Celebrating AlUla’s timeless landscapes, deep heritage, and flourishing creative scene, the calendar offers a thoughtfully curated blend of heritage, music, art, wellness, sport, gastronomy, and community experiences, reinforcing AlUla’s emergence as one of the region’s most inspiring year-round destinations.

The AlUla Moments 2025-2026 launches in September with the return of AZIMUTH the annual music  event to mark the Saudi National Day weekend, uniting global and regional music talent with immersive performances, and cutting-edge visuals in a celebration of culture and creativity beneath AlUla’s vast open skies.

October brings a renewed focus on wellness, movement, and heritage with the return of AlUla Wellness Festival, a week-long celebration of balance and transformation. Alongside daily yoga sessions, guided meditations, and live performances, the programme introduces for the first time high-energy challenges including the AlUla Half Marathon Road Race, AlUla 24-Hour Endurance Race, AlUla Duathlon, and Ashar Valley Triathlon, alongside iconic fitness sessions with Les Mills, all inviting participants to push their limits amid breathtaking desert landscapes.

Launching in November, The Ancient Kingdoms Festival invites visitors to ‘journey through time’ and experience AlUla’s spectacular ancient sites and stories, brought to life in exciting new ways. From day-time discoveries to after-dark encounters, visitors can step into the world’s largest living museum to explore the extraordinary landscapes shaped by nature, history, and human legacy at the heart of the Incense Road. Highlights include Hegra After Dark , The Incense Road Experience, the epic Hegra Drone Show ‘Stories from the Sky’, Ikmah After Dark and Hegra Candlelit Classics concerts, featuring world-renowned international artists. An unmissable opportunity for visitors to enjoy close encounters on the sites where history was made, celebrating AlUla’s cultural legacy.

In December, Winter at Tantora returns with its beloved blend of music, gastronomy, and heritage celebration. Opening with a tribute to the Saudi Year of Handicrafts and a performance by acclaimed artist Ahlam, this year’s edition features highlights including Shorofat Tantora, Old Town Culinary Voyage, Tantora Old Town Nights, and exclusive fine dining restaurants with the return of Ducasse and Annabel’s, all set against the enchanting backdrop of AlUla’s historic oasis.

The start of 2026 is marked by world-class sporting events that spotlight equestrian excellence and endurance racing. In January, AlUla Desert Polo returns to the purpose-built sand track near AlUla’s sandstone cliffs, drawing elite players and international attention. Later that month, the AlUla Tour brings top international cyclists to the region for a multi-stage UCI Asia Tour race, showcasing AlUla’s dramatic landscapes and rising status in global sport. In February, AlFursan Endurance AlUla challenges the world’s top riders in one of the sport’s most prestigious competitions, while the AlUla Trail Race welcomes athletes from around the globe to tackle one of the region’s most scenic—and demanding—trail courses.

Returning for its fifth edition in January, AlUla Arts Festival celebrates creative expression across disciplines, transforming the landscape into a living gallery. The festival features the fourth edition of Desert X AlUla, a landmark open-air exhibition placing visionary contemporary artworks by Saudi and international artists in the dramatic desert landscape, and a major new exhibition curated by AlUla’s contemporary art museum in collaboration with the renowned Pompidou Centre, Paris. AlJadidah Arts District will again be animated by performances and programming and will feature an exhibition of contemporary AlUla-inspired design. 

The AlUla Moments 2025-2026 calendar reflects the destination’s evolution into a global stage for creative expression, human connection, and extraordinary experiences. It celebrates what makes AlUla truly unique – its culture, nature, and community – and extends a bold invitation for the world to be part of its revitalizing story.

Set against the breathtaking backdrop of AlUla’s rugged terrain, the event offers participants an unforgettable journey through a land of dramatic desert canyons, windswept dunes, lush palm-filled valleys and storied monuments carved by time. With distances of 5km, 10km, 21.1km, and 42.2km, the race is open to all – from experienced marathoners to first-time runners looking to challenge themselves in a truly unique setting.

