Famed as the home of the two holiest cities in Islam, natural attractions like the biodiverse Red Sea and Asir Mountains, Unesco World Heritage sites, contemporary cities and warm Hafawa hospitality, the Kingdom of Saudi Arabia aims to become one of the world’s top tourism destinations by 2030. Launched in 2021 by the state-owned Public Investment Fund as part of the kingdom’s Vision 2030 strategy, Cruise Saudi has been tasked with developing 10 cruise destinations by 2035 and reaching 1.33 million passengers by 2037.
“Our mandate was to build a full cruise ecosystem from the ground up,” says Lars Clasen, CEO of Cruise Saudi.
The organisation is responsible for building port infrastructure and coordinating shore excursions, vessel operations and marketing. It is focused on two core pillars: destination experiences, and cruise and maritime experiences.
“Under our destination experiences mandate, our focus is on shaping distinctive, market-ready offerings that enhance the guest journey with an authentic value proposition,” says Clasen. “Across key gateways such as Dammam, Jeddah and Yanbu, we are curating a portfolio of cultural, heritage, nature-based and lifestyle experiences tailored to different source markets and their preferences. This is done in close coordination with local authorities, operators and partners to ensure we deliver a memorable experience to our guests beyond the ship.
“Our ambition is to establish and operate 10 gateways by 2035, positioning cruise as an integrated part of the wider Saudi and regional tourism ecosystem and unlocking broader economic participation across destinations.”
Equally important is Cruise Saudi’s investment in delivering cruise and maritime experiences directly. A cornerstone of this strategy was the introduction of AROYA Cruises, the first homegrown Arabian cruise line, in 2023.
“We have curated an authentic ‘Remarkably Arabian’ cruise experience designed specifically with Arabian preferences in mind,” says Clasen, who also served as interim president of AROYA Cruises until Sture Myrmell assumed the role on 1 April 2026. “In addition, our partnership with hotel operator Aman – to launch Aman at Sea – introduces an ultra-luxury experience that defines a new category in water exploration, further elevating the kingdom’s position across the luxury travel segment. Together, these initiatives allow us to address multiple market segments while strengthening the kingdom’s role within the global cruise industry. We are pioneering the cruise industry within Saudi Arabia, establishing the kingdom as a gateway to the region by sea.”
AROYA Cruises debuted its first ship, AROYA, in December 2024. The 151,000gt vessel formerly sailed as Genting Cruise Line’s Genting Dream and was fully renovated with the help of key partners – such as SMC Design, Partner Ship Design, De Wave Group and MJM Marine – before beginning service. Notable onboard highlights include cabins, suites and presidential villas for up to 3,362 guests, 20 entertainment venues, 13 lounges, 10 speciality restaurants, four complimentary dining venues, spa and wellness facilities, a children’s play area, a water park and a retail space operated exclusively by Gebr. Heinemann. All interiors, amenities and guest experiences are designed to fully immerse guests in Saudi Arabian culture, yet remain appealing to international travellers.
AROYA is the first ship in the AROYA Cruises fleet and was designed to offer an authentically Arabian cruise experience for domestic and international guests
AROYA initially homeported in Jeddah, offering three- and four-night itineraries to Al Aqaba in Jordan, Ain Al Sokhna and Sharm El Sheikh in Egypt, and Jabal Al-Sabaya Island, Cruise Saudi’s private island, which is widely known as Saba Beach.
“AROYA Cruises has demonstrated strong commercial traction, welcoming more than 140,000 guests in its first year and establishing credible demand for a homegrown Arabian cruise product,” says Clasen. “With Jeddah as its homeport in the Red Sea and itineraries including domestic calls such as Yanbu, AROYA Cruises has introduced cruising as a viable leisure option for the Saudi and Gulf Corporation Council (GCC) markets, building familiarity, stimulating local demand and anchoring maritime tourism within the kingdom’s broader tourism landscape.”
In summer 2025, AROYA repositioned to the Eastern Mediterranean to operate a series of six- and seven-night voyages from Galataport Istanbul to other destinations in Turkey, as well as ports in Greece and Egypt. More than 20,000 guests embarked on these sailings.
“Our inaugural Mediterranean season was exceptional,” says Clasen. “The itineraries were popular because they offered a unique proposition: the chance to explore iconic European destinations through the lens of AROYA Cruises’ distinct Arabian hospitality, what is culturally referred to as Hafawa. Our itineraries across Turkey and Greece combined marquee ports with more intimate boutique destinations such as Kaş, allowing guests to experience the cultural richness of iconic cities alongside the charm of hidden coastal gems beyond traditional cruise routes.”
Buoyed by this initial success, the cruise line has extended the Mediterranean seasons for both 2026 and 2027. “The Mediterranean remains a strategically important destination for us,” says Clasen. “Building on this early success allows us to further strengthen AROYA Cruises’ brand presence while offering our guests an authentically Arabian cruise experience across globally recognised destinations.”
“One of our strategic goals was to unite the Red Sea and Mediterranean under a single, cohesive cruising ecosystem as it provides us with a diversified and complementary footprint,” says Clasen. “Our near-term focus is to deepen performance across these core regions by strengthening load factors, guest satisfaction and destination partnerships. We continuously assess additional deployment opportunities, but expansion will be disciplined, demand-led and aligned with both commercial performance and operational readiness.”
The Blossom Spa is just one of many luxury facilities onboard AROYA which is attracting both Saudi Arabian and international travellers
Clasen expects the Saudi Arabian cruise market to mature quickly as awareness increases and repeat travel grows.
“As familiarity builds, demand patterns will become more defined, with clearer preferences across duration, price point and experience type,” he predicts. “We’ll adapt by doing what we do best: listening intently to our guests and leveraging our agile operational model. This will allow us to continuously refine our product and introduce new itineraries and concepts, such as themed cruises, to ensure we’re not just keeping pace with the market, but also actively shaping its direction.”
AROYA Cruises is also working with local partners to extend the socioeconomic benefits of growing Saudi Arabia’s cruise industry to local communities.
“This is a fundamental responsibility and a core part of AROYA Cruises’ mission; we are creating a virtuous cycle of economic benefit in the communities we touch,” says Clasen. “Preparing young Saudi nationals for careers in the cruise industry is a key part of our contribution to Saudi Vision 2030.”
The cruise line has created AROYA Ambassador Program, an intense two-month training programme hosted onboard its ship. “The specialised course provides trainees with hands-on experience in various departments, allowing them to understand the full guest journey,” says Clasen. “It enables them to discover the various career opportunities and specialisms they may wish to pursue in the cruise industry, particularly within ship operations.”
AROYA Cruises has also partnered with the Transport General Authority and the Maritime Studies College of the King Abdullah University to develop a sustainable maritime talent pipeline for Saudi nationals. “Cadets will come onboard to undergo a comprehensive six-month training programme across deck and engine disciplines, which supports international certification pathways and strengthens workforce readiness in line with global maritime standards,” says Clasen. “Ultimately, we’re not just building a cruise line; we’re building careers and a national maritime workforce.”
The Presidential Suite is the most luxurious accommodation category onboard AROYA
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