The Visionary Marketing Leader Behind AROYA Cruises – The New Queen of the Sea by PIF’s Cruise Saudi
In an exclusive live interview aboard AROYA Cruises’ flagship vessel, AROYA—launched by PIF’s Cruise Saudi in June 2023—Turky Kari, Executive Director of Marketing at Cruise Saudi, welcomed The Saudi Times in the exquisite Majlis of the ship, where the elegant purple and beige design mirrors the Kingdom’s royal decor. As we set sail from the famous Galataport (IST) on an unforgettable Mediterranean itinerary to the stunning Greek islands, the atmosphere was electric, filled with smiles and the promise of luxury, royalty, and a lavish ambiance. Guests enjoyed a snow room to refresh their skin at a dreamy spa, indulged in world-class entertainment, and savored culinary delights, all while relaxing in private villas designed for royalty.
Al Matal Lounge | AROYA Cruises
In just six months, the first Arabian cruise line: AROYA welcomed over 95,000 guests onboard and launched seasonal sailings across both the Red Sea and the Mediterranean. At AROYA Cruises, Turky Kari emphasizes the privilege of working with a passionate team, many of whom are young and deeply connected to the brand’s essence.
“What guides me, always, is the sense of responsibility. As a Saudi, contributing to something that moves the country forward isn’t just a career choice, it’s a duty I take seriously. I’ve worked across sectors, and what I’ve learned is that real progress comes from clarity, collaboration, and surrounding yourself with people who bring energy, ideas, and a shared sense of purpose,” he states.
They are not just executing plans; they are shaping ideas, challenging norms, and defining an authentic voice that pushes the brand forward every day. The Saudi Times experienced AROYA’s signature VIP offering, Khuzama, which embodies elevated service, making Aroya a sanctuary of luxury at sea. Our stay included three private 24-hour butler services—Percy, Jessie, and Alex—who ensured our comfort and ease. This special feature highlights Turky and his dedicated team, who are eager to immerse the world in luxurious Arabian experiences and the warm hospitality that Aroya embodies.
Aroya Cruises seamlessly blends Saudi Arabia’s rich cultural heritage with world-class cruising standards. The Saudi Times was on the cruise itinerary that left from Istanbul, visiting destinations such as Bodrum, Rhodes, Mykonos, and Athens. Guests departing from Jeddah will have the privilege of visiting a private island developed by Cruise Saudi as the first private island dedicated to cruise lines in the Red Sea; known for its stunning beauty and serene surroundings, providing a unique experience at Saba Beach on Jabal Alsabaya.
Deck 7 – Corridor | AROYA Cruises
Turky Kari is not just a leader; he’s a game-changer in the cruise industry. With over two decades of experience, he has a proven track record of transforming visions into reality. His journey began in 2005 at IATCO a local Saudi company, where he laid the groundwork for future successes in marketing. He transitioned into key roles in supply chain management and marketing with renowned brands like Yatco and Procter & Gamble. His time at Unilever Arabia was notable for building brands and connecting with consumers on a deeper level, setting the stage for his pivotal role in the government as the PR and Communication Director for a Vision 2030 initiative.
After a successful stint, he returned to the fast-moving consumer goods sector as Executive Director of Marketing at Savola, refining his leadership skills further. In 2021, Turky took a bold step into the cruise industry by joining Cruise Saudi, a groundbreaking initiative established by the Public Investment Fund (PIF). Starting as a consultant, his passion quickly earned him a full-time role. Under his leadership, Cruise Saudi has emerged as a leader in the cruise sector, redefining luxury travel experiences.
Turky shared that the idea behind Cruise Saudi was born from PIF’s vision to create a new industry enhancing the Kingdom’s tourism landscape. He emphasized, “Excellence for us means building with culture, discipline, belief, and the passion to deliver something that reflects who we are with the quality to stand confidently among international standards and the pride of representing Saudi Arabia.” AROYA Cruises contributes directly to several Vision 2030 goals, from strengthening the tourism economy to creating new career paths and shaping a more sustainable future for coastal development. As part of Cruise Saudi’s growth journey, they support the target of welcoming 1.3 million cruise visitors annually by 2035 and aim to create 50,000 direct and indirect tourism jobs across the Kingdom—ambitious yet realistic numbers that are part of a real, measurable impact that Cruise Saudi has already begun delivering.
Grand Suite | AROYA Cruises
Despite the challenges posed by the COVID-19 pandemic, Cruise Saudi was launched in late 2020 to establish and develop the cruise industry in the Kingdom, poised to serve a clientele eager to explore Saudi Arabia’s rich heritage from the sea.
AROYA combines two Arabic words: “Ar,” symbolizing Arabian, and “Roya,” meaning vision. The branding is focused on the Arabian market and GCC, ensuring it specifically caters to that audience. The cruise launched with global standards, setting a new benchmark in the industry. Turky’s small but impressive marketing team has effectively conveyed the “Remarkably Arabian” essence of this venture.
The cruise boasts 19 decks, accommodating 1,600 crew members and 3,500 guests, creating a truly immersive experience. Aroya by Cruise Saudi, a PIF portfolio company has partnered with notable entities like SELA, a Saudi Arabian company specializing in managing entertainment, recreation, and cultural experiences. The DNA of Aroya includes an impressive art showcase featuring 2,600 artworks commissioned from 67 Saudi artists and artisans, alongside 99 international artists exhibited across the ship’s many decks.
Beyond just a workplace, AROYA serves as a training ground for newly graduated talent from Saudi Arabia’s colleges of tourism. Recently, they hosted 19 interns to reinforce education and training in hospitality, aiming to create the future ambassadors of Saudi Arabia. Cruise Saudi envisions a future that goes beyond the cruise business, having hosted more than 17 brands of other cruises in Jeddah, showcasing UNESCO sites and providing access to their private island, Saba Beach, known for its turquoise waters and pristine surroundings.
Blossom – Spa | AROYA Cruises
On a personal note, Turky is a devoted family man. He fondly speaks of his wife, Bodoor, and emphasizes the importance of family in his life. He cherishes his role as a father to two daughters, Fatma, aged 15, and Mariam, who prefers to say she is 9 years old. Balancing his ambitious career with family life is crucial to him, and his leadership style is deeply rooted in his values.
AROYA Cruises stands as a testament to Turky’s dedication and vision, promising an extraordinary experience that captures the spirit of Arabia while paving the way for the future of maritime tourism in the Kingdom. As the Kingdom embraces new opportunities under the guidance of visionary leaders like Turky Kari, the future of Saudi Arabia’s tourism landscape looks brighter than ever.
Atrium | AROYA Cruises
His journey is a powerful reminder of how dedicated leadership can transform industries and elevate national pride, creating a legacy that will resonate for years to come.
“I am committed to creating experiences that showcase the beauty and heritage of Saudi Arabia,” he told The Saudi Times,
embodying the innovative spirit that drives Cruise Saudi forward. AROYA Cruises embodies an authentic Arab essence and regal hospitality, offering guests an unparalleled experience that reflects the grandeur of Arabian culture and Saudi Arabia’s rich heritage. With luxurious amenities and exceptional service, AROYA invites travelers to indulge in an exquisite 5-star experience that celebrates the Kingdom’s traditions, ensuring that every detail—from exquisite dining featuring traditional cuisine to elegantly designed interiors—makes guests feel like royalty. After a week on board savoring unparalleled luxury, The Saudi Times crowns AROYA the new Queen of the Sea.
Interviewed and Published by: Boudou Gueffai | Editor-in-Chief (EIC)
