AlUla: A captivating story for agents

Signature events targeting travel trade and media partners in five major international cities – Dubai, London, New York, Paris, Shanghai, and Mumbai, AlUla will kickstart the ‘Forever Revitalising’ campaign to tell a captivating story. The campaign encapsulates the essence of AlUla, presenting a refreshing and authentic perspective crafted to captivate travellers worldwide.

TT Bureau

Forever Revitalising, the data-driven endeavour of AlUla that aims to be more than a traditional destination marketing campaign, debuts across nine core global source markets in six languages, and will be integrated across multiple channels.

Phillip Jones, Chief Tourism Officer at Royal Commission for AlUla (RCU), said, “In just a few years, AlUla has established itself as a destination on the global traveller’s wish list. However, Forever Revitalising marks the next chapter in this ever-evolving journey. Through this campaign, we can open up the dialogue even further on a global stage and communicate the full depth of AlUla’s appeal, attributes and ambition. The best is yet to come, and we extend an open invitation for all to be part of this extraordinary journey.”

Melanie de Souza, Executive Director, Destination Marketing at RCU, commented, “Forever Revitalising is not only about driving global awareness of a destination that till recently was relatively unknown to most travellers, but it is also about communicating the breadth and depth of the programmes and initiatives designed to create a better future for all those who live, work and visit our ancient oasis.”

She added, “We hope that the film and creative assets do justice to a truly unique destination, capturing the essence of AlUla across our rich heritage, vibrant arts and culture, breath-taking natural beauty, thrilling adventures, and rejuvenating wellness experiences. This campaign, we hope, will not only resonate with travellers but also support and engage our travel partners who are critical to curating the unparalleled experiences of our evolving tourism landscape.”

With an emphasis on renewal and transformation, Forever Revitalising aligns with AlUla’s vision of becoming a destination that is not only historically rich but eternally relevant. With this global campaign, AlUla presents a revitalised cultural promise, inviting discerning tourists and partners to emotionally engage and be vested in its unique and evolving narrative.

Forever Revitalising encapsulates and delivers precisely what today’s globetrotters seek: authentic and meaningful experiences, and an acknowledgment that niche is the new travel norm, alongside the growing trend of eco-friendly and culturally-conscious travel choices. This approach is firmly anchored in the AlUla Sustainability Charter, which exemplifies the destination’s commitment to integrating economic prosperity with the preservation of its natural and cultural heritage. This is best demonstrated by a development approach that centres on the well-being and interests of the people of AlUla. As the city evolves as a destination, it does so in a manner that is both sustainable and enriching for its residents, with goals to create 38,000 new jobs, contribute SAR 120 billion (US$32 billion) to the Kingdom’s GDP.

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