AlUla, nestled in Saudi Arabia’s northwest, is primed to emerge as a distinguished cultural, heritage, and luxury destination, captivating not just Saudi Arabia but the entire globe. We caught up with Melanie de Souza, Executive Director, Destination Marketing, Royal Commission for AlUla, where she spearheads a team of specialists dedicated to crafting the brand and poised to unveil AlUla to the world. With us, she highlights the mystical destination and their first global campaign, ‘Forever Revitalising.’
The Saudi Arabian government has been making significant investments in the tourism sector as part of its Vision 2030 initiative, which aims to position the country as a leading tourism destination in the region. AIUIa, nested within the kingdom, stands as a veritable treasure trove of historical significance, archaeological treasures, natural beauty, and unique cultural offerings brimming with the promise of becoming a premier tourism destination.
Bridge Between the Past and the Future
For millennia, humans have traversed and inhabited the Arabian Peninsula, with evidence of organised societies dating back at least 7,000 years. AlUla is home to a wealth of archaeological and historical sites, including the ancient city of Hegra, a UNESCO World Heritage Site. With its well-preserved Nabatean tombs and rock-cut architecture, Hegra offers a glimpse into the ancient civilisation that thrived there. AlUla’s cultural heritage extends beyond its Nabatean roots. The region boasts ancient inscriptions, rock art, and remnants of civilisations that inhabited the area thousands of years ago, offering a fascinating glimpse into the past. AlUla is also characterised by stunning natural landscapes, including rocky mountains, expansive deserts, and verdant oases.
“In terms of its physicality, AlUla is undeniably breathtaking. With 980 million years of geological history, the landscape is a marvel of sandstone outcrops set against the verdant greenery of the Oasis, stretching nine km along AlUla’s spine. When it comes to heritage, Hegra stands as our crowning jewel, boasting 110 exquisitely preserved Nabatean tombs. The Nabateans were an advanced civilisation, and Hegra’s vast 50-hectare expanse is a testament to their enduring legacy,” shares Melanie.
The Nabateans, renowned for Petra in Jordan, showcased their mastery of rock-cut architecture and water conservation. Preceding their era, AlUla thrived under the Lihyanite and Dedanite kingdoms, strategically positioned along ancient trade routes. AlUla’s Islamic history, marked by rule under the Umayyads, Abbasids, and Ottomans, further enriches its cultural tapestry. The Old Town of AlUla, approximately 900 years old, epitomises the region’s heritage with narrow streets, mud-brick houses, and ancient fortifications. It offers visitors a captivating glimpse into AlUla’s diverse past, underscoring its significance as a cultural treasure trove.

Melanie adds, “When considering the natural landscapes, they offer a plethora of experiences, from wellness retreats to thrilling outdoor adventures. Trails for hikes, opportunities for rock climbing, and desert exploration abound. Stargazing under pristine night skies and early morning ballooning add to the allure. This diverse array of experiences is bound to captivate the Indian market, offering a truly remarkable range of activities to indulge in.’
The New Global Campaign
As a seasoned marketing leader with a proven track record in the tourism and hospitality sectors across Australia and Asia, Melanie has been instrumental in shaping the strategic positioning and market prioritisation for AlUla. Notably, she spearheaded AlUla’s inaugural domestic brand campaign, “World’s Masterpiece,” in 2022, followed by the recent launch of their global marketing campaign, “Forever Revitalising,” initially across nine markets, including India, in 2024.
The multifaceted campaign is weaving its narrative across a diverse array of platforms, including a dynamic blend of digital, outdoor, cinematic, and print media. It revolves around the compelling theme of renewal and transformation, perfectly mirroring AIUI’s vision of evolving into a destination that seamlessly merges its rich historical legacy with contemporary relevance, ensuring its enduring allure remains eternally relevant.

“We hope that the film and creative assets do justice to a truly unique destination, capturing the essence of AlUla across our rich heritage, vibrant arts and culture, breath-taking natural beauty, thrilling adventures, and rejuvenating wellness experiences. This campaign we hope will not only resonate with travellers but also support and engage our travel partners who are critical to curating the unparalleled experiences of our evolving tourism landscape,” says Melanie.

The campaign spotlights iconic AlUla destinations and attractions such as Hegra, Jabal Ikmah, the oasis, the old town, balloon adventures, Dada, Sharaan Nature Reserve, Banyan Tree’s canyon pool, local crafts, Elephant Rock, Maraya, and the vibrant food and beverage scene. The campaign targets a specific audience, identified into four core personas: luxe seeker, wanderlust nomad, intrepid voyager, and affluent and active retirees. In essence, the campaign endeavours to communicate that a visit to AlUla promises enriching and transformative experiences, fostering profound connections with the region’s rich tapestry and offering deep connections with its heritage, culture, and natural splendour.
Facts and Figures
In 2022, AlUla welcomed 185,000 visitors, increasing to 263,000 in 2023, marking a 44 per cent growth and aligning with the 2030 target. The visitor split evolved from 27 per cent international and 73 per cent domestic in 2022 to 35 per cent international and 65 per cent domestic in 2023. The 2030 goal aims for a split of 45 per cent international and 55 per cent domestic visitors. Looking forward, targets are set at 292,000 visitors in 2024, 381,000 by 2025, 1.1 million by 2030, and 2 million by 2035.

In recent years, AlUla has been undergoing significant development, bringing in infrastructure projects, luxury resorts, cultural events, and international acts to attract visitors from around the world. By the end of 2023, AlUla boasted 728 hotel keys across renowned properties like Habitas AlUla, Banyan Tree, Shaden Resort, and Cloud 7. In 2024, landmark additions included Dar Tantora in AlUla Old Town and Chedi Hegra, the inaugural hotel within a UNESCO World Heritage Site. Targeting 824 keys by year’s end, the ambitious plan aims for 5,500 keys by 2030 and 8,500 by 2035. Fast-tracking these developments not only primes AlUla for global tourism but also fuels investment opportunities and job creation, with Chedi Hegra alone expected to provide 140 jobs for locals.
A Promise of Luxury with Sustainability
As AlUla evolves into a luxury tourism destination, it strikes a delicate balance between modern amenities and conservation, offering travellers a unique blend of opulence and authenticity. Through immersive cultural events and global collaborations, AlUla serves not only as a destination but also as a bridge, fostering cross-cultural exchange and appreciation. In its transformation, AlUla not only elevates Saudi Arabia’s tourism profile but also enriches the global cultural landscape, inviting visitors to embark on a journey where the echoes of the past resonate with the promise of the future.
Melanie says, “AlUla’s vision is clear; we will remain steadfast in our commitment to preserving our status as a luxury boutique heritage destination and not a mass tourism destination. Along with welcoming visitors, our focus is on sustainable and responsible growth, prioritising the well-being of the people of AlUla and the protection of our precious heritage and environment above all else.”