Located in the North West of Saudi Arabia, AlUla is a place of extraordinary human and natural heritage that holds over 200,000 years of largely unexplored human history. AlUla holds a series of fascinating historical and archaeological sites including Ancient Dadan, as well as offering some of the most awe-inspiring events and activities and achieves a fulfilling experience for visitors to immerse themselves in spectacular views, enthralling history, bucket-list adventures, unique accommodation, culinary delights and intriguing people.   AlUla – Forever Revitalising global brand campaign   On 29 February 2024, AlUla launched its inaugural global campaign, ‘Forever Revitalising’, which encapsulates the essence of the oasis city. It is more than a traditional destination marketing campaign as the creative communicates the purpose-driven investment in AlUla. The campaign presents a refreshing and authentic perspective crafted to captivate travellers worldwide and made its debut across nine core global source markets in six languages and will be integrated across multiple channels. https://www.experiencealula.com/en/forever-revitalising/   New hotel openings   In 2024, AlUla will welcome two spectacular hotels, Dar Tantora (Q2) and Hegra Boutique Hotel (Q4), joining Habitas and Banyan Tree - both core hotels which opened in 2021 and 2022 respectively. In the coming years, AlUla will also welcome AZULIK AlUla Resort, Sharaan Resort & International Summit Centre - a global architectural landmark designed by the legendary Jean Nouvel, Autograph Collection Hotel, three Aman Resorts and Six Senses.   Opening in 2024:   Dar Tantora – Opening in Q2 2024   Dar Tantora is an upscale eco-lodge launched by The House Hotel in historic AlUla Old Town. The hotel has 30 guest rooms created by restoring and repurposing historical mud-brick buildings using modern engineering in tandem with traditional materials and techniques for a truly authentic Old AlUla experience. The hotel also has a lobby lounge, coffee bar, retail facilities and pool, spa and fitness facilities. The fusion of heritage and contemporary comfort is set to deliver a truly unique and immersive experience in the vibrant Old Town precinct, dating back to the 12^th century.   Hegra Boutique Hotel: Opening in Late 2024   Hegra Boutique Hotel will be the first hotel located at the UNESCO World Heritage Site of Hegra. Set to welcome its inaugural guests by late 2024, the heritage boutique hotel will offer 35 guest rooms, each offering a distinct connection to Hegra’s monumental landscape. The hotel will occupy several existing structures, including an old railway station, Hegra Fort, and other surrounding buildings. Each of the hotel’s three restaurants will offer a unique dining experience for guests and other visitors to Hegra.   More new openings planned:   Autograph Collection hotel, The Bethesda: Opening in 2025   In September 2023, Marriot International Inc announced the signing of an agreement with AlUla Development Company to open the first Autograph Collection hotel, The Bethesda in central AlUla in 2025. The Autograph Collection Hotel will be situated in central AlUla, adjacent to the AlUla Museum and opposite the AlUla Farmer's Market. Plans for the hotel include 250 rooms and suites, and extensive recreational and entertainment offerings including four dining venues, a spa, swimming pool, fitness centre, business centre, meeting facilities and retail space.   AMAN: Opening from 2025   True to the pioneering spirit of Aman, the three new resorts will offer an incomparable insight into the Kingdom of Saudi Arabia and its magnificent unspoilt natural landscapes and archaeological sites.   Six Senses: Opening in 2027   AlUla Development Company signed a hotel management agreement with Six Senses to open Six Senses in AlUla in 2027. Six Senses AlUla aims to span across 1,200,000 square meters and will have a breathtaking natural oasis surrounded by lush palm groves, overshadowed by red-sandstone cliffs. It will feature 100 guest villas and 25 residences, designed to integrate with AlUla’s natural landscape.   AZULIK AlUla Resort: Opening in 2027   AZULIK AlUla Resort is an eco-luxury property slated to launch in 2027. Creating a connection with AlUla’s heritage and the area’s ecology, AZULIK AlUla Resort will protect and incorporate nearby ancient rock art inscriptions. It will be made up of 76 luxury villas of six varieties.   