AROYA Cruises announces strategic partnership with Lufthansa City Center International | News
AROYA Cruises, the first Arabian cruise line and a subsidiary of Cruise Saudi, a portfolio company of the Public Investment Fund, today announced a strategic international travel retail partnership with Lufthansa City Center International (LCCI), the international franchisor of the Lufthansa City Center (LCC) global network of travel agencies.
This partnership marks an important step in AROYA Cruises’ global distribution strategy and supports the cruise line’s ambition to bring its “remarkably Arabic” hospitality to new international audiences and strengthen its reach in key source markets.
After a very successful opening year in which the cruise line welcomed guests from 117 nationalities, AROYA Cruises is now expanding its distribution activities. The agreement gives AROYA access to the wider LCC network, one of the world’s largest independent travel agency networks, connecting the cruise line with travel professionals and clients across Europe and beyond.
Sture Myrmell, President of AROYA Cruises, commented: “Our first year of operations has demonstrated strong demand for a cruise experience rooted in authentic Arabic culture. AROYA Cruises brings together Arabic hospitality, cultural values and international service standards to create an offering that resonates with travelers worldwide. Through our partnership with Lufthansa City Center International, we are opening new avenues for international travel partners and their customers to explore the Red Sea and the Eastern Mediterranean through an experience shaped by the warmth and generosity of Saudi hospitality.”
Heiko Brix, Managing Director of Lufthansa City Center International, added:
“Lufthansa City Center has always been proud to offer innovative and culturally rich travel products to our global customers. We are pleased to be a global travel agent partner for AROYA and look forward to introducing our customers to ‘Hafawa’ – the legendary Saudi hospitality that makes this cruise line truly unique.”
The partnership comes as AROYA Cruises prepares for an expanded 2026 season, with Red Sea and Mediterranean itineraries, further strengthening its international trade presence.
