In December 2025, AlUla was been formally recognised as the premier cultural tourism destination in Saudi Arabia for 2025, following a series of wins at the World Travel Awards (WTA). The ancient region, characterised by its 7,000 years of continuous human civilisation, secured the top spot in the national category after a voting process involving global travel and tourism professionals.
The designation comes as AlUla transitions from a historic archaeological site into a functional pillar of the Kingdom’s Vision 2030 economic diversification strategy. By integrating ancient Nabataean landmarks with modern luxury developments, the Royal Commission for AlUla (RCU) has positioned the region as a primary case study for high-value, low-impact tourism.
Regional and Global Recognition
The 2025 World Travel Awards results indicate a consolidation of AlUla’s status within the Middle Eastern market. In addition to being named Saudi Arabia's Leading Cultural Tourism Project 2025, the ancient heritage destination also captured the titles of Middle East's Leading Cultural Tourism Project 2025 and Middle East's Leading Festival & Event Destination 2025. These awards touched on the
On the global stage, AlUla was named the World's Leading Cultural Tourism Project 2025. This specific accolade followed a competitive selection process where AlUla outperformed other high-profile international nominees, including the Grand Egyptian Museum and Diriyah. The win signifies a shift in the global tourism hierarchy, as AlUla’s combination of preserved heritage and high-end infrastructure gains traction over more established institutional landmarks.
Historical Context and Infrastructure
Central to AlUla’s appeal is Hegra, Saudi Arabia’s first UNESCO World Heritage site. The area contains 111 well-preserved tombs carved into sandstone outcrops, dating back to the Nabataean Kingdom. Beyond Hegra, the region encompasses the ancient capital of Dadan and the "open-air library" of Jabal Ikmah, which houses thousands of inscriptions in various languages, including Aramaic and early Arabic.
The recent surge in awards coincides with the completion of several major hospitality and infrastructure projects designed to support international arrivals. These include the expansion of the AlUla International Airport and the opening of several eco-luxury resorts that utilise sustainable construction methods to minimise the visual and environmental impact on the desert landscape.
A Strategic Tourism Pivot
The recognition by the World Travel Awards reflects the ongoing execution of a long-term master plan aimed at protecting the site's archaeological integrity while creating a viable economic engine. Unlike traditional mass-tourism models, AlUla’s strategy focuses on "authentic, history-rich experiences" targeted at a specific demographic of global travellers.
As Saudi Arabia and the wider Middle Eastern region continues to host international arts festivals and high-profile sporting events, the 2025 accolades serve as a statistical benchmark for the region's growth, and the marked milestones of Saudi's Vision 2030 plans. Industry analysts suggest that the sweep of awards validates the significant capital investment poured into the region over the last five years, cementing AlUla’s role as the centrepiece of Saudi Arabia’s emerging tourism sector.
