AROYA Cruises is the first Arabian cruise line, launched by Cruise Saudi as part of Saudi Arabia’s Vision 2030 to develop tourism and unlock the Red Sea as a global destination.
Rooted in authentic Arabian hospitality and culture, AROYA offers a world-class cruise experience tailored to both regional and international guests, combining luxury, entertainment, and heritage across unique itineraries.
Turki Kari, executive marketing director, speaks with blooloop about AROYA Cruises’ vision for this new venture, the uniquely Arabian hospitality it offers, and what the reception has been like so far.
Cruise Saudi
As part of Saudi Arabia’s Vision 2030, launched on 25 April 2016, tourism was identified as one of the central pillars.
“Initially, when people thought of tourism in Saudi Arabia, it was mostly land-based,” says Kari. “But the sea is also very important for Saudi Arabia. We’re a large country with coastlines on both the Red Sea and the Arabian Gulf. So, sea tourism became a key focus.”
To develop this, Saudi Arabia launched several projects, one of which is Cruise Saudi.
“Cruise Saudi was established to build the cruise industry, which was new to our market. It was tasked with developing a complete strategy to activate this sector both regionally and beyond. The company, 100% owned by the Public Investment Fund, began by building cruise terminals and ports, while also working to generate demand for cruising itself, because it’s a new concept for many here.”
Cruise Saudi then took the next step by creating its own cruise line, AROYA Cruises. This initiative was meant to offer something unique for guests and support the tourism strategy, attracting both domestic and international travellers, whether from Saudi Arabia, other Arab countries, or the global cruise market.
“The idea was not just to host international cruise lines, but also to give cruise lovers a Saudi cruise experience of our own.”
The AROYA Cruises brand was officially launched in June 2023.
“As part of this, we’ve built a full educational concept to explain to our guests: what cruising is, why cruising is special, and how it’s different from any other kind of vacation,” says Kari.
Hafawa: Arabian hospitality
When it comes to what sets AROYA apart in a crowded global cruise market, Kari says:
“AROYA is unique and different, beginning with the brand itself, even the name. We came up with ‘AROYA’ from ‘Arabian’ and ‘Roya’, which means ‘vision’ or ‘dream.’ So, it translates to the ‘Arabian Vision’ or the ‘Arabian Dream’ in English. We started with that concept and built the brand around it. That became our value proposition to the market.”
The cruise line is primarily targeting the Arabian market, starting with Saudi Arabia, then expanding to the GCC countries, and ultimately to the broader Arab world, before reaching the global stage.
“What truly sets us apart is the deep integration of Arabian culture and heritage into everything we do. From the brand logo to every guest touchpoint, we embed elements of Saudi and Arabian identity. The hospitality experience is a key pillar, what we call hafawa in Arabic. It’s a form of premium, heartfelt hospitality that Saudi Arabia is known for.”
This cultural richness extends throughout the entire onboard experience, from the ship’s design to its food and beverage offerings to its entertainment.
“Everything reflects Arabian hospitality and culture, but delivered at a global standard. That’s what makes us different from any other cruise line or vacation provider, both in the region and globally.”
AROYA sets sail
The cruise line’s inaugural vessel set sail on 16 December 2024, following an extensive refurbishment project.
“The main idea was to transform it into a fully Arabian ship -but again, executed to global standards,” says Kari.
The ship has 19 decks and over 1,600 cabins. At lower berth occupancy, it accommodates more than 3,300 guests, and this capacity increases to over 4,500 guests at full occupancy.
In terms of onboard offerings, there are 12 restaurants and 20 entertainment venues. There are also two public swimming pools, one of which is dedicated to adults. “In consideration of the Arabian culture and guest preferences, we close the pool for a few hours exclusively for female guests, providing them with added privacy,” adds Kari.
“We are proud to say we have the first Saudi restaurant on any cruise line. We’re the first to serve authentic Saudi dishes from all regions of the Kingdom. In addition, we offer other cuisine options, like Lebanese and a fish market concept unique to the Arabian world and a selection of international cuisines to cater to all tastes.”