Sharaan Resort and International Summit Centre: Opening TBC   Construction has begun on Sharaan Resort and International Summit Centre, a global architectural landmark designed by the legendary Jean Nouvel. Carved into the sandstone cliffs of AlUla, Sharaan’s construction is inspired by the ancient techniques of the Nabataean inhabitants who crafted their monuments as integral to the local landscape more than 2,000 years ago. It will be home to 51 suites, hospitality pavilions and two villas.   New restaurants   AlUla has become an exciting culinary destination, welcoming a diverse range of local and international restaurants. At the end of last year, AlUla welcomed Entrecote Café de Paris, as well as Saffron and Harrat at Banyan Tree. Recent restaurant openings also include Tawlet Fayza and Daimumah Restaurant.   Entrecote – Café de Paris, opened end of 2022   The dining experience at Entrecote Café de Paris brings a taste of the finest French cuisine to AlUla Old Town. A small set menu – perfected with time – serves a delicate green salad, the illustrious Entrecote cut of steak, homemade French fries, and butter sauce (the recipe is kept secret and specifically flown in exclusively from Geneva!).   Saffron, opened end of 2022   Saffron is Banyan Tree’s signature Thai restaurant, offering guests the quintessential taste of contemporary Thai Cuisine prepared by Thai chefs – the first of its kind in AlUla. Originating as a simple curry house, Saffron has grown into an award-winning dining experience, well-renowned as the signature Thai restaurant of Banyan Tree Hotels & Resorts. The scent of lemongrass and the unmistakable flavours of coconut milk and spices give guests the true taste of Thailand in the heart of the Arabian Peninsula.   Harrat Banyan Tree   Harrat is set in the stunning Banyan Tree AlUla, local chefs use produce directly sourced from AlUla’s sustainable farms to create their eclectic fine dining menu. From relaxed lunches to lively evenings, this vibrant restaurant offers a range of dishes, from seafood to Middle Eastern mezze, pasta, and fresh grills; there is something for every taste. Decorated with handmade rugs and local earthenware, guests will find a truly authentic experience at this rustic restaurant.   Tawlet Fayza, opened in February 2023   Located in the oasis, Tawlet Fayza offers farm-to-table organic food inspired by the founder’s grandmother who is originally from the area, with an evolving menu and communal tables – ideal for food talk and meeting new friends.   Daimumah Restaurant   Daimumah Restaurant is an open-air eatery, offering diverse dining among the ancient farmland and palm-scattered oasis of Daimumah. It is located near the western entrance of a picturesque part of the Oasis. Guests can take a seat on the shaded deck surrounding a trio of citrus trees, and choose from an eclectic menu of local flavours and international favourites. With shareable starters, mouth-watering mains and a palette-cleansing selection of sorbets, it’s a wonderful spot to stop and have a bite in this magical part of AlUla.   OKTO   Offering contemporary Greek cuisine and developed by one of the top-rated chefs around the world, Chef Ntinos Fotinakis, OKTO's exclusive menu has an all-black theme inspired by the volcanic geology of AlUla. Panoramic views overlook the oasis city below and the sprawling desert landscapes that stretch into the distance. Sit at the bar for sunset and sip one of their signature mocktails, and as the sky fills with stars, make use of the telescopes. Vegan, vegetarian, gluten- or dairy-free options are available.   Heart of the Oasis   Heart of the Oasis restaurant is located in the shadows of AlUla’s authentic date palm trees and nestled in the mud-brick dwellings. The restaurant is a regenerative experience that bridges the connection between the mind and body. The dining space features fire lamps and a large open kitchen for a comfortable atmosphere to ease guests while enjoying a fusion menu. The experience is rooted in nature and guests can enjoy marinated meats and oasis-to-table inspired dishes.   New cultural attractions   The Royal Commission for AlUla signed a partnership with leading French cultural institution, the Centre Pompidou to develop an architectural landmark as a world centre for regional and global 21^st-century art. The heart of the museum will represent the art of our time with artists from the Arab world along with global art. The museum will be designed as an archipelago of pavilions scattered with a mosaic of artists’ gardens, striving to symbolise AlUla’s living legacy as a cross-cultural beacon to attract global collaborations.   AlUla’s two upcoming museums, The Museum of the Incense Road and The Contemporary Art Museum both will redefine the cultural landscape of AlUla.   