Cruise Saudi and homegrown AROYA Cruises change local perceptions of cruising

With a private island development, 19 destinations in the pipeline, and a homegrown cruise line making waves, Saudi Arabia is placing the Red Sea at the centre of its cruise ambitions—and reshaping regional travel in the process.

Saudi Arabia has long been seen as the sleeping giant of Middle East tourism. Now, through a combination of strategic infrastructure investments and the launch of its own cruise brand, the Kingdom is rapidly positioning itself as both a cruise destination and source market.

At the heart of this transformation is AROYA Cruises, the first Arabian cruise line, operated by Cruise Saudi, a wholly owned subsidiary of Saudi Arabia’s Public Investment Fund (PIF). Since its launch in late 2024, AROYA has focused on unlocking the domestic cruise market, serving both the Red Sea and Arabian Gulf with short-haul itineraries designed around regional travel habits.

“We’ve seen an incredibly diverse demographic—over 120 nationalities have visited our ports across the Red Sea and the Arabian Gulf,” said Mashhoor Baeshen, Executive Director of Commercial & Business Development at Cruise Saudi, during the Cruise Arabia panel. “But it’s the local market that’s driving this momentum. We’re seeing real appetite for new products and experiences, and AROYA has helped open the door.”

Baeshen noted that Saudi travellers—many of them new to cruising—are responding especially well to shorter itineraries that align with work and family schedules. “We’re seeing distinct differences between weekend and weekday sailings—families tend to cruise on weekends, while couples and solo travellers opt for midweek. That insight is shaping our offering.”

Cruise Saudi’s broader strategy is rooted in destination development. Baeshen outlined ongoing efforts to collaborate with government authorities and PIF-backed companies to diversify attractions and create a more immersive product. 

One flagship development is a new private island spanning 3,000 hectares, equipped with beaches, restaurants, a VIP zone and curated experiences tailored to cruise guests.

“This is still a work in progress, but it already represents a premium offering designed for low-density, high-quality tourism,” he said.

The private island is one of 19 destinations across the Red Sea that Cruise Saudi is working to activate. Each is conceived as a ‘gateway’ to heritage sites, natural reserves, or community-based cultural experiences. The aim is to move beyond port logistics and create a full-fledged cruise ecosystem.

Baeshen highlighted Al-Ahsa in the Eastern Province—a UNESCO-listed oasis—as an example of how Cruise Saudi is blending heritage and nature with local storytelling. “We’re also looking into homestay-style formats and other local engagement models,” he added.

This strategy of quality over quantity is closely aligned with evolving consumer trends. 

During the panel, Dave Goodger of Tourism Economics pointed to a growing preference for authentic, less crowded destinations among younger, wealthier cruise passengers. Baeshen confirmed that Saudi Arabia is leaning into that trend: “We’re not interested in mass-market replication. It’s about meaningful experiences that connect guests to Saudi culture.”

Cruise Saudi’s efforts complement the region’s broader transformation into a year-round cruise destination. As Mashhoor Baeshen noted, Saudi Arabia’s emergence as both a destination and a source market has helped create ripple effects across the Gulf. “Awareness is growing. People are more curious about cruise travel, and many are trying it for the first time.”

For the global cruise sector, that presents new opportunities. AROYA’s success in the Red Sea is helping to raise the region’s profile, encourage port calls from international cruise lines, and build passenger demand organically.“Cruise Saudi isn’t just building ports,” Baeshen said. “We’re building connections—between cruise guests and the culture, nature, and people of Saudi Arabia.”