Saudi Arabia sets its sights on recreating the allure of Champs-Élysées within Diriyah as part of its ambitious development plans.
The Bashayer 2023 event at the Royal Diriyah Golf Club in Wadi Safar, Saudi Arabia showcased the first nine holes and the driving range of the golf course. This marks the commencement of an annual series of events aiming to unveil new developments and initiatives in Diriyah and showcase the project’s progress.
Greg Norman, an Australian former major winner, expressed amazement at Saudi Arabia’s rapid transition, especially in golf. With up to 400,000 people playing the sport in the kingdom and plans for tourism growth, he sees a “massive opportunity” to attract visitors.
The event also presented the initial phase of the Royal Diriyah Equestrian and Polo Club, set to host global events once completed. The club will accommodate 180 horses and feature two polo fields, a VIP lounge, a pro shop, a restaurant, and polo lessons for members. Argentine polo player Nacho Figueras inaugurated the site with a friendly game.
Saudi Arabia is exploring avenues to bring equestrian events to the kingdom after hosting the Richard Mille AlUla Desert Polo, the only modern polo tournament in a desert environment. Diriyah, in 2023, witnessed the planting of six million trees, the creation of parks, and the construction of 3,000 sustainable subterranean parking spaces.
Redefining Saudi Hospitality: Luxury Ventures in Tourism
Luxury homes, inspired by Najdi architecture, swiftly sold upon their market introduction. Tourism Minister Ahmed Al-Khateeb announced at the Bashayer event that Saudi Arabia aims to surpass its target of 100 million annual domestic and international visitors ahead of schedule. The kingdom has revised its 2030 target for tourist trips to 150 million from 100 million.
Investing in tourism giga-projects like Diriyah and Qiddiyah in Riyadh, Saudi Arabia believes that visitors tend to stay in one city. Six Senses CEO Neil Jacobs is optimistic about business prospects in Saudi Arabia, anticipating international interest due to the country’s unique culture, marking it as a “new frontier” in global tourism, according to The National News.
Six Senses plans a 70-room hotel in Wadi Safar, overlooking the golf course, and has already opened the Six Senses Southern Dunes in the Red Sea tourism project.
In 2027, Six Senses AlUla will launch, with Aman hotel’s chief commercial officer Anna Nash expressing confidence in the Saudi market and anticipating significant contributions from international tourists towards its growth..
Aman Wadi Safar, featuring 78 rooms and 34 fully-serviced branded residences, is set to open in 2026. Additionally, two Aman properties and one Janu hotel will open in AlUla, alongside Aman Wadi Safar and Janu Diriyah.
