AlUla gets its very first global campaign, ‘Forever Revitalising’

Elephant Rock, AlUla. (Supplied)
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Updated 01 March 2024

AlUla gets its very first global campaign, ‘Forever Revitalising’

DUBAI: Saudi Arabia’s ancient city of AlUla is launching its first-ever global marketing campaign.

Revealed on Feb. 29 with launch events in six major international cities — Dubai, London, New York, Paris, Shanghai and Mumbai — “Forever Revitalizing” is being described as a “data-driven endeavor” that aims to redefine tourism in the region.

Melanie D’Souza, executive director of destination marketing at The Royal Commission for AlUla, described the new brand campaign as a “transformative moment” for AlUla as it looks beyond the historic site’s travel potential to spotlight the programs and initiatives designed to “create a better future for all those who live, work and visit our ancient oasis.

“This initiative redefines AlUla as more than just a travel destination by emphasizing its profound heritage, breathtaking landscapes and rich cultural tapestry, presenting a holistic view that transcends the conventional,” she told Arab News in an email interview.

As AlUla’s first-ever global marketing campaign, “Forever Revitalizing” has been launched with the goal of transforming the city into a world-renowned heritage and cultural destination.

“At its core, ‘Forever Revitalising’ aims to drive visitor numbers and spur economic prosperity by showcasing AlUla’s comprehensive revitalization efforts. From ecological restoration projects within nature reserves to the rejuvenation of age-old crafts and traditions, and the advancement of local skills and cultural enrichment, the campaign positions AlUla as a pioneering figure in the creation of an experience-driven economy,” said D’Souza.

AlUla Old Town. (Supplied)

The new campaign coincides with a significant increase in visitor numbers to AlUla, rising from 185,000 in 2022 to 263,000 last year, she added.

Additionally, the share of international visitors increased from 25 percent to 35 percent, reflecting the destination’s growing global appeal.

“This aligns with AlUla’s strategic vision for ‘light touch tourism,’ aiming to attract 1.1 million visitors by 2030, while steadfastly maintaining its commitment to sustainability and preserving the destination’s integrity,” she said.

Hegra AlUla. (Supplied)

The campaign is specifically targeting four kinds of travelers: The luxe seeker, wanderlust nomad, intrepid voyager, and affluent and active retirees. This highlights AlUla’s amibition to remain a luxury destination.

“Modern tourists, increasingly disillusioned with overcrowded and inauthentic destinations, seek authentic, meaningful connections. They prefer destinations that offer a genuine sense of place, sustainability and social responsibility — qualities that AlUla has been promoting since opening its doors to the world three years ago,” said D’Souza.

The recently opened Dar Tantora The House Hotel in AlUla Old Town is a promising new addition to the area, D’Souza said.

The hotel was designed by Egyptian architect Shahira Fahmy.

Fahmy, who was selected by The Royal Commission for AlUla, and her team restored 30 buildings in the historical village. They turned multiple old two-story mud-brick buildings into the boutique hotel.  

The architect previously told Arab News that the early inhabitants in the city used the ground floor as a workplace and to meet with family and friends, while the first floor was for bedrooms and bathrooms.  

People who lived in the city 800 years ago whitewashed the interior walls and adorned them with red and blue murals, Fahmy said. Her team managed to preserve the existing designs in collaboration with the archaeological team. 

Banyan Tree Resort AlUla Canyon Pool. (Supplied)

“This boutique hotel revitalizes the ancient mud-brick structures of Old Town, which was continuously inhabited since the 12th century until the 1980s. It stands out for its commitment to cultural preservation, employing local artisans for restoration efforts and showcasing the area’s rich heritage through traditional decor, furniture and artistic treatments, complemented by storytelling elements that bring the intangible heritage of the area to life,” she added.

Looking ahead, three new luxury hotels are all set to open in AlUla.

“The Sharaan Resort by Jean Nouvel, inspired by ancient Nabataean architecture, promises to blend seamlessly with the Sharaan Nature Reserve’s landscape, embodying innovative design while respecting the environment,” said D’Souza.

“The Chedi Hegra is another milestone, positioned within Saudi Arabia’s first UNESCO World Heritage Site, Hegra. Opening in mid-2024, it will offer guests unparalleled access to the historic site, featuring guest rooms with views of Hegra’s monumental landscape, an International Summit Center, hospitality pavilions and private villas,” she added.

In 2027, AlUla will welcome the AZULIK AlUla Resort. “This project, a collaboration between AZULIK and Roth Architecture, will be located in the Nabatean Horizon District, integrating design elements that highlight ancient rock art, utilize natural waterways for irrigation and promote eco-friendly transport to minimize environmental impact,” said D’Souza.

