May 7, 2025 — At this year’s Arabian Travel Market (ATM), held from April 28 to May 1 at the Dubai World Trade Centre, AlUla took center stage to highlight its record-breaking growth in tourism, global brand recognition, and market reach. The momentum was driven by the destination’s inaugural global brand campaign, “Forever Revitalising,” launched in February 2024.

The annual ATM event provided an ideal platform for AlUla to showcase key milestones achieved over the past year, including increased visitation, expanded market penetration, and a range of new strategic agreements and initiatives. The campaign has played a pivotal role in repositioning AlUla as a premier destination for cultural, natural, and heritage tourism on the world stage.

A Game-Changing Global Campaign

“Forever Revitalising” marked AlUla’s first fully integrated, cross-platform global marketing effort. Rolled out across nine high-priority markets in six languages—including Saudi Arabia, GCC countries, the United Kingdom, France, Germany, Italy, the United States, China, and India—the campaign introduced AlUla’s unparalleled landscapes, archaeological wonders, and rich cultural heritage to millions worldwide.

A suite of content—including a hero film, thematic visuals, and evocative storytelling—was strategically distributed through digital, social, and traditional media. The results have been impressive: a 7-point year-on-year increase in global brand awareness and consideration has been recorded.

Digital Transformation and Measurable Impact

AlUla’s digital presence underwent a significant transformation as part of the campaign, with localized content developed for five languages across nine markets. The impact was immediate and substantial:

Web traffic surged 8.5x year-over-year

Website bookings increased by 220%

Revenue grew by 240%

Average session duration jumped 44%

Conversion rates more than tripled

These achievements were supported by innovative collaborations with leading platforms such as TikTok and Google, enabling highly targeted and engaging campaigns.

Data-Driven Audience Targeting

A cornerstone of the campaign’s success was its data-driven approach to audience segmentation. Three primary traveler profiles were identified and targeted:

Refined pathfinders

Holistic wellbeing seekers

Immersive cultural explorers

Together, these groups represent a potential market of 25–30 million global travelers with strong interest in unique, culturally rich destinations like AlUla.

Strategic Vision and Future Growth

Melanie de Souza, Executive Director of Destination Marketing at the Royal Commission for AlUla (RCU), emphasized the broader vision behind the campaign:

“Over the past year, we have seen a surge in AlUla’s global brand profile on the back of the Forever Revitalising campaign. Alongside this, expanded airline connectivity, a steady increase in hotel inventory and a prolific annual events calendar have played a crucial role in meeting the rising demand.”

She added:

“Our focus remains on developing a destination that is premised on sustainability and aligned with Saudi Vision 2030. At ATM, we are showcasing why AlUla stands out as one of the most purposeful and forward-thinking destinations globally.”

Looking Ahead

As demand continues to grow, AlUla is preparing for the future with plans to expand its accommodation capacity to approximately 1,422 keys by the end of 2025, ensuring the destination remains well-equipped to welcome international travelers seeking unforgettable experiences.