A New Voyage with an Arabian Heart
Aroya Cruises, launched by Saudi Arabia’s Public Investment Fund (PIF) through Cruise Saudi, embarked on its inaugural Eastern Mediterranean season on June 28, 2025, from Galataport Istanbul. The cruise line, whose name combines “Arabian” and “Roya” (Arabic for vision or dream), introduces a distinctive blend of Arabian hospitality and Mediterranean allure, visiting destinations like Athens, Mykonos, and Bodrum. More than a luxury cruise, Aroya represents Saudi Arabia’s ambition to share its cultural heritage globally while fostering tourism as a bridge between East and West.
Backed by Vision 2030, Saudi Arabia’s plan to diversify its economy, Aroya aims to redefine luxury cruising by prioritizing cultural authenticity. But how does this bold venture fare in a competitive market, and can it resonate with a global audience? This article explores Aroya’s vision, offerings, and challenges, drawing on early feedback and industry insights to assess its place in luxury travel.
The Vision: Saudi Arabia’s Cruise Ambition
Aroya Cruises is a cornerstone of Saudi Arabia’s Vision 2030, which seeks to increase tourism’s contribution to GDP from 5% in 2023 to 10% by 2030 through more than $800 billion in investments. Cruise Saudi, a PIF subsidiary, drives this initiative, aiming to position the Kingdom as a global cruise hub.
Aroya’s strategy began with a successful Red Sea season in late 2024, drawing over 70,000 guests on short itineraries from Jeddah to Saudi Arabia’s Jabal Al-Sabaya, Jordan, and Egypt—introducing cruising to a largely untapped regional audience. The shift to the Mediterranean in summer 2025 marks a bold expansion into international waters, with Istanbul serving as a strategic homeport linking Europe and the Arabian Peninsula.
With future plans including a 3,000-hectare private island and 19 curated destinations, Aroya signals long-term commitment. But entering a market dominated by established luxury lines like Silversea and Regent Seven Seas will require more than ambition—it demands a unique identity.
The Vessel: A Canvas of Arabian Design
Aroya’s flagship vessel, formerly known as World Dream, underwent a year-long transformation from 2023 to 2024. Over 90% of the interiors were redesigned to reflect Arabian aesthetics. Earth-toned color palettes, Bedouin-inspired patterns, and textured geometric accents give the ship an unmistakable identity. Notably, it houses a curated collection of 2,480 artworks by 99 Saudi artists—the largest at sea.
Aroya Vessel Specifications
| Feature | Value |
|---|---|
| Tonnage (GT) | 151,000 |
| Length | 335 meters |
| Guest Capacity | 3,362 |
| Cabins/Suites/Villas | 1,678 / 145 / 9 |
| Decks | 18 |
| Crew | 1,600+ |
| Dining Venues | 29 (15 restaurants, 13 lounges/cafés) |
| Entertainment Venues | 20 |
| Kids’ Zone | 1,858 sqm |
| Retail Area | 1,603 sqm |
| Wellness Area | 1,818 sqm |
With its large-scale amenities—such as a 1,018-seat theatre, VR gaming zones, zip-line, water park, and separate swimming pools for adults and children—Aroya appeals to both families and luxury seekers. However, some early guests noted that while the design is stunning, the sheer variety of offerings can feel overwhelming for first-time cruisers.
The Experience: Arabian Hospitality Meets Global Luxury
At the heart of Aroya’s philosophy is “hafawa”, an Arabic term evoking generous hospitality. This concept shapes the guest journey, particularly in The Khuzama Experience—a collection of 154 suites and villas offering butler service, private balconies, and exclusive access to the Khuzama Restaurant, which fuses Saudi and French cuisines.
Dining spans 29 venues, including:
- Irth: The first Saudi restaurant at sea, offering dishes like jareesh and haneeth.
- The Fish Market: Focused on sustainable Mediterranean seafood.
Aroya’s 1,818 sqm Blossom by AROYA wellness complex includes a spa, hammams, a female-only zone, and a full fitness center, honoring cultural preferences. Entertainment ranges from Arabic-language comedy in a grand theatre to immersive digital experiences.
Crucially, the ship maintains a strictly alcohol-free environment—a first in this segment of luxury cruising. This appeals to Muslim families and sober travelers but may be a hurdle for Western guests used to alcohol-inclusive voyages.
Guest feedback has been largely positive. Many praise the service and design, with one calling it “a floating celebration of Saudi culture.” Some criticisms focus on inconsistency in food quality, especially during breakfast service. These early reviews reflect growing pains common to new cruise brands, especially those carving out uncharted cultural territory.
Itineraries: Mediterranean Adventures and Beyond
For its first summer in the Mediterranean, Aroya offers 6–7 night cruises from Istanbul between June and September 2025.
Mediterranean Itineraries (Summer 2025)
| Route | Duration | Key Ports | Departure/Return |
|---|---|---|---|
| Greek-Centric Route | 7 nights | Athens, Souda Bay, Mykonos, Bodrum | Istanbul |
| Turkish–Egyptian Route | 6–7 nights | Bodrum, Marmaris, Kaş, Alexandria, Rhodes* | Istanbul |
Building on its Red Sea momentum, Aroya plans to launch Arabian Gulf routes for winter 2025–26, offering year-round cruising. This phased approach expands reach while maintaining cultural roots—though in the saturated Mediterranean, standing out will require more than novelty.
Marketing and Star Power
Aroya’s April 2025 campaign featured Cristiano Ronaldo and Georgina Rodríguez aboard the ship. Their social media posts—highlighting design, family appeal, and wellness—garnered millions of views across Instagram and TikTok. While this generated buzz, some critics on X (formerly Twitter) questioned whether celebrity appeal alone could sustain long-term engagement without broader storytelling around Aroya’s cultural ethos.
Market Position and Challenges
Aroya’s alcohol-free policy and deep cultural focus carve a niche in the $229.8 million Middle East & Africa cruise market, expected to grow at 8.1% CAGR through 2030. With 70% of early guests from outside Saudi Arabia, the brand clearly has international potential.
Yet, challenges remain:
- Competition: Mediterranean giants offer polished luxury—Aroya must compete through differentiation, not imitation.
- Perception: Some Western travelers may view cultural restrictions as limiting, even amid a growing sober-curious movement.
- Operational Execution: Feedback on inconsistent service and dining indicates areas needing refinement.
Still, industry voices remain optimistic. “Aroya’s cultural authenticity is a game-changer,” notes travel analyst Sarah Khan. “But it must ensure consistent delivery to become a true luxury contender.”
A Bold Step in Luxury Cruising
Aroya Cruises sails with a clear mission: to introduce the world to Arabian heritage through a luxury lens. Backed by Saudi Arabia’s Vision 2030, supported by world-class design and regional authenticity, it offers more than just a cruise—it delivers a new narrative. With refinement and responsiveness to global expectations, Aroya could become a bridge between worlds, redefining what luxury at sea looks like from an Arabian perspective.
