AlUla, a top choice for luxury travel

AlUla is evolving as a luxury destination with top-tier hotels and a focus on sustainability. Initiatives like AlUla Academy enhance visitor experiences, while global campaigns attract international tourists. Culinary diversity, corporate retreats, and weddings add to its allure.

TT Bureau

What sets AlUla apart from other regions of Saudi Arabia? It’s AlUla’s rich cultural heritage, says Rami Almoallim, VP – Destination Management and Marketing, Royal Commission of AlUla. “With around 200,000 years of human history and 7,000 years of civilizations, we strive to connect visitors with the land and its storied past,” says Almoallim, emphasising on the destination’s extensive history. “We curate events and experiences that foster a deep connection to the place, encouraging repeat visits and continuous discovery,” he adds.

AlUla has established itself as a luxury destination on the global stage. When asked how do they plan to retain the luxury destination status amid growing global competition, Almoallim replies, “We have partnered with top-tier hotel brands like Banyan Tree and Our Habitas, and recently opened an ecolodge that combines luxury with sustainability. We will continue evolving in the boutique hotel space, offering curated and customised experiences.”

Ensuring a high-quality visitor experience is paramount to encouraging repeat travellers. “We launched AlUla Academy to train frontliners in delivering exceptional visitor experiences in what we call the ‘AlUla way’,” Almoallim reveals. He also mentions improvements in infrastructure and mobility to enhance the ease of exploring the city. “By continuously introducing new ideas and maintaining authenticity, we ensure visitors return for more,” he adds.

AlUla recently launched a global campaign as part of a 15-year strategy. “This year marks phase two, where we unlock AlUla’s value proposition in key international markets,” Almoallim shares. He highlights the significant increase in international visitors, with 35 per cent of last year’s tourists coming from abroad.

AlUla is becoming a sought-after destination for corporate retreats and weddings. “We have seen a rise in corporate retreats and hosted three major weddings so far,” says Almoallim. The region collaborates closely with wedding planners and incentivises the MICE segment by facilitating necessary permits and processes.

Since India is a crucial market for AlUla, the Royal Commission has established an office in Mumbai to strengthen the ties. “We are collaborating with Indian travel trade partners to promote AlUla and anticipate a growing number of visitors from India,” he says.

Almoallim notes that their approach for Indians includes bespoke packages tailored to different customer segments.