High-value leisure travellers and Umrah segment from India target audience for AlUla

The Royal Commission for AlUla (RCU) has introduced AlUla in Saudi Arabia as a heritage and cultural destination to the Indian market. Melanie de Souza, Executive Director, Destination Marketing, said, “We see great potential in promoting tourism to AlUla from India. Besides high-value, leisure travellers, we will promote AlUla as an extension to an Umrah tour.”

Sharing details of their promotional strategy, she adds, “We have started our promotional activities with trade to promote and showcase AlUla as a leisure and MICE destination through our India partner, Beautiful Planet Destination Marketing. We have been working with travel trade to create awareness and interest in AlUla and build visitation. We have been engaging with travel trade through webinars, trainings and presentations. We will closely work with key travel trade partners on joint promotional activities. In addition, we will continue to participate in trade shows to showcase the destination. Furthermore, we will continue to disseminate monthly newsletters to travel agents across India to keep them updated about AlUla. Once the borders open, we will implement roadshows and travel trade famils.”