Into AlUla: Saudi Arabia's Soul

Saudi Arabia is emerging as one of the most intriguing travel destinations of our time – a country where millennia of history meet modernity against landscapes that feel like another world. We’re thrilled to introduce Our Habitas AlUla to the Destinology portfolio, joining a broader offering of experiences across Saudi Arabia. 

Having recently completed in-depth training on this extraordinary region, the entire team was captivated by the rich heritage, natural wonders, and genuine warmth that define AlUla Saudi Arabia – as well as the beautiful Our Habitas AlUla resort. It’s a place that inspires curiosity and wonder, one that we’re eager to help you explore.

A Living Museum

Spanning a vast area in the northwest of Saudi Arabia, AlUla is a region packed with stories that stretch back an astonishing 200,000 years. Recent archaeological discoveries across the oasis have revealed continuous human activity for over 7,000 years, capturing layers of civilisations, cultures, and trade routes that have helped to shape this unique corner of the world.

Historically, AlUla was an important stop on the ancient Incense Road – a trade network that connected Arabia to the Mediterranean and beyond. This made AlUla a critical refuge for merchants and travellers, a safe haven to rest, enjoy fresh food, and re-energise in the desert. The oasis’s fertile lands have nurtured communities for millennia, producing bananas, citrus fruits, and herbs that remain remarkably fresh and vibrant.

One of the most fascinating things about AlUla tourism is how all the major attractions cluster closely together, making it possible to see a wealth of sites in just a day or two and seeing it perfectly twinned with trips to Dubai. From the awe-inspiring tombs of Hegra to the otherworldly formations of Elephant Rock AlUla, everything is within easy reach.

Unpacking AlUla’s Key Attractions

Hegra (also known as Mada’in Saleh) stands as the southernmost city of the Nabatean Kingdom and is Saudi Arabia’s first UNESCO World Heritage Site. It features more than 110 rock-cut tombs, well-preserved with intricate carvings. Exploring Hegra is best done via vintage Land Rover tours, which take approximately three hours and provide an intimate view of the landscape and its secrets. It's an experience that leaves you speechless – there's something humbling about seeing such ancient artistry up close.

Nearby lies the lost city of Dadan, famous for its lion tombs and ongoing archaeological excavations. So far, only about 6% of the ancient city has been uncovered, with hidden walkways and structures still buried beneath layers of stone. Walking through it, you feel like you're glimpsing a civilisation mid-reveal – a rare privilege for any modern traveller.

Just ten minutes from Dadan is Jabal Ikmah, often described as an open-air library due to its dense collection of ancient inscriptions and petroglyphs – they’re some of the oldest known scripts in Saudi Arabia and they predate the Arabic language. The rock art here offers a rich glimpse into the everyday life of those who inhabited the area thousands of years ago.

The AlUla Old Town dates back to the 12th century, made up of narrow alleyways lined with market stalls and quaint shops. The town pulses with local life and provides wonderful opportunities to sample traditional Saudi food and connect with welcoming residents.

Adjacent to the old town is Aljadidah, a pedestrianised district with charming squares, cafes, and art installations. It’s the kind of place where you’ll find yourself returning for a final stroll each evening.

Experiencing AlUla’s Natural Wonders

AlUla’s landscape is shaped by ancient volcanic activity, giving rise to dramatic rock formations and fertile valleys. The towering Elephant Rock (Jabal AlFil) is one of the most iconic natural landmarks, standing about three stories tall. Its striking shape is especially breathtaking at sunset, as the desert is painted in warm and shifting hues. The spot is especially popular with locals, who gather on Friday evenings and weekends to enjoy cardamom coffee or mocktails beneath the glowing sky.

For a truly unique perspective, hot air ballooning in AlUla grants breathtaking panoramic views of the vast desert, the ancient tombs, and dramatic rock formations below. While no flight path can guarantee passing directly over historic sites like Hegra, the serene experience of floating above the desert at sunrise or sunset is among the most recommended things to do in AlUla. Speak to our team of Personal Travel Concierges if this interests you.

Stargazing & Wildlife

One of AlUla’s most unexpected delights is its pristine dark sky, ideal for stargazing. The Gharameel Nature Reserve is the Gulf region’s first accredited International Dark Sky site, offering incredible views of constellations that seem close enough to touch.

Within the grounds of Our Habitas AlUla, it’s possible to slip quietly behind the sandstone formations and gaze up at the Milky Way in total silence. It’s hard to explain the magic of that moment – no photos, just you, the stars, and a sense of timelessness.

Adventurous travellers can head into Sharaan Nature Reserve, where night tours combine celestial views with a chance to spot native species such as gazelles, foxes, and the elusive Arabian ibex. Conservation work here is serious and inspiring – with efforts underway to reintroduce the Arabian leopard, one of the most endangered big cats on Earth.

Our Habitas AlUla

Our Habitas AlUla sits serenely in the Ashar Valley, near the surreal Maraya concert hall – the world’s largest mirrored building. Maraya reflects the desert around it in astonishing ways and hosts performances from artists like Alicia Keys, Andrea Bocelli, and John Legend. Dining on the rooftop, where Michelin-starred chef Jason Atherton has created a menu that blends Saudi flavours with international flair, is a must.

The resort’s design respects the land. Its villas are modular, sustainable, and made using local materials – every structure feels like it belongs there, rather than being placed there. You’ll find rammed earth walls, timber decks, and interiors that channel the spirit of the desert.

Communal areas include an open-air yoga shala, a fire pit lounge, and a desert-facing restaurant where meals are slow, local, and delicious. Come evening, you can sit around the fire with other guests listening to a local storyteller – it’s one of those quietly powerful travel moments that stays with you for years to come. 

Across AlUla, you’ll find nearly 30 restaurants, from fine dining in Maraya to traditional dishes served in the old town. Despite Saudi Arabia’s dry laws, you’ll be amazed by the creativity of alcohol-free cocktails, often infused with local herbs and spices. It’s a refreshing (and photogenic) part of the experience.

AlUla’s Flourishing Arts 

AlUla isn’t just a place of the past – it’s a destination very much living in the present. Its contemporary arts scene is thriving, with events like Desert X AlUla and the Valley of the Arts bringing international artists to create site-specific works that respond to the desert environment.

If you’re a lover of culture and creativity, this is your paradise. Five major festivals take place throughout the year, showcasing music, sculpture, and performance art. We’d recommend timing your visit with one of these events to see AlUla at its most alive – speak to our team and we’ll guide you on the best dates.

Genuine Connection

With a population of under 50,000, AlUla feels intimate. Locals are proud of their home and eager to share its beauty with visitors. Whether you’re speaking with a guide, a restaurant owner, or an artist in Aljadidah, there’s a tangible sense of hospitality that runs deep here.

Our recent visit and training left us not just informed, but inspired. This isn’t a destination you merely tick off your list, it’s one that properly stays with you. The ancient tombs, red-hued canyons, and impossibly clear skies? They get under your skin in the best possible way.

Ready for a Little AlUla? 

If you’re curious to explore one of the Middle East’s most captivating destinations, we’d love to help. Let us design a Tailor-Made Holiday around Our Habitas AlUla and the wider region, blending luxury, culture, and adventure in one journey.

From vintage Land Rover safaris and hot air balloon rides to desert wellness retreats and intimate art encounters, AlUla offers something genuinely rare – the feeling that you’ve discovered something before everyone else… 

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