Dan, a company owned by the Public Investment Fund (PIF) that specializes in Saudi rural and eco-tourism, announced the launch of the new hospitality brand "Salan," the first Saudi brand to offer a franchise model in the rural tourism sector, with the aim of developing a network of rural lodges and farms and turning them into sustainable tourist destinations.
Salan aims to work with owners of farms and rest houses in various regions of the Kingdom by offering training programs and operational support that enable them to develop rural accommodation destinations and tourism experiences, enhancing the participation of local communities and creating direct and indirect job opportunities, according to the Saudi Press Agency.
Abdulrahman Aba Al-Khail, CEO of Dan, explained that Salan represents an important step in the Kingdom's rural tourism landscape, as it combines empowering farm and rest house owners with offering local hospitality experiences in line with international standards. He added that this model reflects the company's commitment to supporting the concepts of sustainable agriculture and enhancing the Kingdom's position on the global tourism map.
Dan also signed memorandums of understanding with a number of entities to enable farm owners to obtain financing solutions that help them diversify their tourism activities and build lasting businesses, which will help raise the level of services and boost economic returns for rural communities.
In its first phase, Salan targets a number of cities with distinctive natural and tourism assets, with the first model farms to operate under its umbrella to be announced soon.
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