The event routes showcase some of AlUla’s most iconic landmarks. Runners tackling the 5km, 10km, and 21.1km distances will begin their race at Hegra, Saudi Arabia’s first UNESCO World Heritage Site. The full marathon – 42.2km of grit and glory – begins in Hegra and passes by Maraya, the world’s largest mirrored building and a symbol of AlUla’s contemporary vision.

AlUla Desert Blaze will offer race kits, refreshment zones and finish-line celebrations, that make every step of the race an unforgettable journey of triumph. The event is a cornerstone of the AlUla Moments calendar, part of an ever-evolving lineup of sports, arts, culture, sports and adventure events that offer visitors rare opportunities to connect deeply with themselves and their surroundings.

These achievements highlight the importance of two key pillars of Vision 2030: preserving and promoting Saudi Arabia's cultural heritage and strategic investments driving economic growth. Together, they demonstrate Vision 2030's impact in positioning the Kingdom as a global tourism destination.

To be able to decode this turnover, we need to analyze the approach these tourist destinations are adapting to reach the international consumer, and further educate them about the preserved culture. 

“When Saudi Arabia decided to diversify its economy away from oil during the constitution of Vision 2030, tourism was prioritized. And, it’s fair to say that AlUla can be identified as one of the most progressed Giga Projects in the Kingdom. We take great pride in the fact that we have such deep heritage,” said Melanie de Souza, Executive Director for Destination Marketing at The Royal Commission of AlUla. 

In image above: Melanie deSouza, Executive Director for Destination Marketing

“With 200,000 years of human history behind us, 7000 years of continuous civilization – we’re on a mission to protect this heritage while transforming it into a year-round destination for tourists,” she added. 

Communicate sat down with her to further delve into the mission behind the launch of the first global campaign of AlUla and also the broader significance of AlUla’s outreach and its impact on the Kingdom’s economy. 

It’s more than just tourism.

While AlUla has become the next staycation spot for many local and international travelers. There is more to it. 

We’re always there for the economic well-being of our locals who proudly call AlUla their little home. While we are placing AlUla as a destination, there are many sectors this destination opens up opportunities for as well. Such as film and cinema,” said de Souza.

She emphasizes the importance of creating more opportunities for budding talent in the region. "We want to provide meaningful pathways for employment for people across the film, arts, and creative industries. And that's something we've already been doing. A recent exhibition we hosted in Maraya—the world's largest mirrored building—showcased private Saudi Arabian collections. The spaces we have are a statement in themselves and really contribute to the region's artistic landscape, making them the perfect backdrop of exhibits like these."

Attracting the right kind of consumer

Three pillars form the AlUla strategy. First, tourism and heritage preservation; second local community and lastly, economic diversification. All of these resonate with the Kingdom’s Vision 2030. Every destination needs to define its target tourist and AlUla’s administration adopted a “data-driven and insights-focused” approach to do so. Moreover, de Souza defines how AlUla is steered towards providing a quality experience. “We’re always aiming for first-time visitors to come back again and being mindful that at no point we have mass tourism in our destination. Our target for 2035 is only 2 million tourists. Ours is a destination, where you can be assured of a quality experience with more trips over a lifecycle. That’s what we work towards.”

"We've identified the geographic locations we want to target based on both the size of the economic cost and how well they align with our offerings in terms of source markets. In addition to that we’re always personalizing our strategies at every stage of the visitor journey – from the time of building awareness to converting. An example is our destination mobile app, which has proved to become a really useful tool for visitors in planning their trip or even when they’re on the ground."

When it comes to curating a seamless consumer journey, de Souza recommends understanding the target market. “For larger markets, it’s crucial to deploy destination management companies. With people on the ground, and deeper connections – you can attract, resonate and tailor your experiences,” she added.

AlUla’s Calendar of Events under AlUla Moments is a testament to de Souza’s approach to building tailored experiences. This year, we're celebrating five key festivals, including Desert Polo, the Camel Cup, the Falcon Cup, the Desert Blaze which invites runners to test their endurance from around the world, and also Azimuth—a two-day cultural music festival. Our focus is on delivering maximum value to first-time travelers while also staying true to AlUla's brand proposition."