The Museum of the Incense Road: Opening around 2027   The Museum of the Incense Road, opening around 2027, will take visitors on a journey through time, back to when the oasis city served as a crucial crossroad of civilisations. It will be the world’s first museum that will present a network of ancient trading routes through land and sea. The museum will also showcase the archaeological excavations in the region and highlight the Incense Road’s enriching impact on AlUla’s cultural heritage. The design of the museum will be led by London-based architect Asif Khan.   Contemporary Art Museum: Opening in 2027   The Contemporary Art Museum, opening in 2027, will represent the work of artists from the Red Sea, Arabian Sea and Eastern Mediterranean regions in its Three Seas Collection; a worldwide cross-section of immersive installations in its Continents Collection; and work that relates to the unique environment of AlUla and Wadi AlFann in its Desert Collection. The design of this museum will be led by award-winning Paris-based architect Lina Ghotmeh.   Wadi AlFann (Valley of the Arts): Opening in 2026   Wadi AlFann (translated from Arabic: Valley of the Arts) is an upcoming large-scale outdoor sculpture park set against the breathtaking backdrop of AlUla's majestic sandstone cliffs and canyons. Wadi AlFann will be a unique showcase for esteemed local and international artists, when it opens in 2026. New, large-scale, site-specific commissions by Manal AlDowayan (b. 1973, Saudi Arabia), Agnes Denes (b. 1931, Hungary), Michael Heizer (b. 1944, USA), Ahmed Mater (b. 1979, Saudi Arabia) and James Turrell (b/ 1943, USA) will be the first five works to be conceived for Wadi AlFann, a spectacular valley spanning approximately 65 square kilometres.   This year, as part of Wadi AlFann’s pre-opening programme, Saudi artist Manal AlDowayan launched an exhibition to highlight the stories such as Oasis of Stories, a large-scale installation inspired by AlUla’s Old Town.   Design Space AlUla: A Home for Creative Minds (opened 15 February 2024)   Created for both seasoned and aspiring designers, students, young individuals, and the public, the upcoming Design Space AlUla is set to be an inspiring hub featuring an exhibition space, an archive, and a workshop area for various programmes and events. On the first floor, the workshop area provides well-equipped workstations and a comprehensive materials library, fostering a comfortable and inspiring environment for diverse designers, including local talents from AlUla, creative minds from across Saudi Arabia, and international designers. This collaborative space also hosts experts, transforming it into a design hub for meetings and discussions. The overarching goal is to create a collaborative place where designers can create, find inspiration, share ideas, and unleash their creativity. https://www.experiencealula.com/en/places-to-go/design-space   ‘I CARE’ campaign   On 1 February 2024, The RCU launched a new, inclusive heritage conservation campaign to celebrate and enrich the public’s knowledge of AlUla’s diversity and ancient history. In the first stage of the campaign, the RCU has partnered with international artist David Popa to create a unique, landmark piece that is set within the landscape of AlUla, such as the Kingdom’s first UNESCO World Heritage Site at Hegra.   A key audience of the ‘I Care’ campaign is AlUla’s younger generation. The RCU will engage with schoolchildren from AlUla through specially created kits that explain the importance of cultural conservation and host school visits and community events at AlUla’s diverse collection of historic landmarks, such as Hegra. The ’I Care’ campaign truly aims to fill any knowledge gaps and promote future discovery amongst residents, visiting tourists, and Saudi citizens. https://www.rcu.gov.sa/en/ICare/   AlUla Moments   AlUla Moments is AlUla’s home of events. The brand was launched at the end of 2021 and introduced four new festivals to celebrate and unlock AlUla’s stories, uncover its secrets, and celebrate local and international cultures. With 7,000 years of human civilisations and home to some of the most sophisticated ancient Kingdoms of antiquity, AlUla is no stranger to social gatherings and cultural celebrations.   In 2024, AlUla Moments presents major festivals and several key events, including Winter at Tantora, AlUla Wellness Festival, AlUla Arts Festival, AZIMUTH, Richard Mille AlUla Desert Polo, The Custodian of the Two Holy Mosques Endurance Cup, AlUla Camel Cup, and the Ancient Kingdoms Festival.   Upcoming AlUla Moments events  

