Page 45 - July 2022 ATM Special Issue 608

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Melanie de Souza

(Executive Director Destination Marketing Royal Commission for AlUla):

We are looking to a very defined set of

target segments to position AlUla

lUla, which is over 200 thousand years old, is emerging as one of the region’s new
Aup-and-coming destinations, attracting travelers from all over the world. After
officially opening up to the world just last year, it has since expanded its flight services,
partnering with various local and international airlines to secure flight routes to the
area. Melanie de Souza, Executive Director Destination Marketing Royal Commission
for AlUla, leads a team of specialists to develop the brand, digital assets, trade and
consumer marketing, and PR to launch AlUla to the world. A marketing leader with
an outstanding track record of achievement in the tourism and hospitality industries
in Australia and Asia, Melanie was included in the list of Australia’s top 50 most
innovative Chief Marketing Officers in CMO Magazine 2018.
Al Bayan Magazine met de Souza and following is the interview conducted.

“ AlUla is the jewel in Saudi’s tourism crown and its story is compelling ”

• What are your new plans post-pandemic especially that the travel work with some of the other giga projects.
and tourism sectors in the world are expecting to witness significant
growth? • In your opinion, what are the new tips for future travelers?
- AlUla is in the northwest of Saudi Arabia, it is a boutique heritage cultural - I believe that increasingly travelers are becoming very conscious of the
and natural destination that is truly of global significance. We launched in environment and what legacy we leave for future generations. At the core
October 2020 as a year-round destination and the destination has been of everything we are doing in AlUla and fundamental to our masterplans are
widely embraced by both our tour operator and trade partners as well as not only principles of sustainability but how we can enhance the lives of
our major partners globally. It is truly the jewel in Saudi’s tourism crown. It generations to come. We want the 40 thousand strong AlUla community
is amazing that we have a country which has a new story to tell as until to be the beneficiaries of our tourism economy and there is a lot of work
just three years ago, its pristine assets – cultural, nature based and her- going on to upskill them, train them and demonstrate how they can play a
itage- were under wraps. The Saudi tourism story is a new one, it is an critical role in customer delivery.
unparalleled one and AlUla with its unique offering a compelling tourism
proposition. • To what extent is the Tourism Authority supporting the new
destinations in Saudi Arabia?
• What makes AlUla special and different from other major destina- - The Saudi Tourism Authority is a very strong partner for us; we work very
tions in Saudi Arabia? closely with them across a range of trade marketing and consumer mar-
- At the core of our brand, we have amazing heritage. We are associated keting programs not just domestically but internationally as well. They have
with 200 thousand years of human history and seven thousand years of been a terrific partner.
ancient civilisations who have called AlUla home over the millennia. So,
heritage is core to who we are, you just have to alight from the plane and • What is still missing in AlUla to make it more ready to attract
you cannot but be amazed by our spectacular landscapes. We also have a people?
very strong infrastructure agenda for hotels, always with sustainability and - We are very ambitious with our hotel plans that are under development
a respect for the environment at the core. These values underpin our with several world-class brands that are coming online. Signature proper-
approach to built infrastructure. We also have a very ambitious plan for ties like the new Jean Nouvel designed hotel will make a bold architectur-
the arts, not just embracing local creative talent but celebrating the best of al statement. We will continue to work with our airline partners on air con-
the best globally. We launched an attractive calendar of festivals and nectivity and our job is to build out a tourism ecosystem where customer
events and we will continue to offer this in 2023 and beyond. experience is very much the core priority. We look forward by 2035 to be a
destination hosting 2 million tourists. We
• Do you think AlUla is competing with are not looking for mass tourism but to a
other major destinations in very defined set of target segments to
Saudi Arabia? whom AlUla will be positioned.
Actually we are the giga project that is at
the forefront of already having product • What are your expectations for 2022?
that is on the ground. We have in the last - We are set to exceed last year’s annual
year hosted 146 thousand visitors who visitation and yield, but we want to do this
have been great advocates about the in a way that is measured and ensuring
quality of the customer experience. So the customer experience is of the highest
we are actually ahead of the game in level. It is not always a dialogue about
terms of being ready and operational, but numbers, it is about optimizing tourism
we are looking forward to having comple- spend and average length of stay and
mentary experiences like The Red Sea what we can rightfully attract in terms of
and Amaala and indeed being able to the visitor’s tourism wallet per day.

45 AL BA Y AN ECONOMIC MAG - ISSUE 608 - JULY 2022