Shreya Shimpi
How important is India to you as an inbound market? How many tourists from India visit AlUla? What is your target number from India?
India ranks among our top three global priority markets, and early results from the ‘Forever Revitalising’ campaign have shown strong demand from this region.
As part of Vision 2030, Saudi Arabia aims to diversify its economy beyond oil by leveraging its wealth of natural assets. Tourism has been identified as a key economic driver, with previously underutilised destinations like the pristine Red Sea and culturally rich AlUla now being actively promoted. In this context, India emerges as a crucial source market for AlUla tourism. We are currently focusing on major Indian cities including Mumbai, Delhi, Bangalore, Hyderabad, and Chennai, utilising a strategic mix of paid, earned, and owned media across key trade and consumer channels to maximise our reach.
Looking ahead, we anticipate that over the next three to five years, the Asia Pacific region, led by India, will become increasingly significant for AlUla, potentially surpassing Europe in terms of visitor numbers. The geographic proximity and frequent flight connections between Saudi Arabia and India enhance this potential, especially for visits from friends and relatives, positioning India as a key player in our ongoing tourism development efforts.
What marketing strategies do you have in place to achieve this target? In the present scenario of such a wide touristic offering, what is the USP of AlUla? Do you explain to us the 5 unique things in AlUla?
AlUla caters to a diverse audience, offering a unique blend of rich heritage, cultural immersion, and natural beauty. Our overarching strategy positions AlUla as a boutique destination that showcases stunning landscapes, providing the ideal backdrop for a wide range of experiences. There are numerous unique things to experience in the city: from wellness retreats to exhilarating adventure activities, visitors can explore trails, embark on hikes, indulge in stargazing sessions at night, and enjoy early morning hot air balloon rides, offering breath-taking views as they float above the clouds.
Additionally, a highlight of the experience is a visit to Hegra, Saudi Arabia’s first UNESCO World Heritage Site, adding a layer of historical significance to the journey. For Indian travellers, AlUla presents an incredible array of experiences, ensuring a memorable and fulfilling visit.
How has the first quarter of the year been for tourist traffic to AlUla? What kind of increase have you seen as compared to 2023?
The first quarter of this year has shown positive growth in tourist traffic to AlUla compared to the same period in 2023. Last year, we welcomed 263,000 visitors, and with the launch of our global brand campaign, ‘Forever Revitalising’, this year’s target is set at 292,000. Looking ahead, our goal for next year is to increase this number to 381,000.
However, it’s crucial to emphasise that AlUla will never transition into a mass tourism destination. As we progress towards the future, our targets reflect a gradual but steady growth trajectory: 381,000 visitors by 2025, 1.1 million visitors by 2030, and 2 million visitors by 2035. These targets underscore our long-term vision for AlUla, focusing on sustainable development and ensuring that the growth of tourism aligns with the preservation of our unique heritage and natural assets.
How closely do you work with B2B Segment in India? Are they your main source of getting tourists into your country?
We have a clear marketing activity mix that includes proactive outreach to travel agents, trade training and we also participate in trade shows – often as part of the Saudi Tourism presence. We are also nurturing preferred trade partnerships underpinning the Forever Revitalising global campaign. We are currently targeting Mumbai, Delhi, Bangalore, Hyderabad and Chennai through a well-positioned mix of paid, earned and owned media efforts across key trade and consumer channels.
Tell us something about the newly launched ‘Forever Revitalising’ Campaign.
Our first-ever global marketing campaign, ‘Forever Revitalising,’ has launched across nine countries in six languages, including India. This initiative represents a transformative vision aimed at reshaping AlUla’s identity on the world stage. At its core, the campaign seeks to redefine AlUla as not just another tourist spot but as a dynamic and sustainable destination rooted in its rich heritage, stunning landscapes, and vibrant culture.
What sets this campaign apart is its emphasis on sustainability and the creation of an experience economy. AlUla isn’t merely offering attractions; it’s providing opportunities for education, cultural enrichment, and economic empowerment. Whether it’s exploring ancient archaeological sites or participating in community-led initiatives, visitors are invited to engage with AlUla on a deeper level.
By highlighting initiatives such as the restoration of nature reserves, the revival of ancient handicrafts, and the upskilling of the local community, ‘Forever Revitalising’ showcases AlUla’s commitment to holistic revitalisation. It’s about creating a lasting legacy that benefits residents, visitors, and the environment alike.
Moreover, ‘Forever Revitalising’ serves as a rallying cry for the AlUla community and its partners, including India. It’s a call to action to join hands in preserving the destination’s heritage, protecting its natural resources, and fostering a sense of pride and ownership among residents. Together, we are building a brighter future for AlUla—one that is sustainable, inclusive, and truly revitalising.
How are you planning to cater to the Weddings and MICE segment?
AlUla offers a captivating setting for weddings and MICE (Meetings, Incentives, Conferences, and Exhibitions) events, thanks to its breath-taking landscapes, cultural richness, and dramatic natural formations. Our expanding array of exclusive hotels, including Habitas, Banyan Tree, Cloud 7, and others, provide bespoke venues perfectly suited for such occasions. With the increasing room capacity, diverse dining options, and versatile event spaces, we ensure a seamless experience for wedding celebrations and corporate gatherings alike.
Maraya, the crown jewel of AlUla, stands as the world’s largest mirrored building and boasts unparalleled event and business facilities, including a concert venue and a restaurant. Combining world-class hospitality with the awe-inspiring backdrop of AlUla’s natural beauty, Maraya offers an unrivaled setting for hosting memorable events, whether it’s a romantic wedding ceremony or a corporate conference.
Is there any more information that you would like to share with us?
We’re committed to accelerating hotel developments as a crucial part of AlUla’s preparation to welcome international visitors and foster investment opportunities within the community. Currently, we boast properties like Banyan Tree and Habitats, nestled in the breath-taking Ashar Valley, known for its stunning sandstone mountains. Both offer low-rise luxury accommodations, with Banyan Tree featuring lavish tented villas, complete with private pools, while Habitas fosters a community spirit among like-minded travellers.
Exciting additions to our hotel portfolio include Dar Tantora The House Hotel, seamlessly blending with the historic charm of Old Town, and the upcoming Chedi Hegra, a 35-room luxury brand slated to grace the UNESCO World Heritage Site. The highly anticipated Sharaan Resort, designed by Jean Nouvel, promises a unique experience with 52 keys upon completion. The Aman property in the same nature reserve will have 100 keys and 20 residences and will be completed over the next two to three years.
Further enriching our offerings, Azulik is set to open a resort adjacent to Wadi AlFann, our Valley of the Arts, where renowned artists like Agnes Dene and James Tyrell will showcase their monumental installations inspired by the desert. Looking ahead, brands like Hyatt and Marriott are poised to add around 200 rooms each, contributing to our ambitious goal of reaching 5,500 keys by 2030 and 8,500 keys by 2035.
Additionally, plans are underway to expand our airport capacity from 400,000 passengers annually to six million, facilitating seamless travel to and from AlUla. As we set our sights on the future, bold ambitions encompass various sectors including sports, heritage preservation, cycling, equestrianism, and the arts, promising a diverse range of experiences for visitors.
Amidst these developments, our ongoing archaeological excavations remain a cornerstone, offering intriguing insights into the ancient civilisations that once thrived in AlUla. With each discovery, we uncover more stories of the rich heritage that defines this remarkable destination.
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