An ancient oasis city is being transformed into a luxury holiday destination by Saudi Arabia in the hopes of luring rich tourists to what was once one of the world’s least-visited countries.
Just over four years on from the Kingdom announcing in 2019 that it was opening up to non-religious visitors for the very first time, billions of pounds have been invested across the country in an attempt to jump-start its fledgling tourism economy.
AlUla, located in Saudi Arabia’s north-western Medina Province, has seen its fair share of this cash and has been radically revamped from a 2,000-year-old oasis city into an opulent modern retreat for high-end tourists.
Along with the world-renowned Banyan Tree resort, AlUla boasts a freshly-built Our Habitas hotel where guests can stay in a private tented villa and enjoy the jaw-dropping views of the sweeping Ashar Valley for £1,300 ($1,686) per night.
The luxury desert resort is so vast that each guest is given an electric bike to get around or can call a golf buggy to whisk them away to the large infinity pool, restaurant and spa offering a range of traditional Middle Eastern wellness treatments.
It also sits just a stone’s throw from one of the region’s centrepieces – the dazzling Maraya concert hall which, since its completion in 2020, is officially the world’s largest mirrored building, and one that’s hosted international stars including Usher, Alicia Keys and John Legend.
Both the Old Town and the rugged volcanic mountaintops 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 is a range of choices for splashing out on a decadent meal under illuminated palm trees, but one recent eye-catching addition is the just-opened restaurant from 21-Michelin-star French chef Alain Ducasse.
Daisy Graham-Brown visits AlUla, in Saudi Arabia’s north-western Medina Province, and discovers how it’s being radically revamped into a tourist hotspot. She stays at the freshly-built Our Habitas hotel (above), which boasts a large infinity pool in a dramatic setting
At Our Habitas, guests can stay in a private tented villa, as pictured, and enjoy jaw-dropping views of the sweeping Ashar Valley for £1,300 ($1,686) per night
The dazzling Maraya concert hall in AlUla, above, is officially the world’s largest mirrored building
His AlUla venture puts a ‘Camel confit’ and a number of other regional delicacies at the heart of the elaborate tasting menu.
But while Saudi Arabia has relaxed its strict Islamic dress codes for women meaning they no longer need to wear all-covering black robes, prospective tourists should be aware that they will not be enjoying a glass of wine, as the sale of alcohol still remains firmly illegal, even in hotels.
The restaurants make up for this with their dry ‘mixologists’, such as at the Somewhere restaurant in the Old Town, who create tailored mocktails that pair perfectly with each course.
This is perhaps why AlUla should be billed as the Dry January destination for wealthy westerners wanting a warm but sober escape in winter, with temperatures sitting at a comfortable 26 degrees in the daytime.
Although an unthinkable amount of money has been pumped into the region’s luxury offerings, the real draw of AlUla is its history.
The best of it is undoubtedly Hegra, a Unesco World Heritage site that is the largest conserved site of the Nabataean civilisation south of Petra in Jordan.
Huge tombs carved into the side of red rocks stretch on for miles and miles as visitors are taken on a tour through time in vintage Land Rovers to explore the stories of the Nabataeans.
And there is no shortage of activities either, from helicopter rides to ziplining and hiking. However, the standout activity is watching the sunset through the magnificent Elephant Rock before being taken out into the desert – an hour from any light source – to enjoy stargazing at Gharameel.
AlUla Old Town, above, which is overlooked by rugged volcanic mountaintops
Daisy discovers that there is no shortage of activities, from helicopter rides (left) to ziplining and hiking. As AlUla tries to cater for an international audience in earnest, a focal point has become the AlUla Tour, a five-day professional cycling race (right)
The standout activity, says Daisy, is watching the sunset through the magnificent Elephant Rock (above), before being taken out into the desert
![The real draw of AlUla is its history, remarks Daisy, who adds: 'The best of it is undoubtedly Hegra [above], a Unesco World Heritage site that is the largest conserved site of the Nabataean civilisation south of Petra in Jordan'](https://i.dailymail.co.uk/1s/2024/10/31/10/91410879-14014999-The_real_draw_of_AlUla_is_its_history_Hegra_pictured_a_UNESCO_Wo-a-19_1730370434077.jpg)
The real draw of AlUla is its history, remarks Daisy, who adds: ‘The best of it is undoubtedly Hegra [above], a Unesco World Heritage site that is the largest conserved site of the Nabataean civilisation south of Petra in Jordan’
Enjoy stargazing at Gharameel, ‘where visitors lie on their backs, wrapped in layers of thick blankets, as an astronomer tells them the ancient Arabic myths of the constellations above’
Here visitors lie on their backs, wrapped in layers of thick blankets, as an astronomer tells them the ancient Arabic myths of the constellations above.
While staying true to its local traditions, AlUla is undoubtedly trying to cater for an international audience in earnest.
A focal point has become the AlUla Tour, a five-day professional cycling race run by the acclaimed Tour de France organisers ASO (Amaury Sport Organisation), where riders battle it out across the stunning desert vistas and up the steep volcanic mountains.
It is just one of many investments the country has made in an attempt to globalise itself and widen its appeal.
Saudi Arabia will not be on everyone’s bucket list, and perhaps for good reason. But with deep enough pockets and a desire to see somewhere truly unique – perhaps it should be.
For more visit www.experiencealula.com/en. For more on the AlUla Tour cycling race visit www.thealulatour.com/en. Visit ducasse-alula.com to find out more about the Alain Ducasse restaurant.