Entertainment on board
Guests can also discover a large retail area onboard and one of the largest kids’ areas in the cruise industry.
“We’re a family-focused product, and with the young population in Saudi Arabia and the Arabian world being so significant, we really take care of them. We offer age-specific venues for children and teens, ranging from six months to 18 years, each with its own tailored offerings.”
In addition, there is a VIP offering onboard called Khuzama, which translates to lavender in English. This offers an elevated service experience for VIP guests, with around 145 cabins and suites. On top of that, there are nine villas designed to attract VVIP guests and provide the ultimate in luxury and privacy.
“As for entertainment, we offer a wide variety from global acts like circus and magic shows to performances with an Arabian touch. We also feature dedicated Arabian entertainment, including traditional singing using regional instruments, and Arabic-language stand-up comedy.
“All of this is done to delight and connect with our Arabian audience while still welcoming a global guest.”
A sustainability commitment
Sustainability is a key part of Saudi Arabia’s Vision 2030, and Cruise Saudi, the parent company of AROYA Cruises, has joined the United Nations Global Compact, a non-binding pact aimed at encouraging businesses and firms worldwide to adopt sustainable and socially responsible policies and to report on their implementation.
“We mainly align with its third principle, which covers human rights, labour, and the environment. As part of that ecosystem, we’re very engaged in those areas as well.
“Sustainability and environmental responsibility are major priorities within Saudi Arabia. So, we’re not just working in isolation; we’re part of a broader local and global system.
“Caring for the environment is something we take seriously, not only as a company but as a nation. As part of the United Nations Global Compact ecosystem, we’re fully committed to advancing sustainability goals and playing our role responsibly.”
Creating AROYA
Bringing cruising to a new market was not without its difficulties:
“With the opportunity of launching a new industry, you always face some challenges,” says Kari. “One of the biggest challenges for us was introducing a completely new concept that people weren’t familiar with. Many people didn’t know what being on a cruise meant. They imagined just being on a ship, unsure of what they would do all day.
“So, we weren’t just telling them, ‘You’re coming on board a cruise line’; we had to help them understand that they would be spending three or four days on this ship, filled with entertainment, food and beverage offerings running 24/7. And for many, that was hard to imagine.”
A key hurdle was convincing potential guests that cruising was for them:
“We used benchmarking, produced a lot of educational videos, launched strong social media campaigns, rolled out large-scale out-of-home campaigns, and brought influential people on board so others could see the experience with their own eyes. That’s how we turned a challenge into an opportunity.
“Now, it’s happening live. People are seeing that a cruise—our cruise—is a real vacation alternative. Instead of travelling somewhere else, they can find everything they need in one place. At first, they couldn’t imagine it, but now it’s a reality.”
After all the hard work, it’s rewarding to see people enjoying it, he adds:
“Guests are excited, they’re attracted to the concept, and they’re paying to come onboard. For us, it’s a moment of ‘Wow.’ We’re making history, not just in Saudi Arabia, not just in the Arab world, but across the Middle East and, potentially, globally. We’re creating a truly unique cruise line and offering a very special product to our guests.”
Different itineraries
AROYA Cruises most recently offered two Red Sea itineraries per week: a three-night and a four-night option. The three-night cruise ran from Thursday to Sunday, and the four-night cruise from Sunday to Thursday.
“At first, we anticipated that weekdays would be a challenge, with guests less likely to book because of school and work commitments. But surprisingly, we’re seeing equal interest in both options, just with different target audiences and guest personas.”
The three-night itinerary took guests to a private island called Jabal Al-Sabaya, developed by Cruise Saudi. “Guests can enjoy Saba Beach, relax in private cabanas, and take part in curated shore excursions. The island also features food and beverage offerings and light entertainment in a tranquil, scenic setting. We developed the experience from the ground up, and guest feedback has been very positive.”
