Dubai: Saudi Arabia’s ancient capital AlUla launches its first-ever global marketing campaign.
The announcement was made on February 29th at launch events in six major international cities: Dubai, London, New York, Paris, Shanghai, and Mumbai. The “forever revitalization” is described as a “data-driven initiative” aimed at redefining tourism in the region.
Melanie D’Souza, executive director of destination marketing at the Royal Commission for AlUla, said the new brand campaign was a “transformational moment” for AlUla, going beyond the tourist potential of the historic site and “creating worlds”. The aim is to shine a spotlight on programs and initiatives aimed at achieving this goal. A better future for all who live, work and visit our ancient oasis.
“This initiative highlights AlUla’s deep heritage, breathtaking landscapes and rich cultural tapestry, and presents a holistic perspective that goes beyond conventional wisdom, making AlUla more than just a destination. ,” she told Arab News in an email interview.
As AlUla’s first global marketing campaign, ‘Eternal Revitalization’ has been launched with the goal of transforming AlUla into a world-renowned heritage and cultural destination.
“The heart of ‘Forever Revitalizing’ aims to increase visitor numbers and foster economic prosperity by showcasing AlUla’s comprehensive revitalization efforts. From ecological restoration projects to the revitalization of age-old crafts and traditions to the enhancement of local skills and culture, this campaign positions AlUla as a pioneer in creating an experience-driven economy.” he said. Souza.
Old town of AlUla. (Included)
The new campaign coincides with a significant increase in the number of visitors to AlUla, from 185,000 in 2022 to 263,000 last year, she added.
Additionally, the proportion of international visitors increased from 25 percent to 35 percent, reflecting the destination’s growing global appeal.
“This marks the start of AlUla’s ‘light-touch tourism’ initiative, which aims to attract 1.1 million visitors by 2030, while remaining resolutely committed to sustainability and preserving the integrity of the destination. It is consistent with our strategic vision,” she said.
Hegra al-Ula. (Included)
The campaign specifically targets four types of travelers: luxury seekers, wanderlust nomads, intrepid voyagers, and wealthy active retirees. This underlines AlUla’s ambition to remain an upscale destination.
“Modern tourists are increasingly disillusioned with crowded, fake destinations and seek authentic and meaningful connections. These are the attributes that AlUla has promoted since it opened its doors to the world three years ago,” said D’Souza.
Dar Tantra The House Hotel, which recently opened in AlUla Old Town, is a promising addition to the area, D’Souza said.
The hotel was designed by Egyptian architect Shahira Fahmy.
Selected by the AlUla Royal Commission, Fahmy and his team restored 30 buildings in the historic village. They have converted several old two-story adobe buildings into boutique hotels.
The architect previously told Arab News that the city’s early residents used the ground floor for work and meeting family and friends, while the first floor was used as bedrooms and bathrooms.
Fahmy said the people who lived in the city 800 years ago painted the interior walls white and decorated them with red and blue murals. Her team worked with the archaeological team to successfully preserve the existing design.
Banyan Tree Resort AlUla Canyon Pool. (Included)
“This boutique hotel is a revitalization of the ancient mud-brick architecture of the Old Town, which was inhabited from the 12th century until the 1980s. Local artisans are employed in the restoration work, bringing life to the region’s intangible heritage. “It stands out for its commitment to cultural preservation, showcasing the region’s rich heritage through traditional décor, furniture and artistic treatments complemented by infused storytelling elements,” she added.
Three new luxury hotels are all set to open in AlUla in the coming years.
“The Challans Resort by Jean Nouvel is inspired by ancient Nabataean architecture and embodies innovative design while respecting the environment and promises to blend seamlessly with the landscape of the Challans Nature Reserve. ” D’Souza said.
“Chedi Hegra is another milestone located within Hegra, Saudi Arabia’s first UNESCO World Heritage Site. Opening in mid-2024, it will feature rooms with monumental views of Hegra, an international summit center, a hospitality pavilion, It will feature private villas and offer guests unparalleled access to historic sites,” she added.
In 2027, AlUla will welcome Azurric AlUla Resort. “A collaboration between AZULIK and Roth Architecture, the project is located in the Nabatean Horizon area, highlights ancient rock art, utilizes natural waterways for irrigation, and is designed to minimize environmental impact. and integrate design elements that promote friendly transportation,” said D’. Souza.