The promise to be Forever Revitalizing

AlUla’s first global campaign – ‘Forever Revitalizing’ aims to echo the destination’s commitment to integrating economic prosperity with the preservation of its natural and cultural heritage. In collaboration with French cinematographer, Bruno Aveillan, the campaign film covers the various attractions in the city while also hinting at its deep roots in history and art. 

“Through this global outreach, we appeal to people in today’s world to also make responsible tourism choices. We’re also reaching out to the tourists with the promise of cultivating a community. One that is authentic and connected to its culture,” said de Souza.

The ancient oasis city in the northwest of Saudi Arabia is set to embark on an exciting journey with the milestone launch of its inaugural global brand campaign, Forever Revitalizing.

Launching on 29 February 2024, the Forever Revitalizing campaign encapsulates the essence of AlUla, presenting a refreshing and authentic perspective crafted to captivate travelers worldwide. With the ambition to be more than a traditional destination marketing campaign, the data-driven endeavor debuts across nine core global source markets in six languages, and will be integrated across multiple channels.

Signature events targeting travel trade and media partners in five major international cities -: kickstarting in Dubai, followed by London, New York, Paris, Shanghai, and Mumbai.

Phillip Jones, Chief Tourism Officer at Royal Commission for AlUla (RCU) said, "In just a few years, AlUla has established itself as a destination on the global traveler’s wish list. However, Forever Revitalizing marks the next chapter in this ever-evolving journey. Through this campaign, we can open up the dialogue even further on a global stage and communicate the full depth of AlUla’s appeal, attributes, and ambition. The best is yet to come, and we extend an open invitation for all to be part of this extraordinary journey."

Melanie de Souza, Executive Director, of Destination Marketing at RCU further added, “Forever Revitalizing is not only about driving global awareness of a destination that till recently was relatively unknown to most travelers, but it is also about communicating the breadth and depth of the programs and initiatives designed to create a better future for all those who live, work and visit our ancient oasis.”

This approach is firmly anchored in the AlUla Sustainability Charter, which exemplifies the destination's commitment to integrating economic prosperity with the preservation of its natural and cultural heritage. This is best demonstrated by a development approach that centers on the well-being and interests of the people of AlUla. As the city evolves as a destination, it does so in a manner that is both sustainable and enriching for its residents, with goals to create 38,000 new jobs, contribute SAR 120 billion (USD 32 billion) to the Kingdom's GDP, and increase the population to 130,000 by 2035.

Renowned French cinematographer Bruno Aveillan's captivating film, Forever Revitalizing takes the form of a two-minute thirty-second hero film, adding a cinematic touch like no other. Following his exceptional work on AlUla's domestic brand campaign film in 2021, Bruno returns to the city with a fresh perspective, aiming to provide viewers with an emotive masterpiece that meticulously highlights AlUla's essence and its promise across its core destination pillars: history & heritage, arts & culture, nature, adventure, and wellness.

Bruno Aveillan commented, "Crafting this film was an enriching experience, not only because it allowed me to witness some of the world's most breath-taking landmarks and locations, but also because it offered me a vast canvas to explore the depths of my creativity—a profound and enduring gift that AlUla bestows upon everyone who walks upon her historic sands and experiences the sheltered embrace of her oasis."

The campaign also includes a collection of Brand Pillar Films, offering shorter yet captivating destination-focused videos that showcase the rich tapestry of experiences that AlUla has to offer. These Pillar Films, available in 12 different edits, each lasting six seconds and presented in various languages, cast a spotlight on iconic AlUla destinations such as Hegra, Jabal Ikmah, AlUla Oasis, AlUla Old Town, Sharaan Nature Reserve, Elephant Rock, a variety of attractions including balloon adventures, luxury hospitality, local artistry and craftsmanship, and the vibrant food and beverage scene.

Forever Revitalizing also marks the first steps towards an integrated and connected omnichannel digital approach and experience for an enhanced customer journey. A digital transformation for AlUla features a new state-of-the-art e-commerce website, a mobile app, and a social-first strategy. 

