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2022 represented a record year for tourist presences in Saudi Arabia; Martinengo Communication accompanied the AlUla region in achieving this ambitious result, which sees the Italian market ranked first in terms of conversion rate in the segment definable as ‘Luxe Seekers’, equal to 69%, making it the highest globally.

In addition, RCU has signed an agreement with Team Jayco AlUla, one of the world’s top cycling teams that takes part in international competitions such as the Giro d’Italia and Tour de France, with the aim of introducing AlUla to 1.7 billion road cycling spectators and sports fans around the world.

On the basis of the partnership, on 28 May Martinengo Communication organised an event at the Royal Embassy of Saudi Arabia in Rome to present AlUla as a new exclusive cycling hub that, together with the presence of Team Jayco AlUla, transported guests into the Saudi atmosphere with the aim of presenting the region as an ideal environment for the promotion and development of cycling in all its forms.