AROYA Cruises, the first Arabian cruise line and a subsidiary of Cruise Saudi, a Public Investment Fund portfolio company, today announced a strategic international travel trade partnership with Lufthansa City Center International (LCCI), the international franchisor of the Lufthansa City Center (LCC) global travel agency network.

This partnership marks an important step in AROYA Cruises’ global distribution strategy, supporting the cruise line’s ambition to bring its “Remarkably Arabian” hospitality to new international audiences and strengthen its reach across key source markets.

Following a highly successful inaugural year that saw the cruise line welcome guests of 117 nationalities, AROYA Cruises is now expanding its distribution footprint. Through the agreement, AROYA gains 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 shown strong demand for a cruise experience rooted in authentic Arabian culture. AROYA Cruises brings together Arabian hospitality, cultural values and international service standards to create an offering that resonates with travellers globally. Through our partnership with Lufthansa City Center International, we are opening new pathways for international travel partners and their clients to explore the Red Sea and 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 prided itself on offering innovative and culturally rich travel products to our global clients. We are thrilled 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 one-of-a-kind.”

The partnership comes as AROYA Cruises prepares for an expanded 2026 season, with itineraries across the Red Sea and the Mediterranean, further strengthening its international trade presence.