Discover AROYA Cruises: Arabian Hospitality at Sea
AROYA Cruises is the first Arabian cruise line, launched by Cruise Saudi as part of Saudi Arabia’s Vision 2030 to enhance tourism and establish the Red Sea as a premier global destination.
Rooted in genuine Arabian hospitality and culture, AROYA provides a world-class cruise experience designed for both regional and international guests, blending luxury, entertainment, and heritage across distinctive itineraries.
Turki Kari, the executive marketing director, shares insights with blooloop about AROYA Cruises’ vision for this innovative venture, the uniquely Arabian hospitality it offers, and the initial reception it has received.
Cruise Saudi
As part of Saudi Arabia’s Vision 2030, which was launched on 25 April 2016, tourism has been identified as a central pillar.
“Initially, when people thought of tourism in Saudi Arabia, it was mostly land-based,” explains Kari. “However, the sea is equally significant for Saudi Arabia. With coastlines along both the Red Sea and the Arabian Gulf, sea tourism has become a key focus.”
To foster this, Saudi Arabia initiated several projects, one of which is Cruise Saudi.
“Cruise Saudi was established to develop the cruise industry, which was previously non-existent in our market. It was tasked with creating a comprehensive strategy to activate this sector both regionally and internationally. The company, fully owned by the Public Investment Fund, began by constructing cruise terminals and ports while also working to generate demand for cruising, as it’s a new concept for many here.”
Cruise Saudi then progressed by launching its own cruise line, AROYA Cruises. This initiative aims to provide something unique for guests and support the tourism strategy, attracting both domestic and international travellers, whether from Saudi Arabia, other Arab nations, or the global cruise market.
“The goal was not just to host international cruise lines but also to offer cruise enthusiasts a Saudi cruise experience of our own.”
The AROYA Cruises brand was officially unveiled in June 2023.
“As part of this, we’ve developed a comprehensive educational concept to inform our guests about what cruising entails, why it is special, and how it differs from any other type of holiday,” says Kari.
Hafawa: Arabian Hospitality
When discussing what distinguishes AROYA in a competitive global cruise market, Kari states:
“AROYA is unique and different, starting with the brand itself, even the name. We derived ‘AROYA’ from ‘Arabian’ and ‘Roya’, which translates to ‘vision’ or ‘dream.’ Thus, it conveys the meaning of ‘Arabian Vision’ or ‘Arabian Dream’ in English. We built the brand around this concept, which became our value proposition in the market.”
The cruise line primarily targets the Arabian market, beginning with Saudi Arabia, then expanding to the GCC countries, and ultimately to the wider 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 interaction, we incorporate elements of Saudi and Arabian identity. The hospitality experience is a key pillar, what we refer to as hafawa in Arabic. It represents a form of premium, heartfelt hospitality that Saudi Arabia is renowned for.”
This cultural richness permeates the entire onboard experience, from the ship’s design to its culinary offerings and entertainment.
“Everything reflects Arabian hospitality and culture, yet delivered to a global standard. That’s what differentiates us from any other cruise line or holiday provider, both regionally and globally.”
AROYA Sets Sail
The cruise line’s inaugural vessel set sail on 16 December 2024, following an extensive refurbishment project.
“The primary aim was to transform it into a fully Arabian ship, executed to global standards,” says Kari.
The ship boasts 19 decks and over 1,600 cabins. At lower berth occupancy, it accommodates more than 3,300 guests, with capacity increasing to over 4,500 guests at full occupancy.
In terms of onboard offerings, there are 12 restaurants and 20 entertainment venues. Additionally, there are two public swimming pools, one of which is designated for adults. “In consideration of 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 take pride in being the first Saudi restaurant on any cruise line. We’re the first to serve authentic Saudi dishes from all regions of the Kingdom. Furthermore, we offer other cuisine options, such as Lebanese and a fish market concept unique to the Arabian world, alongside a selection of international cuisines to cater to all tastes.”
Entertainment Onboard
Guests can also explore 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 prioritise their needs. We provide age-specific venues for children and teens, ranging from six months to 18 years, each with tailored offerings.”
In addition, there is a VIP offering onboard called Khuzama, which translates to lavender in English. This provides an elevated service experience for VIP guests, featuring around 145 cabins and suites. Additionally, there are nine villas designed to attract VVIP guests, offering the ultimate in luxury and privacy.
“As for entertainment, we present a wide variety, from global acts like circus and magic shows to performances infused with an Arabian touch. We also feature dedicated Arabian entertainment, including traditional singing with regional instruments and Arabic-language stand-up comedy.