The four-night itinerary rotated weekly, visiting destinations like Safaga in Egypt, Aqaba in Jordan, or Sharm el-Sheikh. “There is variety every week. We’ve seen a fantastic response, and importantly, a high number of repeat guests, which we’re very proud of.”
The team continues to learn and adapt after the launch. “If we notice that guests enjoy something, we enhance it. If something isn’t working or needs adjustment, we make the change immediately. We can be agile and respond in real-time.”
This month, AROYA launches a new offering, expanding into the Eastern Mediterranean. “We’ll sail between Turkey, Greece and Egypt on 6- or 7-night itineraries, taking advantage of the amazing summer season in the Mediterranean
“Our goal remains the same: to target our core Arabian and Saudi market, but we’re also receiving growing interest from international and European guests. People are curious and excited about trying a new Arabian cruise line, and they’re attracted to the blend of Arabic hospitality delivered in a Mediterranean setting.”
AROYA Cruises and Ramadan
One particularly unique offering is AROYA’s Ramadan events. During Ramadan, Saudis typically don’t travel; instead, they stay in their cities and within the country due to the cultural and religious customs surrounding fasting.
“We were thinking, what can we do with AROYA during this period to offer something truly unique to our guests, something that could attract people even when travel isn’t typically on their minds?”
That’s how the idea of the ‘Floating Destination’ was born.
“We positioned the ship right in front of Jeddah Yacht Cluband stayed there for about 30 days, offering a very special concept. During Ramadan, people gather for Iftar, breaking their fast at sunset prayer around 7 p.m., and later for Suhoor, the pre-dawn meal ahead of the next day’s fast
“We offered our guests an overnight stay with Iftar and Suhoor included as part of a one-night itinerary specifically designed for Ramadan.”
This concept attracted a large number of guests, many of whom were new to cruising.
“We were thrilled to welcome more than 38,000 guests in just one month. Many of them were experiencing the ship for the very first time. They came on board, enjoyed the atmosphere, and many of them went on to book future trips.
“Our ship operated throughout the entire month of Ramadan. Daily, we hosted over 2,000 people. From an operational perspective, it was certainly challenging—serving Iftar and Suhoor at the same time for all guests—but it was also a major success.
“We saw incredible word-of-mouth buzz and were sold out on many days. To our knowledge, no other cruise line globally has done something like this. And for AROYA Cruises to have pulled it off within just the first four months of launching is something we’re extremely proud of.”
The future of cruising in the Middle East
Speaking about where he sees the Middle East cruise industry developing over the next decade, and the role that AROYA Cruises can play in that growth, Kari says:
“Saudi Arabia’s vision for tourism is very ambitious. The country is actively developing multiple tourism sectors, including traditional land-based tourism, historical tourism, and sports tourism. We’re seeing growth in many different areas across the Kingdom.”
Coastal tourism, or cruise tourism, is one of those key pillars:
“We see ourselves as a significant part of Saudi Arabia’s tourism ecosystem and as part of the broader tourism landscape in the Middle East. What’s happening now, led by Saudi Arabia, is a significant push to expand and diversify the cruise industry to attract international visitors.”
“At the same time, local tourism is strongly supported by our leadership and by the nation as a whole. So, while we’re working hard to bring in international travellers, we’re equally focused on encouraging locals to explore more of their own country.
“AROYA Cruises plays a vital role in this. Because we’re at sea and visiting various destinations, including exclusive spots like Jabal Al Sabaya Island, we’re able to offer a rich and unique experience. We’re combining multiple elements into one journey and giving our guests something truly special to discover.”
AROYA, he says, is committed to delivering something truly different in this region. “And we’re receiving incredible support from all the relevant entities to help make this vision a reality—and we are making it happen.
“We aim to eventually cover all key regions and seasonal itineraries, so we can attract and serve all kinds of guests, whether they’re from Saudi Arabia or the international market.
“That’s the vision we’re building, and we’re proud of every step.”
