AlUla takes the crown as 2025’s leading cultural tourism project — see what makes it extraordinary!

Explore AlUla’s majestic Nabataean tombs, dramatic desert landscapes, and immersive cultural experiences — the world’s newest must-visit destination for 2025.

AlUla isn’t just having a moment — it’s making history. Saudi Arabia’s ancient desert jewel has officially been crowned the World’s Leading Cultural Tourism Project 2025 at the prestigious World Travel Awards, surpassing global heavyweights and cementing its status as one of the most extraordinary cultural destinations on the planet.

This accolade is more than just a trophy; it’s a bold signal to travellers worldwide: AlUla is now the ultimate heritage hotspot, the kind of destination culture lovers dream about but rarely find — a living museum shaped by 200,000 years of human civilisation.

The title — the highest honour in the entire awards programme — was secured through overwhelming votes from travel experts, industry leaders, tour operators, and global travellers. AlUla’s recognition follows a string of international wins, including Middle East’s Leading Cultural Tourism Project 2025 and Middle East’s Leading Festival & Event Destination 2025.

It’s easy to see why the world is captivated.

Spanning over 22,500 sq km, AlUla is a vast open-air archive of the world’s oldest stories. Its landscapes are adorned with monumental tombs, ancient inscriptions, forgotten cities, and towering sandstone formations that glow gold under the Arabian sun.

At its heart lies Hegra, Saudi Arabia’s first UNESCO World Heritage site. Often called the “Petra of the Desert,” it features majestic Nabataean tombs carved into cliffs, a former thriving trade hub, and the southernmost outpost of the Roman Empire.

Nearby, discover Dadan, the legendary capital of the Dadan and Lihyan Kingdoms, and Jabal Ikmah, an open-air library of hundreds of inscriptions recently added to UNESCO’s Memory of the World Register.

Then there’s AlUla Old Town, a 12th-century maze of mudbrick homes honoured as one of the World’s Best Tourism Villages by the UNWTO, transporting visitors through centuries of Arabian history.

AlUla isn’t just about the past — it’s a cultural powerhouse shaping the future of travel. Its year-round events, including the acclaimed AlUla Moments festival, transform the desert with concerts, art exhibitions, light shows, and wellness retreats, attracting global crowds and making every visit unforgettable.

• Beyond history, AlUla offers breathtaking outdoor adventures:
• Stargaze under crystal-clear desert skies.
• Explore serene oasis valleys and date farms.
• Camel trek across golden dunes.
• Hike rugged canyons with dramatic views.
• Take sunrise hot air balloon rides over sandstone cliffs.

It’s a rare destination where natural beauty, history, and luxury experiences seamlessly blend.

AlUla’s rise is part of Saudi Vision 2030, the country’s ambitious initiative to open doors to the world while preserving cultural heritage. Massive investments in restoration, infrastructure, and sustainable tourism have transformed AlUla into a world-class destination without losing authenticity.

With its new global title, growing infrastructure, and expanding international appeal, AlUla is poised to become one of the hottest destinations for 2025–2026. Visiting now means experiencing its wonders before the crowds catch on.

Whether you’re an archaeology enthusiast, a culture seeker, an adventurer, or simply craving a destination that feels truly unique, AlUla delivers magic you won’t find anywhere else. Its blend of history, nature, art, and innovation makes it one of the most immersive and transformative destinations in modern travel.