, history and unique offerings of destinations such as Bodrum and Istanbul in Turkey, Mykonos in Greece, and Alexandria in Egypt. “Across both regions, our itineraries are designed to go beyond standard sightseeing to create opportunities to engage with local culture and communities,” says Rudolph.
Aroya Cruises’ efforts to create a unique cruise proposition that blends Arabian tradition with modern luxury is already paying dividends. The brand welcomed more than 70,000 guests during AROYA’s inaugural Red Sea season and also hosted over 20,000 guests during the ship’s first Mediterranean voyages. This strong uptake has been fuelled by high demand from travellers in Saudi Arabia, as well as growing interest from other key source markets across the Gulf Corporation Council, Turkey, Germany, Central Asia and beyond.
Guests can enjoy relaxing in one of the lounges onboard the ship
“We see this performance as a strong indication of the rising demand for a unique cruise product designed for both regional and international travellers,” says Rudolph. “Guests are embracing something they have not previously experienced at sea – culturally attuned design, warm and intuitive hospitality, tailored entertainment, diverse dining, and family-focused programming. This combination of authenticity, quality and accessibility has been central to AROYA’s rapid success.”
To maintain this momentum, AROYA Cruises will continue expanding both its itineraries and the variety of experiences it offers to guests. “We aim to do this while remaining committed to preserving the quality and cultural relevance of our brand and by contributing to Saudi Arabia’s Vision 2030 tourism objectives,” explains Rudolph.
One priority is to continue developing themed sailings that resonate with guests. “A recent highlight was our ‘Ramadan Along the Horizon’ experience, which positioned AROYA as a floating destination during the holy month,” says Rudolph. “Attracting over 38,000 guests, the ship featured tailored dining, cultural programming and evening entertainment, and was docked in front of the Jeddah Yacht Club to create a distinctive waterfront atmosphere. We have also launched a dedicated ‘Wellness Cruise’, centred on relaxation, healthy dining and wellbeing activities. These concepts, alongside future themes in development, enable us to keep our product fresh and encourage repeat travel.”
In addition, Aroya Cruises plans to expand its Red Sea and Mediterranean seasons, and it has also announced new GCC itineraries.
“Fleet expansion is part of our long-term vision because it will create opportunities to introduce new itineraries and explore additional markets while strengthening our existing regional presence,” reveals Rudolph. “Our aim is to grow the business in a way that remains authentic to AROYA Cruises, keeping our product distinctive, competitive and fully aligned with the evolving expectations of our guests.”
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