AlUla Showcases "Forever Revitalising" Transformation at Arabian Travel Market 2025

Photography: Courtesy of SPA

Dubai, April 28, 2025 (Saudi Arabia Breaking News) –The Royal Commission for AlUla (RCU) has announced AlUla’s participation in the Arabian Travel Market (ATM) 2025, taking place from April 28 to May 1 at the Dubai World Trade Centre. The Kingdom’s ancient city is showcasing its ongoing transformation and forging new strategic partnerships to reinforce its position as a leading global cultural and heritage destination.

AlUla’s presence at ATM follows the success of its inaugural global brand campaign, "Forever Revitalising," launched in February 2024. Rolled out across nine key markets and six languages, the campaign presented AlUla’s extraordinary landscapes, heritage sites, and cultural richness to audiences in Saudi Arabia, the GCC, the United Kingdom, France, Germany, Italy, the United States, China, and India.

Targeting refined pathfinders, holistic wellbeing seekers, and immersive cultural explorers, the campaign resonated globally, driving a seven-point year-on-year increase in brand awareness and consideration. AlUla recorded 286,259 visitors in 2024, with 72% domestic and 28% international travelers, and achieved an average daily visitor spend of SAR1,843. The campaign generated over 10,000 articles, SAR926 million in PR value, an 8.5-fold increase in website traffic, a 220% year-on-year rise in bookings, and a 240% growth in revenue.

Executive Director of Destination Marketing at RCU, Melanie de Souza, stated:"Over the past year, we have witnessed a surge in AlUla’s global brand profile, driven by the Forever Revitalising campaign. Expanded airline connectivity, increased hotel inventory, and a vibrant annual events calendar have all contributed to meeting the rising demand."She further emphasized that AlUla remains focused on sustainable development, in alignment with Saudi Vision 2030, with a continued commitment to building a purposeful, forward-thinking destination.

Looking ahead, AlUla plans to expand its accommodation capacity to approximately 1,422 keys by the end of 2025, strengthening its offering to meet growing visitor demand.

Visitors to ATM 2025 are invited to experience AlUla’s stand at ME #1720 in Sheikh Saeed Hall, featuring a range of immersive experiences:

• The Arabian Leopard section, highlighting conservation efforts, invites guests to vote on the name of a future leopard cub, with a chance to win a two-night stay in AlUla.

• The "Echoes of AlUla" experience allows guests to have their names transliterated into ancient Dadanite script, connecting them to AlUla’s rich historical legacy.

• Madrasat Addeera, AlUla’s first arts and design center, presents a curated selection of artisan-made products.

• Traditional Rawis (storytellers) offer authentic narratives, bringing AlUla’s living heritage to life.

AlUla’s participation at ATM 2025 reflects its ambition to engage travel industry leaders, global media, and key stakeholders, and to further strengthen its role as one of the world’s most inspiring cultural and heritage destinations.

For more information, visit: experiencealula.com