AlUla
Challenge
Position the destination in the trade, media and consumers as a top emerging destination for premium travelers and committed to sustainable tourism.
Main Saudi Arabia’s landmark destination with a deep cultural soul.
Highlight the endless possibilities offered by the destination to each segment: FIT, groups and MICE
Increase awareness in Italy
Increase the number of Italian visitors
Tactics
Comprehensive annual representation contract combining PR, promotion and marketing efforts
Adaptation of strategy to the Covid-19 pandemic –
Webinars for TOs and TAs to train them on the destination
B2C activity – Outdoor Photo Exhibit done in Milan, Rome and Lugano (Italian Switzerland) outdoors because of the pandemic,
Creation and management of trade and media kits and dissemination of newsletters
Launch of a marketing co-op plan with Saudi Tourism Authority, Saudia and local DMC GoZahi Attending Trade events
Activation of comarketing Campaign with top tour operators
Creation of a series of B2C events dedicated to real travelers as #ItalyLovesAlUla in cooperation with our top tour operators and their best retailers
Analytics & Results
- 30 TO presenting the destination
- +300 travel agents trained
- More than +2.3 million € of press value obtained in 2020/2022
- Italy is now among the top 3 European countries for potential visitor arrivals in the coming years
- more than 1000 italian pax from border reopening till new year 2022
