Riyadh, what to see in the new luxury capital of Saudi Arabia
Of Camilla Rocca
It was a town on the Najd plateau, surrounded by the crown of Tuwaiq mountains, of little interest to the Ottoman Empire, but today Riyadh is experiencing an epochal transformation that is leading it to become the beating heart of luxury in the Middle East. Dubai is in decline, and this is evident from the ever-increasing amount of funds and people traveling to Saudi Arabia for business and holidays. Thanks to pharaonic projects and an ambitious vision such as the one outlined by the Saudi Vision 2030 program, the city offers an irresistible mix of tradition and modernity. From historical sites to modern luxury hubs, Riyadh is now an unmissable destination for those looking for a unique experience in a country that is young to tourism, which only opened up to the world in 2019.
Iconic Attractions: A journey between history and innovation
Riyadh is not only modern luxury, but also culture and breathtaking landscapes. One of the most evocative experiences is a visit to The Edge of the Worldlocated about 90 kilometers from Riyadh, and easily accessible by 4×4, is famous for its spectacular cliffs overlooking a landscape that seems to have no end, creating an almost surreal atmosphere. Perfect for hikes and unforgettable sunsets, The Edge of the World is a destination that combines adventure and contemplation, ideal for nature lovers. The Saudi past lies in the historical Al Masmak Fortresswhich tells of the roots of the Kingdom, built in 1865, this imposing clay and mud structure was a crucial point in the reconquest of Riyadh by Abdulaziz Ibn Saud in 1902, a fundamental event for the unification of the Saudi Kingdom and for the beginning of the Al Saud dynasty, now in power. The fort houses a museum that tells the story of the kingdom through artifacts, photographs and interactive exhibits. Also worth visiting nearby is the lively Souk Al Zalperfect for immersing yourself in tradition and buying local spices, crafts and fabrics, where locals also shop. Another modern attraction is Boulevard Worlda complex that combines entertainment, culture and luxury shopping in a unique cultural experience, with themed areas representing countries from around the world, including Italy, Japan, India and France. Between shows, international cuisine, interactive games and attractions such as the zipline or the pedal boat lake.
Diriyah: The City of Earth and the Heart of Vision 2030
One of Riyadh’s most ambitious projects is Diriyaha historic area transformed into a luxury destination. Located near the UNESCO site of At-Turaif, Diriyah combines traditional Najdi architecture with unprecedented urban development. This $63.2 billion project aims to create a unique community with homes, luxury hotels and cultural spaces, generating 178,000 jobs and aiming to attract 50 million visitors annually by 2030.
Among the prominent hotels that will open soon is Capella Diriyahwhich marks the entry of the Capella brand into the Middle East, and the Raffleswhich combines elegance and comfort with 90 residential units. Other illustrious names include the RosewoodThe CorinthiaThe Fauchon Hotel with its 360 degree rooftop, Armani Hotels with the second opening in the Middle East after Dubai, 15 residential units, in addition to the rooms, and the classic Caffè Armani, much appreciated by the Arab population; And the exclusive Orient Expressmaking its debut in this part of the world. Each structure is designed to blend seamlessly with its surroundings, enhancing traditional Saudi architecture. The Diriyah project is one of five Saudi Arabian giga-projects supported by the Public Investment Fund which is expected to total 2 trillion of dollars: this is the size estimate of the PIF, one of the most important sovereign funds in the world, but it could be much more.
Bah Samhan Hotel: the first operational 5-star hotel in Diriyah
The Bah Samhan Hotel is the first five-star hotel active in the heart of Diriyah, characterized by refined Najdi-style architecture, inspired by the traditional motifs of the original castle of the Al Saud family, the Saudi dynasty that still governs the country today. Just a five minute walk from the hotel is the historic castle site. In the kitchen, Executive Chef Herwig Knapen offers international gastronomy enriched with deep Saudi and Middle Eastern influences, offering a unique culinary experience. This is just the first of a series of large hotels planned to open in the area, the project, known as Bashayer – a term meaning “good news” – is being managed by the company of the same name.
“This is an ambitious initiative that aims to connect eight UNESCO World Heritage sites in Saudi Arabia, under the banner of luxury and authenticity,” said Jerry Inzerillo, CEO of Diriyah Company Group.
Culinary Luxury: The Bujairi Terrace and Incredible Dinner
The Qurain Cultural District is another attraction that combines culture, art and gastronomy. There Bujairi Terracerecently inaugurated, is destined to become the point of reference for luxury dining in Saudi Arabia. Here, restaurants and cafes designed respecting traditional Najdi architecture offer unique dining experiences, celebrating Saudi tradition in a modern way.