DATE	EVENT
AlUla Camel Cup	April 2024
AlUla Desert Blaze	June 2024

  AlUla Camel Cup, also known as ‘The Pinnacle of Camel Racing’ will bring together some of the world’s finest racing camels to compete in one of the region’s oldest sports. Visitors can have the opportunity to cheer on these magnificent animals as they compete for the high prize.   AlUla Desert Blaze is a unique running challenge where runners from all over the world will participate in this sweltering desert race, across distances ranging from five kilometres to a full marathon.   AlUla Moments - Music   AlUla Moments announced new dates and artists to join its critically acclaimed concert series in early 2024. The list consists of renowned pianist and composer Ludovico Einaudi, the prestigious Swiss Orchestra and award-winning singer-songwriter James Blunt.   Outdoor activities in AlUla   AlUla is one of the leading adventure destinations in the region with temperate weather all year round offering walking, hiking, soft and extreme adventure experiences.  

• The Adventure Hub – offers visitors unique and thrilling adventure experiences such as Abseiling, Rock Climbing and Zip line, the Giant Swing and Giant ladder.

 

• Hikes – Summer trails and hikes in AlUla offer an idyllic walk through palm-shaded paths and picturesque scenery, with the chance to try out traditional meals along the way. Trails such as AlUla Oasis – The Heritage Oasis Trail and Hidden Valley Night Hike are great routes. The latter allowing hikers to immerse themselves in nature under the stars with a night hike through the spectacular Hidden Valley to experience the stillness of the Arabian desert and AlUla’ s clear night skies.

 

• Zip lining – thrill-seekers will have the opportunity to try the longest and fastest dual zip line in Saudi, which extends to 15km and hits speeds of up to 120 km/h with incredible canyon views, or the Giant Swing which, suspended 85 metres above ground, takes adventurous in a 70-metre arc with outstanding views.

 

• Horse riding – a unique experience in AlUla as the Arabian horse is so integral to the DNA of the destination and is offered in the Asher Valley and beyond. AlUla has recently announced the AlMuatadil Equestrian Village, which will include a main equestrian race track with a 3,000-seat capacity; an endurance race track, a grass court with a capacity of 600 seats and a sand polo field with a 400-seat capacity.

 

• Helicopter rides – available all year round over the stunning landscapes of AlUla.

 

• Camping experience – visitors can embark on a great outdoor adventure by staying at the Pangea camp site, as well as a desert safari in Sharaan Nature Reserve.

 

• Buggy rides – an unforgettable wild ride across the sand dunes.

 

• Vintage car tours – taken place at Hegra, guests are prepared for a wild ride, cruising from carved tombs to secret ceremonial chambers.

 

• Cycling – AlUla offers adventures for cyclists across all levels of ability and expertise. There are plans to develop three priority cycling disciplines: road cycling, gravel cycling, and mountain biking.

 

• Stargazing – incredible experiences in one of the darkest skies of the world.

