AlUla has partnered with Wego, a leading travel app and one of the largest online travel marketplaces in the Middle East and North Africa (MENA), to help place the ancient oasis city firmly in the spotlight as one of the region’s most extraordinary destinations for culture, art, history and natural heritage.
The collaboration will elevate awareness of AlUla to the top of travellers’ plans, showcasing it as a must-visit destination where heritage preservation and celebrations of contemporary culture go hand in hand. Powered by Wego’s market-leading data-driven reach across MENA, the new campaign will guide users from discovering AlUla’s many attributes and attractions to booking their trip through seamless access to flights, accommodation, and a host of uniquely curated experiences.
AlUla is renowned around the world as being home to Hegra, Saudi Arabia’s first UNESCO World Heritage Site where monumental Nabataean tombs are carved into rose-red sandstone, standing as a testament to ancient civilisations and framed by a sweeping desert landscape.
Beyond attracting international visitors drawn to its incredible archaeological significance, AlUla has evolved into a year-round hub for culture, art, and lifestyle events, regularly hosting popular festivals such as Winter at Tantora, contemporary art installations at Desert X AlUla, sporting and endurance challenges, and immersive wellness retreats set against dramatic natural backdrops.
Mamoun Hmidan, Chief Business Officer, Wego said: “We are proud to partner with AlUla in supporting Saudi Arabia’s evolving tourism landscape. AlUla offers travellers an extraordinary combination of heritage and natural beauty, and through Wego’s regional footprint and performance-driven campaigns, we are accelerating demand and driving tangible results for the destination.”
Every experience offered by AlUla is rooted in landscape, legacy, and a deep sense of place. Travellers can experience living history at the restored heritage district of AlUla Old Town, trace ancient inscriptions at Jabal Ikmah, stargaze beneath some of the clearest night skies in the region, or retreat to architecturally striking desert resorts immersed within the pristine environments.
A premier destination for exploration and discovery, AlUla blends 200,000 years of human history and culture with dynamic contemporary art, all celebrated throughout its rich and ancient heritage that offers visitors deeply immersive experiences, from local storytelling to craft workshops.
Melanie de Souza, Executive Director of Destination Marketing at AlUla, added: “Partnering with Wego enables us to share AlUla’s story with a highly engaged regional audience and meet growing GCC demand for immersive cultural experiences. As connectivity expands through AlUla International Airport, with year-round routes from carriers such as Qatar Airways and flydubai, access to the destination continues to grow. We invite travellers to experience AlUla as a vibrant living cultural landscape, where heritage, creativity, conservation, and regenerative development come together.”
Flagship projects currently under development, including Wadi AlFann, the forthcoming global destination for Land Art, as well as new cultural institutions such as the AlUla Contemporary Art Museum and the incense road museum, will further strengthen AlUla’s position on the global cultural stage. At the same time, its growing collection of resorts and boutique hotels offers visitors high-end hospitality experiences that authentically connect with the destination’s vibrant heritage and creative future.
With enhanced access through AlUla International Airport, a growing number of hotels, and a carefully curated events calendar, AlUla is rapidly strengthening its position as one of Saudi Arabia’s most distinctive destinations.
Together, AlUla and Wego are accelerating regional discovery by combining destination expertise with advanced travel technology to inspire deeper exploration and drive measurable tourism growth.
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