Another example of innovation is Incredible Dinnera project created by chef Giorgio Diana that combines sustainability and haute cuisine. This traveling format brings together 12 chefs of different nationalities to create gourmet menus that showcase local products. With the claim “Play global, eat local”, Dinner Incredible not only promotes Saudi cuisine, but also supports small local producers. The next edition, already confirmed, promises to bring new culinary experiences throughout Saudi Arabia, soon available upon reservation. In this sense, the help of Daniele Chiari, Executive chef of the Royal Protocol, Italian, the chef who takes care of all the ceremonies concerning the royal family and their diet, was substantial.
The New St. Regis and Via Riyadh
Another symbol of luxury is the St. Regis Riyadhlocated in the prestigious complex of Via Riyadh. This cutting-edge shopping center offers a mix of high-fashion boutiques, innovative food corners and spectacular projections reminiscent of the Bedouin oasis. In the kitchen, Executive chef Yann Lohez, a Frenchman with many starred experiences, prepares an excellent boulangerie to try both during breakfast and in the famous ritual of afternoon tea, found in all the St Regis around the globe. The St. Regis hosts the largest spa in Riyadh and the precious 245 m2 presidential suite, as well as culinary spaces such as the Jackie restaurant, featuring a design by Ginori 1735, and the Stella Sky Loungewith panoramic views and a unique selection of horoscope-inspired mocktails.
Italy in Saudi Arabia: A Luxury Connection
Saudi luxury would not be complete without Italian influence. High-quality products, such as mozzarella and burrata, are increasingly in demand, while luxury brands such as Ginori 1735 and Armani continue to conquer the local market. There is no lack of innovation, as demonstrated by the dairy Healthywhich produces Apulian-style dairy products with Saudi buffalo milk, thanks to the advice of Italian experts such as Antonio Ambrosio.
Even Italian companies like Sitaf Saudi they are revolutionizing the market with the importation of fresh and niche products. The growing demand for luxury foods, such as caviar and raw fish, demonstrates how the Saudi market is constantly evolving and increasingly open to Italian quality.
“A huge demand for high quality products, always growing” he declares Vittorio RocchiCEO and minority shareholder of the Saudi company Sitaf Saudi Company for Trade, active since 2019 in Saudi Arabia, and among the first to import niche products, especially Italian ones, until they become consolidated, as high-end items, in market. “In recent years there has been a great explosion of fresh products such as dairy products, burrata and mozzarella, which run out weekly and which we import from Italy. This year we will close the balance sheet with 40 million euros for 120 employees: our management is mainly Italian divided into two offices in Ryadh and Jeddah. For the future, given the strong demand for Italian products from other Gulf countries, we have opened the newly created Sitaf Bahrain, still controlled by Sitaf Saudi”.
A Future of Luxury
Riyadh is not just a capital, but a symbol of transformation and ambition. Thanks to projects such as Diriyah, Via Riyadh and Neom, and exclusive events such as Dinner Incredible, the city is redefining the concept of luxury in the Middle East. With a mix of tradition and innovation, and a strong link with Italian excellence, Riyadh positions itself as one of the most fascinating and sophisticated destinations in the world.
And Italian products in Saudi Arabia? The new market
“A huge demand for high quality products, always growing” declares Vittorio RocchiCEO and minority shareholder of the Saudi company Sitaf Saudi Company for Trade, active since 2019 in Saudi Arabia, and among the first to import niche products, especially Italian ones, until they become consolidated, as high-end items, in the market. “In recent years there has been a great explosion of fresh products such as dairy products, burrata and mozzarella, which run out weekly and which we import from Italy. The demand instead for luxury products such as high quality caviar or raw fish (unknown until now in Saudi Arabia and imported mainly from Japan), make us understand how the Arab market is constantly evolving and extremely curious. This year we will close the balance sheet with 40 million euros for 120 employees: our management is mainly Italian divided into two offices in Ryadh and Jeddah. For the future, given the strong demand for Italian products from other Gulf countries, we have opened the newly created Sitaf Bahrain, still controlled by Sitaf Saudi”.
And there are those who have thought of building the first Saudi dairy, with Italian technicians. The case of Sana, a dairy farm on the edge of the southern outskirts of Riyadh, is emblematic. The ownership, after having invested in different sectors, especially in education, decided to open a dairy on site to satisfy the ever-increasing demand for dairy products. So Ibrahim Al Khalaf made use of the advice of Antonio Ambrosio, who after having opened dairies in Russia, Azerbaijan and Australia managed to find the right balance to create Apulian-style mozzarella and burrata with Saudi buffalo milk, avoiding the difficulties caused by a low-fat milk with little protein, as well as at high external temperatures, processing 200 liters a day, with the aim of reaching a full-scale processing of 7000 in the coming years litres. The goal? Get listed on the stock exchange soon and take advantage of the wealth of Saudi milk, the leading producer in the countries of the Middle East and 20th in the world.