This chamber played a pivotal role in the Nabataean world, serving as a focal point for local political discussions and activities. Here, elite and ritual feasts were shared by a dozen or so people, often accompanied by musicians and performers to provide entertainment. This tradition of discourse is a vital part of AlUla's cultural heritage. AlUla can be rightfully regarded as a Land of Communication, where trade and pilgrimage caravans intersected, and people from diverse cultures—Dadanites, Lihyanites, Nabataeans, among others—gathered in the orchards and alleyways of the oasis to converse and exchange the latest intelligence and ideas.

The Royal Commission for AlUla (RCU) pays homage to this rich legacy. It is important to recognize that AlUla has had a cultural identity for millennia; RCU's role is to reawaken this heritage in collaboration with the community. Achieving this necessitates top-down planning and messaging to ensure grassroots engagement.

As the current custodians of AlUla, RCU is fulfilling its mandate to responsibly preserve and cultivate AlUla as part of the world's largest cultural regeneration project. This is being accomplished through sustainable and comprehensive regeneration efforts, focusing on unique urban, economic, and cultural landscapes. Significant and sustained progress has already been made in these key sectors.

Most importantly, our mandate is being fulfilled through partnerships, ongoing communication, and engagement with our community. We remain accountable to them for our actions and achievements today and in the future.

Since its establishment in 2017, RCU's ambition has evolved from ideas to actions, from planning to implementation. The results encompass a wide range of initiatives spanning archaeology, tourism, culture, education, and the arts, reflecting our commitment to the priorities outlined in Saudi Arabia's Vision 2030 plan – economic diversification, community empowerment, environmental protection, and heritage preservation.

As AlUla rises as a destination, it is striking a delicate balance with the broader transformation goals of the Kingdom, while considering the needs of our people, our natural environment, and our landscape. The launch of our second master plan, titled "Path to Prosperity," in August highlighted our commitment to creating a new kind of destination with the quality of life for its residents at its core.

AlUla is evolving from a mere tourism destination into a city of the future, designed to provide a high standard of living and livability. It's a place where families want to raise their children, and where people want to live, work, and establish roots that span generations.

"Path to Prosperity" was developed and launched in close cooperation with our community. We assessed their needs for economic diversification, cultural preservation, and new growth opportunities. Their ongoing awareness and engagement serve as the foundational pillars for the long-term realization of AlUla's new vision under "Path to Prosperity." Our top-down planning and messaging during the rollout of the master plan ensured grassroots engagement with our community, in line with AlUla's cultural legacy.

Ultimately, it's people, not just plans, that will determine the success of our comprehensive regeneration project in AlUla.

RCU's continuous participation in various forums and events aligns with our goal to foster fresh ideas and collaborations that expand the scope of our project and drive us forward. Events such as the RCU-sponsored AlUla World Archaeology Summit and Hegra Conference of Nobel Laureates have brought together international thought leaders, leaders, and achievers for lively and informative panels, Q&A sessions, and debates.

These events have showcased novel ideas with significant potential – from exploring the history of humanity to implementing ideas that will guide us through the 21st century and beyond. They have also solidified RCU's position as a model for thoughtful regeneration, new partnerships, and meaningful conversations regarding cultural and heritage conservation.

I have been fortunate to witness firsthand the power of dialogue in AlUla. In our modern version of the Diwan, discussions are yielding fantastic ideas and robust collaborations with the potential to produce genuine and enduring results.

In the lead-up to the inaugural edition, which runs from November 13–16, 2023, at the Hotel Crowne Plaza Riyadh RDC, SCEGA will provide the necessary technical support for the success and the effective delivery of the message of this creative gathering to the largest segment of the audience.

Amjad Shacker, Acting CEO of SCEGA said, “We are responsible for introducing industry benchmarking M.I.C.E. standards and systems in Saudi Arabia and creating an ecosystem that attracts international events while also identifying and supporting new and high potential industries. Creativity and innovation are at the core of the Kingdom’s transformation blueprint, and unlocking the full potential of the local creative industry to achieve the vision is critical. Our strategic partnership with Athar Festival is a prime example of public-private sector collaboration under Vision 2030, and we hope to contribute to the success of this pioneering platform in its first year and in the years to come.”

