Saudi Arabia's homegrown cruise line, AROYA Cruises, is challenging conventional perceptions of cruise travel, attracting a significantly younger generation of holidaymakers while preparing to expand its Mediterranean offering with its first 14-night voyages in 2027. In an interview with Travel Daily Media, Ala Tashkandi, Commercial Executive Director of AROYA Cruises, revealed that the average age of passengers on the company's Red Sea sailings stands at just 28.8 years, substantially below the global cruise passenger average of 46.7 reported by Cruise Lines International Association (CLIA).
Even on its Mediterranean voyages, where the passenger demographic is comparatively older, AROYA recorded an average guest age of 36.7 during its 2026 season, suggesting that the Saudi cruise brand is tapping into a younger and potentially transformative segment of the international cruise market.
The figures are particularly significant as the cruise industry looks to attract first-time passengers and broaden its appeal beyond traditional customer segments. For AROYA, which was launched by Cruise Saudi, a Public Investment Fund (PIF) portfolio company, the opportunity extends beyond introducing a new cruise product. It is also about cultivating an entirely new generation of travellers in a region where cruising is still developing as a mainstream holiday choice.
From first-time cruisers to a new generation of holidaymakers
According to Tashkandi, one of the most encouraging developments has been the growing interest among Saudi and GCC travellers who had previously never considered a cruise holiday. Families, younger travellers and multigenerational groups are emerging as important customer segments, attracted by the convenience of visiting multiple destinations while enjoying dining, entertainment and leisure experiences within a single holiday. "We are seeing strong momentum from Saudi Arabia and the wider GCC, particularly among families, younger travellers, and guests who are new to cruising," Tashkandi said.
The company is also beginning to see repeat business across different geographical markets, with passengers who initially experienced AROYA's Red Sea itineraries returning to explore its Mediterranean sailings. This development suggests that the cruise line's regional offering could serve as an entry point into international cruising, encouraging travellers to move from shorter or more familiar holidays towards longer, destination-rich voyages.
For Saudi Arabia, the trend also points towards a broader shift in consumer behaviour as tourism offerings expand and cruising becomes increasingly familiar to domestic travellers.
From the Red Sea to the Mediterranean
While AROYA's youthful passenger profile is one of its most distinctive developments, the company's international expansion is entering an important new phase. Having already welcomed passengers from 117 nationalities since launching operations, AROYA is building on its Red Sea presence with an increasingly ambitious Mediterranean programme. Its 2026–27 winter season will feature six-, seven- and eight-night voyages between Türkiye and Egypt, offering travellers a combination of cultural discovery and multi-destination cruising.
However, the more significant development will arrive in summer 2027, when the company introduces its first two 14-night itineraries. The June voyage will traverse the Mediterranean from east to west, calling at destinations in Türkiye, Greece, Italy, Tunisia and Malta. A second 14-night sailing in July will connect the Aegean with the Adriatic, taking passengers through Greece, Albania, Montenegro, Italy and Croatia.
The expanded itineraries represent an important step in positioning AROYA beyond its regional roots, bringing an Arabian cruise experience to some of Europe's most established tourism destinations. "One of the developments I am most excited about is the continued evolution of our Mediterranean programme," Tashkandi said, explaining that the upcoming season builds on the brand's growing international momentum.
More embarkation choices and opportunities for the travel trade
AROYA's Mediterranean strategy is not limited to adding destinations. The cruise line is also introducing greater flexibility for passengers and travel partners through multiple embarkation and disembarkation options. While Galataport Istanbul remains its Mediterranean homeport, selected sailings will allow guests to begin or conclude their journeys in Alexandria, Egypt.
Passengers on the June 2027 voyage will also have the option of embarking or disembarking at Civitavecchia, the gateway to Rome, while the July itinerary will offer similar flexibility in Trieste, Italy. For travel agents and tour operators, these arrangements create opportunities to combine cruise holidays with pre- and post-voyage city stays, flights and extended land itineraries. Selected overnight calls in Alexandria will also give travellers additional time to discover the city or venture further afield to Cairo and the Pyramids of Giza. The approach reflects AROYA's efforts to make its Mediterranean offering more accessible to different source markets while creating additional opportunities for travel trade partnerships.
Nevertheless, Tashkandi emphasised that the company's international strategy is focused on sustainable market development rather than expansion for its own sake. "Looking ahead, our focus is on building depth rather than simply expanding quickly," he said. The priority, he explained, is to strengthen awareness in key source markets, deepen relationships with the travel trade and develop an offering that appeals equally to regional and international travellers.
Can Arabian hospitality become a global cruise proposition?
At the heart of AROYA's international ambitions is a question that distinguishes it from many established cruise operators: can a cruise line built around Saudi culture and hospitality develop a recognisable identity in the global market? For Tashkandi, the answer lies in Hafawa, the Arabian tradition of warmth, generosity and thoughtful hospitality that underpins AROYA's "Remarkably Arabian" brand promise. Rather than replicating existing international cruise concepts, the company has sought to integrate elements of Saudi culture throughout the onboard experience.
This includes interiors inspired by Saudi landscapes and heritage, Arabian cuisine, culturally influenced entertainment and spaces designed around family-oriented travel. International dining, entertainment and leisure experiences complement these cultural elements, allowing the brand to appeal to travellers who may be unfamiliar with Saudi Arabia.
"AROYA was created to offer something different within the global cruise market: an experience shaped by Saudi culture, values, and hospitality, while remaining welcoming and accessible to guests from around the world," Tashkandi explained. The cruise line also offers dedicated wellness facilities and its premium Khuzama suites and villas, which feature butler service and exclusive amenities. The challenge for AROYA will be to retain its distinctive cultural positioning while competing in international markets where passengers have established expectations around service, entertainment and onboard experiences.
Beyond tourism: Building Saudi Arabia's cruise economy
AROYA's expansion also forms part of Saudi Arabia's wider ambition to develop a diversified tourism economy under Vision 2030. As a cruise line launched by Cruise Saudi, the brand is positioned to contribute to the development of the Kingdom's emerging cruise ecosystem, creating opportunities across ports, destinations, hospitality businesses and tourism suppliers. However, its ambitions extend beyond attracting passengers and generating tourism expenditure. Through the AROYA Ambassador Programme, Saudi students gain practical onboard experience in areas including guest services, culinary operations, entertainment and shore excursions, supported by mentoring from experienced industry professionals.
The initiative is intended to develop a new generation of Saudi cruise and hospitality professionals while providing opportunities for young nationals to introduce international travellers to their culture. For a country still establishing its position within the global cruise industry, developing local expertise could prove as important as expanding itineraries or attracting international visitors. "Our long-term vision is to establish AROYA as one of the most distinctive cruise brands in the world and a recognised ambassador for Saudi hospitality on the global stage," Tashkandi said.
A new chapter for cruising in the Middle East
As the Middle East develops as both a cruise destination and a source market, AROYA's early passenger demographics offer an interesting indication of where future demand could emerge. Its ability to attract younger travellers, convert first-time cruisers into repeat guests and introduce an Arabian hospitality concept to international audiences presents an alternative growth opportunity in an industry traditionally dominated by established global operators. With its first extended Mediterranean voyages scheduled for 2027 and passengers from 117 nationalities already having experienced the brand, AROYA is seeking to move beyond its identity as Saudi Arabia's first homegrown cruise line.
The larger ambition is to establish Arabian cruising as a recognisable category within the international holiday market. And if its unusually young passenger profile is any indication, the next generation of cruise travellers may look rather different from the one the industry has traditionally served.
