AlUla Showcases Ongoing Transformation At Arabian Travel Market Following 'Forever Revitalising' Campaign Success

AlUla is showcasing its transformation at the Arabian Travel Market (ATM) from April 28 to May 1 at the Dubai World Trade Centre. This event aims to establish new partnerships and highlight AlUla's cultural and heritage offerings. The participation follows the success of AlUla's global brand campaign, "Forever Revitalising," launched in February 2024, which sought to position AlUla as a premier cultural destination.

The "Forever Revitalising" campaign was introduced across nine major markets in six languages. It highlighted AlUla’s unique heritage, landscapes, and cultural richness through captivating films and imagery. The campaign targeted Saudi Arabia, GCC countries, the UK, France, Germany, Italy, the US, China, and India. It successfully captured AlUla's timeless essence with an authentic voice.

This campaign significantly boosted AlUla's visibility worldwide. It resulted in a seven-point increase in brand awareness and consideration globally. Over 10,000 articles were generated, contributing SAR926 million in PR value. Additionally, digital efforts increased web traffic by 8.5 times and website bookings by 220% year-on-year.

In 2024, AlUla welcomed 286,259 visitors with a split of 72% domestic and 28% international travelers. The average daily spend reached SAR1,843. The campaign strategically targeted traveler segments such as refined pathfinders and immersive cultural explorers within a global market of 25–30 million travelers.

Melanie de Souza, Executive Director of Destination Marketing at the Royal Commission for AlUla (RCU), stated: "Over the past year, we have seen a surge in AlUla’s global brand profile on the back of the Forever Revitalising campaign." She emphasized that expanded airline connectivity and increased hotel inventory have been crucial in meeting rising demand.

Sustainability Focus

AlUla remains committed to developing a sustainable destination aligned with Saudi Vision 2030. At ATM, they will demonstrate why AlUla is considered one of the most forward-thinking destinations globally. Plans include expanding accommodation capacity to approximately 1,422 keys by the end of 2025.

Interactive Experiences at ATM

Visitors can explore AlUla’s stand at ME #1720 in Sheikh Saeed Hall during ATM. Highlights include learning about conservation initiatives at the Arabian Leopard section and participating in naming a future leopard cub for a chance to win a two-night trip to AlUla.

The "Echoes of AlUla" experience allows guests to have their names transliterated into ancient Dadanite script. Madrasat Addeera will showcase artisan-made products while traditional storytellers share authentic stories with visitors.

Strategic Alliances

ATM serves as an essential platform for building strategic alliances with travel industry leaders and engaging with global media. These efforts are vital for enhancing AlUla's presence on the world stage.

The ongoing transformation of AlUla continues to attract attention globally through strategic campaigns and participation in significant events like ATM. With plans for expansion and sustainability initiatives underway, AlUla is set to strengthen its position as a leading cultural destination.

With inputs from SPA