“Today, Athar Festival welcomes SCEGA, a leading enabler of the Kingdom’s exhibitions and conferences industry, into its ranks. This partnership aligns with one of Athar Festival's key objectives: fostering greater recognition for Saudi creativity and emphasizing its significance as a major economic driver and an enabler of Saudi Vision 2030”, said Ian Fairservice, Chairman of Athar Festival and Managing Partner & Group Editor-in-Chief of Motivate Media Group.

Mohamed Al Ayed, Vice Chairman of Athar Festival and CEO of TRACCS said, “This alliance with SCEGA will greatly contribute to our mission of establishing Athar Festival as a true platform for Saudi Arabia’s future-forward economy. With their support, we look forward to showcasing the power of creativity as an enabler and accelerator of the Kingdom’s sustainable and thriving economic development in an environment that inspires cultural exchange, collaborative innovation, tangible learning, and training and development.”

Athar Festival will be able to accommodate around 1,500 delegates and feature 12 academies for young professionals, along with CMOs and executive women. The festival will host 100+ national, international, and celebrity speakers who will deliver thought-provoking insights across six content themes. The festival has also just opened its doors to early-bird delegate and awards gala dinner registration.

The first phase partners with The British Fashion Council (BFC), acclaimed Saudi film actor Mila Al Zahrani, Kloss Films founder Alec Maxwell, and renowned fashion icons Helena Christensen and Eva Herzigova as ambassadors to champion the long-term mission of the platform.

AlUla Creates is part of Film AlUla’s wider strategy to develop a film-friendly ecosystem that will include a world-class purpose-built studio and digital creative hub complex in AlUla. As the film industry in Saudi Arabia continues to develop at a rapid pace, AlUla’s generous financial and support incentives have seen a significant increase in production shooting in the region.

The program supports the socio-economic development of the AlUla region, with investment in jobs, training, and the creative arts across a range of disciplines. As Film AlUla positions the region as an international filming destination, there is an emphasis on producing films in the most efficient way possible, whilst respecting the natural environment, resources, and cultural significance. Film AlUla has also partnered with Eco-Age, an integrated sustainability consultancy, to help build a credible, honest, overarching narrative that respects and elevates the authentic stories of the people, community, and culture. This will align with The Royal Commission for AlUla's program on sustainability which focuses on water, carbon, waste, and circular economy, and biodiversity in AlUla. 

AlUla Creates is currently building the infrastructure and global network of mentorships and other resources to support the next generation of female Saudi storytellers, pairing them with writers, directors, and producers to bring their stories to life.

Charlene Deleon-Jones, Executive Director at Film AlUla, said, “More than 70% of the population in Saudi Arabia is under 30 with the fastest growing cinema audience in the world. There is a buzz about the screen sector in homes, schools, and boardrooms. Spending time in the beautiful landscape of AlUla, the streets of Jeddah, or the homes in Riyadh, it is impossible not to take note of the fashion, art warmth, vibrancy, and intellect of this generation. AlUla Creates is part of this picture, providing opportunities for creative development and collaborations across sectors and borders.”

Alec Maxwell, Director at KLOSS Films said, “It feels exciting to work with an all-female crew on this project and contribute to the creative future of Alula.”

In celebration of the 95th Academy Awards as the worlds of fashion and film collide, Saudi female fashion designers, sister duo Alia and Abeer Olaif of Atelier Hekayat, and Arwa Al Ammari of ArAm, have designed three bespoke looks, co-created with and constructed by British fashion designer Emilia Wickstead, for The Oscars Vanity Fair party in LA. The collaboration marks the advent of a long-term partnership between Eco-Age and the designers to deepen sustainability-focused practices within future product conception and overall business.

Caroline Rush, CEO of The British Fashion Council (BFC), said, “AlUla Creates provides a platform to support female founders in fashion and film, to share creative processes and access platforms to build international audiences that promote cultural exchanges through a female gaze. Fashion is at the intersection of many creative industries. Through film, the fashion industry builds strong creative narratives and reaches global audiences on a daily basis. Mentoring and empowering female founders is aligned with our values, and we look forward to contributing to the development of the program.”

