Riyadh – 29 September 2025 | BETH

Dan Company, one of the Public Investment Fund’s subsidiaries specializing in rural, eco, and recreational tourism, has launched the Kingdom’s new hospitality brand “Sulan”, creating a collaborative network of hospitality experiences in rural lodges and farms. The initiative aims to transform these destinations into authentic tourism experiences that support local communities, diversify income sources, and foster sustainable businesses in line with the goals of Saudi Vision 2030.

🔹 Partnerships with Farm and Lodge Owners
Sulan will strategically collaborate with farm and lodge owners across the Kingdom by providing training, resources, and operational expertise. This support will empower them to deliver premium rural accommodation and unique daily experiences that reflect Saudi Arabia’s authentic hospitality.

🔹 Authentic Tourism Experiences
Guests will enjoy opportunities to explore Saudi Arabia’s natural treasures and cultural heritage through immersive activities that combine natural beauty, local traditions, and rural lifestyles.
This includes learning about both traditional and modern farming practices, and taking part in experiences that highlight the country’s rich diversity of landscapes, crops, and cultural expressions.

🔹 Economic and Social Impact
The model is expected to create both direct and indirect job opportunities, boost local economies, and improve the social and economic well-being of rural communities.
Abdulrahman Aba Al-Khail, CEO of Dan Company, emphasized that “Sulan represents the first Saudi hospitality brand offering a franchise model in rural tourism, opening new horizons for diversifying the Kingdom’s tourism experiences while promoting sustainable agriculture practices.”

🔹 Towards a Thriving Future for Rural Tourism
Dan has signed several Memoranda of Understanding with key partners to establish a sustainable local tourism ecosystem, providing financing solutions that enable farm owners to diversify activities and build successful ventures. This, in turn, strengthens the Kingdom’s position as a leading global tourism hub.

🔹 Carefully Selected Destinations
Sulan will strategically target a number of Saudi cities and regions, chosen for their unique natural and tourism assets, to offer a wide range of rural, eco, and recreational tourism experiences.
The first model farm under the Sulan brand will be announced soon.