DREAM OF THE DESERT ESTABLISHES HEADQUARTERS IN RIYADH, MARKS BEGINNING OF DELIVERY PHASE | News
Dream of the Desert, Arsenale Group’s first ultra-luxury train in Saudi Arabia, marked a major development milestone with the opening of its headquarters in Riyadh and the appointment of Raffaele Breschi as General Manager of Dream of the Desert and CEO of Arsenale International. This move marks the next phase of the project’s implementation in the country and reinforces its central role in Saudi Arabia’s tourism transformation as the project approaches its debut in 2026.
The establishment of a permanent base in Riyadh firmly anchors the project within Saudi Arabia’s tourism and transportation ecosystem and marks Arsenale’s first international headquarters, underscoring a long-term commitment on the ground that extends beyond project development.
The project team will operate from the capital of Saudi Arabia and work closely with national stakeholders – including the Ministry of Culture (MOC); the Ministry of Transport and Logistics Services, together with the Saudi Railways (SAR), and the Transport General Authority (TGA); and the Ministry of Tourism, together with the Saudi Tourism Authority (STA) and the Tourism Development Fund (TDF), the national enabler of the Saudi tourism sector, to ensure operational readiness and activate cultural and tourism destinations along the route ahead of the inaugural trips scheduled for late 2026.
As the project moves closer to launch, Breschi will oversee the end-to-end setup of Dream of the Desert in Saudi Arabia, including organizational buildout, regulatory coordination, product development, distribution, talent development and operational performance.
Breschi has a strong track record in the field of international expansion and development of luxury hospitality. He joined Arsenale Group in 2023 as part of the global leadership team, where he held senior roles focused on growth in the Middle East. He previously served as a partner at McKinsey & Company, where he advised global developers and sovereign entities on large-scale tourism and hospitality strategies.
In parallel with his role as General Manager of Dream of the Desert, Breschi has been appointed CEO of Arsenale International, where he leads all Arsenale projects outside Italy. In this capacity, Dream of the Desert remains a flagship project within the international portfolio, with its primary focus on its successful delivery and launch in Saudi Arabia.
“The establishment of our headquarters in Riyadh reflects our commitment to building Dream of the Desert from within the Kingdom,” said Raffaele Breschi, Managing Director of Dream of the Desert. “Working together with our national partners, we can shape a rail experience that is globally distinctive yet deeply rooted in Saudi culture – an experience that celebrates the kingdom’s landscapes, heritage and hospitality while setting a new benchmark for experiential travel in the region.”
Designed to redefine luxury train travel worldwide while showcasing the landscapes, culture and heritage of Saudi Arabia, Dream of the Desert will offer immersive, one- to three-day journeys across the country, combining refined onboard hospitality with curated offboard experiences. The project is part of Saudi Arabia’s broader tourism and infrastructure transformation and supports Saudi Vision 2030’s ambition to position the Kingdom as a leading destination for high-quality, culturally-rooted travel.
The route covers more than 1,300 kilometers of Saudi Arabia’s existing railway lines and activates destinations in multiple locations, creating new gateways to the country’s natural and cultural landscapes through curated routes that combine craftsmanship, storytelling and destination discovery.
In addition to its luxury travel experience, Dream of the Desert will play a meaningful socio-economic role in Saudi Arabia. The project will support workforce development in the hospitality industry, with a strong focus on Saudization, enable the transfer of specialized skills in guest experience operations on rail, boost local supply chains and contribute to the continued growth of an experiential tourism ecosystem across the country.
Now headquartered in Riyadh and with leadership focused on delivering products, Dream of the Desert is steadily moving towards its 2026 debut as one of the most distinctive luxury experiential travel initiatives in Saudi Arabia.
Priority list is now open via the website. For more information about routes and experiences, visit www.dreamofthedesert.com
