Saudi Arabia’s hospitality scene is evolving, and this time the focus is on farms, nature, and authentic local experiences. DAN COMPANY, a Public Investment Fund (PIF) company specializing in agriculture, eco, and adventure tourism, has officially launched Solan, a new hospitality brand set to change how visitors experience the Kingdom.
With Solan, farms and rural retreats won’t just be places of work and cultivation, they’ll become unique destinations where travelers can connect with nature, explore culture, and enjoy warm hospitality, all while supporting local communities.
A Fresh Approach to Hospitality
Solan is more than just a brand; it’s a network that brings together farm owners, lodges, and istirahas from across Saudi Arabia. Supported by DAN COMPANY, farm owners receive training, resources, and operational support to transform their properties into welcoming stays and day-experience spaces.
This approach benefits both sides: guests enjoy immersive experiences rooted in the land, while hosts gain new opportunities to grow sustainable businesses. The result is a model that supports Vision 2030 goals by diversifying income sources, creating jobs, and boosting rural economies.
Blending Agriculture, Adventure, and Community
What makes Solan different, is its ability to merge farming traditions with eco-tourism and adventure. Visitors won’t just stay on a farm, they’ll get to take part in authentic activities, whether it’s learning about crops, engaging with agricultural practices, or exploring the natural landscapes of the Kingdom.
By highlighting Saudi Arabia’s diverse regions and traditions, Solan gives travelers a deeper connection to the land and the people who care for it. Each destination is designed to reflect local culture while offering hospitality that meets international standards.
A First for Saudi Agritourism
According to Abdulrahman Abaalkhail, CEO of DAN COMPANY, Solan is the first Saudi hospitality brand to introduce a franchise model in agritourism. This makes it possible to expand farm-stay experiences across the Kingdom while maintaining consistent quality and authenticity.
“This model allows us to offer authentic local experiences that showcase the natural beauty and agricultural diversity of different regions, creating unforgettable memories for guests,” said Abaalkhail.
The vision goes beyond hospitality, it also promotes sustainable agriculture and empowers farm owners, ensuring that local communities thrive alongside the tourism industry.
Partnerships for Growth
To ensure long-term success, DAN COMPANY has signed MoUs with strategic partners who will provide financing solutions to farm owners. This makes it easier for hosts to diversify activities, improve their facilities, and build prosperous businesses.
In addition to financial support, Solan equips partners with training, operational guidelines, and industry best practices. Regular monitoring ensures that every destination delivers a guest experience aligned with Solan’s high standards.
More to Come
The first pilot farms under Solan will be announced soon, targeting regions across the Kingdom selected for their agricultural diversity and tourism potential. These destinations will combine local hospitality with farming, adventure, and eco-friendly experiences, giving visitors something fresh and exciting to explore.
With Solan, DAN COMPANY is not just creating a brand, it’s creating a movement that highlights the richness of Saudi heritage, supports local communities, and strengthens the Kingdom’s position as a global tourism destination.
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