Aroya Cruises Expands 2026 Sales Reach With Lufthansa City Center

Aroya Cruises announced an international travel-trade partnership with Lufthansa City Center International, the franchisor of the Lufthansa City Center global agency network, on June 9, 2026. The agreement gives Aroya access to about 600 LCC offices in 110 countries as the Saudi cruise line prepares an expanded 2026 season in the Red Sea and Mediterranean.

The deal broadens trade distribution for Aroya after its first year of operations, giving the line a larger agency channel across Europe and other international markets.

“Our first year of operations has shown strong demand for a cruise experience rooted in authentic Arabian culture,” said Sture Myrmell, president of Aroya. He said the agreement is “opening new pathways for international travel partners and their clients to explore the Red Sea and Eastern Mediterranean.”

Aroya said the partnership is part of its global distribution strategy and is intended to bring the line’s “Remarkably Arabian” cruise product to new international audiences.

Heiko Brix, managing director of Lufthansa City Center International, said the agency network has focused on “innovative and culturally rich travel products” for its clients. Brix said LCC looks forward to introducing customers to “Hafawa,” which he described as Saudi hospitality.

Aroya is operated by Cruise Saudi, the Jeddah-based tourism company founded in 2021. Aroya Cruises was established as a Cruise Saudi subsidiary in 2023, and both Cruise Saudi and Aroya are fully owned by Saudi Arabia’s Public Investment Fund.

The line currently operates one vessel, Aroya Manara, formerly World Dream, which Cruise Saudi acquired in March 2023.

The companies did not disclose financial terms. The announcement also did not include individual sailing dates, ports of call or market-by-market sales targets for the expanded 2026 program.