AlUla, the historic oasis city in northwest Saudi Arabia, has formed a strategic alliance with Riyadh Air, Saudi Arabia’s new world-class airline aiming to reach over 100 destinations by 2030. The partnership was cemented through a memorandum of understanding (MoU) signed at this year’s Arabian Travel Market in Dubai. This collaboration is set to enhance the visibility of AlUla and Riyadh Air to discerning travelers worldwide, with the ultimate goal of increasing tourist volumes to AlUla from key global markets. Rami AlMoallim, Vice President of Destination Management and Marketing at The Royal Commission for AlUla (RCU), expressed enthusiasm about the partnership. “Today marks the beginning of a promising new era for AlUla and Riyadh Air. This partnership enables us to harness the global excitement around AlUla as the Kingdom’s premier luxury boutique heritage destination and make significant contributions to Saudi Arabia’s broader tourism goals,” he stated. Osamah Alnuaiser, Senior Vice President of Marketing and Communications at Riyadh Air, also commented on the new alliance, “It’s a privilege to partner with AlUla, a major tourist destination that offers unique and enriching experiences to its visitors. This collaboration aligns with our shared goal of increasing visitor numbers to the Kingdom and propels us in a positive direction.” Alnuaiser added, “In our brief history, we’ve already formed significant agreements with world-renowned partners, and today’s MoU with AlUla — a jewel in Saudi Arabia’s tourism crown — marks another milestone. As we approach the launch of our maiden flight in mid-2025, this agreement kick-starts our collaborative efforts to enhance the profiles of both AlUla and Riyadh Air.” The partnership will unfold through multiple initiatives aimed at delivering seamless and immersive digital experiences and leveraging shared data insights to refine content and product strategies. This collaborative effort will enable both Riyadh Air and AlUla to identify trends and behavioral patterns that support data-driven decisions and strategies.