How Diriyah is Shaping Saudi Arabia's Cultural Future | Kiran Haslam, CMO Diriyah

Kiran is the Chief Marketing Officer at Diriyah Company who is leading the efforts to re-establish Diriyah’s position as a globally recognized cultural and historical landmark. With a career spanning international marketing, communications, and brand transformation, he brings a wealth of expertise in crafting narratives that resonate with diverse audiences around the world.

At Diriyah, he is driving initiatives that celebrate Saudi Arabia’s rich heritage while positioning it as a world-class destination for culture, history, and tourism.

On this episode, Kiran unpacks the immense scale of the extraordinary project that represents the birthplace of Al-Saud. With several assets already open and many more including hotels, housing, branded residences, and retail outlets set to come online soon, the nearing completion of DG1 and DG2 marks another major milestone in Diriyah’s transformation.

0:00 Intro: City of Earth6:57 Responsibility, Expectations & Pressure9:05 Building a World-Class Saudi Marketing Team12:00 The Power of Authenticity17:30 The New Saudi Way of Living22:33 Coffee, Scent & Hospitality25:00 Blending Heritage with Modern Living28:01 Smart-City Vision31:00 Riyadh’s Urban Renaissance37:24 Shifting Global Perception44:32 Hospitality Pipeline50:16 A Low-Rise, People-Focused City52:01 Life in Diriyah: Pedestrian Lifestyle1:00:52 Life in Saudi vs Expectations1:04:05 Positivity and Hunger of the Saudi Spirit1:08:25 Advice for the Next Generation1:11:30 Closing Remarks