  Activity News   Hero Balloon Flights   AlUla has introduced an all year round aerial attraction with Hero Balloons Flights. Saudi Arabia’s first commercial hot air balloon operator. The inaugural balloon flight took off on 1^st October 2023. The experiences give guests the chance to unlock their inner explorer. They are curated and executed by experts, promising unique, luxurious, and safe airborne vistas of spellbinding landscapes and verdant oases from 4,000ft.   AlUla on Wheels   AlUla on Wheels II, an open-air roller-skating experience now has a home in the AlJadidah Arts District, the creative heart of AlUla. The first round of the program launched on 25^th January and will take place until 27^th April 2024. There will be further programs to be announced on the Experience AlUla website in the coming months of this year. The event was an unexpected success last year and has been redeveloped this year to give a blend of cultural resonance, nostalgia and forward-thinking vision.   AlUla Experiential Tramway   AlUla recently announced a future project to build a 22.4km low-carbon tramway which will connect 17 stations and stops, including AlUla’s UNESCO World Heritage sites, historic oasis towns, and urban centres. The initiative will strengthen AlUla’s blend of luxury, culture, nature, heritage and green mobility to another level. This project highlights the Royal Commission for AlUla’s commitment to sustainable transportation. Alstom, a global leading sustainable transport manufacturer will supply the trains and systems to the tramway, which is inspired from the historic Hejaz railway, built in the early 1900s to carry pilgrimages to the Holy places in Arabia. Passengers riding the tramway will be closely connected to AlUla’s history.   Equestrian Village   The Royal Commission has AlFursan Equestrian Village, a high-level equestrian hub in the region. AlUla hosted a number of events in the past few months including Fursan Endurance Cup, The Custodian of the Two Holy Mosques Endurance Cup, Tent Pegging World Championship and horseback Archery World Cup, and Richard Mille AlUla Desert Polo. There are plans to increase the facilities of the village and increase the number of hosted events in the coming months, including a training centre, equine hospital and air-conditioned stables.   Heritage News Giant Stone ‘Hand Axe’ Discovered in AlUla   A team of international archaeologists working with the RCU in AlUla discovered what is likely to be the largest stone ‘hand axe’ artefact found anywhere in the world. The giant artefact is more than a half a metre long (length: 51.3cm, width: 9.5cm, thickness: 5.7cm) and is believed to date back to the Lower-Middle Palaeolithic period, over 200,000 years old. The research team has been surveying a desert landscape to the south of AlUla, called Qurh Plain, looking for evidence of human activity in the ancient times. Archaeology is a crucial element in AlUla’s portrayal as a leading global destination for cultural and natural heritage. 12 archaeological missions are in progress from October to December 2023, with additional missions planned in winter and spring 2024. The fall 2023 period attracted an international gathering of more than 200 archaeologists and cultural heritage specialists. The RCU’s research team continues to unlock ancient mysteries as there is high potential to write new chapters of human history in Arabia and beyond.   Getting here and away   AlUla’s Destination Management Companies   At the start of 2024, AlUla announced five new Destination Management Companies (DMCs) to its list of preferred travel partners, now joining a group with three existing DMCs – Go Zahid, AlUla Guide Tours, and The Travelling Panter. The five new DMCs are EXO Travel, DMC Arabia, Tetrapylon, Discover Saudi, and Abercrombie & Kent. This expansion strives to provide travel agents, operators, and visitors with a diverse range of specialised services.   New airport terminal   The Royal Commission for AlUla officially announced the winning design for AlUla’s new airport terminal, chosen from a competitive global bid. The new terminal seeks to blend modernity, culture, and nature, incorporating a sustainability-focused design to link with AlUla’s breathtaking landscapes and luxurious amenities. The new terminal is part of a wider plan for AlUla International Airport designed to connect AlUla with the rest of the world. The winning design includes a luxurious five-star hotel, spa, and a spectacular range of retail outlets to redefine the standards of international airport experiences. The new airport terminal is expected to boost annual capacity from 400,000 to 6 million, and the terminal is set to revolutionise AlUla’s connection in a global platform making it accessible for international travellers to visit the fantastic destination.   Tourist Visas   Visitors can travel to Saudi Arabia with three types of visa available:   E-Visas – Saudi Arabia has a simple and fast e-visa system, making travel to The Kingdom straight forward for international travellers. Citizens across 49 countries can apply for an eVisa through the Visit Saudi website. The eVisa is one-year and multiple entry visa is allowed, giving tourists the chance to spend up to 90 days in the country.   Visa-on-Arrival – An alternative option for US and UK holders or Schengen visas can apply for the visa upon arrival.   Consulate Visa – Tourists from other countries can apply for a consulate visa through Saudi embassies and consulates.   Flights - Visitors wishing to experience more of Saudi Arabia can combine their visit with the attractions of Riyadh and Jeddah using the direct services from London and Manchester with Saudia Airlines.   AlUla’s International Airport is also served with direct services, 2 weekly flights between Dubai (DXB) and AlUla (ULH) from Dubai International Airport (DXB) with flydubai as part of a code share agreement with its parent company Emirates.   Since October 2023, Qatar Airways launched direct services from Doha into AlUla, operating twice-weekly flights on Fridays and Sundays, providing excellent connectivity from London Heathrow, London Gatwick, Manchester, and Edinburgh via Doha. This opportunity has increased accessibility to AlUla’s treasures.   AlUla International Airport is also served by flynas, one of the Saudi national air carriers and leading low-cost airline in the Middle East, and includes services from Dubai and Cairo, as well as domestic services between from Riyadh and Damman.   In January 2024, AlUla announced three new flight options with three major airlines providing enhanced connectivity and accessibility to the luxury boutique heritage destination.   The first announcement is a partnership with Saudia launching flights from Paris (CDG) to AlUla (ULH). The inaugural flight commenced on 28^th January and will continue until 28^th April. The flights are scheduled for every Sunday, operating one direct flight per week from CDG to ULH. Initially, there were three flights covering a one-way multi-city journey from CDG-ULD-RUH, but starting from 18^th February this will transition into a one-way direct journey from CDG-ULH.   The second announcement is a partnership with Gulf Air covering flights from Bahrain (BAH) to AlUla (ULH). Gulf Air plans to operate flights twice a week, scheduled for every Wednesday and Saturday with direct flights 2 cabins from BAH to ULH and back. This is a seasonal service which began on 3^rd February until 6^th February and then resume from 10^th April until 27^th April.   The third announcement is a partnership with Royal Jordanian launching flights from Amman (AMM) to AlUla (ULH). The flights are scheduled for every Tuesday and Friday, twice a week with direct flights 2 cabins from AMM to ULH and back. Royal Jordanian is launching a seasonal service to AlUla, beginning on 16^th February until 15^th March and then from 19^th March until 22^nd December.

