The World Heritage site of AlUla has announced its accreditation from Destinations International, marking a historic achievement as the first destination in the Middle East to receive this certification. This milestone is part of the Destination Marketing Accreditation Program (DMAP), a prestigious benchmark that assesses the quality and professionalism of destination marketing organisations worldwide.
Since opening its gates to tourists just a few years ago, AlUla has rapidly positioned itself as a significant tourism hub within the Kingdom of Saudi Arabia, particularly through its year-round events calendar and unparalleled hospitality offerings. The accreditation from Destinations International underscores AlUla’s commitment to excellence and sustainable tourism, reflecting its vision to reshape the global tourism landscape while fostering a sustainable economy that benefits the local community.
Philip Jones, Chief Tourism Officer at the Royal Commission for AlUla, highlighted the rigorous process behind this achievement: “To achieve this accreditation, we needed to meet over 100 performance standards, a feat only possible through the innovation and dedication of our teams in crafting such an inspiring luxury heritage and culture destination.” He added, “This accreditation reaffirms our commitment to ensuring the highest standards in our destination and strengthening trust among visitors, stakeholders, and partners. Being part of Destinations International, home to best practices, will enable us to share our unique approach with the world and highlight everything that makes AlUla one of the world’s leading luxury destinations today.”
Destinations International, headquartered in the United States, is a global organisation dedicated to improving the effectiveness of destination organisations worldwide. Through its DMAP, the organisation sets over one hundred performance standards across areas such as governance, stakeholder engagement, financial management, and destination development. These standards are crafted and periodically updated by an independent committee of industry experts, ensuring they reflect the latest best practices in the sector.
Jones also emphasised the global platform provided by Destinations International: “I introduced AlUla at the annual Convention in Florida yesterday to a 3,000 strong audience and appreciated the opportunity to share AlUla’s unique story with my fellow industry professionals.”
For high-end travel advisors, this accreditation is particularly significant as it signals that AlUla meets rigorous international standards, ensuring an exceptional experience for discerning travellers. Destinations International’s focus on best practices and professional development within the tourism sector makes it a vital resource for travel advisors aiming to offer unparalleled experiences to their clients.
AlUla’s recent accolades further solidify its status as a premier luxury destination. In May, the World Travel Awards Middle East recognised AlUla as the leading cultural tourism project in the region for the second consecutive year. The destination also earned titles such as the leading festival and event destination in the Middle East and the best pioneering cultural tourism project in the Kingdom for 2024. The Royal Commission for AlUla received a 5-star rating for organisational excellence from the European Foundation for Quality Management and the Excellence Award from the Middle East Facility Management Association.
Jones expressed gratitude for the support received throughout AlUla’s journey: “Thank you to everyone who has supported us on this journey so far. This is one of many recent accolades as we continue to strive for excellence in destination management and marketing.”
He added, “This accreditation reaffirms our commitment to ensuring the highest standards in our destination and strengthening trust among visitors, stakeholders, and partners. We hope that being part of Destinations International, home to best practices, will enable us to share our unique approach with the world and highlight everything that makes AlUla one of the world’s leading luxury destinations today.”
Through these achievements, AlUla continues to distinguish itself as a top-tier luxury heritage destination, offering visitors an immersive experience in arts, culture, nature, wellness, and adventure. As AlUla enhances its global standing, travel advisors can confidently recommend this destination, knowing it delivers an unparalleled blend of authenticity and luxury, backed by internationally recognised standards.
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