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Saudi Arabia Unveils “Solan”: A New Era in Agritourism
Saudi Arabia is poised for a major transformation in its tourism sector with the launch of “Solan,” a groundbreaking hospitality brand introduced by Dan Co., a subsidiary of the Public Investment Fund. This innovative venture aims to establish a nationwide network of unique farm stay and lodge experiences that directly benefit local communities while aligning with the goals of Vision 2030.
Transforming Local Economies through Unique Experiences
Solan is set to operate on a franchise model, collaborating with owners of lodges, istirahas, and farms throughout Saudi Arabia. The initiative aims to upgrade these properties into luxurious tourism destinations, offering visitors both overnight accommodations and enriching day experiences.
This strategic move comes as Saudi Arabia intensifies its Vision 2030 initiative to bolster tourism as a critical driver of economic diversification. With the target now set at 150 million annual visitors by 2030—having already surpassed the 100 million milestone ahead of schedule—Solan represents a significant step forward.
Impressive Growth in International Tourism
In a clear sign of the growing appeal of the Kingdom, international tourism revenue soared by 148 percent from 2019, marking the fastest growth rate among G20 nations. Abdulrahman Abaalkhail, CEO of Dan Co., emphasized the innovative nature of Solan, stating:
“Solan is the first Saudi hospitality brand to introduce a franchise model in agritourism, creating diverse tourism experiences while providing extensive support for our partners.”
Promoting Sustainable Tourism and Community Empowerment
Solan is designed not just to enhance the national tourism sector but also to promote sustainable agriculture and empower local communities. This initiative is expected to:
- Diversify local income
- Create direct and indirect job opportunities
- Stimulate private sector investment in tourist destinations
By integrating agriculture, eco-tourism, and adventure with high-quality hospitality, Solan aims to strengthen the foundation of Saudi Arabia’s tourism industry.
Commitment to Local Culture and Tradition
Moreover, Solan is dedicated to preserving and showcasing local cultures and traditions. The brand will also provide educational opportunities for visitors to learn about both traditional and contemporary agricultural practices.
To further the development of a sustainable tourism ecosystem, Dan Co. has signed memorandums of understanding with several strategic partners. These agreements aim to support the agritourism sector by offering financing solutions to farm owners, enhancing market viability.
Beyond financial backing, Solan plans to provide operational guidelines and conduct regular monitoring to ensure the success of its partners. The brand will strategically target several cities across the Kingdom known for their potential in farm-based tourism.
“The first pilot farms by Solan will be announced soon,” the statement promises, providing anticipation for this exciting new venture in Saudi Arabia’s agritourism landscape.
