Interview: Jerry Inzerillo, Group CEO, Diriyah Company
To what extent are the Kingdom’s efforts to develop its tourism and entertainment sectors creating new practices that could be applied in other regions?
JERRY INZERILLO: In the tourism and entertainment sectors, the Kingdom is breaking new ground and benefitting from a single-minded, comprehensive strategy. Unlike many countries where destinations and attractions compete for the same kind of visitor, the Ministry of Tourism’s approach ensures that destinations complement each other with a unique visitor offer.
Visitors seeking the full Saudi package can travel around the Kingdom and experience an extraordinary diversity of experiences. Equally, Saudi Arabia caters to people who have a specific interest in heritage, history and culture; world-class spas; scuba diving; or mountain adventure and wildlife. This appeals to both international visitors and domestic tourists.
What are the risks that could affect Saudi Arabia’s goals in the tourism and entertainment sectors?
INZERILLO: No country is immune to the risk factors that can impact major development projects. This was demonstrated by the impact of the Covid-19 pandemic worldwide. Meanwhile, geopolitical issues can – at times – impact travel and the hosting of events.
However, Saudi Arabia’s tourism and entertainment strategy indicates favourable prospects for the Kingdom. No other country is developing tourism in such a dynamic and diverse manner as Saudi Arabia. There is a natural curiosity among global travellers to visit a place previously closed to traditional tourism. Such visits are enabled by the e-visa programme, which has attracted an increasingly diverse international and cosmopolitan tourist base.
Where do you see challenges in preserving cultural heritage while developing mixed-use spaces?
INZERILLO: We see this as an opportunity. It is a major responsibility to preserve amazing places and develop new assets that ensure their preservation while reflecting centuries of tradition and history. For example, our hotels, retail districts, museums, arenas, offices and sports facilities will all embrace elements of Najdi architecture – dating back 300 years. The commitment of the development community to cultural heritage extends beyond buildings. We are restoring historic wadis (dry riverbeds) and reinvigorating the natural environment by planting millions of native trees, shrubs and plants to revive traditional landscapes.
How could cultural aspects be considered when determining a long-term development strategy for large-scale entertainment destinations?
INZERILLO: Conscientious developers must factor in the vital importance of culture in comprehensive master planning strategies. This includes considerations regarding the type of projects included in the development, as well as how to embrace and enhance the natural environment and its culture. At the same time, it is important to make a new city pedestrian-friendly and include parks, cycle paths, footpaths and pedestrianised areas for everyone to enjoy.
In which key ways are ongoing development projects boosting the Kingdom’s appeal to visitors while accelerating progress towards Vision 2030?
INZERILLO: In 2024 development at Diriyah was accelerated across multiple touchpoints, including hotels, offices, residential areas, golf courses and world-class entertainment arenas. Construction packages valuing $4.2bn were also announced. The city looks set to welcome 50m visits annually, with over 40 hotels, an opera house, a 20,000-seat multi-purpose arena, restaurants, cultural districts, sports and a high-quality shopping experience. The long-term economic impact looks set to play a key role in achieving the goals of Vision 2030. Once complete, Diriyah is expected to create 178,000 jobs and contribute $18.6bn to Saudi Arabia’s GDP.
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