It is true what they say, there is only one Diriyah.
In the heart of Riyadh, an ancient city is experiencing a Phoenix-esque metamorphication. Diriyah, the birthplace of the Kingdom, is undergoing a transformation unlike anything the world has seen before. At the helm of this grand vision is Jerry Inzerillo, Group CEO of Diriyah Company and United Nations Tourism Ambassador. With a hospitality career spanning the world’s most prestigious brands, Inzerillo is leading the charge in shaping the ancient city into a global cultural and tourism icon.
A vision inspired by leadership
It all began in 2018, when Inzerillo met Saudi Crown Prince Mohammed bin Salman. The fateful meeting changed everything.
“When you spend time with His Royal Highness, you are overwhelmed by his personality, vision, passion, ideas, and determination to transform Saudi Arabia,” Inzerillo recalls.
“The opportunity to lead a project centered around the birthplace of the Kingdom, celebrating its 300-year history, heritage, and culture, was impossible to refuse.”
Lessons from a remarkable journey
Diriyah is more than just an ambitious project— it’s a movement, powered by people. With a team of over 2,300 professionals, including 16 percent from the community itself, the project is deeply rooted in local talent. Thirty- four percent of the workforce is female, and 16 percent of them hold senior leadership positions.
“The experience, knowledge, and capabilities of these amazing people is an inspiration and has been invaluable in turning the dream of Diriyah as a masterplan into reality,” Inzerillo explains.
A living legacy
At its core, the town is a symbol of Saudi heritage and culture. This historic city is being transformed into a human centric city of the future, deeply connected to its past.
“Nothing of this scale, scope, and ambition is happening in the world today. Our first step was to preserve and conserve the mud brick buildings of At Turaif, a UNESCO World Heritage Site, which has welcomed over three million visitors since its reopening in December 2022,” Inzerillo explains.
A $63 billion vision for the future
The space is set to become one of the most remarkable urban developments in the world. With an investment of $63.2 billion, the plan includes low-rise, pedestrian-friendly neighborhoods, highly accessible, cutting-edge
infrastructure, and smart city technology. It is one of the most advanced and ambitious city-building
projects in the world today.
The first hotel, Bab Samhan, a Luxury Collection Hotel, began welcoming guests in January 2025, offering a unique blend of traditional Najdi architecture and world-class hospitality. Over 40 top-tier hotel brands, including The Ritz- Carlton, Four Seasons, Oberoi, and Raffles, are set to follow.
The town will be home to some of the most luxurious hotels in the world, but with an authentic Saudi touch. Every detail reflects Inzerillo and Diriyah Company’s commitment to honoring the Kingdom’s heritage while embracing the future.
The heart of Riyadh’s social scene
From fine dining to world-class events, Diriyah is redefining Riyadh’s nightlife. Bujairi Terrace, a stunning dining district with breathtaking views of At-Turaif, has become the city’s must- visit hotspot.
“Every weekend, thousands of people come to experience the magic of Diriyah,” Inzerillo adds.
“From Michelin-starred restaurants to unique cultural events, Diriyah has become a symbol of Saudi Arabia’s cultural renaissance.”
High-profile visitors, including world leaders like President Emmanuel Macron and sports legends like Novak Djokovic, have already been drawn to Diriyah’s allure. Even major global news channels have chosen At Turaif as their backdrop, recognizing its historic and cultural significance.
A hub for art, culture, and innovation
Diriyah isn’t just about entertainment—it’s becoming a global arts and culture hub. Diriyah Art Futures, a collaboration between Diriyah Company and the Saudi Ministry of Culture, is the region’s first dedicated new media art gallery. Looking ahead, the Qurain Cultural District will feature museums, cinemas, academies, and
institutions dedicated to Najdi architecture, music, culinary arts, and theater.
Balancing modernization with heritage
With every step forward, Diriyah remains committed to sustainability and heritage preservation. Smart building techniques, LEED-certified developments, and a massive tree-planting initiative (over 6.5 million native
trees, plants, and shrubs planned!) ensure that modernization never comes at the cost of authenticity.
“Sustainability is embedded in the Diriyah Company DNA and its development approach,” Inzerillo explains. “We are also incorporating smart building techniques into our development processes that will reduce indoor potable water use by 50 percent and 100 percent for outside uses, reduce overall energy usage by 30 per cent with all water used for irrigation provided by treated sewage effluent.”
Diriyah Season: A Cultural Celebration
Every year, Diriyah comes alive with Diriyah Season, drawing tens of thousands of visitors with immersive cultural experiences.
“Under the theme of Entertain Your Cultural Curiosity, guests get to explore and experience Saudi culture hosted in At Turaif and Bujairi Terrace as well as the surrounding areas,” says Inzerillo.
This year’s highlights included Enduring Resilience, an exhibition that celebrated the legacy of Imam Turki bin Abdullah, the return of Layali Diriyah with unprecedented experiences, and the 850 interactive experience, which
immersed guests in historical narratives. The Diriyah Storytelling Festival fostered literary and cultural exchange, while the Tyn Festival honored the region’s traditional mud architecture. The Souk program, which ran until February 28, blended performing arts with heritage, and Samri Art Activations brought interactive performances across Diriyah.
A must-see global destination
As Saudi Arabia cements its status as a top global tourism destination, Diriyah stands at the forefront. With a vision to welcome 50 million visits a year by 2030, it is set to become one of the world’s greatest gathering places.
“First impressions count,” says Inzerillo. Diriyah is the gateway to Saudi Arabia for international visitors and Inzerillo is committed to ensuring an unforgettable experience that blends heritage, hospitality, and heart.
The future is now
With each milestone, Diriyah is redefining what’s possible.
“What excites me the most is seeing the sheer joy on everyone’s faces who comes to visit us,” Inzerillo shares.
“I can only imagine what stories those faces will tell and the emotions they will evoke as more and more of Diriyah comes to life!”
From its historic mud brick walls to its cutting-edge cultural districts, Diriyah is more than a city—it’s a story waiting to be told. And the world is listening.
For more information, visit: diriyah.sa
