RIYADH: At the unveiling of its new Saudi Land pavilion during this year鈥檚 Arabian Travel Market in Dubai, 黑料社区 and AlUla in particular have turned heads.
Held from April 28 to May 1 at the Dubai World Trade Center, AlUla鈥檚 presence at ATM is highlighting its rapid transformation and new partnerships with industry leaders.
The appearance follows the success of AlUla鈥檚 first international marketing campaign under the theme 鈥淔orever Revitalizing,鈥 which began in early 2024.
Aimed at reintroducing the world to AlUla鈥檚 deep historical roots and natural beauty, the campaign ran across nine countries in six languages.
Melanie de Souza, executive director of destination marketing at the Royal Commission for AlUla, said the city鈥檚 global profile has grown significantly thanks to the campaign. 鈥淓xpanded airline connectivity, more hotels and a packed events calendar have all helped us keep up with growing interest,鈥 she said in a statement.
The campaign highlighted the city鈥檚 ancient ruins, striking desert landscapes and growing cultural offerings through dramatic films, rich imagery and storytelling.
The ancient oasis city-turned-cultural tourism hotspot welcomed more than 286,000 visitors in 2024, 72 percent of them domestic and 28 percent international.
Online interest in AlUla surged, with website visits up 8.5 times and bookings climbing 220 percent, leading to a 240 percent jump in revenue.
AlUla is also investing in the future. By the end of 2025, it plans to expand its accommodation capacity to more than 1,400 rooms, while committing to Vision 2030鈥檚 sustainability goals.
De Souza added: 鈥淥ur focus remains on developing a destination premised on sustainability and aligned with Saudi Vision 2030. At ATM, we will showcase why AlUla stands out as one of the most purposeful and forward-thinking destinations globally.鈥
Visitors to AlUla鈥檚 stand at ATM can experience a number of attractions. At the Arabian Leopard experience, guests can learn about local wildlife conservation efforts and vote to name a future leopard cub for a chance to win a two-night trip.
Names are being transliterated into the ancient Dadanite script at the Echoes of AlUla attraction, while the Rawi storytelling section is a space to listen to traditional tales passed down through generations.
The Saudi Tourism Authority is also showcasing the Kingdom鈥檚 rich diversity at ATM, from coastal escapes to mountain retreats and world-class sporting events.
Fahd Hamidaddin, CEO of the authority, said in a statement: 鈥淲e are thrilled to return to ATM, opening the doors to Saudi Land, and welcoming our valued partners from around the globe.鈥
黑料社区 steps into global spotlight at Arabian Travel Market
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黑料社区 steps into global spotlight at Arabian Travel Market

- The appearance follows the success of AlUla鈥檚 first international marketing campaign
- Online interest in AlUla surged, with website visits up 8.5 times and bookings climbing 220 percent