Saudi Arabia’s Diriyah among Time 100’s most influential companies

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At-Turaif Unesco-listed site at Diriyah

Saudi Arabia’s Diriyah Company has made headlines as one of just two Middle East companies to be named in the prestigious Time 100 Most Influential Companies list for 2025.

The tourism developer joins the UAE’s AI company G42 and heavyweights such as BlackRock, ByteDance, Nintendo, SoftBank, Hyundai and Coinbase as organisations that have made an “extraordinary impact across business, culture, innovation and sustainability”.

The only tourism company to make this year’s global list, Diriyah’s ‘City of Earth’ development located on the outskirts of Riyadh is recognised for its "ambitious vision" in the region’s evolving tourism landscape.

With completion set for 2030, the US$63.2 billion development aims to become a global destination for culture, heritage and sustainable living, attracting nearly 100,000 residents and up to 50 million annual visitors with its mix of world-class museums, luxury hotels, fine dining, retail and public spaces.

Diriyah's Bujairi Terrace with retail and dining

The project is centered around the centuries-old desert fortress At-Turaif, a Unesco World Heritage site and the birthplace of the first Saudi state, blending traditional Najdi mud-brick architecture with contemporary luxury and cutting-edge technology.

The project’s guiding principles include carbon-free construction, energy efficiency, water conservation and a strong focus on preserving Saudi heritage while fostering vibrant, human-centric communities.

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Iconic landmarks such as the Royal Diriyah Opera House, the historic Wadi Hanifah and a growing portfolio of luxury resorts and cultural venues – including recently opened Marriott Bab Samhan and Diriyah Art Futures, the region’s first digital art museum—are already drawing global attention and investment.

With more than US$1 billion worth of deals with European firms locked in, the company is “showing that the kingdom’s tourism dreams aren’t just blueprints”, Time said of the project.

Time’s editors noted that while much of the focus on Saudi’s economic transformation has been on futuristic projects still in development, Diriyah stands out as a partly completed, tangible example of how the Kingdom is diversifying its economy and reshaping its global image.

“We’re embracing the modernity of technology to enhance the experience of 300 years of history,” said Jerry Inzerillo, Group CEO of Diriyah.

The project is a key driver of Saudi Arabia’s Vision 2030 ambitions, which aims to reach 150 million visitors by 2030.

The kingdom attracted 116 million domestic and foreign tourists in 2024, including a record 30 million inbound tourists, an 8% increase over 2023.

For more information, visit www.diriyah.sa/en

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