AlUla's Ancient Legacy Meets Modern Tourism in Saudi Arabia

AlUla, Saudi Arabia: Where Endurance Meets 7,000 Years of History

Struggling to decide what to gift yourself—or drop hints for—this Christmas? How about a little getaway? Maybe to AlUla…

Imagine a place where the thrill of international endurance racing collides with 7,000 years of unbroken civilization. Welcome to AlUla, Saudi Arabia—a name you've likely heard countless times in connection with the high-stakes world of FEI endurance competitions, regularly hosted amid its dramatic landscapes.

Until 2019, Saudi Arabia permitted only religious tourism: pilgrimages to Mecca, the revered birthplace of the Prophet Muhammad, and Medina, home to his tomb—journeys every Muslim is obliged to undertake at least once in their lifetime. AlUla lies along one of the most traveled pilgrimage routes, a path carved through canyons, towering rock formations, and dry riverbeds (wadis) that have guided the faithful for centuries.

But this ancient crossroads was also a vital waystation for caravans traversing the Incense Route, thanks to its sprawling oasis—a lush spine of over three million palm trees that has sustained life here for millennia.

In recent years, however, Saudi Arabia has begun opening its doors to a new kind of traveler. With the introduction of tourist visas, the kingdom now invites luxury-seeking explorers to uncover its hidden treasures—places where 200,000 years of human history and 7,000 years of continuous civilization are etched into the stone. From Bronze Age petroglyphs to inscriptions left by Roman legions after their conquest in 106 AD, the past speaks vividly across AlUla's rugged terrain.

Here, the exquisite rock-cut tombs of Hegra—Saudi Arabia's first UNESCO World Heritage Site—stand in stark contrast to the ruins of a once-bustling old city. It's a surreal juxtaposition: today, carbon-fiber-saddled endurance horses thunder across these same sands, backed by the sleek logistics of international FEI competitions, their modern precision clashing with the rose-hued dust that has preserved ancient secrets for ages.

Perhaps what makes this place so mesmerizing is its contrasts. The austere nobility of nomadic tradition meets the mirrored façade of the Maraya Concert Hall, a hyper-modern venue that reflects the surrounding cliffs until it nearly disappears into the landscape. The same duality defines the Arabian thoroughbreds—horses hardened by harsh deserts yet now bred to be both iron-clad endurance athletes and paragons of equine elegance, almost abstract in their perfection.

These worlds coexist, and those drawn to luxury travel (or equestrian adventure) must navigate them with respect for local customs. Public displays of affection—even hand-holding—remain prohibited, but the kingdom's evolving policies now allow women aged 18 and older to travel independently, drive, and book hotel stays alone. While headscarves (hijabs) and abayas are no longer mandatory for female visitors, the shift reflects Saudi Arabia's gradual, if carefully calibrated, modernization.

Curiously, the oldest rock carvings in AlUla make no mention of horses. Before the Islamic era, the dromedary reigned supreme—an indomitable beast of burden, resistant to thirst and hunger, and the backbone of long-distance trade. The Arab passion for horses, in fact, traces back to the Prophet Muhammad, who recognized their strategic value. Faster and more agile than camels, Arabian Asil horses became indispensable in raids and battles. The Quran itself underscores their importance in Sura 8 (Al-Anfal), Verse 60: "And prepare against them whatever you can of power and of horses trained for war, by which you may terrify the enemy of Allah and your enemy, and others besides them whom you do not know but whom Allah knows. And whatever you spend in the cause of Allah will be fully repaid to you, and you will not be wronged.""

In AlUla, the past and present don't just intersect—they gallop side by side.

A Taste of Adventure in AlUla

If you're not already in AlUla to compete in an endurance race, you can still experience the thrill of riding the famed "Ships of the Desert." And for those who want to stay in the equestrian spirit, there's even the chance to explore the region's many archaeological sites by horse-drawn carriage.

This land is a living museum, where traces of an ancient history coexist with a nature rich in biodiversity.

One of the key initiatives led by the Royal Commission for AlUla is the creation of the Sharaan Nature Reserve, where efforts to control overgrazing and reintroduce native species—such as gazelles, the Arabian oryx, and acacia woodlands—are underway.

What's the most unforgettable experience for those who've visited AlUla? The chance to follow endurance races from above—by hot air balloon, a staple of the AlUla Skies Festival.

Even in this realm of exclusive luxury, all it takes is a glance at the sky to remember: "A sandstorm passes, but the stars remain."

Five Families, Five Mares

Al Khamsa—The Five: the principal Arab families, each traced back to one of the legendary mares that answered the Prophet's call.

The story goes that Muhammad had a hundred mares enclosed near a stream. Deprived of water for days, they rushed toward it when the gates were opened, desperate with thirst.

But when the Prophet sounded the call to assembly, five mares broke away without even drinking, galloping proudly to their master.

Blessing them, he named each one: Abayah, Kuhaylah, Saqlawyah, Hamdanyah, and Hadbah—each embodying distinct virtues.

A Land of Spices and So Much More

A region so rich in environmental diversity naturally expresses itself through its cuisine.

Dates, wheat, meat, fish, and vegetables are prepared in countless regional styles, where the use of exotic spices—cardamom, pepper, saffron, and cinnamon—has been a tradition for centuries, thanks to the caravans that once crossed these lands.

Saudi Arabia's national dish is jarish, made from crushed durum wheat. In some Arabic dialects, the word jarusha refers to a horse-drawn thresher that separates grain from the stalk.

Hegra: A Nabatean Masterpiece

The first Saudi archaeological site recognized as a UNESCO World Heritage Site, Hegra is a testament to the Nabatean civilization—the same culture behind Petra. This extraordinary complex of monumental tombs, rock inscriptions, and ancient wells showcases the Nabateans' remarkable architectural and hydraulic expertise as early as the 1st century BCE.

New Opportunities, New Careers

For Saudi Arabia, tourism is an entirely new sector, and to meet this challenge, the Royal Commission for AlUla is training 200 young Saudis to help visitors explore the region's cultural treasures.

Recruited from the AlUla area, these 200 young people—all high school or first-year university students, evenly split between men and women—are now in Riyadh for specialized training in hospitality, language studies, agriculture, water technologies, and the cultural, social, and natural history of their homeland.

AlUla Moments: A Celebration of Heritage

A series of festivals and events designed to uncover AlUla's stories, reveal its secrets, and honor both local and international cultures.

With 7,000 years of refined civilization, AlUla has long been a hub for social gatherings and cultural celebrations.

The AlUla Moments calendar features five festivals, each offering unique experiences in art, culture, music, nature, wellness, equestrian sports, gastronomy, and astronomy.

The AlUla Wellness Festival showcases the latest practices to engage the mind, body, and soul; Winter at Tantora, AlUla's signature celebration of heritage, culture, fashion, and music; the Ancient Kingdoms Festival features immersive events honoring the ancient civilizations that once thrived in AlUla and the nearby oases of Khaybar and Tayma; the AlUla Skies Festival offers popular hot-air balloon rides and stargazing experiences; and the AlUla Arts Festival brings together contemporary and ancient art through events and exhibitions.