As the Kingdom of Saudi Arabia opens up to tourism, AlUla, located in the northwestern region of the country, is emerging as a must-visit destination.

Offering an extraordinary blend of natural beauty, rich history, and vibrant culture, this ancient city boasts breathtaking landscapes, including stunning rock formations like Elephant Rock and Arch Rock, as well as ancient archaeological sites such as Hegra, a UNESCO World Heritage site. There’s also the historic Old Town and local art scene to take in, and resorts like Our Habitas and Banyan Tree AlUla to enjoy.

To learn more about AlUla’s tourism development and what makes it an exciting destination, we spoke with Rami Almoallim, Vice President of Destination Management and Marketing at the Royal Commission of AlUla. Our conversation explores the opportunities and experiences AlUla has to offer for travellers, travel agents, and tour operators.

As a multifaceted tourism industry encompassing various aspects such as wildlife conservation, hotel resorts, cultural heritage sites, arts, and history, Almoallim said the aim is to translate these elements into immersive experiences that showcase AlUla’s unique identity.

Just this week, in a groundbreaking discovery, environmental experts spotted an endangered Egyptian eagle, also known as the “Pharaoh of Eagles,” feeding its young chick in AlUla’s Sharaan National Park. This sighting marks the first documented evidence of the species breeding in the region.

“Destination management and marketing play a crucial role in bringing these sectors together to curate exceptional experiences for visitors. Our goal is to introduce AlUla to the world in its own distinct way, highlighting its rich heritage and natural beauty.” – Rami Almoallim

Please tell us about the demand and growth AlUla is experiencing, and is there a risk of mass tourism?

In terms of demand, I think we’re still in the growth level, we haven’t reached our peak. But what we are trying to do is to create balance with infrastructure development, connectivity and visitation. That way, there’s control and makes tourism much more responsible, rather than mass.

How is AlUla balancing between that and preserving the authenticity and heritage there, while keeping travellers interested?

It is a balance in between infrastructure development, plus air connectivity plus visitation. So once you create the right balance, you can grow the destination steadily and sustainably. It’s a very strategic direction, where we decided we’re more interested in responsible tourism. AlUla is a destination that we introduced to the world, and we want to sustain it for generations to come.

What are some key experiences at AlUla?

We have five festivals. These five festivals are inspired by the brand pillars, celebrating the heritage, culture, wellness, the arts, and history. From there, the team creates and curates the activations and experiences that actually satisfy the taste of everyone who visit throughout the year. There are more than 60 experiences to enjoy from January to December. So each time you visit, you will not have the same experience as before.

The five festivals are:

• Winter at Tantora, which celebrates heritage and culture. The event showcases art, music, fashion, and cultural experiences against the stunning backdrop of the desert landscape.
• AlUla Arts Festival, where ancient meets modern. This event invites visitors to experience the fusion of contemporary and ancient art, featuring modern installations and ancient rock art in a unique celebration of creativity.
• AlUla Wellness Festival, which encourages the nourish of one’s mind, body, and soul. Set amidst AlUla’s breathtaking scenery, visitors come to indulge in holistic well-being activities, workshops, and experiences designed to rejuvenate and inspire.
• Ancient Kingdoms Festival, where visitors are invited to step into the past. At this event, one immerses in the rich history of AlUla and its neighbouring oases, exploring ancient civilizations and celebrating the region’s cultural heritage.
• AlUla Skies Festival, where visitors can soar above the desert. A great way to take in the beauty of AlUla’s skies is via hot air balloon rides and stargazing experiences.

How is the AlUla working with travel agents and tour operators to further inform and encourage visitors?

We do have a very good collaboration with travel agents. We have preferred partners who works and have also taken a very nice step to actually employ people of AlUla, who can tell the story of AlUla.

With travel agencies, we are very open for everyone to come and see us to discuss how we can collaborate. We have a training program that travel agents can log onto to learn about the product and experiences including all the necessary information about the destination, capacity, air connectivity, and all the logistical information that that the travel agency would be interested in.

Of course, our team is also reachable at any given moment. Our users come from all over the world, and we’ve got huge Asian subscription, Australian as well, and East Asia. We also have live chat as well, plus the back office team. However, it is important to note we are not after mass tourism. We exceeded 286,000 in 2024, but in 2025, we’re not going above 300,000 visitors.

What is something more people should about AlUla?

It is charming destination that gives you that feeling of peace and disconnection as soon as you land. This is a very good opportunity to connect with the land, nature, and revitalise yourself.

Also, connectivty – we have six airlines that are operating in between scheduled and seasonal services, more than 900 rooms available in the destination as we speak. And that is not only hotels, there is private accommodation or shared places as well.

What can you tell us in terms of growth?

What we have seen in terms of growth is about 28% of our visitors come from across the globe, 9% from Europe, 5% coming from Asia and that’s growing. More people are now considering to visit and seeing AlUla not just for the nature, which is a little bit different, but also for history – it’s quite unique.

Looking ahead to 2026 and 2027, Almoallim highlights key markets for AlUla’s growth include Italy, the UK, France, Germany, the US, Asia Pacific, and China, and that’s in addition to the GCC region. Notably, last year’s global marketing campaign, ‘Forever Revitalizing,’ which launched in six languages was highly successful in increasing awareness and generating interest in AlUla as a destination. And here’s the behind the scenes perepctive of the campaign below.

Also read: The ultimate guide to UNESCO Heritage Sites in Saudi Arabia