AlUla to witness large numbers of tourists in 2026
AlUla,
one of Saudi Arabia’s flagship tourism destinations, is forecasting record
visitor numbers in 2026, driven by an international marketing push aimed at
attracting high-yield overseas travelers.
The
desert oasis in Medina province welcomed 286,000 visitors in 2024—a 20% increase
over the previous year. Of those, 72% were domestic tourists, with
international visitors accounting for just 28%. However, that share is steadily
growing, according to Fabien Toscano, CEO of the AlUla Development Company
(ADC), a subsidiary of the Saudi Public Investment Fund.
“People
are coming from further and further away,” Toscano said.
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Since
its establishment in 2020, ADC has launched four hotels—Cloud7 Residence,
Habitas, Caravan, and Banyan Tree—and operates the iconic Maraya Concert Hall.
Looking ahead, AlUla aims to host 1.2 million annual visitors by 2030, as
outlined by the Royal Commission for AlUla.
The
upcoming Hyatt Place AlUla, offering 215 rooms, is set to open this year, while
Marriott’s Autograph Collection will debut in 2027. The short-term visitor
target is 380,000 guests.
A Unique Cultural and Ecological Destination
AlUla,
once a central city of the pre-Islamic Nabataean kingdom, is renowned for its
dramatic sandstone formations, ancient rock carvings, and over 110 preserved
tombs. The destination also includes Sharaan, a luxury resort
featuring 38 suites carved directly into the surrounding mountains—a symbol of
AlUla’s blend of heritage and cutting-edge design.
ADC
continues to invest in ecological restoration, reintroducing native plants and
animals, including efforts to reestablish the endangered Arabian Leopard
through breeding programs in Taif.
Focus on International and Sustainable Growth
To
combat seasonal dips in occupancy, particularly during the summer months, ADC
has emphasized attracting international guests. A recent campaign across 10
countries—including the UK, US, Germany, China, India, and Australia—has
already shown promising results.
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“What
we like about international visitors is their longer stays, which translate
into higher yield,” said Melanie de Souza, Marketing Director for the Royal
Commission for AlUla.
Infrastructure Expansion to Support Growth
As
part of Saudi Arabia’s Vision 2030—under which the national tourism target was
raised from 100 million to 150 million annual visits, with 70 million expected
from abroad—AlUla is significantly expanding its transport capacity.
AlUla
Airport is undergoing renovations to boost its annual capacity from 400,000 to
600,000, with ambitions of reaching 6 million by 2030. The airport currently
offers daily flights to Riyadh, Jeddah, and Dammam, as well as weekly
connections to Doha and Dubai.
Despite
these upgrades, officials emphasize that AlUla is not aiming for mass tourism.
“We
are focused on quality over quantity,” de Souza noted. “Preserving the
character of AlUla is as important as increasing its visibility.”
Source: msn.com
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