Christie’s to hold ‘Art of Islamic and Indian Worlds’ auction in London

Updated 21 April 2024

Christie’s to hold ‘Art of Islamic and Indian Worlds’ auction in London

LONDON: Christie’s has announced a spring sale of “Art of the Islamic and Indian Worlds including Rugs and Carpets,” which will be presented during a live auction at the British auction house’s London headquarters on April 25.

“This season the sale offers a curated selection of 261 lots including four unique collections,” Christie’s said in a statement. “Illustrating the breadth of craftsmanship across 10 centuries, works date from the 10th century to the 20th century and cover a diversity of artistic traditions.”

The works include paintings, ceramics, metal work, works on paper, arms, textiles and rugs and carpets from across the Islamic world, spanning the Silk Route linking China to the West.

A number of private collections will be auctioned, including early Iranian ceramics from a private American collection, as well as Persian and Indian paintings from the collection of art specialists Charles and Regina Slatkin that features a rare work by the Bukhara artist Mahmud Muzahhib.

The carpet section of the auction “is led by Sultans of Silk: The George Farrow Collection, which is a comprehensive study of the very best of silk rug weaving of the late 19th and early 20th centuries gathered over forty years by the late George Farrow,” Christie’s said in its statement. The collection will offer more than 40 finely woven silk carpets.

According to Christie’s, Farrow was a British collector of silk rugs and his “expansive collection” comprises a variety of silk weavings from different origins.

Sara Plumbly, head of Islamic and Indian art at Christie’s, said: “We are delighted to offer a wide variety of works of art from across the Islamic and Indian worlds this season (and) we are particularly excited about three private collections, all with long provenance, that highlight the breadth and diversity of the artistic traditions of Iran — from Safavid textiles and painting to medieval pottery.”

Louise Broadhurst, international head of rugs and carpets at Christie’s, said the auction house “is honored to offer the collection of George Farrow, whose passion for antique silk rugs is reflected in the illuminating breadth of examples gathered over four decades, which include highlights rarely seen on today’s market.”

The “Art of the Islamic and Indian Worlds including Rugs and Carpets” is open to the public ahead of the live auction from April 21-24 at Christie’s in London.

Sofia Boutella dazzles at London ‘Rebel Moon’ screening

Updated 20 April 2024

Sofia Boutella dazzles at London ‘Rebel Moon’ screening

DUBAI: French-Algerian actress Sofia Boutella turned heads at the UK premiere of her film “Rebel Moon — Part 2: The Scargiver” in London this week.

Boutella wore a black suit from British fashion designer Stella McCartney with a cropped satin blazer and low-rise straight-leg trousers. She styled her short, dark hair in loose waves, complemented by dramatic cat-eye makeup.

In the sci-fi adventure — a sequel to last year’s “Rebel Moon — Part One: A Child of Fire” — which debuted on Netflix April 19, a peaceful colony on the edge of a galaxy finds itself threatened by the armies of a tyrannical ruling force.


A post shared by Sofia Boutella (@sofisia7)

Kora, played by Boutella, has assembled a small band of warriors — outsiders, insurgents, peasants and orphans of war from different worlds who share a common need for redemption and revenge, and must band together to fight the Motherworld.

Snyder previously spoke about the two-part epic space opera at Netflix’s Tudum global fan event in Brazil, where he showcased a behind-the-scenes look into the making of the film, based on a concept he has been developing since college.


A post shared by Sofia Boutella (@sofisia7)

“I’ve been working on this story for quite a while,” Snyder said on stage, according to Deadline. “It’s about a group of farmers on the edge of the galaxy that get visited by the armies of the Motherworld, who are the bad guys. The farmers have to decide to fight or submit.”

He continued: “I don’t want to give it all away, but if they had decided to fight, let’s say that was an option, they would have to travel around the galaxy to find warriors to fight with them. And so, it had us traveling quite a bit.”

Kora is not Algiers-born Boutella’s first role as a sword-wielding extraterrestrial. The actress, who at the age of 10 fled to Paris with her family during the Algerian civil war, is known for her breakout performance in the Oscar-nominated film, “Star Trek Beyond,” in which she portrayed the fierce alien warrior, Jaylah.

Rami Kadi unveils couture collection in Saudi Arabia’s AlUla

Updated 20 April 2024

Rami Kadi unveils couture collection in Saudi Arabia’s AlUla

DUBAI: Lebanese designer Rami Kadi presented his latest haute couture collection on Friday in AlUla with star-studded guests. 



