• Strategy to include events at 6 major cities highlighting ancient location’s modern appeal

Arab News

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

The “Forever Revitalising” 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.

“In just a few years, AlUla has established itself as a destination on the global traveler’s wish list,” Phillip Jones, chief tourism officer at the Royal Commission for AlUla, said.

He added: “Through this campaign, we can open up the dialogue even further on a global stage, and communicate the full depth of AlUla’s appeal, attributes and ambition. The best is yet to come,” 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.

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

Additionally, the campaign features a series of “Brand Pillar” 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: “Forever 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.

“We hope that the film and creative assets do justice to a truly unique destination.”