Saudi tourism hailed a successful showing at ITB Berlin and secured over a dozen major new trade partnerships. It also celebrated the milestone of welcoming over 100 million tourists in 2023. The Saudi Tourism Authority (STA) secured more than 14 agreements, including major partnerships with Trip.com Group, Flynas and Eurowings. It has also inked new collaboration with Visit Bahrain, Visit Oman and Qatar Tourism. Minister of Tourism Ahmed Aqeel Al-Khatib said: “The 2024 Saudi pavilion showcased the bright future of tourism in our country.” “Our participation in ITB has strengthened relationships and cooperation with key international partners.” During ITB, STA and Trip.com Group unveiled a major partnership aimed at attracting 350,000 additional tourists to Saudi over the next year. This is STA's largest global partnership to date. STA joined forces with Flynas to launch a campaign aimed at boosting international visits to Saudi. The partnership will see a new Flynas route between Jeddah and Berlin launching from 1 September 2024, with three flights per. In another agreement between Germany and Saudi, the Saudi Air Connectivity Program and Eurowings signed an agreement to launch two direct routes connecting Cologne and Berlin to Jeddah, with the goal of beginning operations in October 2024. STA announced further partnerships with Visit Bahrain, Visit Oman, and Qatar Tourism which will see new promotional campaigns designed to attract new international tourists. The Saudi Tourism Authority has a large delegation of more than 55 representatives at ITB Berlin. Over the course of the event, more than 14,000 people interacted with the Saudi stand. it said. 

