Dubai: AlUla is participating in the Arabian Travel Market (ATM) from April 28 to May 1 at the Dubai World Trade Centre to showcase its ongoing transformation and forge new partnerships.
According to Saudi Press Agency, this participation follows the success of its inaugural global brand campaign, "Forever Revitalising," launched in February 2024, which aimed to reposition AlUla as a leading cultural and heritage destination. Rolled out across nine key markets in six languages, the campaign introduced AlUla's extraordinary heritage, landscapes, and cultural richness through sweeping hero films, thematic stories, and powerful imagery.
The campaign targeted Saudi Arabia, GCC countries, the United Kingdom, France, Germany, Italy, the United States, China, and India, capturing AlUla's timeless essence and presenting it with an authentic voice. Focused on driving visitation and economic diversity, the campaign helped AlUla welcome 286,259 travelers in 2024, with a 72% domestic and 28% international visitor split, and achieving an average daily spend of SAR1,843.
"Forever Revitalising" drove a seven-point year-on-year increase in brand awareness and consideration globally, generating over 10,000 articles and SAR926 million in PR value. A digital transformation supported the effort, increasing web traffic by 8.5 times and boosting website bookings by 220% year-on-year, resulting in 240% revenue growth.
The campaign strategically targeted key traveler segments, including refined pathfinders, holistic wellbeing seekers, and immersive cultural explorers, tapping into a global market of 25-30 million travelers.
Executive Director of Destination Marketing at the Royal Commission for AlUla (RCU) Melanie de Souza said: 'Over the past year, we have seen a surge in AlUla's global brand profile on the back of the Forever Revitalising campaign. Expanded airline connectivity, a steady increase in hotel inventory, and a prolific annual events calendar have played a crucial role in meeting the rising demand.'
She added: 'Our focus remains on developing a destination premised on sustainability and aligned with Saudi Vision 2030. At ATM, we will showcase why AlUla stands out as one of the most purposeful and forward-thinking destinations globally.'
Looking ahead, AlUla plans to expand its accommodation capacity to around 1,422 keys by the end of 2025. The "Echoes of AlUla" experience offers guests the chance to have their names transliterated into ancient Dadanite script, connecting them to AlUla's rich historical heritage.
Madrasat Addeera, AlUla's first arts and design center, will feature a curated selection of artisan-made products, while AlUla's Rawis-traditional storytellers-will share authentic stories and insights with visitors.
ATM remains a vital platform for AlUla to build strategic alliances with travel industry leaders and engage with global media. For more information, visit experiencealula.com.