• Dan, a PIF company, launches the first Saudi hospitality brand dedicated to an agritourism franchise model celebrating agricultural heritage and local culture
• Pioneering Solan establishes a network of unique hospitality experiences enabling farm owners to create tourist destinations and diversify income
• Dan will provide farm owners and staff with comprehensive training and talent support to establish sustainable businesses and curate distinctive, immersive tourism experiences

The Dan Company, a PIF company announced in December 2023 to specialize in agri- and eco-tourism in partnership with local communities, has launched Solan, its new hospitality brand through which farmers can create tourism destinations on their land.

Solan will create a collaborative network of farms, lodges and istirahas (private properties in Saudi Arabia for short-term rental) in line with Vision 2030’s aims to diversify the Saudi economy and enhance quality of life.

Solan will offer local and international travelers experiences that showcase Saudi Arabia's rich natural and agricultural heritage, as well as its diverse culture, through learning opportunities in traditional and modern farming practices for a deeper understanding of local crops and ways of life. The project is expected to generate significant economic and social benefits including direct and indirect jobs, while enhancing Saudi Arabia's standing as a premier global tourism destination.

The new brand will provide comprehensive support to farm owners including training, operational expertise and monitoring. Solan also aims to stimulate private-sector investment in selected host cities, and contribute to the growth and development of Saudi Arabia's thriving hospitality industry, a key tourism focus. Solan's initial rollout will target several key cities and regions, including Al Ahsa, Taif, Aseer, Hail, Al Madinah and Al Qassim. The launch of pilot farms, a significant milestone, is expected in the near future.

“Solan is the first Saudi hospitality brand to introduce an agritourism franchise model. This allows us to offer authentic local experiences that showcase the natural beauty and agricultural diversity of various regions, promote sustainable agriculture and help build a thriving future for the tourism and hospitality sector.”

Abdulrahman Abaalkhail, CEO of Dan Company