A post shared by Rami Kadi (@ramikadi_pvt)


His summer/spring designs offered something for everyone. The dresses showcased a variety of necklines, ranging from halter gowns and plunging V-shaped dresses to off-the-shoulder styles, strapless designs and more. 



The dresses, crafted from fabrics such as tulle, chiffon and crepe, exuded voluminous, glitzy and metallic aesthetics. However, there were also satin options and simpler designs available.



The collection boasted a palette of pastel hues including pink, peach, blue, green, purple, and an array of other colors such as off-white, beige, silver and gold.



A post shared by Rami Kadi (@ramikadi_pvt)


The show was a collaboration between Kadi and AlUla moments. It was attended by Lebanese superstar Najwa Karam, Saudi actress Mila Al-Zahrani, Tunisian actress Dorra Zarouk, and Saudi influencers Nojoud Al-Rumaihi and Lama Alakeel.

Hollywood Arab Film Festival: Showcasing Arab cinema in Los Angeles

Updated 20 April 2024

Hollywood Arab Film Festival: Showcasing Arab cinema in Los Angeles

LOS ANGELES: The third annual Hollywood Arab Film Festival began this week, bringing the best of 2024’s Arab cinema to Los Angeles and giving fans a chance to see the films in theaters as well as introducing a new audience to the Arab world’s top talent.

The event, which runs until April 21, was attended by a number of celebrity guests including Egyptian producer and screenwriter Mohamed Hefzy, Tunisian actor Dhaffer L’Abidine, renowned Egyptian star Elham Shahin and Egyptian producer Tarek El-Ganainy.



At the event, Hefty said: “Arab cinema really needs a platform to tell our stories and to show who we are, our identity, our hopes and dreams, our pains, and all the different social topics that are tackled in some of the films that are being presented are maybe more relevant today than ever. So I think it’s a great opportunity to have this dialogue.”

Hefzy’s film “Hajjan” was showing at the event. It is a Saudi Arabia-based film directed by Egyptian filmmaker Abu Bakr Shawky.

“Hajjan is a film about a young boy who got a very special connection to his camel, who has a brother who was a camel jockey and races,” Hefzy said. “And, one day when something really unexpected happens to his brother, and shatters his world, it forces him to step into his brother’s shoes and become a camel jockey, and so starts racing himself.”

The movie is a co-production between the Kingdom’s King Abdulaziz Center for World Culture, or Ithra, and Hefzy’s Film Clinic.

“It was a film made in Saudi Arabia with Saudi talents and actors with an Egyptian director, but with the Saudi co-writer and Saudi actors and shot mostly in Saudi Arabia,” Hefzy said. “So I think it’s, it was a great experience, and learned a lot about Saudi Arabia, learned a lot about the culture.”

The festival featured cinema from various Arab countries, presenting films from 16 different nations. Marlin Soliman, strategic planning director of HAFF, highlighted the inclusion of six feature films, ten short films and six student films.

Spanning five days, HAFF offered its audience a vibrant experience, including a red-carpet affair, panel discussions on filmmaking and diversity in Hollywood, and, of course, screenings of high-profile films.

The festival also saw several filmmakers singing the praises of Saudi Arabia’s expanding film industry.

L’Abidine, the writer and director of “To My Son,” said: “I’m thrilled to be back again with my second feature film ‘To My Son,’ a Saudi film… I think there is a great evolution of Saudi cinema that’s been happening in the last few years.”

Dave Chappelle to perform at Abu Dhabi Comedy Week

Updated 19 April 2024

Dave Chappelle to perform at Abu Dhabi Comedy Week

DUBAI: US award-winning comedian Dave Chappelle is set to perform in the UAE at the Abu Dhabi Comedy Week on May 23, organizers announced on Friday.

The capital city’s first-ever comedy festival will run from May 18-26 at Yas Island’s Etihad Arena.

Chappelle will join a long list of comedians performing at the event, including Chris Tucker, Aziz Ansari, Tom Segura, Jo Koy, Tommy Tiernan, Kevin Bridges, Andrew Santino, Bobby Lee, Andrew Schulz, Bassem Youssef and Maz Jobrani.

With numerous accolades and awards to his name, including multiple Grammy Awards and Emmy Awards, Chappelle is renowned for his wit and fearless commentary on contemporary issues.

While May 23 will mark Chappelle’s inaugural performance in Abu Dhabi, he has previously captivated audiences with two sold-out shows in Dubai.