AlUla, a cradle of ancient civilisations in north-west Arabia, has been officially named the World’s Leading Cultural Tourism Project 2025 at the World Travel Awards — the highest honour granted by the global travel industry.
The accolade marks a pivotal moment not only for AlUla but for Saudi Arabia’s broader cultural and tourism transformation, reinforcing the Kingdom’s ambition to establish itself as one of the world’s most compelling destinations for heritage, discovery and immersive cultural experiences.
The award — voted on by international experts, senior travel executives, leading tour operators and travel agents — positions AlUla at the top of a highly competitive global field. Established in 1993, the World Travel Awards are widely recognised as the benchmark for excellence across the travel and hospitality sectors.
The latest recognition follows a series of regional wins earlier this year, with AlUla being named the Middle East’s Leading Cultural Tourism Project 2025, Middle East’s Leading Festival & Event Destination 2025, and Saudi Arabia’s Leading Cultural Tourism Project 2025.
A cultural landscape shaped over 200,000 years
AlUla is not a single site, but a vast living landscape covering 22,561 km² — a remarkable meeting point of oasis valley, dramatic sandstone mountains and archaeological remains stretching back 200,000 years. Few places on earth can claim such continuity of human settlement.
Among its treasures:
Hegra, Saudi Arabia’s first UNESCO World Heritage Site
Once the principal southern city of the Nabataean Kingdom, Hegra spans 52 hectares and is home to more than 140 tombs carved into towering sandstone outcrops. Its monumental façades — some over 2,000 years old — remain among the best-preserved examples of Nabataean architecture anywhere in the world.
Following the Roman annexation of the Nabataean Kingdom in 106 CE, evidence suggests Hegra became the empire’s southernmost outpost, adding an additional layer of historical resonance.
Dadan — one of the great cities of the 1st millennium BCE
The capital of the Dadan and Lihyan Kingdoms, Dadan is considered one of the most sophisticated ancient urban centres of its era. Archaeologists continue to unearth new insights into its trade networks, religious life and political might.
Jabal Ikmah — the “open-air library”
Set against a canyon backdrop, Jabal Ikmah contains hundreds of inscriptions in ancient alphabets and languages, offering an unparalleled record of daily life, governance, rituals and historic exchanges across the Arabian Peninsula. The site was recently added to UNESCO’s Memory of the World Register.
AlUla Old Town — a living heritage site
A maze of more than 900 mudbrick homes dating back to at least the 12th century, Old Town was recognised by the UNWTO as one of the World’s Best Tourism Villages in 2022.
RCU: stewarding AlUla’s past and shaping its future
The ongoing transformation of AlUla is overseen by the Royal Commission for AlUla (RCU), created in 2017 with a mandate to protect, research and responsibly develop the region’s heritage for future generations.
RCU has adopted a groundbreaking approach that aligns:
- Cultural heritage conservation
- Community development
- Sustainable tourism growth
- Landscape and environmental stewardship
Its long-term framework — expressed in the “Journey Through Time” Masterplan — positions AlUla as both a guardian of ancient civilisations and a living destination for contemporary culture, learning and artistic expression. Through curated visitor experiences, restored heritage sites, inspiring festivals and world-class hospitality, RCU ensures that AlUla’s story continues to evolve.
AFALULA: a Franco-Saudi partnership shaping a new cultural model
Supporting RCU’s mission is AFALULA, the French Agency for AlUla, established in 2018 as part of a long-term cultural and scientific partnership between Saudi Arabia and France.
AFALULA contributes expertise in:
- Archaeology and heritage restoration
- Museography and cultural programming
- Landscaping and sensitive site development
- Design of museums, cultural districts and public artworks
- Hospitality and gastronomy strategy
This collaboration has brought together hundreds of international archaeologists, historians, architects, scientists and artists. Their work has helped uncover new insights into AlUla’s multilayered history while elevating the region’s cultural offering to global standards.
The partnership has often been described as one of the most ambitious international cultural-development collaborations of the 21st century.
A destination defined by culture, creativity and authenticity
AlUla’s appeal lies not only in its archaeological wonders but also in its ability to connect visitors with heritage through contemporary experiences. The region’s year-round AlUla Moments calendar includes:
- Large-scale cultural festivals
- Open-air concerts in landmark settings
- Immersive art installations
- Gastronomy events
- Adventure and nature programmes
- Wellness experiences in the desert
Together, they transform AlUla into a living cultural landscape — one in which ancient history, modern creativity and local community coexist.
A recognition that anchors AlUla among the world’s great cultural destinations
Being named the World’s Leading Cultural Tourism Project 2025 signals that AlUla has secured a place among the world’s most compelling heritage regions — not only for archaeologists and historians, but for discerning travellers seeking authentic cultural immersion.
It also affirms the strategic direction taken by RCU and its partners, positioning AlUla as a cornerstone of Saudi Arabia’s broader cultural and tourism renaissance.
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ALL PHOTO RIGHTS: SA-FE.ORG – R BARNES
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