The UK is currently your third-largest international market; what are your plans to grow this and which segments will you be targeting?
Among our international markets, the UK ranks third (fourth overall when including domestic travel). Our primary goal is to increase international visitation to more than 35% of total arrivals. Domestic will naturally remain dominant (around 65%) as many Saudis are still discovering AlUla now that tourism has opened up.
For the UK specifically, we’re focused on defined segments such as Refined Pathfinders and Cultural Consumers. These groups typically stay longer, have a higher spend and value heritage, adventure, art, and wellness experiences. While we attract a broad mix of visitors incidentally travelling through Saudi Arabia, our core marketing efforts remain aimed at these high-value segments.
As more tour operators start to sell AlUla, what multi-stop itineraries would you recommend pairing with the destination?
First, we recommend travellers spend at least four nights in AlUla to experience it properly. Connectivity is solid, with daily flights from Riyadh and Jeddah during winter, plus routes from Dubai, Qatar, and Jordan.
A popular option is the Golden Triangle: begin in one of the gateway cities of Riyadh or Jeddah, then on to AlUla, finishing at the other gateway city. Typically this involves three to four nights in AlUla and two nights each in Riyadh or Jeddah.
We’re also working to integrate additional intra-Kingdom destinations:
- The Red Sea: currently a four-hour drive from AlUla; aviation links are planned.
- Medina: approximately three-and-a-half-hours away; we’re developing joint itineraries for visitors arriving for religious travel who want a wellness or cultural add-on break in AlUla.
Future itineraries will include these new connections as soon as flight or product development is finalised.
You have talked about encouraging more off-season or shoulder-season travel – how will you support UK agents in driving that awareness?
Although winter is our peak and most comfortable season, the majority of the year is still pleasant due to our dry, non-humid climate. Only July and August are extremely hot.
We want trade partners to understand two key points. Firstly, AlUla is open year-round. We don’t shut down for a season, unlike some destinations. This is vital for hotel and DMC sustainability.
Secondly, shoulder-season offers exceptional value. Winter brings premium pricing due to high demand and limited inventory, but the shoulder months (April–June and September–October) offer significant discounts and great weather.
We will be working closely with operators to ensure they have the right messaging, pricing advantages,and product accessibility during these periods.
How do you position AlUla among popular Gulf destinations such as Dubai, Oman, Abu Dhabi and Doha?
AlUla is not competing with these destinations, it’s complementary.
Where cities like Dubai or Doha focus on modernity, luxury and urban experiences, AlUla is centred on:
- Heritage with 200,000 years of human history and 7,000 years of continuous civilisation, it also has Saudi Arabia’s first UNESCO World Heritage Site
- Landscape and adventure featuring dramatic canyons, mountains, and desert terrain
- Oasis culture with over one million date palms and 200,000 citrus trees.
- Art including the Valley of the Arts and installations from artists such as James Turrell and Manal AlDowayan.
If travellers want glamour and fast-paced energy, Dubai is ideal; if they seek reflection, peace, and cultural depth, AlUla is unmatched.
Some travellers have concerns about pricing, culture, or dress codes so what advice would you give agents to reassure clients?
The best advice is visit AlUla yourself. Seeing it first-hand dissolves almost all preconceived ideas.
For clients, we recommend using our extensive content across Instagram, YouTube and other platforms. It shows not only beautiful imagery but also real visitor testimonials.
On the ground, travellers meet local Rawi storytellers who share personal histories and cultural context tied directly to the sites. They bring the destination to life in an authentic, welcoming way.
Beyond the Arts Festival, what events or new products should agents highlight for 2026?
Our year-round AlUla Moments calendar includes:
- Arts Festival (January)
- Skies Festival (April/May)
- Wellness Festival (October)
- Ancient Kingdoms Festival (heritage-focused)
- Winter at Tantora (flagship event combining arts, culture, food and beverage and music).
New permanent products are also coming. This month (December), for example, we’re opening a new interactive visitor centre at Dadan to enhance storytelling with artefacts and archaeology from ongoing excavations. More heritage and adventure products will follow as the destination develops.
Finally, are there new training or fam trip opportunities for UK agents?
Yes. We run the AlUla Specialist Programme, which will see increased activations and incentives.
In terms of fam trips, we’re coordinating closely with Saudi Tourism and hotel partners.
Budgets are tight, so we’re being selective and strategic, but more opportunities will be announced once confirmed.