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Saudi Arabia’s ancient city of AlUla has just released its first ever global brand campaign, called ‘Forever Revitalising.’ With the ambition to be more than a traditional destination marketing campaign, the data-driven initiative debuts in nine key source markets in six languages. It will be integrated across multiple channels. There are signature events planned targeting media partners in five major international cities - Dubai, London, New York, Paris, Shanghai, and Mumbai. 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.” “Forever Revitalising marks the next chapter. Through this campaign, we can open up the dialogue even further on a global stage."  Forever Revitalising focuses on authentic Saudi Tourism experiences, and the growing trend of eco-friendly and culturally-conscious travel.  As the city evolves as a Saudi tourism destination, there are goals to create 38,000 new jobs, and contribute SAR 120 billion ($32 billion) to the Kingdom's GDP. French cinematographer Bruno Aveillan has created a promotional film for the Forever Revitalising campaign. It highlights AlUla's history and heritage, arts and culture, nature, adventure, and wellness.  This film is offered in multiple languages, and aims to introduce Forever Revitalising to a global audience. [yotuwp type="videos" id="G3JIERtzDkw" ] The campaign also includes a collection of brand pillar films, offering shorter destination-focused videos that showcase the experiences that AlUla has. These films, each lasting six seconds spotlight AlUla destinations such as Hegra, Jabal Ikmah, AlUla Oasis, AlUla Old Town, Sharaan Nature Reserve, and Elephant Rock. Attractions and activities include balloon adventures, luxury hospitality, local artisans and a vibrant food scene.  More at www.experiencealula.com

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Saudi Tourism Authority (STA) recently launched its largest integrated travel campaign in China 'Embark on a Journey of Discovery to Saudi.'  It has been showcased at the Shanghai Bund Waterfront. It was attended by over 400 trade trade partners, media and influencers, with the Chinese public invited to watch. It kicked off with a week-long Saudi Tourism Exhibition, a celebration of culture, heritage, and nature last week. It welcomed over 80,000 visitors. In addition to the consumer marketing campaign, a series of Saudi experience films have launched on national TV and all major digital China platforms such as Ctrip, Huawei, Mafengwo, and Tencent. It has the capacity to reach over five hundred million Chinese citizens. The films intend to showcase what Chinese travelers can look forward to when visiting Saudi. They can be viewed on VisitSaudi.CN website and STA's social media channel. Experiences highlighted include a traditional Bedouin tour, the historic Diriyah, Al Masmak Fortress, the Souk Al Zel and snorkelling in the Red Sea. There are also tutorials in Mandarin to learn about cultural tips, common gestures, traditional Saudi attire, and how to get an internet connection at the airport. Fahd Hamidaddin, CEO of the Saudi Tourism Authority, said: " China is a key strategic market for Saudi Arabia.” "That's why we are thrilled to be launching our largest ever integrated travel campaign in the country. “ Saudi has so far welcomed more than 100,000 Chinese visitors in 2023. It aims to welcome five million Chinese travellers annually by 2030. "We hope this inspiring new campaign will turbocharge these efforts and continue to drive the sector's rapid growth."

