AlUla to increase DMC network to meet visitor demand

Saudi's heritage hub signs agreements with five more destination management companies 

AlUla, the ancient region in Saudi that’s home to Unesco site Hegra, has signed five MoUs with destination management companies (DMCs) as it looks to meet visitor demand and attract more international travellers.

New partners include CTTC and Talia Tourism, which both specialise in inbound travel from China, as well as UTA, Athaar Arabia and AlFares International.

This boosts AlUla’s DMC network to 13, joining existing partners Abercrombie & Kent, AlUla Guide, DMC Arabia, Discover Saudi, EXO Saudi Arabia, Go Zahid, Tetrapylon and The Traveling Panther.

The DMCs will provide on-the-ground delivery of experiences for visitors to AlUla, including transportation and accommodation.

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AlUla is already benefiting from increased awareness and visitor numbers, up 9% in the last year, off the back of its first global marketing campaign.

The Forever Revitalising campaign, which aimed to promote AlUla as a cultural and heritage destination, saw brand awareness rise 7%. Occupied room nights soared 20% year-on-year, and by as much as 30% during the summer months and shoulder periods.

As awareness surges, so do hotel openings. Banyan Tree AlUla was one of the first boutique properties to open in the area with 47 luxurious tented villas. It was joined by the 35-key Chedi Hegra hotel, which opened in December and is housed in the old Hegra Train Station.

Banyan Tree AlUla

Looking ahead, Hyatt plans to open its first hotel in AlUla at the end of 2025 as the destination continues to ramp up hospitality infrastructure to meet future demand.

Located 1,100 kilometres north west of Riyadh, AlUla is now more accessible with direct flights from Riyadh, Jeddah, Dammam, Dubai, and Doha, as well as seasonal routes from Manama and Amman.

Covering more than 22,000 square kilometres, AlUla’s ancient sites date back thousands of years to the Lihyan and Nabataean kingdoms. Renowned for its sandstone tombs, Hegra was Saudi’s first Unesco World Heritage Site, while AlUla Old Town Village, comprising 900 mud-brick homes from the 12th century, was named one of the World’s Best Tourism Villages in 2022 by the UNWTO.

For more information, visit www.experiencealula.com 

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