AlUla’s emergence as one of the world’s most compelling cultural and conservation‑driven destinations has received a powerful endorsement this week, as HRH The Prince of Wales spent the final stage of his official Saudi Arabia tour immersed in the ancient oasis city’s heritage landscapes and groundbreaking regeneration and rewilding work.
His visit comes at a time of pivotal tourism growth for AlUla. In 2024, AlUla recorded 286,000 visitors, a figure that has since expanded significantly following new hotels, infrastructure enhancements, and major arts programming. Today, with international travellers making up 68% of arrivals, AlUla is firmly positioned as one of the world’s most diverse cultural and luxury travel destinations.
Prince William arrived in AlUla on Tuesday and was welcomed at AlUla International Airport by senior regional officials before beginning a day of engagements that reflected the breadth of AlUla’s offer.
His itinerary opened with a detailed briefing and guided exploration of the Sharaan Nature Reserve, where he met rangers and conservation teams working on desert regeneration and native wildlife protection.
The Prince also visited AlUla’s Oasis, observing extensive regeneration underway to revive the ancient agricultural heart of the valley. As one of AlUla’s most defining landscapes, the Oasis is central to the region’s ecological revitalisation, with native planting, soil restoration and traditional water‑management practices returning this vital system to health.
From the Oasis, the Prince travelled into AlUla Old Town, where he toured the intricate maze of more than 900 historic mud‑brick structures and learned how heritage specialists and local residents are restoring and preserving one of the region’s richest cultural sites.
The visit aligned strongly with the cultural, environmental, and youth‑focused themes present throughout the Prince’s wider Saudi itinerary. His time in the region also included the Prince of Wales House, a new UK‑linked cultural hub designed to deepen collaboration in arts and heritage between the two nations.
As AlUla continues its rise supported by consistent visitor growth, expanding international attention and now a high‑profile royal spotlight, the destination stands firmly as a new global travel jewel: a place where conservation, culture and luxury converge.
The Royal Commission for AlUla was voted as World’s Leading Cultural Tourism Project 2025, 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. by the World Travel Awards