Saudi Arabia is transforming a former oasis city into a luxury vacation destination in hopes of attracting wealthy tourists to what was once one of the least visited countries in the world.
Just over four years after the Kingdom announced in 2019 that it would open to non-religious visitors for the first time, billions of pounds have been invested across the country in a bid to revive its fledgling tourism economy.
AlUla, located in the province of Medina, northwest of Saudi Arabia, has received a good portion of this money and has been radically renovated from a 2,000-year-old oasis city to an opulent and modern haven for high-end tourists.
Along with the world famous Banyan Tree resort, AlUla has a newly built resort Our Habitas hotel where guests can stay in a private tented villa and enjoy stunning views of the expansive Ashar Valley for £1,300 ($1,686) per night.
The luxurious desert resort is so vast that each guest is given an electric bicycle to get around or can call a golf cart to take you to the large infinity pool, restaurant and spa that offers a variety of wellness treatments. traditional Middle Eastern ones.
It is also located just a stone’s throw from one of the region’s centerpieces: the dazzling Maraya Concert Hall which, since its completion in 2020, is officially the largest mirrored building in the world and has hosted international stars such as Usher , Alicia Keys and John Legend.
Both the old town and the rugged volcanic peaks overlooking AlUla also offer visitors world-class cuisine thanks to a number of high-profile restaurants that have set up shop in the newly created captive market of fine diners.
There are a variety of options to enjoy a delicious meal under illuminated palm trees, but an eye-catching recent addition is French chef Alain Ducasse’s newly opened 21-Michelin-star restaurant.
Daisy Graham-Brown visits AlUla, in the province of Medina, north-west of Saudi Arabia, and discovers how it is being radically renovated into a tourist hotspot. You’re staying at the newly built Our Habitas hotel (above), which features a large infinity pool in a spectacular setting.
At Our Habitas, guests can stay in a private tented villa, as pictured, and enjoy stunning views of the expansive Ashar Valley for £1,300 ($1,686) per night.
The stunning Maraya Concert Hall in AlUla, above, is officially the largest mirrored building in the world.
Its AlUla project places “camel confit” and other regional delicacies at the center of its elaborate tasting menu.
But although Saudi Arabia has relaxed its strict Islamic dress codes for women, meaning they no longer need to wear full-coverage black robes, would-be tourists should note that they won’t be enjoying a glass of wine, as Alcohol sales are still going strong. Illegal, even in hotels.
Restaurants make up for this with their dry ‘mixologists’, such as Somewhere restaurant in the old town, who create bespoke mocktails that pair perfectly with each dish.
Perhaps this is why AlUla should be considered the dry January destination for wealthy Westerners who want a warm but sober winter getaway, with pleasant temperatures of 26 degrees during the day.
Although an unthinkable amount of money has been poured into the region’s luxury offerings, AlUla’s true draw is its history.
The best is undoubtedly Hegra, a UNESCO World Heritage Site and the largest preserved site of the Nabataean civilization south of Petra in Jordan.
Huge tombs carved into the red rock walls stretch for miles and miles as visitors take a ride back in time in vintage Land Rovers to explore the stories of the Nabataeans.
And there’s no shortage of activities, from helicopter rides to zip lining and hiking. The highlight, however, is watching the sunset across magnificent Elephant Rock before heading into the desert (an hour from any light source) for stargazing at Gharameel.
The old town of AlUla, above, dominated by rugged volcanic peaks
Daisy discovers that there is no shortage of activities, from helicopter rides (left) to zip lining and hiking. As AlUla seriously attempts to cater to an international audience, a focal point has become the AlUla Tour, a five-day professional cycling race (right)
The highlight, says Daisy, is watching the sunset across magnificent Elephant Rock (above), before heading out into the desert.
The real draw of AlUla is its history, says Daisy, adding: “The best is undoubtedly Hegra (above), a UNESCO World Heritage Site that is the largest preserved site of the Nabataean civilization south of Petra in Jordan.”
Enjoy stargazing at Gharameel, “where visitors lie on their backs, wrapped in layers of thick blankets, while an astronomer tells them the ancient Arabian myths of the constellations above.”
Here visitors lie on their backs, wrapped in layers of thick blankets, while an astronomer tells them the ancient Arabian myths of the constellations above.
While staying true to its local traditions, AlUla is certainly trying seriously to cater to an international audience.
A focal point has become the AlUla Toura five-day professional cycling race organized by acclaimed Tour de France organisers, RSO, where cyclists battle over stunning desert views and up rugged volcanic mountains.
It is just one of the many investments the country has made in an attempt to globalize and broaden its appeal.
Saudi Arabia won’t be on everyone’s wish list, and perhaps for good reason. But with deep enough pockets and the desire to see a truly unique place, maybe it should be.
For more visit www.experiencealula.com/es. For more information about the AlUla Tour cycling race, visit www.thealulatour.com/es.