AlUla, Saudi Arabia’s premier heritage destination, has achieved an unprecedented triple victory at the World Travel Awards 2025, securing top honors in three prestigious categories and reinforcing its position as the Middle East’s leading cultural tourism destination. The ancient city in northwestern Saudi Arabia garnered recognition as the Middle East’s Leading Cultural Tourism Project 2025, the Middle East’s Leading Festival and Event Destination 2025, and Saudi Arabia’s Leading Cultural Tourism Project 2025.
Historic Achievement and Recognition
The World Travel Awards, established in 1993 and widely regarded as the tourism industry’s most prestigious recognition program, has acknowledged AlUla’s exceptional contribution to cultural tourism and event hosting. This year’s triple win builds upon AlUla’s previous successes, marking a continuation of its winning streak from 2024 and its initial recognition as the Middle East’s Leading Cultural Tourism Project in 2023.
Cultural Heritage and Modern Appeal
Hegra, Saudi Arabia’s first UNESCO World Heritage Site, stands as the crown jewel of AlUla’s cultural offerings, featuring remarkably preserved Nabataean tombs that date back thousands of years. The destination’s appeal extends beyond its archaeological wonders, encompassing over 200,000 years of human history and 7,000 years of continuous civilization.
The region’s commitment to preserving and showcasing its heritage while developing world-class tourism infrastructure has created an unparalleled visitor experience that seamlessly blends ancient history with modern luxury. The AlUla Moments calendar offers a year-round program of cultural events, festivals, and artistic performances that have contributed significantly to its latest award as the Middle East’s Leading Festival and Event Destination.
Sustainable Tourism Leadership
AlUla’s success story is deeply rooted in its innovative approach to sustainable, community-driven tourism. The destination has successfully balanced heritage preservation with tourism development, creating economic opportunities for local communities while protecting its archaeological treasures and natural landscapes.
The dramatic desert scenery, coupled with high-end hospitality offerings, has positioned AlUla as a must-visit destination for discerning travelers seeking authentic cultural experiences. Modern accommodations and carefully curated experiences ensure visitors can explore the region’s rich heritage in comfort and style.
Vision 2030 Alignment
This triple recognition at the World Travel Awards 2025 represents a significant milestone in Saudi Arabia’s Vision 2030 strategy to diversify its economy and establish the Kingdom as a global tourism destination. AlUla’s continued success demonstrates Saudi Arabia’s commitment to developing world-class cultural tourism destinations while preserving its rich heritage for future generations. As AlUla continues to evolve and enhance its offerings, it stands as a shining example of how traditional culture and modern tourism can harmoniously coexist, creating lasting value for visitors and local communities alike.