DUBAI: Saudia, the Kingdom’s national flag carrier, and the Royal Commission for AlUla (RCU) have signed a $1 million marketing agreement to promote AlUla as a must-see destination for Saudi tourists.
The deal is part of AlUla’s first-ever destination brand campaign, The World’s Masterpiece, that was launched on Jan. 10 and will run until April throughout the region.
Saudia is the only airline providing scheduled services to AlUla and currently operates eight flights a week from Jeddah, Dammam, and Riyadh.
The agreement will include outdoor and digital marketing in Jeddah, Riyadh, and Dammam, in-flight entertainment, promotions through the airline’s loyalty program, airport and ticket-office branding, and promotion of AlUla packages through Saudia Holidays.
Melanie de Souza, the RCU’s executive director for marketing, said: “We need to establish AlUla as a destination that is open all year round with its heritage sites and adventure and nature activities.
“With Saudia’s partnership and support we will communicate this through a multi-channel program.”
Saudia launches $1m campaign to promote AlUla
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Saudia launches $1m campaign to promote AlUla
- The deal is part of AlUla’s first-ever destination brand campaign, The World’s Masterpiece, that was launched on Jan. 10
- Saudia is the only airline providing scheduled services to AlUla and currently operates eight flights a week from Jeddah, Dammam, and Riyadh
Egypt raises 2025 tourist target to nearly 19m as US market surges
JEDDAH: Egypt has raised its tourist target to nearly 19 million this year, following a 20 percent growth in arrivals, with the US among its fastest-growing source markets.
The African nation welcomed 15 million tourists in the first nine months of 2025, a 21 percent rise from last year, putting the country on track to exceed its previous 18-million visitor target.
During a visit to the US, Egypt’s Minister of Tourism and Antiquities Sherif Fathy held meetings with leading travel and tourism media to raise the country’s profile in one of its fastest-growing source markets.
The discussions took place on the sidelines of his participation in the annual conference of the US Tour Operators Association, held in Maryland from Dec. 2 to 6, according to a statement by the Ministry of Tourism and Antiquities.
Tourism remains a vital source of foreign exchange for Egypt, which welcomed a record 15.78 million travelers last year, with plans to attract 30 million by 2028 through expanded capacity and enhanced visitor experiences.
Fathy said Egypt is on track to achieve around 20 percent growth in tourist arrivals by the end of the year, with the country now targeting close to 19 million visitors. He added: “US arrivals to Egypt have risen by about 20 percent this year to nearly 520,000 tourists.”
He said the US market has become one of the key drivers of tourism growth in recent years, supported by the continuous expansion of air connectivity through additional direct flights and new routes from several US cities.
“The minister also outlined the ministry's strategy to highlight Egypt's unique tourism diversity, pointing to a range of offerings including cultural, adventure, eco, spiritual, beach tourism, and long Nile cruises,” the release stated.
He emphasized that while US travelers have long been attracted to Egypt’s rich culture and ancient history, they now have an expanding range of experiences to choose from, whether climbing Mount St. Catherine, diving in the Red Sea, exploring nature reserves and the White and Black Deserts, or enjoying extended dahabiya cruises along the Nile from Cairo to Luxor and Aswan.
Sustainability is at the core of the sector's strategy, Fathy said, noting that 46.5 percent of hotel establishments now apply sustainability standards, alongside a push to expand the use of renewable energy.
The Grand Egyptian Museum was a focal point of the discussions. Fathy highlighted that the museum, which for the first time houses the complete collection of King Tutankhamun, now welcomes more than 12,000 visitors a day. He added that its opening has significantly boosted hotel occupancy in Cairo.
He also pointed to ongoing upgrades at the Tahrir Egyptian Museum, as well as rapid tourism growth along the North Coast, where charter flights rose by 520 percent last year. Plans are also under review for an underwater antiquities museum and new diving sites.
Fathy added that global tour operators are showing strong interest in multi-destination programs linking Egypt with Mediterranean countries such as Greece and Italy, particularly for travelers from the US, Japan, and China.
He concluded by highlighting early bookings for the total solar eclipse expected in 2027, with Luxor set to be one of the world's top viewing destinations.
