A s an ancient crossroads of human history. Today, the latest chapter in this multi-generational story unfolds in new ways as the historic Saudi destination consolidates its evolution from an ambitious masterplan into a haven for world-class heritage tourism. Since launching to global travellers just a few years ago, AlUla has gone from strength to strength. It welcomed around civilisations, AlUla’s story stretches back more than 200,000 years of 318,917 visitors in 2025, building on approximately 286,000 visits in 2024. The growth reflects a proposition that extends beyond its remarkable heritage and history, combining heritage with extraordinary landscapes, contemporary culture, hospitality and wellbeing. One can explore Hegra, Saudi Arabia’s first UNESCO World Heritage Site, in the morning, wander through the shaded pathways of the ancient, story-filled AlUla Oasis in the afternoon, and end the day beneath the world's third-largest certified Dark Sky Park, ranked among the top 5% globally for its pristine night sky quality. Accompanying these iconic landmarks are a multitude of curated experiences spanning heritage, contemporary art installations from Desert X AlUla, wellness and culinary offerings. That balance between authentic heritage and contemporary experiences has shaped AlUla’s journey. Today’s visitors are also changing. While Saudi Arabia remains AlUla’s largest source market, the destination is attracting growing interest from international travellers, particularly from China, France, the United States, the United Kingdom and Italy. At the same time, broader travel trends are shaping who comes to AlUla and how they experience it. Luxury travellers are looking for exclusive, deeply personal experiences. Solo travellers are seeking destinations that feel welcoming and easy to navigate. Remote workers are extending their stays, blending business with leisure, while wellness travellers are increasingly drawn to experiences that connect them with nature. These shifts are reflected in stronger shoulder-season performance and a growing appetite for experiences that go beyond traditional sightseeing.
Hegra, AlUla
Rami AlMoallim , Vice President of Destination Management and Marketing of the Royal Commission for AlUla , explains how the destination is balancing ambitious growth with heritage, authenticity and a long-term vision for tourism AlUla’s journey from ancient landscape to enduring global destination
unearthed through on-going archaeological work, dramatic protected landscapes, exciting arts and culture opportunities and warm hospitality deeply rooted in Saudi traditions. It demonstrates the diversity of experiences that Saudi Arabia offers while showing how tourism can celebrate identity rather than replace it. “From its inception as a tourism destination, AlUla has been envisioned as a long-term success story, where exploration is encouraged and welcomed, but not at the risk of overtourism. We have ensured that every step of that journey protects what makes AlUla the captivating place that locals know it to be, and which every year visitors discover for themselves,” explains Rami AlMoallim, Vice President of Destination Management and Marketing at the Royal Commission for AlUla. That philosophy guides every stage of AlUla’s development. Heritage sites are carefully protected. Natural habitats are being
the destination’s future through tourism, hospitality and cultural initiatives that create opportunities while preserving traditions. “AlUla is a testing ground where we prove that destinations can modernise and innovate while keeping authenticity, heritage and community at their heart,” continues AlMoallim. “Our growth is careful and deliberate, ensuring every event, experience and development adds to AlUla’s legacy in a meaningful way.” As AlUla continues to welcome more travellers from around the world, its greatest achievement lies in showing that tourism can enrich a destination while preserving the character that makes it special. From world-renowned heritage and spectacular natural landscapes to contemporary culture, luxury hospitality and immersive experiences, AlUla has established itself as one of the Middle East’s most distinctive destinations. Its journey is still unfolding, inviting visitors to experience a place where thousands of years of history continue to shape every new chapter.
As more visitors discover AlUla, the destination is also helping to broaden international perceptions of Saudi Arabia. For many, it offers a different introduction to the kingdom - one shaped by an ancient heritage that is still being
restored, with wildlife returning to six protected reserves which make up over 50% of the land. Local communities remain central to
Rami AlMoallim
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