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 Talent
Specialized staffing and recruitment for events, destinations, and hospitality.
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 Studio
Cinematic storytelling and branded content for events, brands, and destinations.
ATHRA Destinations
Destinations managment for cultural and tourism destinations.
Contact us
Let’s Create Unforgettable Moments
- Riyadh, Saudi Arabia Saudi Arabia