AlUla’s first global marketing...

Room bookings up 20% in Saudi Arabia's heritage destination

The ancient desert region of AlUla, home to Saudi Arabia’s first Unesco World Heritage Site, Hegra, has reported record tourism growth of 9% in the last year off the back of AlUla’s first-ever global marketing campaign.

The Forever Revitalising campaign, which aimed to promote AlUla as a cultural and heritage destination, saw brand awareness rise 7%. Occupied room nights soared 20% year-on-year, and by as much as 30% during the summer months and shoulder periods.

Described as a ‘data-driven endeavour” when it launched in March 2024, the campaign ran across nine key markets in six languages and showcased AlUla’s offering through videos and imagery, with main markets being Saudi Arabia, GCC countries, the UK, France, Germany, Italy, the US, China and India.

AlUla, which is located 1,100 km from Riyadh, welcomed 286,259 travelers in 2024, up from 264,000 in 2023, split between 72% domestic and 28% international, and achieved an average daily spend of SAR1,843 (US$491), attracting an affluent audience drawn by new experiences.

“Over the past year, we have seen a surge in AlUla’s global brand profile on the back of the Forever Revitalising campaign,” said Melanie de Souza, Executive Director of Destination Marketing at the Royal Commission for AlUla (RCU).

“Alongside this, expanded airline connectivity, a steady increase in hotel inventory and a prolific annual events calendar have played a crucial role in meeting the rising demand. Our focus remains on developing a destination that is premised on sustainability and aligned with Saudi Vision 2030.”

With a strategic vision for ‘light touch tourism’, AlUla aims to attract 1.1 million by 2030, while steadfastly maintaining its commitment to sustainability and preserving the destination’s integrity.

Already home to a number of hotels and resorts, including Banyan Tree and Habitas, AlUla plans to expand accommodation capacity to around 1,422 keys by the end of 2025, helping meet increasing demand.

A number of properties have opened in the region in the last year, including The Chedi Hegra, which debuted in the ancient Nabatean city of Hegra in December 2024. Built from the vestiges of the Hegra Train station, the 35-room property aims to connect travellers to the heritage and beauty of AilUla.

The Chedi Hegra

Hyatt will open its first hotel in AlUla in 2025, with Hyatt Place AlUla Hotel offering 215 rooms, two dining venues, a pool, fitness centre and a meeting space.

AlUla Old Town Village, with more than 900 mud-brick homes developed from at least the 12th century, was named one of the World’s Best Tourism Villages in 2022 by the UNWTO. Hegra dates to the first century BCE and was once a major city along the historic Incense Road.

For more information, visit www.experiencealula.com

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