An oasis of new experiences

She adds that while promoting Saudi Arabia in the Chinese market, it's important to ensure that tourists are aware of the local traditions.

In 2023, AlUla welcomed 263,000 visitors, 3.1 percent from the Asia-Pacific region, including China. It aims to attract 292,000 tourists by the end of 2024 and 1.1 million by 2030 through intensified marketing, according to official data.

"While this percentage remains small compared to other regions, there is significant potential for growth," says Rami AlMoallim, vice-president of destination management and marketing at the Royal Commission for AlUla. He recently visited Beijing for the Saudi Tourism Festival, an official promotional event for the kingdom.

"The Chinese market is crucial. To boost tourism from China, we plan to ramp up marketing in the country."

The tourism authority of AlUla is working with local partners to strengthen its presence in China, including by participating in travel fairs and organizing promotional events.

AlMoallim has noticed that many Chinese visitors to AlUla are young couples, travel groups and solo travelers. They value culture and history, and delight in exploring cities with historical significance.

He says that AlUla targets affluent Chinese tourists by offering a blend of luxury and authentic cultural experiences.

"We're striving to create immersive experiences that connect visitors with AlUla's landscape, culture, history, art and outdoor adventure," AlMoallim says.