Saudi Arabian cruise line Aroya Cruises has signed a strategic partnership with Lufthansa City Center International, expanding its presence in international source markets ahead of an enlarged 2026 deployment.

The agreement will see AROYA Cruises gain access to Lufthansa City Center International’s global network of travel agencies, providing the cruise line with a broader distribution platform across Europe and other international markets.

The partnership comes as AROYA prepares to resume Red Sea operations and expand its Mediterranean programme, following a period of disruption earlier this year that saw the company’s flagship vessel temporarily delayed in the Arabian Gulf.

For AROYA, the agreement represents an important step in its efforts to move beyond the domestic and regional markets that formed the foundation of its launch strategy.

By working with one of the world’s largest independent travel agency networks, the cruise line gains direct access to travel advisors and customers who may be less familiar with Saudi Arabia’s emerging cruise sector.

“Our first year of operations has shown strong demand for a cruise experience rooted in authentic Arabian culture,” said Sture Myrmell, President, Aroya Cruises.

“AROYA Cruises brings together Arabian hospitality, cultural values and international service standards to create an offering that resonates with travellers globally,” he added.

“Through our partnership with Lufthansa City Center International, we are opening new pathways for international travel partners and their clients to explore the Red Sea and Eastern Mediterranean through an experience shaped by the warmth and generosity of Saudi hospitality.”

The move aligns with broader ambitions to position AROYA Cruises as an international cruise brand rather than a purely regional operator. The line launched in late 2024 with a focus on Red Sea cruises from Jeddah before expanding into the Eastern Mediterranean and, more recently, the Arabian Gulf.

The company operates the 150,000-ton Aroya, the former World Dream, which was extensively refurbished prior to entering service.

“We are thrilled to be a global travel agent partner for AROYA and look forward to introducing our customers to ‘Hafawa,’ the legendary Saudi hospitality that makes this cruise line truly one-of-a-kind,” said Heiko Brix, Managing Director, Lufthansa City Center International.

The partnership comes at a significant point in AROYA’s development. Following its return to the Red Sea in May, the ship operated cruises from Jeddah before repositioning to Istanbul for a second summer season in the Eastern Mediterranean.

The vessel is scheduled to return to the Red Sea before resuming Gulf operations during the 2026/27 winter season.

For the wider Saudi cruise industry, the agreement also reflects ongoing efforts to attract international visitors and position the Kingdom as both a cruise destination and source market.

By strengthening its distribution network outside the Middle East, AROYA Cruise is seeking to convert growing awareness of Saudi Arabia’s tourism ambitions into cruise bookings from established European and international cruise markets.