RIYADH: At the unveiling of its new Saudi Land pavilion during this year’s Arabian Travel Market in Dubai, Saudi Arabia and AlUla in particular have turned heads.
Held from April 28 to May 1 at the Dubai World Trade Center, AlUla’s presence at ATM is highlighting its rapid transformation and new partnerships with industry leaders.
The appearance follows the success of AlUla’s first international marketing campaign under the theme “Forever Revitalizing,” which began in early 2024.
Aimed at reintroducing the world to AlUla’s deep historical roots and natural beauty, the campaign ran across nine countries in six languages.
Melanie de Souza, executive director of destination marketing at the Royal Commission for AlUla, said the city’s global profile has grown significantly thanks to the campaign. “Expanded airline connectivity, more hotels and a packed events calendar have all helped us keep up with growing interest,” she said in a statement.
The campaign highlighted the city’s ancient ruins, striking desert landscapes and growing cultural offerings through dramatic films, rich imagery and storytelling.
The ancient oasis city-turned-cultural tourism hotspot welcomed more than 286,000 visitors in 2024, 72 percent of them domestic and 28 percent international.
Online interest in AlUla surged, with website visits up 8.5 times and bookings climbing 220 percent, leading to a 240 percent jump in revenue.
AlUla is also investing in the future. By the end of 2025, it plans to expand its accommodation capacity to more than 1,400 rooms, while committing to Vision 2030’s sustainability goals.
De Souza added: “Our focus remains on developing a destination premised on sustainability and aligned with Saudi Vision 2030. At ATM, we will showcase why AlUla stands out as one of the most purposeful and forward-thinking destinations globally.”
Visitors to AlUla’s stand at ATM can experience a number of attractions. At the Arabian Leopard experience, guests can learn about local wildlife conservation efforts and vote to name a future leopard cub for a chance to win a two-night trip.
Names are being transliterated into the ancient Dadanite script at the Echoes of AlUla attraction, while the Rawi storytelling section is a space to listen to traditional tales passed down through generations.
The Saudi Tourism Authority is also showcasing the Kingdom’s rich diversity at ATM, from coastal escapes to mountain retreats and world-class sporting events.
Fahd Hamidaddin, CEO of the authority, said in a statement: “We are thrilled to return to ATM, opening the doors to Saudi Land, and welcoming our valued partners from around the globe.”
Saudi Arabia steps into global spotlight at Arabian Travel Market
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Saudi Arabia steps into global spotlight at Arabian Travel Market
- The appearance follows the success of AlUla’s first international marketing campaign
- Online interest in AlUla surged, with website visits up 8.5 times and bookings climbing 220 percent
Saudi Arabia’s Sharaan and Wadi Nakhlah nature reserves win Dark Sky recognition
- The two reserves in AlUla join more than 250 locations worldwide that are protected from light pollution
- AlUla Manara and AlGharameel Nature Reserve, also both in AlUla, received Dark Sky Park designations last year
ALULA: Two more nature reserves in Saudi Arabia’s AlUla have won recognition as Dark Sky Places, joining more than 250 locations worldwide that are protected from light pollution.
The official accreditation of Sharaan National Park and Wadi Nakhlah reserves from the DarkSky International builds on AlUla’s 2024 achievement, when AlUla Manara and AlGharameel Nature Reserve became the first sites in the Kingdom and the Gulf region to receive Dark Sky Park designations.
The latest recognition further strengthens AlUla’s position as a leading global destination for night sky protection and astronomical tourism, said the Royal Commission for AlUla (RCU) in a statement carried by the Saudi Press Agency (SPA).
Dark Sky International also announced the recognition in an earlier report, noting that the Sharaan and Wadi Nakhlah’s combined area of 6,146 square kilometers reflects the “expanded scope of environmental protection efforts aimed at preserving AlUla’s pristine night skies and reducing light pollution across a vast geographical area.”
DarkSky International works to reduce light pollution in both urban and rural areas and to raise global awareness of the importance of protecting the night sky.
AlUla’s protected areas are located in the heart of northwest Arabia, near the ancient oasis city of AlUla in Madinah Province.
“Towering sandstone cliffs, labyrinthine canyons, tranquil basins, and volcanic formations create a dramatic setting where geological diversity, cultural heritage, and thriving biodiversity converge beneath exceptionally dark, open skies,” Dark Sky said.
Scientists have noted that AlUla’s natural isolation from urban light sources, combined with ideal atmospheric conditions, makes it a world-class destination for stargazing, astronomy education, and immersive dark-sky experiences.
With the phased development of its reserves, AlUla is now ranked 3rd globally in the Dark Sky Park category, solidifying its status as one of the world’s premier destinations for astronomical discovery.
The RCU reaffirmed its commitment to protecting the natural environment, preserving the night sky, and promoting sustainable tourism, further positioning AlUla as a leading global destination for astronomy, scientific research, and advanced environmental experiences, in line with AlUla Vision and the Kingdom’s Vision 2030.
