AVIAREPS named destination marketing representative for AlUla in GCC


The Royal Commission for AlUla (RCU) has appointed AVIAREPS as the destination’s travel trade marketing and communications representative in Saudi Arabia, as well as in Bahrain, Kuwait and the UAE.

The representation, which comes into immediate effect, will see AVIAREPS promote AlUla’s unique tourist attractions and experiences to travellers and outbound travel industry professionals located in the GCC through various targeted marketing and public relations activities.

AlUla is a living museum of preserved tombs, sandstone outcrops, historic dwellings and monuments, both natural and human-made, that hold 200,000 years of largely unexplored human history. It was also the capital of the ancient kingdoms of Dadan and Lihyan, which controlled the caravan trade of old. AlUla is also home to the site of Hegra (Al-Hijr), which was the principal southern city of the Nabataean kingdom, famed for its spectacular monumental tombs.

2021-06 Hermes Airports

Through a mix of public relations and marketing services, the AVIAREPS team will be responsible for raising the profile of AlUla as a year-round travel destination for visitors from Saudi Arabia and the Gulf Countries seeking holiday memories that last a lifetime.

On the development, executive director, destination marketing, RCU, Melanie De Souza stated: “We are excited to collaborate with AVIAREPS in Saudi Arabia and the GCC as we look to launch AlUla as a year-round destination in the coming months. We are positive that this partnership will help us generate greater awareness of AlUla as a unique travel destination and increase visitor numbers both domestically and from the neighboring countries of the GCC, where they can find unmatched travel experiences.”

De Souza added, “AlUla offers some of the world’s most scenic desert landscapes, a lush oasis, and immersive arts and events experiences. Exciting initiatives are underway and planned with AVIAREPS to bring the excitement of AlUla to life for potential visitors and industry partners.”

A number of marketing and promotional initiatives are planned to be rolled out within the dedicated markets, including campaigns focused on nature and heritage, adventure tourism, events and arts, luxury experiences and cultural immersion.

Vice president – Middle East and global public affairs, AVIAREPS, Glenn Johnston commented: “It is an honour to work with RCU and assist with the launch of AlUla as a new tourist destination not only for Saudis and residents of the region, but for travellers internationally. With our full commitment and expertise, we look forward to playing our role in making the opening of AlUla to the world a rich, rewarding and meaningful experience for all involved.”