Nestled in the heart of Saudi Arabia, AlUla is emerging as a jewel of sustainable tourism, blending its rich heritage with a commitment to ecological restoration and community empowerment. Melanie deSouza, a key voice in AlUla’s development, shares insights into how this destination is redefining luxury travel with a purpose.
Building a Reputation Through Authentic Experiences
Since its inception, AlUla has garnered acclaim not through flashy marketing but through the genuine experiences it offers. Visitors from various spheres—sports, arts, history, and heritage—have sung praises of this unique locale. “Our reputation has grown organically,” says Melanie deSouza, emphasizing how word of mouth has been AlUla’s strongest advocate. The current campaign aims to highlight AlUla’s core values, particularly its dedication to sustainability and environmental stewardship.
A Commitment to Nature and Heritage
At the heart of AlUla’s vision is the preservation and rejuvenation of its natural and cultural landscape. Over 50% of AlUla is designated as a nature reserve, a testament to its commitment to restoring ecological balance. This includes reintroducing native flora and fauna and revitalizing ancient arts and crafts within the local community. “Our mission is to protect and celebrate the natural and cultural heritage of AlUla,” deSouza explains. This dedication extends to providing scholarships and training to locals, ensuring they are equipped to continue these traditions and contribute to the region’s sustainable development.
A Diverse and Expanding Cultural Landscape
AlUla’s heritage sites—Hegra, Dadan, Old Town, and Jabal Ikmah—are central to its allure, each offering a window into the ancient past. Beyond these, AlUla is evolving with new districts like AlJadidah, an arts district brimming with contemporary creativity, and Wadi Alfann, the forthcoming “valley of the arts” that will host works by renowned artists inspired by the desert landscape.
Sports and adventure also find a home in AlUla. The region boasts a 26-kilometer cycling track and hosts prestigious events like the AlUla Tour and the Camel Cup. For thrill-seekers, there are activities ranging from zip-lining at speeds of 120 km/h to the dramatic Via Ferrata and giant swing experiences.
Attracting a Global Audience
AlUla’s offerings resonate deeply with diverse audiences, including those from India. “Indians appreciate our blend of heritage, nature, adventure, and culture,” notes deSouza. The destination’s vibrant event calendar, featuring performances by artists like Alicia Keys and John Legend, further entices visitors to explore and enjoy AlUla’s multifaceted experiences.
Learning from Others and Planning for the Future
Being a relatively new player in the global tourism landscape, AlUla has had the advantage of learning from other destinations. This has allowed for thoughtful planning and a focus on quality over quantity. By capping visitor numbers at 2 million by 2035, AlUla ensures that every visitor enjoys a serene and enriching experience, free from the pitfalls of overcrowding.
An Itinerary Filled with Endless Possibilities
To truly appreciate AlUla, deSouza recommends a stay of at least five nights. “You need a day-and-a-half just for the four heritage sites,” she advises. Beyond that, hot air ballooning at dawn, stargazing at night, exploring Desert X, and enjoying the local markets and artistic hubs like AlJadidah fill the days with adventure and discovery. The varied landscapes and activities mean every visitor can craft a unique and fulfilling itinerary.
Year-Round Potential
While October to March is typically seen as the best time to visit, deSouza believes that AlUla offers year-round appeal. Unlike other regions, AlUla’s oasis remains cooler even in the peak of summer, making it a haven for those seeking a blend of indoor and outdoor experiences. “The hottest months can be perfect for indoor activities and late-night adventures,” she suggests, highlighting the flexibility in planning a visit regardless of the season.
AlUla is not just a destination but a living testament to sustainable tourism, cultural revival, and community engagement. With its strategic focus on preserving heritage and promoting ecological balance, it stands out as a beacon of what responsible travel can achieve. Whether drawn by its ancient ruins, contemporary art, or adventurous exploits, visitors to AlUla find themselves part of a grand narrative that celebrates both the past and the future.
