PEAKLIFE

By Neha Mehrotra

Nestled amidst the ancient landscapes of Saudi Arabia, AlUla transcends time and is an unparalleled blend of history, culture, and adventure. Recognised as a UNESCO World Heritage Site, AlUla, with its rich history, diverse offerings, and sustainable initiatives, beckons travellers to explore the enchanting landscapes and cultural tapestry that define this extraordinary destination.

In an exclusive interview with PEAKLIFE Huzan Fraser Motivala and Beena Menon, India Representative, Royal Commission for AlUla, provided insights into the significance of the Indian market for AlUla and the initiatives undertaken to attract Indian tourists.

1. How important is the Indian market for AlUla?

Huzan Fraser Motivala and Beena Menon: India stands as our third-largest market in terms of media investment, showcasing our commitment to expanding our presence in the region. We have launched our campaign in cities like Delhi, Mumbai, Hyderabad, Kolkata and Bangalore across three key channels: Meta, YouTube, and Programmatic. Despite Asia currently representing only 4% of our visitor numbers, India’s share remains less than 1%. However, recognising the immense potential of the Chinese and Indian markets (CH and IN), we anticipate significant growth in the Asia Pacific region over the next 3–5 years. While Europe holds prominence in our current visitor statistics, we foresee a shift in dynamics as the Asian markets gain momentum. As we continue to expand our reach, it’s evident that the Asian markets are poised to surpass European visitation in the foreseeable future.

2. What are some of the unique attractions that have proven to be particularly appealing to Indian tourists?

Huzan Fraser Motivala and Beena Menon: AlUla offers a tapestry of unique attractions that have captured the imagination of Indian tourists seeking a blend of heritage, adventure, and natural beauty. One of the standout features is Hegra, Saudi Arabia’s inaugural UNESCO World Heritage Site, renowned for its awe-inspiring ancient heritage dating back over 2000 years. Adjacent to Hegra lies Dadan, an archaeological treasure trove revealing monumental discoveries, including towering statues and intricate lion carvings, which have fascinated Indian travellers with their historical significance.

Travellers who are drawn to history can visit, Jabal Ikmah, an ancient ‘open-air’ library chronicling the journeys of travellers through millennia. It’s a site of profound resonance for Indian tourists, who are enthralled by the rich tapestry of history woven within its myriad inscriptions. Among these inscriptions are early Arabic scripts like Dadanite and Aramaic, offering a fascinating glimpse into the cultural and linguistic heritage of antiquity.

AlUla’s natural wonders, such as Face Rock, Rainbow Rock, and Jabal Al Fil (Elephant Rock), coupled with mesmerising stargazing experiences at Gharameel, have also captivated Indian visitors seeking a connection with nature. For adventure enthusiasts, the destination offers adrenaline-pumping activities like the Giant Swing, Horse and Camel Rides, and the famed helicopter ride, providing panoramic aerial vistas that leave Indian tourists in awe. Additionally, AlUla Old Town caters to discerning shoppers and cultural enthusiasts and was recently honoured as the Best Tourism Village by the UNWTO, while the MARAYA concert hall adds a modern flair, standing as the world’s largest mirrored edifice, accentuating AlUla’s evolving reputation as an artistic sanctuary amidst natural splendour.

And of course, Indian tourists can indulge in the local Arabic cuisine, featuring delicious dates and aromatic Arabic coffee, along with a variety of vegetarian options made possible by AlUla’s rich abundance of fruits and vegetables, completing the immersive experience in this captivating destination.

3. Could you share some insights or initiatives undertaken to enhance the overall experience for Indian travellers?

Huzan Fraser Motivala and Beena Menon: AlUla is a destination that is not only unique but also serves different experiences to visitors based on their tastes and preferences. We have specially curated itineraries for everyone here, be it for wellness, adventure, heritage or the arts and music lovers; you name it, and we have it all. You can make your bookings directly online through our websites or reach out to our DMC’s / travel agents, who will help you curate a special itinerary for your trip.

We have some of the best 5-star resorts and accommodations available in AlUla, such as Habitas, which invites guests to immerse themselves in sustainable luxury, fostering creativity and adventure amidst nature. Banyan Tree’s elegant tented villas exude Arabian opulence, promising a lavish oasis experience. Shaden Resort stands out with its 126 luxurious rooms and villas, tailored to varying preferences and needs. Sahary Resort, embodying regal vision and history, offers 86 meticulously designed rooms. Cloud 7 Residence, the region’s newest destination, provides affordable lodging with 301 rooms, including VIP and ADA residences, catering to diverse stay preferences and durations.

Reaching AlUla is now easier as we have flights connecting to the destination from Jeddah, Riyadh, Dubai and Bahrain. You book flights on the Saudia, Flynas, FlyDubai, and Gulf Air portals. You can also reach AlUla via road by taking a road transfer from Medina and Tabuk. We assure you that you will be back home with a load of unforgettable memories that will make you want to visit the destination again.

4. What steps are you taking to make AlUla a sustainable destination?

Huzan Fraser Motivala and Beena Menon: AlUla is a place of eternal rejuvenation, where heritage, culture, art, and adventure meet—all set against a backdrop of stunning natural beauty. A land that revitalises always and in all ways. We at AlUla are more focused on sustainability than mass tourism. The sustainability roadmap for AlUla has four starting points: efficient water management; protection of biodiversity; carbon neutrality by 2035 (excluding air travel and food imports); and promotion of a circular economy through measures such as recycling and reduced waste generation. We have 13 programmes on the go to move us further along on the roadmap; for example, carbon-neutral buildings will fit under the umbrella of carbon neutrality by 2035. In addition, there are several restoration projects taking place in AlUla. One such example is the AlUla Old Town, where the crossroads of ancient civilizations are being restored after decades of decline.

5. Lastly, what’s next?

Huzan Fraser Motivala and Beena Menon: RCU’s Vision 2030 is to create a vibrant society in which all citizens can thrive and pursue their passions. The vision is built around three primary themes: a vibrant society, a thriving economy and an ambitious nation. At the forefront of the Vision 2030 plan initiated by the Saudi government to modernize the country, the AlUla project is part of a series of major projects to diversify its economy and raise its profile from an international perspective.

The AlUla Project is a long-term plan to explore and preserve a “living museum” of cultural heritage. The country plans to transform this awe-inspiring desert landscape into a tourist destination for intrepid travellers eager to see preserved tombs, monuments, and sandstone structures. This major investment aims to make the AlUla region one of the Kingdom’s cultural capitals. By showcasing the region’s stunning heritage—millennium-old archaeological sites and breath-taking landscapes—Saudi Arabia intends to retell its great history.