The first ever destination brand campaign for Alula, the heritage and culture centrepiece of Saudi Arabia, has been unveiled.

The campaign, developed by the Royal Commission for Alula with creative partners Leo Burnett, includes a 90” film directed by renowned cinematographer Bruno Aveillan and a suite of digital assets.

Alula is the first of the Saudi Vision 2030 projects to open to tourism following the Kingdom of Saudi Arabia launching visitor visas for the first time in 2019.

Saudi Arabia was added to the UK corridor list on December 10th.

Alula will target discerning travellers seeking meaningful, authentic travel experiences.

Visitors will explore the main heritage sites of Hegra, Jabal Ikmah and Dadan and adventure tourists will also be catered for with opportunities to tour the key sites of the Ashar Valley in a desert buggy, or ziplining through the canyons.

For families, farm visits located close to Hegra offer a chance to get up close and personal with the local flora and fauna.

Melanie de Souza, executive director marketing, RCU said: “We are already receiving a lot of interest from international travellers excited to explore a new destination with such history including 7,000 years of civilisations from the Nabataeans to the Romans.

“The travel landscape has been irreversibly altered, but as travel slowly resumes, research tells us people will be looking for meaningful travel, vast open spaces and close to nature experiences.

“Alula is well-positioned in the domestic market for all of those reasons and internationally as a new and significant boutique heritage and culture destination.”