Melanie De Souza From The Royal Commission For AlUla Shares What Makes It A Coveted Destination

As Saudi Arabia opens its doors to the world, one destination is emerging as both a cultural powerhouse and a blueprint for sustainable tourism—AlUla. Located in the northwest of the Kingdom, this ancient oasis is home to 2,00,000 years of human history, including the famed UNESCO World Heritage Site, Hegra. But AlUla is more than its past. The region is fast becoming one of the most thoughtfully developed luxury travel destinations in the world.

Outlook Traveller sat down with Melanie de Souza to delve into the story behind AlUla’s rise and what makes it uniquely appealing to Indian travellers.

"AlUla Has Global Significance—But It’s The Sense Of Soul That Stays With You"

“There’s something deeply spiritual and grounding about AlUla,” says de Souza. “You’re not just visiting ancient tombs; you’re walking through layers of civilisations.”

Among its most celebrated sites is Hegra, a city carved by the Nabataeans with 110 remarkably preserved tombs. While Petra in Jordan may be better known, Hegra offers a quieter, equally profound experience—minus the crowds. But there’s more. “What the world doesn’t know much about is our Dadanite and Lihyanite kingdoms, which are still undergoing excavation. We’ve uncovered just 5 per cent of the archaeology so far.”

A statue from this lesser-known era now sits proudly in the Louvre, a symbol of the international recognition AlUla’s cultural depth is beginning to command.

A Destination Designed With Sustainability At Its Core

From the start, AlUla’s transformation was approached with cautious reverence. “We learnt from destinations that got it wrong,” Melanie shares. “We had the benefit of starting late—of being closed off—and that gave us the chance to plan it right.”

The Royal Commission for AlUla (RCU) has committed to limiting tourist numbers to one million per year by 2030, ensuring that growth is managed sustainably. Much of the land (over 50 per cent) has been earmarked for ecological regeneration, including rewilding programmes that have already seen Arabian oryx, ibex, gazelles and more reintroduced into their native habitats.

The ultimate goal? To re-establish the Arabian leopard, of which fewer than 200 remain globally. “We’re the size of Belgium,” she says, “but every inch of it is being restored with care. And the beauty is, this isn’t just a conservation story, it’s a travel story.”

Adventure And Astronomy Meet Cultural Immersion

Beyond history, AlUla is drawing attention for its immersive offerings in adventure and nature-based travel. Think rock climbing, hikes through sandstone canyons, and even abseiling. “We’ve got everything from giant swings to via ferrata routes. But what sets us apart is the contrast, rugged landscapes punctuated by lush oases.”

AlUla is also a certified Dark Sky destination, offering visitors the chance to witness the night sky in rare clarity. “We’re in the top five per cent globally for sky clarity,” Melanie notes. Stargazing events, meteor shower viewings, and celestial tours are just some of the after-dark experiences drawing international travellers.

Art In The Landscape—And The Community

Art and storytelling lie at the heart of AlUla’s vision. “Our ambition is to be synonymous with art in the landscape,” Melanie explains. “And not just through exhibitions, but through permanent installations.”

Artists like Agnes Denes, James Turrell, and Manal Al Dowayan have all been commissioned to create large-scale works inspired by AlUla’s surroundings. Turrell’s work will focus on light and space, echoing his famed Arizona installation. Al Dowayan, meanwhile, is developing a project rooted in local storytelling, honouring the community and the land.

“Most of our guides and storytellers—our rawis—are locals whose parents and grandparents lived here. That authenticity matters,” she says. “And it’s beautiful to see how many of our craft revival programmes are empowering women to become entrepreneurs—starting candle-making, jewellery, and perfumery ventures.”

For Indian Travellers: Luxury With Meaning

AlUla’s thoughtful approach extends to its hospitality offerings as well. “We have Habitas, Banyan Tree, and Chedi, all set in remarkable locations and built with a commitment to sustainability and local materials,” says de Souza. “These are experiences that Indian travellers appreciate. Luxury with purpose.”

De Souza sees India as a critical growth market. “We’ve had strong media coverage and brand awareness from our ‘Forever Revitalising’ campaign, which resonated deeply in India,” she says. “We’ve invested in local PR and trade representation in Mumbai and plan to roll out tactical offers with travel partners as soon as visa environments ease up.”

Despite current visa delays, India accounts for nearly half of AlUla’s business from Asia, a number she expects to rise significantly in the coming years.

When To Visit AlUla

While November to February offers the coolest weather, de Souza emphasises that AlUla is a year-round destination. “We’re 5–10 degrees cooler than Dubai, even in summer, with no humidity,” she says. “Because of the oasis that runs like a green spine through the region, it’s always possible to construct itineraries that allow for early morning or late-night outdoor activities and indoor exploration during the day.”

De Souza believes AlUla’s greatest strength lies in its story—one rooted in regeneration, respect, and a vision for the future. “We’ve inherited something extraordinary,” she says. “Our job is to preserve it for generations to come.” For Indian travellers looking for luxury that speaks to culture, nature, and purpose, AlUla may just be the desert dream worth discovering.