ITB Berlin 2024: Rami Almoallim shares Al Ula as a premier location for millennials to rejuvinate

Thursday, March 14, 2024

In an illuminating conversation at ITB Berlin 2024, Apratim Ghoshal, founder editor of Travel And Tour World, engaged in a comprehensive dialogue with Rami Almoallim, VP-Destination Marketing & Management Office, The Royal Commission for AlUla. This conversation peeled back layers on the mesmerizing AlUla region, a jewel in the heart of Saudi Arabia renowned for its profound cultural heritage and ambitious future prospects.

AlUla, as described by Rami Almoallim, is not just a destination but a testament to human history spanning over 200,000 years, with evidence of civilizations that thrived there for 7,000 years. It’s a place where culture and history intertwine, offering visitors a glimpse into the lives of those who walked these lands millennia ago. The region boasts the first UNESCO heritage site in Saudi Arabia, Hegra, a monumental relic of the Nabataean civilization. Rami Almoallim proudly proclaims AlUla as the cultural capital of Saudi Arabia, a title befitting its rich historical tapestry and its role as a crossroads for caravans throughout the ages, offering refreshment and respite to travelers with its natural and agricultural bounty.

Rami Almoallim further detailed AlUla’s geographical positioning and connectivity, nestled in the northwest of Saudi Arabia, easily accessible via air from major cities such as Riyadh, Jeddah, Dubai, and Doha. With increased airlift during the winter months, including connections from Amman, Cairo, and Bahrain, AlUla is positioning itself as a hub for international visitors, boasting 263,000 visitors in 2023, 37% of whom were international travelers. Europe stands as a key source market, evidenced by the dedicated booth at ITB Berlin, aiming to amplify AlUla’s presence on the global stage.

The conversation took an exciting turn as Rami Almoallim shared insights into AlUla’s preparation for the 2030 World Expo. The region is not just gearing up but is already in the throes of development, highlighting new innovations and properties set to welcome guests. AlUla is expanding its accommodation offerings, from ultra-luxury to medium luxury hotels, without losing sight of sustainability—a core value in the development of tourist accommodations in the region. An example is the transformation of mud houses from AlUla’s old town into the boutique hotel, Dtanura (or Tantura House), showcasing sustainability in action.

Rural tourism and MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism also find a place in AlUla’s strategic vision. While rural tourism is still budding, MICE tourism has seen significant traction with notable events such as the World Archaeology Summit and the first-ever Cultural Summit, marking AlUla as a burgeoning destination for corporate retreats and international conferences.

In wrapping up this insightful interview, Apratim Ghoshal and Rami Almoallim’s dialogue shed light on AlUla’s multifaceted approach to tourism, blending cultural richness with modern luxury and sustainability. As AlUla steps forward to play a pivotal role in Saudi Arabia’s vision for the future, it remains anchored in its heritage, offering a unique blend of experiences that promise to captivate the hearts of global travelers.

Video Credit: Experience Al Ula

Habitas AlUla

Visit Saudi

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