An experience that leaves a mark
ATHRA is a premium Saudi brand specializing in the design and delivery of
integrated experiences across hospitality, events, destinations, and
education — all inspired by Saudi cultural values and elevated through
global best practices.
Through six interconnected service lines, ATHRA crafts moments that move
people, reflect identity, and leave a lasting mark.
ATHRA
A Saudi Luxury Brand
Our Vision
To celebrate Saudi culture by creating refined, emotionally resonant experiences that embody generosity, spark pride, and reflect international
excellence — with openness to the world and ambition that surpasses expectations.
Our Mission
To design and deliver meaningful hospitality, event, and destination experiences rooted in Saudi and Arab identity — while developing talent through training and education. We serve with purpose, precision, and passion — to create emotional and human impact that endures.
Our Values
Authenticity: Inspired by our cultural heritage.
Excellence: In every detail, with innovation and purpose.
Warmth: Welcoming with genuine care and generosity.
Openness: We are Saudi at the core, global in ambition.
Pride: Honoring our roots in every experience.
Impact: Creating emotional and human connections that last.
ATHRA’s Interconnected Service Lines
Culturally-rich, tradition-inspired experiences
ATHRA Hospitality
Comprehensive premium traditional hospitality.
ATHRA Staffing
Professional, well-trained staff for events and destinations.
ATHRA Experiences
Immersive artistic and cultural performances that captivate the senses.
ATHRA Academy
A learning platform empowering youth and developing talent in hospitality and events.
ATHRA Recruitment
Specialized hiring solutions supporting sector growth and Saudization.
ATHRA DMC
End-to-end coordination for cultural and tourism destinations.