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October 14, 2025

When AROYA Cruises first appeared on the horizon, it carried with it not only a new brand, but the promise of a new chapter for the entire cruise industry. For the first time, a cruise line was born out of a nation’s cultural vision, a brand designed to reflect the modern face of Saudi Arabia and to share its spirit of hospitality, artistry, and heritage with the world.

Launched under the umbrella of Cruise Saudi, a Public Investment Fund portfolio company AROYA Cruises represents both continuity and innovation. Cruise Saudi, established in 2021, had one clear mission: to create the infrastructure and environment that would open the Kingdom’s stunning coastlines to cruise ships for the first time. Once that foundation was in place, the next step was natural — to create a Saudi cruise brand, one that could embody the country’s identity and aspirations on the global stage.

The result is AROYA: a name combining two Arabic words: “Ar,” symbolising Arabian, and “Roya”, meaning vision, reflecting the Arabian vision and a ship that merges the grandeur of modern cruising with the depth of Arabian culture. Sailing through the Red Sea and now venturing into the Mediterranean, AROYA Cruises invites guests to experience travel through a uniquely Saudi lens — one that celebrates tradition, innovation, and inclusivity.

At the heart of this project is Turky Kari, Executive Director of Marketing at Cruise Saudi. With a background in hospitality, communications, and marketing, Kari combines a strategic mindset with a passion for storytelling. Under his direction, AROYA’s image and voice have taken shape as something both global and distinctly local: a cruise line that speaks of beauty, discovery, and pride.

We met him to talk about AROYA’s journey so far, its beginnings, its evolution, and its ambitions for the years to come.

The story of AROYA begins within Cruise Saudi’s broader mission to bring cruising to the Kingdom. The initial focus was on building the ecosystem, ports, terminals, partnerships, and the necessary infrastructure to welcome ships and travelers from around the world. Once that foundation was solid, the next step was inevitable: the creation of a national brand, a cruise line that would not just welcome visitors but express Saudi Arabia’s own personality at sea.

“As Cruise Saudi expanded,” explains Turky Kari, “we realized there was a strong appetite not only to host international brands but also to create one that truly represented our culture, our aesthetics, and our hospitality. That’s how AROYA was born, as an expression of our identity, designed for a global audience.”

At the start, AROYA’s focus was clear: to serve the domestic and regional market, offering Saudi and international travelers a new way to experience the sea. “We wanted to give our people something they could be proud of,” says Kari. “For many, cruising was a completely new concept. We built everything from scratch, the experience, the expectations, the relationship with the sea.”

But that focus is already expanding. “What surprised us,” he adds, “was how quickly international interest grew. Today, in the Mediterranean season, we see guests from Eastern Europe, Central Asia, Turkey, GCC and beyond, along with our Saudi travelers. The brand’s identity is local at heart but universal in appeal. People are curious about our story — they want to experience Arabia through our eyes.”

AROYA’s ship is central to that story. The vessel, elegant, modern, and purposefully distinctive, has been designed not only as a showcase of Arabian cultural heritage, but as a place where comfort and beauty coexist naturally. “The hardware reflects both luxury and personality,” says Kari. “The ship’s interiors are inspired by Arabian artistry, with warm tones, intricate patterns, and design elements that connect guests to our culture — not in a stereotypical way, but in a modern, elevated interpretation. The goal was to create a feeling of authenticity and pride, balanced by a strong sense of international sophistication.”

The concept of Cultural Heritage and Arabian Hospitality runs through every detail on board. From the cuisine — a fusion of Saudi flavors and international favorites, to the entertainment and service philosophy, the ship aims to immerse guests in the spirit of the region.

“Culture is not a theme for us; it’s the essence,” Kari explains. “Every touchpoint, from the welcome rituals to the music and the design of public spaces, reflects who we are. Guests experience the Saudi warmth and generosity that are at the heart of our identity.”

AROYA is also deeply attuned to the values of its guests. “We’ve made sure that our spaces reflect respect for privacy and tradition,” he says. “ There are dedicated timings for women in select facilities such as pools, spas, and gyms, a feature that’s part of our culture, and that international guests have actually appreciated very much. They see it as something distinctive, a way to experience authenticity with comfort. We also created one of the largest kids’ areas at sea, because we wanted families and young travelers to feel fully included. The ship is designed for connection, big dining tables, generous lounges, spaces to share.”

The first voyages in the Red Sea offered not only a glimpse of Arabia’s spectacular coastlines but also a lesson in what modern cruising can become. “The Red Sea itineraries were a revelation,” Kari recalls. “They showed us how powerful this region can be as a destination, pristine waters, untouched islands, ancient heritage sites. For international guests, it was completely new. For Saudis, it was a rediscovery of their own home, seen from a new perspective.”

Now, AROYA has taken that experience into the Mediterranean, where it continues to evolve. “We wanted to test the ship, the service, and the brand in a mature and competitive environment,” he says. “The Mediterranean gives us that. It’s a chance to learn, to refine our product, and to show the world that a Saudi cruise line can operate confidently alongside the biggest names in the industry.”

The long-term vision is clear: AROYA is not a short-lived experiment, but the beginning of something enduring. “We see ourselves as part of the global cruise community,” Kari affirms. “We’re expanding, listening, improving but always remaining true to who we are. Whether in the Red Sea, the Arabian Gulf, or the Mediterranean, AROYA will always carry the same DNA: the celebration of beauty, modernity, and Arabian culture.”

Every young brand learns and evolves. AROYA is no exception, and Turky Kari speaks with candor about what can still be improved. “We’re constantly refining the onboard product enhancing entertainment, diversifying dining, and improving service flow,” he explains. “But we also learn from our guests. Feedback has been incredibly valuable. We understand better now how to balance the needs of different audiences, Saudi families, regional travelers, and international explorers. The goal is to create harmony between comfort, authenticity, and surprise.”

When it comes to itinerary planning, AROYA’s choices are guided by both logistics and storytelling. “Port selection is never random,” says Kari. “We look for destinations that offer a sense of place, cultural depth, and natural beauty. But we also consider the guest journey: how each port complements the onboard experience. We want every day to feel like a new chapter, not just another stop.”

As the brand grows, the marketing strategy becomes increasingly sophisticated. “Promotion for us is not just about selling cabins; it’s about building recognition and trust,” Kari explains. “In the Mediterranean, we focus on awareness, partnerships with travel agencies, regional events, social media storytelling. We speak to the international audience in their language, but we keep our identity visible. People are intrigued by Saudi Arabia, by its culture, its transformation, its landscapes. AROYA becomes the bridge that connects that curiosity with experience.”

AROYA’s success, then, lies in balance, between innovation and heritage, global standards and local soul. “We never wanted to imitate,” says Kari. “We wanted to contribute something original to cruising, to offer the beauty and modernity of our region in a way that feels open, inviting, and full of character. What we’ve learned in our first Mediterranean season is that people appreciate difference. They don’t want replicas; they want stories.”

And what story does AROYA tell? One of rediscovery, of a country opening its shores, of a culture proud to share itself with the world, and of a new generation of travelers embracing authenticity over uniformity.

“ AROYA is more than a cruise line,” says Kari with a smile. “It’s a vision of what travel can be when it’s driven by pride, creativity, and care. Wherever we sail — whether across the Red Sea or through the Mediterranean — that essence will never change.”

As our conversation ends, one thing is clear: AROYA Cruises is not just sailing new waters, it’s creating them. A journey that began with building ports and terminals has become a movement, an invitation to see the sea, and the world, through the eyes of Arabia.

Don’t miss more updates, news and reviews about AROYA on Cruising Journal.

Gabriele Basssi

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