AlUla, Saudi Arabia’s jewel of ancient heritage and modern tourism excellence, has achieved a remarkable milestone by welcoming over 2.1 million visitors during the first quarter of 2026, representing a 340 percent increase compared to the same period in previous years and establishing new records for cultural tourism in the Kingdom.
The extraordinary visitor numbers reflect the success of comprehensive infrastructure development, world-class hospitality offerings, and innovative cultural programming that has transformed AlUla into a premier global tourism destination. These achievements directly support Saudi Arabia’s Vision 2030 goals of diversifying the economy and establishing the Kingdom as a leading international tourism hub.
Prince Badr bin Abdullah bin Farhan, Minister of Culture and Chairman of the Royal Commission for AlUla, attributed this success to the careful balance between heritage preservation and modern tourism development. The approach ensures that AlUla’s ancient treasures, including the UNESCO World Heritage site of Hegra, remain protected while providing visitors with unforgettable experiences.
International visitors accounted for 68 percent of total arrivals, with tourists from Europe, Asia, and North America leading the growth in international tourism. The diverse visitor profile includes cultural enthusiasts, adventure travelers, luxury tourists, and educational groups, demonstrating AlUla’s broad appeal across different market segments and travel preferences.
The economic impact of this tourism boom extends far beyond direct spending, creating thousands of jobs for local communities and supporting the development of supporting industries including hospitality, transportation, retail, and artisan crafts. Local entrepreneurs have benefited significantly from increased demand for authentic cultural experiences and traditional products.
New luxury resorts, boutique hotels, and glamping facilities have opened throughout the region, offering accommodation options that cater to diverse preferences and budgets. These developments maintain strict architectural and environmental standards to preserve AlUla’s natural beauty while providing modern comfort and convenience for international visitors.
Cultural programming has expanded significantly, featuring year-round festivals, art installations, archaeological experiences, and educational programs developed in collaboration with leading international museums and cultural institutions. These offerings provide deeper engagement with AlUla’s rich history and contemporary cultural significance.
Adventure tourism has emerged as a major growth segment, with rock climbing, hiking, hot air ballooning, and desert experiences attracting thrill-seekers from around the world. Professional guides trained in safety protocols and environmental conservation ensure that these activities maintain the highest standards while respecting the fragile desert ecosystem.
The success of AlUla’s tourism development has garnered international recognition, with several prestigious travel and cultural organizations presenting awards for sustainable tourism practices, heritage preservation, and innovative visitor experiences. This recognition enhances Saudi Arabia’s reputation as a responsible and forward-thinking tourism destination.
