RIYADH: AlUla is only just beginning its journey to becoming a global tourism destination, the region鈥檚 tourism chief said on Thursday after the launch of its new global brand campaign.

The 鈥淔orever Revitalising鈥� campaign will unfold through events aimed at travel trade and media partners across six major cities: Dubai, London, New York, Paris, Shanghai, and Mumbai, Saudi Press Agency reported.

鈥淚n just a few years, AlUla has established itself as a destination on the global traveler鈥檚 wish list,鈥� Phillip Jones, chief tourism officer at the Royal Commission for AlUla, said.

He added: 鈥淭hrough this campaign, we can open up the dialogue even further on a global stage, and communicate the full depth of AlUla鈥檚 appeal, attributes and ambition. The best is yet to come,鈥� he added.

The campaign includes a two-and-a-half-minute film by French cinematographer Bruno Aveillan.

This film, which can be adapted in length and is available in several languages, showcases the essence of AlUla through its core destination pillars: history and heritage, arts and culture, nature and adventure, and wellness, SPA added.

鈥淐rafting this film was an enriching experience, not only because it allowed me to witness some of the world鈥檚 most breathtaking landmarks and locations but also because it offered me a vast canvas to explore the depths of my own creativity 鈥� a profound and enduring gift that AlUla bestows upon everyone who walks upon her historic sands and experiences the sheltered embrace of her oasis,鈥� Aveillan said.

Additionally, the campaign features a series of 鈥淏rand Pillar鈥� six-second videos that highlight iconic destinations within AlUla, such as Hegra, Jabal Ikmah, AlUla Oasis, AlUla Old Town, Sharaan Nature Reserve, and Elephant Rock.

Other highlights include balloon adventures, luxury accommodation, local arts and crafts, and the lively food and drink scene on offer in AlUla.

Melanie de Souza, executive director of destination marketing at RCU, said: 鈥淔orever Revitalising is not only about driving global awareness of a destination that until recently was relatively unknown to most travelers, but also about communicating the breadth and depth of the programs and initiatives designed to create a better future for all those who live, work and visit our ancient oasis.

鈥淲e hope that the film and creative assets do justice to a truly unique destination.鈥�

The rebirth of AlUla

Hegra, ancient city of the Nabataeans in 黑料社区鈥檚 historic AlUla Valley, is emerging from the mists of time to take its rightful place as one of the wonders of the world

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