JEDDAH, Saudi Arabia – 9 June 2026: AROYA Cruises has announced a strategic international travel trade partnership with Lufthansa City Center International, according to the announcement.
The agreement connects AROYA Cruises with Lufthansa City Center International, or LCCI, the international franchisor of the Lufthansa City Center global travel agency network. AROYA Cruises said the partnership forms part of its global distribution strategy and is intended to support its reach across key source markets.
AROYA Cruises is the first Arabian cruise line and a subsidiary of Cruise Saudi, a Public Investment Fund portfolio company. The cruise line said the agreement will help bring its “Remarkably Arabian” hospitality to new international audiences.
The announcement follows AROYA Cruises’ inaugural year of operations, during which the cruise line welcomed guests from 117 nationalities.
Distribution agreement targets international trade access
Through the partnership, AROYA Cruises gains access to the wider Lufthansa City Center network. The company described the network as one of the world’s largest independent travel agency networks, connecting the cruise line with travel professionals and clients across Europe and beyond.
The agreement is focused on expanding AROYA Cruises’ distribution footprint through the international travel trade. It gives the cruise line a route to additional travel agency partners and clients in markets outside its core base.
The partnership has been announced as AROYA Cruises prepares for an expanded 2026 season, with itineraries planned across the Red Sea and the Mediterranean.
AROYA Cruises said the arrangement will strengthen its international trade presence and support the cruise line’s aim of reaching new audiences through agency channels.
Sture Myrmell outlines international demand
Sture Myrmell, President of AROYA Cruises, said demand during the cruise line’s first year had supported the next phase of international distribution.
“Our first year of operations has shown strong demand for a cruise experience rooted in authentic Arabian culture. AROYA Cruises brings together Arabian hospitality, cultural values and international service standards to create an offering that resonates with travellers globally.
Through our partnership with Lufthansa City Center International, we are opening new pathways for international travel partners and their clients to explore the Red Sea and Eastern Mediterranean through an experience shaped by the warmth and generosity of Saudi hospitality.”
The comments place the partnership within AROYA Cruises’ wider positioning as a cruise line centred on Arabian hospitality and cultural values. The cruise line said the collaboration will allow more travel partners to offer its Red Sea and Eastern Mediterranean itineraries to clients.
The announcement does not provide further detail on specific source markets, agency rollout plans or individual itineraries linked to the agreement.
Lufthansa City Center to support global agency reach
Lufthansa City Center International will support the partnership through its global travel agency network. The organisation acts as the international franchisor of the Lufthansa City Center network, which connects independent travel agencies across multiple markets.
Heiko Brix, Managing Director of Lufthansa City Center International, said the agreement would add AROYA Cruises to the travel products available through the network.
“Lufthansa City Center has always prided itself on offering innovative and culturally rich travel products to our global clients. We are thrilled to be a global travel agent partner for AROYA and look forward to introducing our customers to ‘Hafawa’ — the legendary Saudi hospitality that makes this cruise line truly one-of-a-kind.”
The partnership gives LCCI agencies access to AROYA Cruises as a cruise product for clients seeking itineraries in the Red Sea and Eastern Mediterranean. AROYA Cruises said the arrangement is expected to help expand awareness of its cruise offering among international travel professionals.
The announcement does not include financial details, contract length or booking targets linked to the agreement.
Expanded 2026 season covers Red Sea and Mediterranean
AROYA Cruises said the partnership comes as it prepares for an expanded 2026 season. The season will include itineraries across the Red Sea and the Mediterranean. The agreement with Lufthansa City Center International will further strengthen its international trade presence during this period.
The partnership represents a distribution-focused development for AROYA Cruises as it continues to widen trade access following its first year in operation.
