Aljan & Bros Holding Group and Desert Adventures Tourism sign partnership agreement


The partnership between one of the Kingdom’s leading family businesses and Dubai-based destination management specialist aims to establish a market leader to bring unique experiences for travellers, increase quality and create opportunities for Saudis in this vital sector. 

On the second day (17 May) of the Arabian Travel Market in Dubai, Ajlan & Bros Holding Group and Desert Adventures Tourism have announced the signing of a partnership agreement setting the course to establish a full-service destination management company in the Kingdom of Saudi Arabia. 

Desert Adventures Tourism is the first Dubai based destination management company to announce its plans to extend into the Kingdom in a joint venture with a well-known Saudi partner. 

The two companies are joining hands with the aspiration to build the leading destination management company in the Kingdom, based on innovative tourism products, highest quality of service and unique experiences for travellers. 

“Saudi is an exciting, fast-growing tourism destination that offers the world’s travellers a diverse, culturally-rich experience, redolent of Arabian mystique and grounded in authentic Saudi hospitality,” said Fahd Hamidaddin, CEO of the Saudi Tourism Authority. “Despite the challenges of the past eighteen months we have seen considerable growth in visitation and spend across many regions of the country and we are optimistic about the future of tourism in Saudi. This is a great time to welcome Ajlan & Bros Holding Group and Desert Adventures Tourism to the Saudi tourism ecosystem and we look forward to collaborating with them, as well as with our other partners, in bringing new, competitive products and services to the market.”

Ajlan & Bros is one of the largest private-sector conglomerates in the Middle East, with diversified businesses in textiles, real estate, maintenance, logistics, and entertainment. In line with the Vision 2030 program, the Group has embarked on a significant diversification program in the Kingdom and the MENA region, which includes tourism and hospitality sectors. 

With its 25 years of experience in destination management in the United Arab Emirates, Jordan, and Oman, Desert Adventures Tourism has been a partner of choice for many worldwide tour operators due to its stability, consistency, and ultimately, quality of service. 

During the virtual signing ceremony, Fahad bin Saad Alajlan, sponsor of tourism and hospitality of Ajlan & Bros, highlighted: “Ajlan & Bros are committed to helping realise Saudi Vision 2030 and increasing the prosperity of the Kingdom of Saudi Arabia. Through this partnership, we will not only become a market leader in this sector but also create new jobs and support elevating the Kingdom as a prime tourism destination.”

Peter Payet, Chief Executive Officer of Desert Adventures Tourism ME, added: “We are excited to enter into this partnership in the Kingdom of Saudi Arabia. We believe that combining Ajlan & Bros’ strength and Desert Adventures Tourism expertise will result in a highly successful venture with a unique tourism offering of “Saudi by Saudis” and providing highest levels of quality.”

About Ajlan & Bros:

Ajlan & Bros Holding Group (“ABHG”) is the investment holding company of Ajlan & Bros. Ajlan & Bros was founded in 1979, it is a leading diversified conglomerate in the Middle East region employing over 10,000 associates in more than ten countries and across 70 companies in various sectors. The Ajlan family is amongst the highly reputed business families in the region and was recently ranked 5th in Forbes’ top families in the Arab World and 46th in Forbes’ top 100 family businesses in the Middle East. The company is led by the Board of Directors of Sheikh Ajlan bin Abdulaziz Alajlan, Chairman of the Board; Sheikh Mohamed bin Abdulaziz Alajlan, Deputy Chairman of the Board; Sheikh Fahad bin Abdulaziz Alajlan, Board Member and Fahad bin Saad Alajlan, sponsor of tourism and hospitality at Ajlan & Bros Holding Group.

About Desert Adventures Tourism:

Desert Adventures Tourism has been an acknowledged leader in Destination Management Company (DMC) services in the UAE, Oman, and Jordan for the past 25-years. It has grown to be the preferred DMC partner of tour operators and travel agents worldwide due to its local expertise, vast global reach, strong relationships with key partners in the worldwide travel industry and innovative use of technology in travel. Desert Adventures Tourism is part of the TCIL group owned by Fairfax Financial Holdings.