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
https://arab.news/ypyj4
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
How private Christmas celebrations in Saudi Arabia offer moments of cultural exchange
- Christmas spirit in major cities is growing as Saudi Arabia continues to embrace its religious diversity
- One of Riyadh’s decorations was held privately in a residential compound
RIYADH: As the days get colder and the year comes to an end, people across Saudi Arabia are looking to their families for warmth and their faith for comfort. For the Kingdom’s Christian residents, the holiday cheer has never been louder.
The Christmas spirit in major cities is growing as Saudi Arabia continues to embrace its religious diversity. One of Riyadh’s decorations was held privately in a residential compound.
The compound’s general manager, Jean Noujaim, told Arab News: “Christmas is being celebrated more and more … things that were frowned upon are now becoming less so.”
Guests were wrapped in fake snow while shopping around the Christmas market, admiring the illustrious decorations, enjoying the live choir, and entertaining their children with a host of games and activities.
The event also included a few very special guest stars including elves, the Grinch, and the season’s hero, Santa Claus.
The compound’s largest event thus far, approximately 1,500 residents and 2,000 visitors were in attendance.
“It showed how much people were missing these types of events,” Noujaim said.
Breaking records in “every way,” the event also saw its highest number of Saudi attendees for a Christmas celebration, having hosted similar festivities on an annual basis.
Noujaim wanted those of all faiths to feel welcome, emphasizing that it was a celebration centered around children and joy.
“Everyone who came told me they had goosebumps during the event. They felt it was magical … their children were very happy.”
The Vives Compound Christmas celebration was held on Nov. 20 and will be held annually.
While celebrations in the Kingdom remain low-key and largely private, they are increasingly shaped by a sense of community, cultural exchange, and shared hospitality, often extending to Saudi friends and colleagues.
For many expats, Christmas in Saudi Arabia is marked by intimate gatherings at home or within residential compounds. Decorations are modest, featuring Christmas trees, lights, and small festive touches that recreate a sense of home far from home.
Jazmin Soledad Huanca, a Peruvian expatriate working in Saudi Arabia, described Christmas as one of the most anticipated moments of the year for foreigners living in the Kingdom.
“Christmas represents unity and family,” she said. “The first thing many of us do is decorate our space, whether with a tree, lights, or a small reminder of Christmas. We prepare to visit close friends or family, exchange secret gifts, and share food together.”
Food, she added, plays a central role in the celebrations, ranging from cookies and hot chocolate to baked turkey served with salads. For many expats who arrived in Saudi Arabia alone, the occasion carries an added emotional weight.
“Here, many of us came individually, which makes Christmas different but equally beautiful,” Huanca said. “In some compounds, activities are organized for children, families, and single people. On that day, we all become one community.”
Inviting Saudi friends to join the celebrations has become increasingly common. “Yes, we invite Saudis,” Huanca said. “For us, Christmas is about unity and family. We want them to feel that.”
She added that hosting Saudi guests brings a special sense of joy. “It feels like having an important guest at home. You want them to feel comfortable, like this is their home too.”
International schools across Saudi Arabia have also been embracing the festive season with inclusive and joyful Christmas celebrations.
At the American International School of Jeddah the campus has been filled with holiday cheer through festive bazaars, extensive decorations including seven Christmas trees, daily morning musical performances by students and teachers, and even a surprise visit from Santa Claus.
Superintendent Robert Rinaldo said: “With more than 1,500 students representing 68 nationalities, we see Christmas celebrations as a true reflection of our diverse community. The festive atmosphere on campus, from holiday-themed decorations to daily musical performances, highlights that diversity and helps create an environment where everyone feels a genuine sense of belonging and can come together to share in the joy of the season.”
Raza Ali, headmaster of Jeddah Prep and Grammar School, said: “As a British school overseas, we appropriately acknowledge Christmas during this time of year through school decorations, a winter musical, and references within certain class lessons, while always ensuring that we respect all cultural backgrounds within our community.”
Parents also value this balance. AISJ parent Victoria Joseph said: “Even though we are far from our home in California, my son is able to experience and understand the holiday season just as he would in the United States. It’s wonderful to see how the school embraces the festivities while showing such respect and adaptability toward the celebration in the Kingdom.”
As Saudi Arabia continues to grow as a multicultural society, these understated celebrations reflect a broader story of coexistence, where traditions are preserved, shared, and respectfully experienced across cultures.
