Saudi Arabia steps into global spotlight at Arabian Travel Market

RIYADH: At the unveiling of its new Saudi Land pavilion during this year’s Arabian Travel Market in Dubai, Saudi Arabia and AlUla in particular have turned heads.
Held from April 28 to May 1 at the Dubai World Trade Center, AlUla’s presence at ATM is highlighting its rapid transformation and new partnerships with industry leaders.
The appearance follows the success of AlUla’s first international marketing campaign under the theme “Forever Revitalizing,” which began in early 2024.
Aimed at reintroducing the world to AlUla’s deep historical roots and natural beauty, the campaign ran across nine countries in six languages.
Melanie de Souza, executive director of destination marketing at the Royal Commission for AlUla, said the city’s global profile has grown significantly thanks to the campaign. “Expanded airline connectivity, more hotels and a packed events calendar have all helped us keep up with growing interest,” she said in a statement.
The campaign highlighted the city’s ancient ruins, striking desert landscapes and growing cultural offerings through dramatic films, rich imagery and storytelling.
The ancient oasis city-turned-cultural tourism hotspot welcomed more than 286,000 visitors in 2024, 72 percent of them domestic and 28 percent international.
Online interest in AlUla surged, with website visits up 8.5 times and bookings climbing 220 percent, leading to a 240 percent jump in revenue.
AlUla is also investing in the future. By the end of 2025, it plans to expand its accommodation capacity to more than 1,400 rooms, while committing to Vision 2030’s sustainability goals.
De Souza 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.”
Visitors to AlUla’s stand at ATM can experience a number of attractions. At the Arabian Leopard experience, guests can learn about local wildlife conservation efforts and vote to name a future leopard cub for a chance to win a two-night trip.
Names are being transliterated into the ancient Dadanite script at the Echoes of AlUla attraction, while the Rawi storytelling section is a space to listen to traditional tales passed down through generations.
The Saudi Tourism Authority is also showcasing the Kingdom’s rich diversity at ATM, from coastal escapes to mountain retreats and world-class sporting events.
Fahd Hamidaddin, CEO of the authority, said in a statement: “We are thrilled to return to ATM, opening the doors to Saudi Land, and welcoming our valued partners from around the globe.”