Saudi Arabia is undergoing one of the world’s most ambitious tourism and cultural transformations, according to Jerry Inzerillo, Group CEO Diriyah of who believes the Kingdom is rapidly emerging as a leading global destination for heritage, culture, sport, and hospitality.
In this exclusive interview, Inzerillo discusses the rise of tourism under Saudi Arabia’s Vision 2030 strategy, the global significance of Diriyah, the Kingdom’s massive infrastructure investments, and the role culture and sustainability play in shaping the country’s future.
Tourism as a Pillar of Vision 2030
Tourism sits at the center of Saudi Arabia’s long-term economic transformation plans.
“With tourism, we’re going to take it from 3% of GDP to 10% of GDP. We will welcome 100 million visits by 2030.” Jerry Inzerillo, Group CEO Diriyah
According to him, the Kingdom’s strategy goes far beyond attracting visitors. It is designed to diversify the economy, create jobs, strengthen national identity, and introduce Saudi Arabia to a global audience in an entirely new way.
He believes international travelers are increasingly discovering the warmth, diversity, and cultural richness of the Kingdom.
“We want people to come to the Kingdom, see the warm Saudi hospitality, see a very diverse, beautiful country,” he says.
Saudi Arabia’s Cultural and Heritage Appeal
Inzerillo highlights the extraordinary historical and cultural depth of Saudi Arabia. He points to its UNESCO World Heritage Sites, religious landmarks, natural landscapes, and rapidly evolving tourism ecosystem.
“We have the two holy cities of Mecca and Medina that will attract 30 million pilgrimages,” he says.
Beyond religious tourism, he believes Saudi Arabia offers an unmatched range of experiences, from heritage destinations to coastal tourism and archaeological wonders.
“You have Mecca, Medina, the palm groves of Al-Ahsa, 50% of the gorgeous Red Sea, and the jewel of AlUla,” he explains. “There’s so much to do in the Kingdom.”
For Inzerillo, Saudi Arabia’s diversity is one of its greatest strengths as a tourism destination.
“This is a big, beautiful country and it’s so diverse,” he says. “One could spend a week or two weeks or three weeks just in Saudi Arabia alone.”
Diriyah: The Birthplace of the Kingdom
At the center of this transformation is Diriyah, widely regarded as the birthplace of the Saudi state and one of the Kingdom’s most important cultural heritage sites.
“Diriyah itself, in the principal city of Riyadh, is the birthplace of the Kingdom,” Inzerillo explains. “It’s a center for culture and heritage.”
The UNESCO World Heritage Site has already begun welcoming visitors following extensive restoration efforts designed to preserve its original historical identity.
“This has been fully restored to how it looked 300 years ago when it was created,” he says.
According to Inzerillo, Diriyah is expected to attract approximately 27 million visitors annually by 2030 while creating more than 55,000 new jobs.
Investing in Saudi Talent and Inclusion
For Inzerillo, one of the project’s proudest achievements is its investment in Saudi talent and local communities.
“Our staff themselves are 85% Saudi,” he explains. “36% of that staff are Saudi women superstars.”
He also highlights the importance of community integration, noting that many employees come directly from the Diriyah area itself.
“14% of our staff are from our beloved community of Diriyah,” he says.
According to Inzerillo, developing local talent and creating opportunities for Saudi citizens are essential components of Vision 2030’s broader economic and social transformation goals.
Entertainment, Sports and Global Events
Diriyah has rapidly become a major destination for international entertainment and sporting events.
“We’ve hosted many great sporting events, cultural events, art events,” Inzerillo explains.
Among the most prominent examples are the multiple editions of Diriyah ePrix, heavyweight boxing events, equestrian competitions, concerts, art biennales, and large-scale cultural festivals.
“When we did the Formula E recently, we had 100,000 people from all over the world,” he says.
These events, according to Inzerillo, are helping reshape international perceptions of Saudi Arabia while encouraging both regional and global tourism into the Kingdom.
“Instead of Saudis traveling out, now everybody’s coming into Saudi,” he explains.
Sustainability and Urban Development
Sustainability also plays a central role in Diriyah’s development strategy.
“We’ve already accomplished a great deal on sustainability,” Inzerillo says. “We just planted 6 million trees.”
The long-term plan includes planting up to 50 million trees alongside major investments in parks, public spaces, and environmentally sustainable infrastructure.
Diriyah has also achieved platinum LEED status for environmental protection and sustainability standards, reflecting Saudi Arabia’s growing focus on green urban development.
“We finished 15 million man hours safely,” he adds, highlighting the scale and complexity of the ongoing construction and restoration efforts.
Hotels, Museums and Cultural Expansion
Diriyah’s transformation is still accelerating.
Inzerillo explains that dozens of luxury hotels, museums, cultural centers, parks, and hospitality destinations are currently under development.
“Now, in 2023, we’ll open our first of 38 luxury hotels,” he says.
The project will also include eight museums, including the House of Al Saud Museum and the Saudi State Museum, alongside major food, art, and cultural districts.
“We have our JAX District, which is the center of art,” he explains. “We have the center of culture and heritage with a center of food.”
According to Inzerillo, these developments are designed to establish Diriyah as one of the world’s leading cultural tourism destinations.
A Lifetime in Tourism
Having spent five decades working in global tourism and hospitality, Inzerillo says Saudi Arabia represents one of the most exciting chapters of his career.
“I’ve been serving in tourism for 50 years,” he says. “I love creating gathering places. I love festivity and creating joy for people.”
He also praises the Saudi workforce, describing them as among the best teams he has worked with throughout his international career.
“The Saudi staff is the best I’ve had in my entire career,” he says.
Inviting the World to Saudi Arabia
For Inzerillo, Saudi Arabia’s transformation is ultimately about opening the Kingdom to the world.
“Please come and see the great work that’s being done in the Kingdom now,” he says.
He believes visitors will discover a country defined not only by history and heritage, but also by hospitality, ambition, and a rapidly evolving cultural landscape.
“You’ll receive a very warm welcome,” he explains. “You’ll see a beautiful, staggering country.”
As Vision 2030 continues reshaping Saudi Arabia’s tourism, culture, and hospitality sectors, Inzerillo believes destinations like Diriyah will become central symbols of the Kingdom’s future on the global stage.
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