The Royal Commission for AlUla and SAUDIA join hands


The Royal Commission for AlUla (RCU) and SAUDIA, the KSA’s flag carrier, have formalised a $1.06 million memorandum of understanding (MoU), which coincides with AlUla’s first-ever destination brand campaign, ‘The World’s Masterpiece’.

The freshly signed MoU entails joint marketing and promotional activities to ensure AlUla is promoted as a year-round destination to Saudi residents this year.

Officiating the MoU was executive director destination marketing, RCU, Melanie De Souza who was joined by vice president sales, SAUDIA, Hazim Sonbol.

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SAUDIA is the only airline to provide scheduled services to AlUla. It offers a total of eight-times-weekly flights from Jeddah, Dammam and Riyadh, which are nonstop and direct from each destination.
The airline offers services between Riyadh and AlUla four times a week, on Wednesdays, Thursdays, Fridays and Saturdays, and flights from Dammam and Jeddah to AlUla two times a week, on Thursdays and Saturdays.

Promotional activities that are a result of the MoU include co-branded outdoor and digital marketing in Jeddah, Riyadh and Dammam; in-flight entertainment; promotions through SAUDIA’s Alfursan loyalty programme; airport and ticket office branding; and promotion of AlUla packages through Saudia Holidays.

Thrilled with the development, de Souza explained that this is the first of many great campaigns with SAUDIA, especially following the recent GACA announcement that international flights to and from Saudi Arabia will resume in March.

“SAUDIA is a key partner for AlUla as we open the destination for first domestic and then international tourism when flights resume. The World’s Masterpiece is a brand campaign targeting our vital Saudi market and we’ve had very positive feedback so far,” she said.

“We need to establish AlUla as a destination that is open all year round with our heritage sites and select adventure and nature activity being available through summer and spring. With SAUDIA’s partnership and support we will communicate this through a multi-channel programme,” de Souza added.

Meanwhile, Sonbol of SAUDIA declared: “It’s a great moment marking the beginning of partnership with The Royal Commission for AlUla to position AlUla as a historical and cultural destination within the kingdom which is a milestone towards achieving 2030 vision.”

AlUla packages are now available via Saudia Holidays and include a choice of one, two or three nights.