Uber has launched Rihla, a groundbreaking platform in Saudi Arabia aimed at enhancing tourism and cultural events, which focuses on historic landmarks and explores how transportation can improve the experience of living in and visiting the Kingdom.
Developed in collaboration with the Transport General Authority (TGA), the Quality of Life Program, and the Misk Foundation, Rihla, meaning ‘journey’ in Arabic, aims to unite innovators, policymakers, and communities. Together, they will explore ways to connect people, culture, and opportunities across Saudi Arabia.
Rihla Fuels Vision 2030 Growth
In its initial phase, Rihla will celebrate tourism and mega events, two key pillars driving the nation’s Vision 2030. Projects under the Rihla platform will highlight historic landmarks and events, examining how transportation can enhance the overall experience for residents and visitors alike.
From the majestic mountains of AlUla to the vibrant waterfronts of Jeddah and the iconic skyline of Riyadh, Rihla will showcase how smarter mobility can help the world discover everything Saudi Arabia has to offer.
Rihla has already introduced several exciting initiatives:
- Misk City Mobility Solutions Hackathon: This global innovation challenge, part of the Misk Global Forum, invites young minds to design creative mobility solutions for future cities. The challenge will culminate in a live finale at MGF25 in Riyadh.
- Bonjour Saudi Partnership: Uber collaborates with Bonjour Saudi to deliver cultural awareness workshops for drivers, aimimg to help drivers better understand and share Saudi Arabia’s rich traditions with visitors, enhancing the overall experience and fostering meaningful cultural exchange.
Cultural Connections Through Mobility
Youssef Abouseif, Managing Director of Uber KSA and Bahrain, stated, “Mobility is much more than getting from one place to another; it’s about connecting people, ideas, and opportunities. With Rihla, we’re working hand-in-hand with the Saudi community to co-create a future that reflects the Kingdom’s aspirations. Our ambition is to deepen Uber’s contribution to Saudi Arabia’s economic and social transformation.”
Consequently, Salman Al-Khattaf, Advisor to the CEO of the Quality of Life Program, commented that Saudi Arabia’s mobility sector now dynamically evolves into a vibrant canvas for crucial innovation. He explained the Quality of Life Program and Rihla collaborate closely to truly revolutionize how everyone experiences the nation through enhanced travel.
Al-Khattaf affirmed: “Rihla helps bring these huge ambitions to life by seamlessly weaving rich cultural narratives directly into every journey, whether through driver-led storytelling, curated routes, or transport experiences that celebrate our rich heritage.”
Uber continues to localize its innovations to meet the specific needs of Saudi Arabia. Initiatives like Wusool empower women, while new products such as Uber Teens and the Women Drivers Product cater to diverse community requirements. Through Rihla, Uber aims to create a more connected and culturally rich experience for everyone in the Kingdom.
