AlUla, a hidden gem in northwestern Saudi Arabia, is quickly becoming a must-visit destination for discerning travellers seeking a unique blend of rich culture and heritage, stunning natural landscapes, and exhilarating adventures. In an exclusive interview, Melanie D’Souza, Executive Director, Destination Marketing, Royal Commission for AlUla, unveiled the captivating experiences that await visitors to the ancient oasis city.
Earlier this year, AlUla launched its first ever global brand campaign, ‘Forever Revitalising,’ which introduced AlUla to the world in her own unique voice. The objective of the campaign is to elevate AlUla’s profile on the world stage, positioning it as a premier destination renowned for its globally significant heritage and history, extraordinary landscapes, cultural depth, allure, and charm.
Melanie commented, “It’s wonderful to be in Mumbai for the launch of ‘Forever Revitalising’, our inaugural campaign aimed at positioning AlUla as a key player in the vital Indian market, inviting travellers to discover AlUla’s treasures and its diverse landscapes, Showcasing AlUla as a sanctuary for rejuvenation, the campaign not only aims to attract global explorers but underscores AlUla’s commitment to sustainable tourism, promising a future where this historic oasis continues to enchant visitors for generations."
What makes AlUla a unique destination?
AlUla stands out as a destination of immense global heritage significance that offers a rich tapestry of experiences, encompassing its storied history, vibrant arts and culture scene, breathtaking natural landscapes, exhilarating adventures, and rejuvenating wellness offerings.
Melanie elaborated, “For centuries, Alula was a crucial stop on the original incense road with myriad caravans traversing the landscape, laden with incense, spices, ceramics, beads, and more, positioning the region as an enduring cultural crossroads. This connected AlUla to markets and trade routes extending to the Indian Ocean and the Red Sea, drawing traders to its verdant oasis where they could seek shade, shelter, and sustenance. Today, global explorers come from near and far, attracted by AlUla’s rich tapestry of art, culture, history and heritage, nature, outdoor adventure, and wellness experiences."
How is AlUla preserving its heritage and promoting sustainability?
“As custodians of AlUla’s incredible heritage, it’s our duty to safeguard its many treasures for generations to come," D’Souza emphasised. “Sustainability is at the core of AlUla’s development plans. We are not just focusing on the conservation of our historic sites but are committed to revive local arts, crafts, and cultural practices that have been passed down through generations. At the core of AlUla are its people, who are pivotal in driving the city’s evolution and prosperity."
“AlUla is dedicated to fostering a continuous cycle of renewal and growth, preserving the essence of the region’s identity while enhancing it as a destination for visitors and improving the quality of life for its residents. This approach integrates economic vitality with the conservation of natural and cultural heritage, creating a revitalisation strategy that respects the past while looking to the future. This commitment to balancing development with tangible local benefits exemplifies our dedication to the continual rejuvenation of the community. As AlUla develops as a destination, it does so sustainably, benefiting its residents."
She adds, “Moreover, we are dedicated to the ecological restoration of AlUla’s environment. An integral part of our sustainability efforts includes our ambitious goal to reintroduce the endangered Arabian Leopard to its natural habitat within the next decade. This initiative represents a significant step towards restoring the natural balance and underscores our commitment to preserving not just the cultural but also the biological heritage of our region."
What can visitors expect to experience in AlUla?
From exploring ancient archaeological sites to indulging in adrenaline-pumping adventures, AlUla offers a diverse range of experiences for every traveller.
Melanie elaborates: “Whether you prefer a leisurely pace or adrenaline-pumping activities, AlUla has something to suit. Tours of historic sites such as Hegra with local Rawis, our traditional guides and storytellers, enrich visitors’ understanding through fascinating narratives that weave together AlUla’s past, present, and future."
She continues, “In addition to an array of heritage experiences, travellers can enjoy guided tours of AlUla’s extensive natural beauty, from the Oasis with over 2.2 million date palm trees to no less than six designated nature reserves, which make up over half of AlUla county. For those seeking a challenge, our events like Tough Mudder and Desert Blaze offer the ultimate test of endurance in the summer heat. Additionally, AlUla is packed with adventure activities including cycling, giant swings, zip-lining, and a vast stairway climb, ensuring a dynamic experience for all outdoor enthusiasts."
How is AlUla promoting itself globally?
AlUla’s global promotional strategy extends far beyond traditional destination marketing to celebrate the region’s dynamic progress and visionary masterplan. With the overarching goal of driving visitation and economic diversity, the ‘Forever Revitalising’ campaign aims to communicate the breadth of the purpose-driven revitalisation of AlUla. Whether it’s the restoration of flora and fauna in the nature reserves, the revival of ancient handicrafts and traditions, or the upskilling of community and cultural enrichment – AlUla’s experience economy vision serves as a leading example of destination development and place-making.
To position AlUla on the global stage, a strategic paid media campaign targets nine countries in six languages. Partnerships with travel intermediaries and media outlets are critical in positioning AlUla as a must-visit luxury boutique heritage destination. Additionally, endorsement from social media influencers and celebrities, such as Janhvi Kapoor, have helped to bring its photogenic landscapes to the attention of a wider audience.
Essentially, the campaign speaks to contemporary travellers who seek authentic, uncrowded, and environmentally conscious destinations, communicating that AlUla offers enriching and transformative experiences tailored to the preferences of discerning visitors.
What role can Bollywood play in promoting AlUla worldwide?
Bollywood collaborations represent a significant opportunity to enhance AlUla’s global visibility. This is supported by Film AlUla, an agency established in early 2020 by the Royal Commission for AlUla (RCU) with a mandate to promote and support international, regional, and local film and TV production, whilst protecting and safeguarding AlUla.
D’Souza highlighted the positive impact of hosting major film productions, citing the recent example of the movie Kandahar, starring Gerard Butler, which was filmed in AlUla .A popular Bollywood star Ali Fazal played the a significant role in the movie as well. “Films are a powerful medium for influencing destination choice," she noted, underscoring how films can significantly attract visitors by showcasing AlUla’s unique landscapes and cultural heritage. D’Souza is optimistic about forging more Bollywood partnerships to leverage the industry’s vast reach and popularity to further promote AlUla to a global audience.
What’s in store for AlUla’s tourism infrastructure development?
This year, Dar Tantora in AlUla Old Town and Chedi Hegra, the first hotel to be built in a UNESCO World Heritage Site, will welcome guests in Alula. These hotel developments are being fast-tracked as an important part of AlUla’s readiness to welcome international visitors and to continue to provide investment opportunities into AlUla and within the community. The Chedi Hegra alone will deliver 140 jobs to locals.
In addition, the eagerly awaited Jean Nouvel-designed property, the Sharaan Resort, has broken ground and will have 52 keys when completed. The Aman property in the same nature reserve will have 100 keys and 20 residences and will be completed over the next two to three years.
Culinary experiences will also be expanded, with a focus on authentic local flavours that complement AlUla’s rich cultural tapestry.
With its rich heritage, stunning natural beauty, and commitment to sustainable development, AlUla promises an unforgettable and transformative experience for adventure-seekers, history buffs, and travellers alike. Discover this captivating historical gem and immerse yourself in the wonders of Saudi Arabia’s best-kept secret.
To know more about this magical destination, visit: https://www.experiencealula.com/en
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