Since its inception in 2012, AlUla Guide has embarked on a mission to enhance the tourism landscape within the Kingdom of Saudi Arabia. The company prides itself on delivering a diverse and distinctive array of tourism services and events. With a team comprised of professionals in the realms of tourism, hotel management, and hospitality, AlUla Guide is a veritable beacon of expertise. Moreover, the company extends its services to cater to the nuanced needs of both individuals and corporations, ensuring a comprehensive suite of logistical support.
At ITB Berlin 2024, we met with Alaa Mohamed Alshuiei, Development Manager, whose expertise and passion have helped chart the course of AlUla Guide from its nascent roots in 2009 to a leading light in regional tourism.
Initially a humble enterprise, Alshuiei recounts AlUla Guide’s origins with a touch of nostalgia. “My owners started by taking small groups from inside Saudi Arabia, like from Hail, from Jeddah, and showing them the mountains, the historic places, by their car,” she explains. This personal touch laid the foundation for what would, in 2012, become a fully-fledged operation with all the necessary legal frameworks in place.
Alshuiei’s connection to AlUla is deeply personal, as it is for the company’s founders who have their roots in this historic land. “Originally, people from AlUla,” Alshuiei notes with affection. The scorching summers once prompted a seasonal migration to Medina; however, times have changed. “Now, with the advent of modern conveniences like air conditioning, life in AlUla has become year-round,” she explains. This embrace of modernity has allowed the founders and, indeed, the community, to remain in AlUla, nurturing and growing alongside the city they call home.
Alaa Mohamed Alshuiei speaks with palpable enthusiasm about AlUla’s metamorphosis from a sacred region shrouded in religious mystery to a centre of archaeological marvel. Her eyes light up as she recounts the turning point: “When scholars and archaeologists delved into the fabric of AlUla, they unravelled its true narrative. They discovered it was not the forbidden place once believed; that lay far beyond AlUla.” Such insights have catalysed AlUla’s renaissance as a cherished historical treasure, now protected by the Royal Commission of AlUla under the watchful guidance of Prince Mohammed bin Salman. Alshuiei proudly states, “Scholars from across the globe now converge on AlUla, eager to study its rich past,” cementing its status as a crossroads of civilisations.
Despite the grandeur of its past, AlUla remains an enigma, with only 9% of its historical narratives unearthed to date. Alshuiei shares the recent discovery that captivated the world: “Most recently, they found a city under a mountain—like the head of the city, the structure of the buildings, between the mountain and the ground.”
With just two years at AlUla Guide under her belt, Alshuiei’s role has been transformational. “Mostly, I develop our communication. Before I came to this company, their work was only on request. Now, AlUla Guide is a solid name in the city,” she elaborates. The company has evolved to become the bedrock of tourism services in AlUla, offering guides, vehicles, hotel bookings, and event management—a testament to Alshuiei’s forward-thinking approach.
The challenges, however, are as real as the dusty trails leading to AlUla’s archaeological treasures. “The biggest challenge in AlUla is the hotel solutions,” Alshuiei admits. Even with strategic foresight, securing accommodation remains a hurdle due to overwhelming demand. “It will not be easier at all. It’s always going to be a destination of history, and it always will be a challenge to find a hotel because it’s a small area.”
Yet, the allure of AlUla transcends these logistical challenges, with the old town’s charm and the local cuisine offering a slice of comfort amid the desert’s vast expanse. “The supply will always fall short,” Alshuiei states, “Even in Riyadh during major events, finding hotel accommodation is a struggle.”
In an ever-expanding tourism market, Alshuiei is firm in the belief that AlUla Guide’s unique edge is its deep-seated roots and extensive knowledge of AlUla. “We are more specialised in AlUla. We are the main operator there,” she says. From facilitating the needs of the Royal Commission to serving royal families and visitors alike, AlUla Guide has, says Alshuiei, become a key player in the region’s tourism sector.
As Alshuiei looks ahead, she envisions AlUla Guide not just as a business but as a custodian of history and culture, where every visitor’s experience is a page in the unfolding story of this mystical land. “Inshallah, AlUla will have a future in front of it,” she says, with a hopeful gaze cast towards the horizon of a city that has only just begun to share its secrets with the world.
