Destination KSA - Your Guide to Saudi

Destination KSA - Your Guide to Saudi

Royal Commission for AlUla and Saudi Arabia Airlines (SAUDIA) Seal Partnership for Domestic Campaign

Royal Commission for AlUla and Saudi Arabia Airlines (SAUDIA) Seal Partnership for Domestic Campaign

SAUDIA Connects Guests to AlUla with Eight-Times-Weekly Flights from Three Gateways: Jeddah, Dammam, and Riyadh.

Jeddah, Kingdom of Saudi Arabia – 27 January 2021

The Royal Commission for AlUla (RCU) and the national flag carrier of Saudi Arabia, SAUDIA, have signed a SAR 4million memorandum of understanding (MOU) which includes joint marketing and promotional activity to ensure AlUla is top of mind as a year-round destination for Saudi residents in 2021.

The MOU was officiated by Melanie De Souza, Executive Director Destination Marketing, RCU, and Hazim Sonbol, VP sales, SAUDIA at SAUDIA’s Jeddah headquarters.

The partnership activity commenced on January 26th, 2021, and coincides with AlUla’s first-ever destination brand campaign, The World’s Masterpiece, which also launched on January 10th and runs through to April targeted at KSA and GCC markets.

SAUDIA is the only air carrier providing scheduled services to Al Ula. Currently, the airline offers eight-times-weekly flights from Jeddah, Dammam, and Riyadh (nonstop and direct from each destination):

Ms. Melanie de Souza (RCU) and Mr. Hazem Sonbol (SAUDIA) exchanging gifts during the signing ceremony on the 26th of January 2021.

The flights are already available for purchase either stand-alone or all-inclusive packages with air tickets, accommodation, transportation, and tours available for booking at

The activity includes co-branded outdoor and digital marketing in Jeddah, Riyadh, and Dammam, in-flight entertainment, promotions through SAUDIA’s Alfursan loyalty program, airport and ticket office branding, promotion of AlUla packages through Saudia Holidays.

Melanie de Souza, Executive Director Marketing, RCU said she is delighted to be working with the national carrier on AlUla’s first domestic campaign and expects this is the first of many great campaigns together, especially following the recent GACA announcement that international flights to and from the Kingdom will resume in March.

‘SAUDIA is a key partner for AlUla as we open the destination for first domestic and then international tourism when flights resume. The World’s Masterpiece is a brand campaign targeting our vital Saudi market and we’ve had very positive feedback so far,’ said de Souza.

While phase one of the campaign is about winning the hearts and minds of Saudi audiences, de Souza says the next phase will be more tactical.

‘We need to establish AlUla as a destination that is open all year round with our heritage sites and select adventure and nature activity being available through summer and spring. With SAUDIA’s partnership and support we will communicate this through a multi-channel program,’ said de Souza.

SAUDIA Vice President Passenger Sales, Mr. Hazim Sonbol said ‘it’s a great moment marking the beginning of a partnership with The Royal Commission for AlUla to position AlUla as a historical and cultural destination within the kingdom which is a milestone towards achieving 2030 vision.’

AlUla packages will be available for booking with Saudia Holidays from January 24th and include a choice of one, two, or three nights. For all other information and bookings, including access to heritage sites and adventure experiences, please go to


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