The award-winning trainers include Ailie Smith, CEO of the Creative Media Skills Institute, known for her work on some of the highest-grossing U.K. movies of all time, including 'Harry Potter,' 'Prince of Persia,' 'Troy,' 'Cold Mountain,' and 'Mad Max;' Iain Smith, a BAFTA-winning film producer awarded the Order of the British Empire (OBE) by the Queen in the 2008 New Year's Honours List; Terry Bamber, an assistant director who worked on the '101 and 102 Dalmatians' films with the legendary Micky Moore and Bollywood royalty Shah Rukh Khan; and David Anderson, a director who, in addition to directing films such as 'Car Keys' and 'The Temp,' has participated in outreach initiatives that offer free filmmaking instruction to young people from underprivileged backgrounds.

The inaugural vocational film industry bootcamp, that is scheduled to run from February 26 for ten days, combines classroom study and hands-on, pragmatic workshops hosted in the extraordinary landscape of AlUla, home to Hegra, a UNESCO World Heritage site. The educational training program has been designed to prepare 25 local trainees from AlUla to follow careers in production, assistant directing, and the art, locations, costume, makeup, and hair departments.

The bootcamp is part of a series of initiatives supported by Film AlUla to build a workforce and attract inward investors to AlUla, boosting the growth and productivity of its film industry by meeting the higher-level skills required to accelerate the flourishing film sector in Saudi Arabia.

Screen professionals from the Creative Media Skills Institute, which is based in the heart of the world-famous Pinewood Studios in the U.K., will give aspiring talented and committed creatives the opportunity to develop new skills and build a career in the film industry.

The Institute has trained thousands of crew members who have worked on major international films and high-end TV productions made in the U.K. such as 'Star Wars: The Force Awakens,' 'Rogue One: A Star Wars Story,' 'Spectre,' 'Fantastic Beasts and Where to Find them,' 'Game of Thrones,' and more.

The untouched wilderness and natural beauty of AlUla opened its doors to international production in 2020, welcoming local, regional, and international film and TV production. Hollywood feature ‘Kandahar,’ directed by Ric Roman Waugh and starring Gerard Butler, was filmed there and in Jeddah.

To further drive the growth of its film industry, Film AlUla is developing a studio complex encompassing approximately 30,000sqm. The first phase of the complex, scheduled for completion this year, will include two world-class soundstages, production support buildings, workshops, a pyro/sfx building, catering facility, and admin building, plus a 6,500sqm backlot and a sound recording studio. The complex will also be near 12 square km of dedicated outdoor shooting locations that showcase the otherworldly beauty and ancient heritage of AlUla.

It will ensure that AlUla and Saudi Arabia are in a position to capitalize on the thriving global film and television industry, a further boost to the offering of healthy financial incentives, the pool of young and exciting talent both in front of and behind the camera, and a diverse range of locations

The Film Residence, designated for film professionals and designed for film operations with 300 high-quality, fully-furnished accommodation units, film-friendly office space for short and long-term stays, and recreational areas, is now open and fully functional.                                   

Charlene Jones, Executive Director at Film AlUla, said in a statement, “Saudi Arabia’s film industry is beginning to flourish, and developing local film professionals is crucial to the success of building film production in AlUla. The country is home to a large pool of creative and technical talent, so we are making every effort to nurture, harness, and encourage local emerging talent. We are thrilled to partner with Creative Media Skills Institute and welcome their team of highly experienced screen industry professionals to share their expertise with a new generation of young film crews to help them break into the industry and ensure they are set-ready as we prepare to welcome more film and TV production to the region.”

Ailie Smith, CEO Of Creative Media Skills Institute, said, “We are delighted to be working with the Film AlUla team on this exciting project. Skilled crews provide the infrastructure from which an industry can grow, and CMS has for years provided top-level training, led by some of the most experienced and generous crew members we have in the U.K. We are excited to bring this wealth of knowledge to AlUla and to contribute to skills development in the region.”