PIF-backed Agritourism Brand Solan Announced

RIYADH: Saudi Arabia’s tourism landscape is set to transform with “Solan,” a new hospitality brand launched by Dan Co., a subsidiary of the Public Investment Fund.

According to a press release, Solan aims to create a nationwide network of unique farm stay and lodge experiences, directly supporting local communities and economic diversification in line with Vision 2030.

The innovative brand will operate on a franchise model, partnering with lodge, istiraha, and farm owners across Saudi Arabia to help them transform their properties into high-end tourism destinations, offering both overnight stays and day experiences.

This comes as Saudi Arabia accelerates its Vision 2030 push to position tourism as a pillar of economic diversification, raising its target to 150 million annual visitors by 2030 after surpassing the 100 million mark ahead of schedule. 

In 2024, international tourism revenue soared 148 percent from 2019 — the fastest growth among G20 nations.

CEO of Dan Co., Abdulrahman Abaalkhail said: “Solan is the first Saudi hospitality brand to introduce a franchise model in agritourism, opening opportunities to diversify tourism experiences across the Kingdom by providing comprehensive support for our partners.

“This allows us to offer authentic local experiences that showcase the natural beauty and agricultural diversity of various regions, creating unforgettable memories.”

This initiative is designed to diversify local incomes, create direct and indirect job opportunities, and stimulate private sector investment in host cities. 

By merging agriculture, eco-tourism, and adventure with hospitality, Solan aims to strengthen the foundation of the national tourism industry.

The CEO added that the brand promotes sustainable agriculture while empowering local communities to “help build a thriving future for the tourism and hospitality sector, strengthening the Kingdom’s position as a global tourism destination.”

According to the press release, Solan is committed to preserving and promoting local culture and traditions, and will also provide opportunities for visitors to learn about both traditional and modern agricultural practices.

Dan Co. signed memorandums of understanding with several strategic partners to contribute to the development of a sustainable local tourism system and develop the business of the agritourism sector by providing financing solutions to farm owners, the press release said.

Beyond financial support, Solan will equip partners with operational guidelines and conduct regular monitoring.

The brand is strategically targeting numerous cities across the Kingdom identified for their farm-based tourism potential. “The first pilot farms by Solan will be announced soon,” the statement said.