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The new digital platform DIYYAFAH brings together, for the first time, the diverse players of Saudi Arabia’s tourism sector on a common stage. It is a joint project of the tourism communication and marketing agency KLEBER GROUP and the tour operator and market expert DISCOVERY GROUP.
Zurich / Berlin, September 24, 2025 – With DIYYAFAH, the Saudi Arabian tourism sector gains a central digital B2B platform where tourism players such as hotels, airlines, and cruise companies can present themselves together in order to strengthen their international presence, encourage new collaborations, and make market access clearer and more efficient.
The name DIYYAFAH derives from the Arabic term Ḍiyāfah – an expression for hospitality that is deeply rooted in Saudi Arabian culture. On this basis, the platform specifically promotes collaboration within the industry and supports its growth in the international market.
DIYYAFAH was developed in collaboration between the KLEBER GROUP and the DISCOVERY GROUP. The KLEBER GROUP is an international, integrated marketing and communications agency with over three decades of expertise in tourism, lifestyle, and luxury. Dr. David de Bjaouix, CEO and founder of the DISCOVERY GROUP, has maintained close relations with Saudi Arabia for over 25 years and is a recognized expert on the country.
“ With DIYYAFAH, we are creating, for the first time, a joint, clear, and professional digital stage for providers from across the Kingdom,” explains Julia Kleber, CEO of the KLEBER GROUP.
“DIYYAFAH makes the unique diversity of providers in Saudi tourism visible at a glance. We want to bring these many players together, foster exchange, and create more visibility,” summarizes Dr. David de Bjaouix, CEO and founder of the DISCOVERY GROUP.
The launch of the platform took place during the Saudi National Day celebrations of the Embassy of the Kingdom of Saudi Arabia on the evening of September 23, 2025, at The Ritz-Carlton, Berlin.
Further information: www.diyyafah.com
About KLEBER GROUP
KLEBER GROUP is an internationally positioned, integrated marketing and communications agency with over three decades of experience, specializing in tourism, luxury, and lifestyle. With its 360-degree approach, the agency develops compelling storytelling that strengthens brands along the entire customer journey – in effective, data-driven strategies that directly contribute to clients’ business objectives.
KLEBER GROUP offers a comprehensive portfolio of services to create consistent and unique brand experiences. These include tourism and lifestyle strategy and consulting, PR and communications, representation and trade marketing, as well as social media and influencer marketing. The portfolio is complemented by CRM, digital/affiliate marketing, advertising and media planning, MICE & corporate travel, cross-marketing & broadcast, as well as sustainability & ESG. In addition, KLEBER GROUP expands its offering with innovative services such as AI video and S-Buyer – a strategic tool that uncovers emotional, behavioral, and symbolic motives of target groups. Further information: www.klebergroup.com; LinkedIn: KLEBER GROUP
About DISCOVERY International Events + Tours (a brand of DISCOVERY)
Since 2004, DISCOVERY has been among Europe’s leading tour operators, specializing in uniquely curated worldwide travel experiences for individual travelers and small groups, as well as for UHNWIs, MICE, and exclusive art and music journeys.
The Middle East has been a special focus for our entire team for more than 30 years, with Saudi Arabia occupying a particularly important place. Some of our team members have known this fascinating destination since 1999. We therefore feel deeply committed to the remarkable spirit of transformation in the Kingdom – with insider knowledge, first-class expertise, and a unique local network.
Press contact:
Julia Kleber
CEO KLEBER GROUP
julia.kleber@klebergroup.com
+49 173 3453240
Yvonne Gros
Director of Business Development
yvonne.gros@klebergroup.com
+49 162 7962057
Dr. David Bjaouix
CEO & Founder DISCOVERY GROUP
office@diyyafah.de
+49 173 4722204
Picture rights: ©DIYYAFAH