TravTalk India Online Magazine
As AlUla in the Kingdom of Saudi Arabia unveils its treasures, we provide a captivating journey through time and luxury. AlUla, with its rich history, diverse offerings, and sustainable initiatives, beckons travellers to explore the enchanting landscapes and cultural tapestry that define this extraordinary destination.
TT Bureau
Melanie de Souza, Executive Director – Destination Marketing, Royal Commission for AlUla, in an exclusive interview with TRAVTALK , unveils the secrets of AlUla, a gem nestled in the northwest of Saudi Arabia. De Souza shares insights into the rich historical and cultural tapestry of AlUla, its unique attractions, and the sustainable initiatives that define this burgeoning luxury destination. From ancient civilizations to modern-day adventures, AlUla promises an enchanting experience that transcends time.
Unlocking AlUla’s rich tapestry
De Souza paints a vivid picture of AlUla, a county the size of Belgium, boasting a history both young and ancient. A gateway to international tourists for last four and a half years, AlUla is steeped in history dating back to the 9th century BC. De Souza emphasizes the significance of sites like Hegra, a Nabataean civilization with 110 beautifully preserved tombs, the Dadan Kingdom, Jabal Ikhma open library with petroglyphs, and the Old Town, continuously occupied for 900 years. Hegra, Saudi Arabia’s first UNESCO World Heritage site, embodies the nation’s rich historical tapestry. This ancient Nabataean city, with its remarkable tombs and rock-cut facades, reflects the convergence of culture and architecture.
Heritage and tombs
The iconic tombs of AlUla, meticulously restored, reveal the advanced and resourceful nature of the Nabataean civilization. Melanie highlights the symbolism in the tombs, reflecting the civilization’s preoccupation with the afterlife. Noteworthy artefacts like date necklace seeds and the recreation of Hinnaat, a Nabataean lady, showcase the dedication to preserving and sharing AlUla’s historical legacy.
Nature, adventure, and culture
Beyond history, AlUla captivates with its stunning landscapes, contrasting sandstone outcrops, and lush green oases. The adventure hub offers activities ranging from zip-lining to hiking and star grazing and hot air ballooning, while the arts and culture agenda includes Madrasat Adira, an old girls’ school fostering traditional crafts, and festivals like Desert X and Wadi Al-Fan featuring monumental art installations.
Unforgettable moments
AlUla presents a robust calendar of events and festivals, ensuring a thrilling experience throughout the entire year against its stunning backdrop. This vibrant tapestry seamlessly weaves together art, heritage, adventure and music, creating truly unique encounters. A standout attraction is the Maraya, a stunning piece of art nestled in the desert canyon of Ashar Valley, designed to harmonize with the landscape and emerge like a mirage from the sand. Throughout the year, the Maraya hosts music performances, concerts, and festivals, contributing to AlUla’s dynamic atmosphere.
Culinary experiences
AlUla’s culinary scene surprises visitors with its variety. From Michelin-starred restaurants to casual settings, AlUla ensures a diverse and locally inspired dining experience. De Souza emphasizes the concept of “oasis to table”, where fresh, locally sourced ingredients play a crucial role.
Targeting the Indian market
With growing awareness and a strong brand affinity in India, AlUla aims to position itself as a luxury destination. De Souza expects India to be among top markets, emphasizing on its proximity, brand alignment, and encouraging signs in brand awareness studies.
