Diriyah at ITB Berlin 2025: Where heritage meets modern luxury

International

Diriyah is presenting itself at ITB Berlin as a destination that combines tradition and luxury.

Diriyah, the birthplace of the Kingdom of Saudi Arabia and the original home of the Al Saud royal family, is a unique destination that combines cultural and historical experiences with the modern pleasures of fine dining, nature, and dynamic seasonal activities.

Diriyah will be showcasing its growing tourism offering at ITB Berlin 2025. The starting point for the journey of a lifetime often starts somewhere rich in history and heritage – where visitors can truly immerse themselves in the past while simultaneously enjoying the ease, convenience and luxury of modern travel.

For Diriyah, that starting point is At-Turaif, the UNESCO World Heritage Site. Visitors can stroll through the beautifully conserved structures that witnesses the rise of the Al Saud Dynasty, explore the galleries and interactive exhibits, and discover the story of the region and its role in forging the Arabian Peninsula's political landscape.

After an immersive experience at At-Turaif, travellers can indulge in a culinary journey, shopping and seasonal cultural activities right in At-Turaif’s neighbouring dining district, Bujairi Terrace. Home to more than 20 restaurants and boutique outlets, as well as the first Dolce & Gabbana cafe outside of Portofino Italy. It was built using traditional Najdi architectural design and boasts a vibrant atmosphere enhanced by views overlooking At- Turaif and Wadi Hanifah. This ancient valley, revived as a lush natural escape with thousands of newly planted trees, offers scenic nature trails, cycling paths, and horse-riding routes.

Diriyah's first hotel has just opened, the 134-room Bab Samhan, a Luxury Collection Hotel, designed inside and out using traditional styles and local materials. The service offered there, including the debut of Michelin-starred chef Michael Mina with Taleed, is as cutting-edge and modern as any hotel in the world.

Diriyah has already welcomed three million visits since December 2022. Bab Samhan is just the first of over 40 luxury hotels planned for Diriyah, including the world’s biggest brands such as The Ritz-Carlton, Corinthia, Raffles, Armani, Rosewood, among other industry leaders.

On the first day of ITB Berlin 2025, in the Presentation Hub in Hall 5.3, visitors to the show can attend a presentation “Diriyah: Bridging Heritage and Modern Tourism”. Naif Awliaalsayed, Tourism & Engagement Director, Diriyah Company and Saeed Metwali, Destination Strategy & Design Director, Diriyah Company will showcase Diriyah’s transformation into a world-class cultural and lifestyle destination, providing insights into blending heritage conservation with modern tourism infrastructure and sustainable practices.