Opening Welcome Dinner at At-Turaif

Orchestrating an iconic opening for UN Tourism’s 50th Anniversary

To mark the 50th Anniversary of UN Tourism, Diriyah Company commissioned Imagination to conceive and deliver the Opening Welcome Dinner, a landmark cultural moment staged at the birthplace of the Kingdom of Saudi Arabia. Set against the majestic backdrop of Salwa Palace in the UNESCO World Heritage Site of At-Turaif, we transformed a diplomatic requirement into a multi-sensory journey. The evening blended heritage, performance, and fine dining to welcome global ministers and UN delegates with an unforgettable expression of Saudi hospitality and pride.

Diriyah Company required an opening experience that would set a sophisticated tone for the UN General Assembly. The brief was complex: we had to balance rigid international diplomatic protocols with an authentic, warm, and deeply rooted expression of Saudi identity.

The challenge was to deliver a world-class gala experience within a live, fragile heritage environment. Every element from technical production to guest flow had to adhere to strict conservation standards while translating the vast diversity of Saudi Arabia’s geography into a cohesive and elegant narrative. The event needed to be precise and respectful of its sacred location, yet immersive and celebratory on a world-class scale.

A sensory journey through the Kingdom

We welcomed guests through ‘The Kingdom Sensory Experience’, a curated cultural walkway that served as a physical map of Saudi identity. As delegates moved toward the palace, they encountered the scents, textures, and sounds of five geographical regions: from the olive groves of the North and the Taif roses of the West to the pearl-diving heritage of the East. This intentional progression ensured that before the first course was served, every guest had a profound understanding of the Kingdom’s cultural depth.

Symbolism and shared purpose

At the heart of the experience was the ‘Unity Wall,’ a Najdi-inspired installation where guests were invited to leave a collective message. This participatory moment transformed a high-level diplomatic gathering into a shared act of connection, symbolising nations coming together at the cradle of the Saudi state. It provided a powerful, “grammable” moment of emotional resonance that bridged the gap between tradition and modern diplomacy.

Cinematic storytelling at Salwa Palace

The evening culminated in a gala dinner in the Salwa Palace forecourt, where the ancient walls became a canvas for a bespoke projection show. The performance was a masterclass in cultural fusion, featuring traditional Ardha dancers alongside a live ensemble of Saudi instruments. Every detail was choreographed from a contemporary fine-dining menu by Chef Nawal to the handcrafted Najdi date boxes given as keepsakes, ensuring the evening ended with a lasting impression of Saudi generosity and craftsmanship.

For the audience

Delegates experienced a rare “money-can’t-buy” evening that offered true cultural immersion rather than a standard corporate gala. By engaging all five senses, the event provided a deep, authentic connection to Saudi Arabia’s heritage, leaving international leaders with a renewed perspective on the Kingdom’s hospitality and vision.

For the brand

The event successfully positioned Diriyah as a premier global stage for cultural and diplomatic exchange, directly aligning with the goals of Saudi Vision 2030. By flawlessly executing a complex event within a UNESCO site, Imagination demonstrated its technical expertise and cultural sensitivity, strengthening the long-term partnership between Diriyah Company, the Ministry of Tourism, and the global UN community.