The Kingdom of Saudi Arabia is witnessing a pivotal period in its development as a premier travel destination, with the AlUla region at the forefront of this remarkable evolution. Melanie de Souza, Executive Director of Destination Marketing at The Royal Commission for AlUla, has highlighted the significant impact of the region on the Kingdom’s tourism industry and economic growth.
De Souza stated, At this moment, Saudi Arabia’s evolution is extraordinary, both economically and socially. We foresee AlUla contributing SAR120 billion to the GDP and creating 38,000 jobs by 2035. With visitor numbers reaching 263,000 last year and climbing to 291,000 this year, our growth is aligned with the increase in accommodation capacity and flight connectivity,
during a discussion at the Arabian Travel Market 2024.
AlUla’s presence in Saudi Arabia’s tourism marketing is described as ‘omnipresent’ by De Souza, with the goal of attracting 2 million visitors by 2035. She elaborated on the region’s deep-rooted cultural heritage, which spans back 200,000 years. The distinct portrayal of AlUla’s iconic sites, such as Hegra and Maraya, has become a focal point in the Kingdom’s tourism promotions. De Souza emphasized that the unique narrative of AlUla is resonating well with audiences globally, as evidenced by both anecdotal feedback and published articles.
According to De Souza’s earlier remarks, a majority of AlUla’s visitors are domestic, but there’s a considerable and growing interest from international tourists, particularly from Europe, North America, and the Asia Pacific region. She pointed out specific countries like Germany, where heritage is a strong draw, and projected that China and India are emerging as promising markets for future tourism growth.
Discussing AlUla’s burgeoning status as an international tourism brand, De Souza expressed that while it is still at the commencement stages, the destination has received positive commentary from reputable sources. AlUla stands out as a site rich in heritage that has not yet been fully explored by the world. She underscored the profound responsibility they carry to not only preserve but enhance the region for future generations to appreciate the splendor of AlUla.