Why luxury travellers are flocking to this mudbrick city

Diriyah, the birthplace of Saudi Arabia, is no longer just an ancient mud-brick city on the edge of Riyadh. It’s being reimagined into a living, walkable cultural destination – where 300-year-old architecture sits comfortably alongside luxury hotels and digital art museums.

“We’re not just building a city, we’re telling a story,” said Abdulrahman Aljefri, destination executive director at Diriyah Company. “Every hotel, every alley, every bite of food – it’s all part of the narrative.”

Diriyah Company’s destination executive director, Abdulrahman Aljefri, said the birthplace of Saudi Arabia is being reimagined as a luxury cultural destination blending heritage, storytelling, and modern experiences.

Since reopening in late 2022, Diriyah has hosted over 3 million visitors, with plans to welcome 50 million visits annually by 2030. Not bad for a place that, until recently, most international travellers couldn’t even enter without a work or religious visa.

Mystery-filled and ready for its close-up

Saudi Arabia only began issuing tourist visas in September 2019 – and despite the pandemic cutting the party short just six months later, 400,000 international tourists made their way in. “And that was with barely any advertising,” noted Aljefri. “People were just curious. Saudi Arabia has always been a mystery – and now, the doors are open.”

Bujairi Terrace is a 15,000-square-metre open-air dining destination overlooking At-Turaif, offering over 20 local and international restaurants with cultural flair and scenic views.

Diriyah plays directly into that curiosity. As the original capital of the First Saudi State, its UNESCO-listed At-Turaif district tells the story of the nation’s roots – complete with mud-brick palaces, palm groves, and intangible heritage like coffee ceremonies, calligraphy, music, and sword dances.

A hotel boom with soul

Diriyah isn’t just polishing up the past – it’s also raising the stakes on hospitality. With 40 luxury hotels in the pipeline, including Six Senses, Aman, Edition, Capella and even a low-rise, mud-walled Apple Store, the city is attracting serious global players. But with a catch: everything must reflect Diriyah’s cultural DNA.

The Four Seasons will open a 150-room luxury hotel in Diriyah, blending Najdi heritage with signature five-star experiences and design. Photo Credit: Four Seasons

“We don’t bring in partners unless their values align with ours,” said Aljefri. “The architecture must honour the aesthetic of the destination. You might check into a Four Seasons, but you’ll know you’re in Diriyah from the moment you see the facade.”

No mojitos, but plenty of moments

While Saudi still has a ban on alcohol and there are no holiday tipples in indulge in, Diriyah is leaning into a different kind of indulgence – one rooted in experiences, not excess. The city offers curated escape rooms based on Arabian history, stargazing camps, horse-riding experiences, and cultural activations with music, dance, and food.

“We even built an entire base camp around the concept of ‘slow travel’, where guests can stargaze, learn to weave baskets, and savour traditional dishes under the stars,” Aljefri shared.

At-Turaif’s mud-brick architecture, palm-lined paths and golden-hued alleys offer stunning, timeless backdrops where every corner feels like it was made for Instagram.

For photo-seekers, Diriyah is also a visual feast. Arched walkways, traditional dancers, glowing lanterns and majestic rooftops make for top-tier Instagram and TikTok content. But don’t expect to be a bystander. “We’re a warm, inclusive culture – if you stand too close to the dancers, we’ll pull you in to dance with us,” he laughed.

Quality over quantity

Diriyah is being built with longevity in mind – and that includes sustainable tourism. Aljefri emphasised that the city isn’t chasing mass arrivals, but instead wants culturally curious travellers who’ll return time and again.

For travel advisors, that means packaging Diriyah not just as a stopover, but as a meaningful two–three-day cultural deep dive during the winter months. “It’s not a checklist destination,” he said. “It’s a place to slow down, connect with heritage and feel something real.”

The Diriyah Company works directly with trade partners and has handpicked local and international DMCs – from bespoke luxury operators like 88 Destinations to larger players like Abercrombie & Kent – to help agents tailor authentic experiences.

Sunset, storytelling and a side of Saudi coffee

Salwa Palace is a historic mud-brick royal residence in At-Turaif, once home to Saudi Arabia’s founding rulers and now a restored heritage museum.

Asked what he loves most about Diriyah, Aljefri doesn’t hesitate: “Watching the sunset from the rooftops. You look east and see skyscrapers. You look west and see the desert. It’s a place between times – and that’s what makes it magical.”

In a kingdom known for its upcoming futuristic skylines and indoor ski slopes, Diriyah is quietly carving out a new identity in Saudi – one where luxury means cultural immersion, not just chandeliers. And for travel advisors ready to offer something more soulful, that’s a pretty compelling story to sell.