Hot on the heels of AlUla’s first-ever global campaign, we talk to Melanie de Souza, Executive Director - Destination Marketing, about the present and the future of AlUla as a tourism destination. 

 

What are you highlighting in the global campaign? Why is it time for a global campaign?

AlUla is embarking on an exciting venture with the launch of its groundbreaking global brand campaign, 'Forever Revitalising,' which commenced on 29th February. This campaign marks a significant step for AlUla, as it seeks to introduce the city to the world in her own distinctive and authentic voice, highlighting the unique charm of its ancient oasis and diverse terrain. 

 

The heart of the campaign revolves around a main hero film, complemented by supporting thematic films and captivating hero imagery. This multimedia initiative is set to make its global debut across nine core source markets and will be presented in six languages. The campaign's reach will extend across various platforms, including digital, outdoor, cinema, and print media.

 

The launch of 'Forever Revitalising' is timely as AlUla has, until recently, remained largely unknown to international travellers. While there has been some global awareness, this campaign marks the first opportunity for AlUla to articulate its story and distinctive character directly to the world. Additionally, the campaign provides an opportunity for AlUla to showcase the warmth and hospitality of its people, emphasising the community-focused nature of investment, commitment to sustainability, protection of heritage sites, and a dedicated effort towards environmental rewilding.

 

What are the various types of accommodation options in AlUla – including repurposed RVs? 

We take pride in the varied and unique hospitality options we offer, which range from luxury resorts to RVs out in the midst of nature. At the end of 2023, we had 728 keys in AlUla across hotels and resorts including Habitas AlUla, Banyan Tree, Shaden Resort, Cloud 7. 

 

In terms of our new hospitality options, Dar Tantora House Hotel has just opened for visitors. In 2024, Chedi Hegra, is set to open its doors to offer guests a once-in-a-lifetime opportunity to stay amidst the ancient ruins of Hegra, Saudi’s first UNESCO World Heritage Site. With its luxurious accommodations and direct connection to the monumental landscape, this hotel provides a unique blend of history, heritage, and hospitality.

 

By the end of 2024, our goal is to have 824 keys activated, which excludes licensed secondary accommodations such as AirBnB, Gathern, farm stays, and similar. We are aiming to more than double accommodation stock in 2025 to 1,720 keys. And then by 2030, the aim is to have 5,500 keys available, and to reach 8,500 keys by 2035. 

 

This rapid progress in hotel development is integral to AlUla's preparedness for hosting global visitors, fostering investment opportunities in AlUla, and contributing to community development. The Chedi Hegra, in particular, is anticipated to generate 140 employment opportunities.

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Airlift into AlUla – can you talk about direct connectivity and upcoming connections?

AlUla's international airport is now open to direct flights from six major cities, including Dubai, Doha, Cairo, Bahrain, Jordan, and, seasonally, to and from Paris. Strategic initiatives are underway to enhance connectivity by increasing the number of flights between AlUla and additional international destinations. Convenient direct flights are also available from various cities within Saudi Arabia, such as regular services from Riyadh, Jeddah, and Dammam.

 

In anticipation of the rising influx of visitors attracted by these hospitality developments, we are undertaking a significant expansion of AlUla International Airport. Our goal is to elevate its annual passenger capacity from 400,000 to 6 million, accompanied by the enlargement of the airport area to 2.4 million square meters. This expansion plays a pivotal role in our broader strategy to provide a more efficient and welcoming experience for international guests.

 

What are some of the main tours and activities and niches that AlUla addresses today?

In our ongoing commitment to elevate the visitor experience and address niche interests, we are enriching the outdoor and adventure offerings in AlUla. This involves creating new hiking and cycling routes and introducing guided excursions that highlight the region's awe-inspiring landscapes and natural wonders. 

 

In response to the growing interest in health and wellness tourism, we are expanding our year-round wellness options in AlUla. From spa retreats to mindfulness workshops, visitors can indulge in a variety of holistic wellness experiences that foster relaxation, rejuvenation, and inner balance.

 

AlUla is now gaining recognition not just for its cultural and natural attractions, but also for its diverse culinary scene. With an increase in permanent dining options, visitors can relish a wide array of local and international cuisine, ranging from traditional Saudi dishes to gourmet fusion fare, all while enjoying breathtaking views of the surrounding landscape.

 

Our commitment to providing a diverse array of activities throughout the year via the Moments Calendar ensures that visitors to AlUla always have something to anticipate. From cultural festivals to outdoor adventures, there is consistently an exciting lineup of events on the horizon, such as AlUla Skies Festival, music festival AZIMUTH, Desert Blaze AlUla, and Winter at Tantora.

 

What are the upcoming hotel news/activations, etc. for 2024?

There are several additions to AlUla’s hospitality landscape, each of which will add its own charm to the premier cultural and historical destination. The recent inauguration of Dar Tantora The House Hotel in AlUla Old Town is especially noteworthy as it’s a boutique hotel that brings new life to the ancient mud-brick structures of AlUla Old Town, which was inhabited continuously from the 12th century until the 1980s. It stands out for its dedication to cultural preservation, employing local artisans for restoration and showcasing the area's rich heritage through traditional décor, furniture, and artistic treatments. 

 

Looking forward, we are excited about the imminent launch of three luxury hotels. The Sharaan Resort by Jean Nouvel, drawing inspiration from ancient Nabataean architecture, pledges to seamlessly blend with the Sharaan Nature Reserve's landscape, embodying innovative design while respecting the environment. Another landmark, the Chedi Hegra, is set to open in Q4 2024 and will be situated within Saudi Arabia’s inaugural UNESCO World Heritage Site, Hegra. This establishment will offer guests unparalleled access to the historic site, providing guest rooms with panoramic views of Hegra's monumental landscape.

 

In 2027, the AZULIK AlUla Resort will join our offerings, a testament to sustainable luxury. This collaborative project between AZULIK and Roth Architecture will be situated in the Nabataean Horizon District, integrating design elements that showcase ancient rock art, utilising natural waterways for irrigation, and promoting eco-friendly transport to minimise environmental impact.