AROYA Cruises Forms Strategic Partnership with Lufthansa City Center International
AROYA Cruises, recognized as the first Arabian cruise line and a subsidiary of Cruise Saudi under the Public Investment Fund, has announced a strategic partnership with Lufthansa City Center International (LCCI). LCCI is the global franchisor of the Lufthansa City Center (LCC) travel agency network.
This partnership supports AROYA Cruises’ goal to expand its global reach and share its "Remarkably Arabian" hospitality with a wider international audience. After a successful first year welcoming guests from 117 different countries, AROYA Cruises aims to grow its presence in key markets by leveraging the extensive LCC network. This network ranks among the world’s largest independent travel agency systems, connecting AROYA Cruises with travel professionals and customers across Europe and other regions.
Sture Myrmell, President of AROYA Cruises, said that the first year of operations revealed strong interest in cruise experiences that focus on authentic Arabian culture. He explained that AROYA combines Arabian hospitality and cultural values with international service standards to appeal to travelers worldwide. Through the partnership with LCCI, AROYA looks forward to providing new opportunities for travel agents and their clients to explore destinations in the Red Sea and Eastern Mediterranean, framed by Saudi hospitality.
Heiko Brix, Managing Director of Lufthansa City Center International, expressed enthusiasm about the collaboration. He highlighted that Lufthansa City Center is known for offering culturally rich and innovative travel products. He welcomed the chance to introduce customers to "Hafawa," a term referring to the legendary warmth and generosity of Saudi hospitality that defines the AROYA Cruises experience.
The partnership is timely as AROYA Cruises prepares to expand its 2026 season. The cruise line will offer itineraries across the Red Sea and the Mediterranean, further establishing its presence in the international travel market.
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