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Sustainable tourism, new hotel openings, summer activities and a new calendar of events among the key highlights
Banyan Tree AlUla, Shaden Resort, Habitas AlUla, Husaak Adventures, and Livenation​ will be participating partners for the destination

Dubai, United Arab Emirates, 08 May 2022:

The Royal Commission for AlUla (RCU) will participate at Arabian Travel Market (ATM) 2022, the Middle East’s leading travel and tourism exhibition.

Taking place at Dubai World Trade Centre from May 9th to 12th, and on May 17th and 18th in a virtual format, the ATM connects buyers, exhibitors, media and travel trade from across the Middle East and around the world.

Participating within the Saudi Pavilion as partner with Saudi Tourism Authority (STA), RCU will be showcasing AlUla as a jewel in the crown of the Kingdom’s heritage and culture and a luxurious year-round boutique destination to thousands of travel and media professionals from around the world.

Key announcements from AlUla at this year’s ATM will include details of AlUla’s new calendar of events 2022/2023 after a successful first edition organised under the banner of AlUla Moments, and accommodation news including details of a new eco-lodge hotel. For the GCC market, AlUla summer activities and promotions will also be a key focus.

Five key co-participants will be teaming up with AlUla at ATM to promote the destination. Among them will be three accommodation brands; Banyan Tree AlUla Resort, Shaden Resort and Habitas AlUla Resort. Husaak Adventures and Livenation will also be partnering with RCU, showcasing the increasing range of adventure and outdoor activities and the evolving events and opportunities at iconic mirrored concert, conference and entertainment venue, Maraya.

“RCU is excited be to physically participating at this year’s ATM and to the return of travel to the region. We have a stellar line up of partners and look forward to connecting with the global tourism industry as we continue to develop AlUla’s tourism eco-system. Our focus is to build a forward-thinking sustainability-first visitor destination,” said Melanie de Souza, Executive Director, Destination Marketing at Royal Commission for AlUla.

During the four-day event, RCU will participate in panel discussions and face-to-face meetings with media, potential partners and buyers from the regional and international tourism market.

RCU’s participation at ATM is part of the Saudi Vision 2030 to diversity the economy and increase the contribution of the tourism sector in the GDP from its current rate of 3 per cent to more than 10 per cent by 2030.

“AlUla’s global tourism footprint includes representation in 10 markets from travel trade and marcomms specialist agencies with an overarching goal to welcome 2 million visitors by 2035 sustaining jobs for 130k individuals. This is a measured and achievable goal for a destination which is rich in ancient history and heritage. As detailed in the Journey Through Time masterplan, RCU is laser-focused on putting the preservation and protection of our heritage in AlUla at the forefront of all plans,” said de Souza.

Last year, RCU’s representative offices in the key international markets around the globe brokered a total of 133 partnerships with airlines and travel trade stakeholders. This resulted in 300 AlUla tour packages sold in these markets and more than 666 travel agencies around the globe selling AlUla travel holidays to their customers. Extensive media coverage worldwide of this singular destination has grown global awareness and the support by media partners has been significant.

AlUla is an ancient city located in the north west of Saudi Arabia. Historically located on the incense route, the city lies between vast mountains, desert landscapes and lush oasis, and has been home to several ancient civilisations including the Dadanite, the Lihyanite and the Nabataean kingdoms. The city holds significant historical marks dated more than 7000 old and is home to the UNESCO World Heritage Site of Hegra, the ancient principal southern city of the Nabataean kingdom, famed for more than 110 well-preserved monumental tombs built into the sandstone mountains.