Home » TOURISM NEWS » Saudi Arabia Launches Solan Agritourism Brand, Blending Agriculture, Eco-Tourism and Luxury Travel to Drive Sustainable Vision 2030 Growth
Published on
September 30, 2025
Solan, a new hospitality brand created by Dan Co., a PIF subsidiary of Saudi Arabia, will transform the Kingdom’s tourism industry by fusing agriculture with luxury tourism. This new concept of agribusiness tourism that incorporates eco-tourism, local experiences, and high-end accommodations provides a totally distinctive experience for tourists. In an effort to assist Vision 2030, Solan diversifies the economy by accessing a fast-expanding global sustainable tourism market with interest in genuine local experiences.
By concentrating on rural estates and the nearby farming landscapes, Solan provides visitors an opportunity to experience Saudi Arabia’s natural splendor, all while promoting the development of local economies and communities. Through this distinctive blend of agriculture, wellness, and luxury, Solan raises the bar for Saudi Arabia’s tourism growth, addressing the needs of contemporary travelers who crave authenticity and sustainable tourism experiences.
A Franchise Model for Expanding Agritourism Across Saudi Arabia
One of the most distinctive aspects of Solan is its franchise model, which allows farm owners and lodge operators to collaborate with the brand and transform their properties into premium tourism destinations. This model enables local businesses to participate in the growing agritourism sector, benefiting from operational support, marketing resources, and financing solutions provided by Solan.
By empowering local entrepreneurs and farm owners, Solan helps bring economic growth to rural areas, providing them with opportunities to diversify their income streams and create jobs within their communities. The franchise system promotes regional development, encouraging the expansion of high-quality tourism offerings in both urban and rural settings, while preserving the local agricultural heritage and supporting sustainable practices.
Connecting Tourism and Agriculture: A Sustainable Growth Model
Solan is deeply committed to promoting sustainable agriculture, ensuring that its tourism initiatives have a positive impact on the environment. The integration of agricultural practices with eco-tourism offers visitors an opportunity to experience local farming and the natural beauty of Saudi Arabia in a way that respects the environment and preserves local traditions.
Through sustainable farming methods and eco-friendly initiatives, Solan creates an immersive environment where travelers can learn about agriculture, participate in farm tours, and enjoy farm-to-table experiences. This approach aligns with Saudi Arabia’s Vision 2030 goals of creating a green and sustainable tourism sector that benefits both tourists and local communities. The emphasis on local sourcing ensures that agritourism in Saudi Arabia is both economically beneficial and environmentally responsible.
Wellness Tourism: A Key Component of the Solan Experience
Solan is also innovating the intersection between wellness tourism and agribusiness by offering specialized wellness services and activities. The upcoming Verita Health VIP Longevity Sanctuary will provide a range of wellness therapies designed to promote health and longevity. Guests will have access to cutting-edge treatments, such as hyperbaric oxygen chambers, floatation therapy, and NAD+ infusions, along with more traditional treatments like herbal saunas and ice baths.
This fusion of wellness and agritourism caters to the growing demand for health-conscious travel and allows guests to experience the benefits of agriculture and nature while rejuvenating and recharging their bodies. By offering a wellness-focused tourism experience, Solan attracts a niche market of wellness seekers and active travelers who want to focus on both health and recreation in an idyllic, natural setting.
Solan’s Cultural Contribution: Preserving Local Traditions
In addition to its focus on agriculture and wellness, Solan is dedicated to preserving and promoting local culture and traditions. The brand encourages travelers to engage with Saudi Arabia’s rich cultural heritage, from learning about traditional farming practices to exploring the customs and crafts of local communities. Visitors can enjoy a range of cultural workshops, such as traditional cooking classes, artisan tours, and cultural performances, giving them an authentic insight into the country’s historic and modern cultures.
Solan’s emphasis on cultural immersion not only enriches the traveler’s experience but also strengthens Saudi Arabia’s position as a leader in cultural tourism in the Middle East. This focus on cultural heritage offers visitors a deeper connection to the region and supports the preservation of local traditions while promoting tourism growth.
Expanding Saudi Arabia’s Tourism Market: Attracting International Visitors
The launch of Solan contributes to Saudi Arabia’s broader tourism strategy under Vision 2030, which aims to attract 150 million annual visitors by 2030. As a unique agritourism offering, Solan targets international travelers seeking a combination of nature, sustainability, and luxury, while also offering educational experiences on agriculture and local heritage.
Solan also caters to the growing interest in eco-tourism, wellness tourism, and cultural tourism, which are becoming increasingly popular among international visitors. By offering these unique travel experiences, Solan is poised to contribute to Saudi Arabia’s tourism growth and increase its global tourism appeal, helping it become a leading destination for travelers seeking a more immersive and sustainable experience.
Economic and Social Impact: Empowering Local Communities
Solan’s emphasis on sustainable agriculture and community involvement will have a profound impact on local communities. By partnering with local farm owners and entrepreneurs, Solan creates new income opportunities and fosters job creation in rural areas. This helps drive private sector investment, particularly in agriculture-based tourism and local hospitality services.
Moreover, the brand’s commitment to sustainable practices and local sourcing ensures that economic benefits are reinvested in the community, creating a virtuous cycle that supports the long-term growth of the tourism and agriculture sectors. Solan’s community-driven approach aligns with the Vision 2030 goal of diversifying Saudi Arabia’s economic base and fostering inclusive growth for local populations.
A Future of Sustainable Tourism: Solan’s Long-Term Impact
Looking ahead, Solan is positioned to play a pivotal role in Saudi Arabia’s tourism future. With its unique blend of agriculture, wellness, and luxury hospitality, Solan is contributing to the growth of agritourism and the development of sustainable tourism infrastructure across the Kingdom. As the brand expands, it will continue to attract more international tourists, create new business opportunities, and bolster local economies through its eco-tourism initiatives and cultural tourism efforts.
By integrating sustainability, health, and local culture into the travel experience, Solan is setting a new benchmark for agribusiness tourism in Saudi Arabia and beyond. The brand’s success is not only a reflection of Saudi Arabia’s tourism goals but also a transformative force that supports the long-term prosperity of both local communities and the global tourism market.
Solan’s Role in Shaping Saudi Arabia’s Tourism Landscape
With Solan’s launch, Saudi Arabia’s tourism industry is moving into an era of sustainable development and inventive experiences. The brand’s emphasis on agriculture, well-being, and luxury accommodation offers a unique tourism experience that satisfies today’s travelers who are looking for comfort and authenticity. Saudi Arabia continues diversifying its economy and setting itself as one of the best places to visit in the world, Solan is the vision of the future of agribusiness tourism in Saudi Arabia, fusing luxury with sustainability to provide once-in-a-lifetime travel experiences that support both visitors and communities.
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