  Argentinian football icon Lionel Messi and his family are in Riyadh, enjoying the world’s most exciting new family-friendly destination. This is Messi’s second vacation in Saudi, having visited Jeddah with friends last year. This time Messi is joined by his family who are delighted to be spending time with each other on a getaway packed with fun family activities and attractions from cultural and historical gems to immersive outdoor experiences and time in the city’s modern entertainment districts.   The Messi family are not alone in discovering the magic of Saudi Arabia. Celebrities such as Cristiano Ronaldo and Alicia Keys, amongst many others, have been spotted in Saudi with their families, making it one of the most vibrant new family-friendly destinations in the world.   The family spent the first day of their holiday visiting an authentic Saudi farm, away from the fast pace of the city. The family witnessed a palm weaving demonstration against the backdrop of majestic palm trees – a symbol of prosperity in Saudi. The Kingdom’s palm trees produce over 1.5 million tonnes of dates annually – which are a central part of Saudi cuisine.   The Messi family enjoyed playing and feeding the Arabian gazelle. The graceful animal is part of an ambitious rewilding program, reintroducing Arabian Gazelles, Oryx and the Arabian Leopard at wildlife reserves across the Kingdom.   Whilst Saudi is known for is majestic desert, the Rub’ Al Khali (Empty Quarter), the Kingdom has a diverse landscape that can be enjoyed year-round, from the UNESCO-listed oasis of Al-Ahsa, to the pristine coral reefs of Saudi’s 1,700km long Red Sea coast, which can be enjoyed by divers and cruise liners, and where the first of 16 luxury hotels will be opening later this year. Saudi also offers the cool, green highlands of Asir where the locals holiday in the summer.   The warm Saudi welcome, known as Hafawa, makes it a perfect destination for families. Riyadh, home to around 8 million people, is also one of the Top 50 Safest Cities in the World according to the Economist Intelligence Unit, making it an ideal destination for families to explore and enjoy.   Messi visiting with his wife and children is giving a global platform to the potential of the market and encouraging people to discover the authentic home of Arabia.   The family's experience will be shared with Messi's 450M+ followers worldwide, showcasing the best of Saudi to the world.   With a record 93.5 million visits last year, Saudi has emerged as one of the most dynamic and diverse, year-round destinations in the world. Riyadh is widely considered one of tourism's last frontiers and is mesmerizingly unexpected with its bright city lights, music festivals, and range of cuisine from street food to Michelin-starred restaurants.

  In a bid to make it easier than ever before to experience the authentic home of Arabia, Saudi Arabia will grant visitor e-visa to travelers from eight newly-eligible countries: Albania, Azerbaijan, Georgia, Kyrgyzstan, Maldives, South Africa, Tajikistan, and Uzbekistan for leisure, business and religious (Umrah only) travel.   Nationals of these countries can apply for a Saudi visitor visa ahead of their journey via the official e-visa portal at visitsaudi.com/en/travel-regulations.   Saudi is reimaging the tourism experience, with the famously warm and generous Saudi welcome – known as Hafawah – at the heart of its plans. The visitor e-visa is valid for an entire year, grants multiple entries and permits a stay of up to 90 days. And Visit Saudi offers an online trip planner for visitors to create custom itineraries with ease.   From visiting Saudi’s six UNESCO World Heritage Sites, snorkeling and diving in Saudi’s Red Sea – one of the world’s most spectacular undiscovered diving spots, wandering Taif’s world-famous Rose Gardens, shopping like a local in Riyadh’s Deira Souq, chartering the unknown on land in the lush, green Asir region and tasting Saudi’s diverse and delicious culinary scene from fragrant Arabic dishes to internationally-renowned fine dining restaurants, there is something for everyone.   Since launching the e-visa program in 2019, Saudi has welcomed 93.5 million visits in 2022, a 93% increase compared to 2021, resulting in a tourism spend of SAR185 billion (USD49 billion). This rapid tourism growth is due to expanding visa initiatives, which now include 57 nations and two special administrative regions, compared to the initial 49 countries at the program's launch.   In 2022, Saudi extended regulations to provide a vistor e-visa to holders of valid Schengen, United Kingdom and United States of America visas that have been used to enter those countries before arriving in Saudi Arabia, and to permanent residents of EU and GCC countries, and the United Kingdom and United States of America.   And earlier this year, Saudi announced the launch of the free 96-hour Stopover Visa, allowing passengers to stay in the country for up to 96 hours. Stopover Visa holders will be eligible for a complimentary one-night hotel stay during the stopover when booking through SAUDIA. Travelers can use the Stopover Visa to explore Saudi and perform Umrah. Religious travelers can book flights through SAUDIA and Flynas, and register for Umrah through the Nusuk platform.