“All of this is designed to delight and connect with our Arabian audience while still welcoming a global guest.”
A Sustainability Commitment
Sustainability is a crucial aspect 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 worldwide to adopt sustainable and socially responsible policies and report on their implementation.
“We primarily align with its third principle, which encompasses human rights, labour, and the environment. We are actively engaged in these areas as part of that ecosystem.
“Sustainability and environmental responsibility are major priorities within Saudi Arabia. Thus, we’re not working in isolation; we’re part of a broader local and global system.
“Caring for the environment is a serious commitment for us, not only as a company but as a nation. As part of the United Nations Global Compact ecosystem, we are fully dedicated to advancing sustainability goals and fulfilling our responsibilities.”
Creating AROYA
Establishing cruising in a new market has not been without its challenges:
“With the opportunity of launching a new industry, challenges are inevitable,” says Kari. “One of the biggest hurdles for us was introducing a completely new concept that people weren’t familiar with. Many individuals didn’t understand what being on a cruise entailed. They envisioned merely being on a ship, uncertain of what they would do all day.
“Thus, we weren’t just informing them, ‘You’re coming on board a cruise line’; we had to help them comprehend that they would be spending three or four days on this ship, filled with entertainment, food, and beverage offerings available around the clock. For many, that was hard to envision.”
A key challenge was persuading potential guests that Arabian Cruises were for them:
“We employed benchmarking, produced numerous educational videos, launched robust social media campaigns, executed large-scale out-of-home campaigns, and invited influential individuals on board so others could witness the experience firsthand. That’s how we transformed a challenge into an opportunity.
“Now, it’s happening live. People are realising that a cruise—our cruise—is a genuine vacation alternative. Instead of travelling elsewhere, they can find everything they need in one location. Initially, they couldn’t imagine it, but now it’s a reality.”
After all the hard work, it’s gratifying to see people enjoying it, he adds:
“Guests are enthusiastic, they’re drawn to the concept, and they’re willing to pay 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 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, while the four-night cruise operated from Sunday to Thursday.
“Initially, we anticipated that weekdays would pose a challenge, with guests less likely to book due to school and work commitments. However, surprisingly, we’re witnessing equal interest in both options, albeit 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, unwind in private cabanas, and participate in curated shore excursions. The island also features food and beverage offerings and light entertainment in a serene, picturesque setting. We developed the experience from the ground up, and guest feedback has been overwhelmingly positive.”
The four-night itinerary rotates weekly, visiting destinations such as Safaga in Egypt, Aqaba in Jordan, or Sharm el-Sheikh. “There is variety every week. We’ve received a fantastic response, and importantly, a high number of repeat guests, which we take great pride in.”
The team continues to learn and adapt following the launch. “If we observe that guests enjoy something, we enhance it. If something isn’t working or requires adjustment, we make the change immediately. We can be agile and respond in real-time.”
This month, AROYA is launching 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 wonderful summer season in the Mediterranean.
“Our goal remains the same: to target our core Arabian and Saudi market, but we’re also witnessing 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 refrain from travelling; instead, they remain in their cities and within the country due to the cultural and religious customs surrounding fasting.
“We pondered what we could do with AROYA during this period to provide something truly unique for 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 conceived.
“We positioned the ship right in front of Jeddah Yacht Club and remained 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 significant number of guests, many of whom were new to cruising.
“We were thrilled to welcome over 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 standpoint, it was certainly challenging—serving Iftar and Suhoor simultaneously for all guests—but it was also a major success.
“We witnessed incredible word-of-mouth buzz and were sold out on numerous days. To our knowledge, no other cruise line globally has executed something like this. For AROYA Cruises to have accomplished it within just the first four months of launching is something we’re extremely proud of.”
The Future of Cruising in the Middle East
Discussing the future of the Middle East cruise industry over the next decade and the role that AROYA Cruises can play in that growth, Kari states:
“Saudi Arabia’s vision for tourism is highly ambitious. The country is actively developing multiple tourism sectors, including traditional land-based tourism, historical tourism, and sports tourism. We’re witnessing growth in various 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 substantial 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. Thus, while we’re working diligently to attract international travellers, we’re equally focused on encouraging locals to explore more of their own country.
“AROYA Cruises plays a vital role in this. By being 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 providing our guests with something truly special to discover.”
AROYA, he asserts, is committed to delivering something genuinely different in this region. “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.”
