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RIYADH: ��������’s tourism landscape is set to transform with “Solan,” a new hospitality brand launched by Dan Co., a subsidiary of the Public Investment Fund.

According to a press release, Solan aims to create a nationwide network of unique farm stay and lodge experiences, directly supporting local communities and economic diversification in line with Vision 2030.

The innovative brand will operate on a franchise model, partnering with lodge, istiraha, and farm owners across �������� to help them transform their properties into high-end tourism destinations, offering both overnight stays and day experiences.

This comes as �������� accelerates its Vision 2030 push to position tourism as a pillar of economic diversification, raising its target to 150 million annual visitors by 2030 after surpassing the 100 million mark ahead of schedule. 

In 2024, international tourism revenue soared 148 percent from 2019 — the fastest growth among G20 nations.

CEO of Dan Co., Abdulrahman Abaalkhail said: “Solan is the first Saudi hospitality brand to introduce a franchise model in agritourism, opening opportunities to diversify tourism experiences across the Kingdom by providing comprehensive support for our partners.

“This allows us to offer authentic local experiences that showcase the natural beauty and agricultural diversity of various regions, creating unforgettable memories.”

This initiative is designed to diversify local incomes, create direct and indirect job opportunities, and stimulate private sector investment in host cities. 

By merging agriculture, eco-tourism, and adventure with hospitality, Solan aims to strengthen the foundation of the national tourism industry.

The CEO added that the brand promotes sustainable agriculture while empowering local communities to “help build a thriving future for the tourism and hospitality sector, strengthening the Kingdom’s position as a global tourism destination.”

According to the press release, Solan is committed to preserving and promoting local culture and traditions, and will also provide opportunities for visitors to learn about both traditional and modern agricultural practices.

Dan Co. signed memorandums of understanding with several strategic partners to contribute to the development of a sustainable local tourism system and develop the business of the agritourism sector by providing financing solutions to farm owners, the press release said.

Beyond financial support, Solan will equip partners with operational guidelines and conduct regular monitoring.

The brand is strategically targeting numerous cities across the Kingdom identified for their farm-based tourism potential. “The first pilot farms by Solan will be announced soon,” the statement said.

RIYADH: ��������’s push to become a global cultural hub is accelerating, with the Kingdom now home to over 50,000 investors and having attracted nearly half a billion dollars in foreign investment. 

The capital is being injected specifically into the burgeoning culture and entertainment sector, Minister of Investment Khalid Al-Falih revealed at the inaugural Cultural Investment Conference in Riyadh. 

During the conference’s first panel, which was moderated by Arab News’ Editor-in-Chief Faisal J. Abbas, the minister detailed the rapid growth of the cultural economy. 

“I can tell you from nothing — six, seven years ago — we have today over $500 million, SR1.8 billion ($480 million) in foreign investments in culture as of last year, so it is accelerating as we go, growing at double digit,” he stated. 

He further specified that a significant portion of this investment is coming from abroad, noting: “I’m happy to say that we have 1,700 international investors that are investing in culture, creative, arts, events, entertainment, and all of the things that we classify under this very broad definition of culture.” 

The conference, organized by the Ministry of Culture and held at the King Fahd Cultural Center, drew a global audience of investors, cultural leaders, and decision-makers. The event aims to position the Kingdom as a leading destination for cultural investment, a key pillar of its Saudi Vision 2030 economic diversification plan.  

Minister Al-Falih framed the cultural investment as essential to the nation’s identity and appeal. “If you don’t have a soul as a country and as a society, you’re a no country. Nobody will want to come and visit,” he said, adding that “Riyadh and the Kingdom has become a cultural hub,” with the upcoming Riyadh Season event as a prime example. 

This drive is a core component of Saudi Vision 2030’s Quality of Life Program, which aims to enhance cultural offerings, entertainment, and overall livability for citizens and residents. 

Echoing this sentiment, Faisal Alibrahim, ��������’s minister of economy and planning, emphasized the strategic priority of the sector.

“For the Kingdom of ��������, this is pivotal for the first wave of economic diversification that we witnessed,” Alibrahim said. 

He revealed that the cultural sector already employs approximately 235,000 people, with the target being to triple the sector’s contribution to the economy by 2030, driven significantly by exports. 

Both ministers outlined a collaborative model for growth. Al-Falih described a focused approach to creating a triangle between investment by investors, government support, and government direct investment in the sector, along with the third category, civil society.  

He noted that the Ministry of Investment has already developed 40 specific investment opportunities in the sector, which are listed on the Invest Saudi platform. 

Minister Alibrahim highlighted that in the formative years of Vision 2030, spending on culture was “equally as important as, and maybe even more important than” traditional budget items. 

He went on to link cultural development to the Kingdom’s global reputation, saying: “People remember generosity, and today are seeing an increase in the quality of the user experience when you interact with the Kingdom.” 

The minister highlighted the culture sector’s need for entrepreneurs, not only large corporations. Using South Korea as a model, he explained how its rapid diversification led to a boom in cultural exports, a form of soft power that even inspired Saudis to learn the language. 

Bank of Korea data shows that the country’s intellectual property exports, which includes music, films, and games, more than tripled over the last decade to reach $9.85 billion in 2024. 

The two-day Cultural Investment Conference, featuring over 38 panel discussions, marks a significant step in ��������’s strategy to empower its cultural sector as a dynamic economic engine and strengthen its cultural presence on the world stage.