Presenting itself at ATM 2024, AlUla’s highlighted its drive for sustainable tourism, including conservation projects, eco-friendly accommodation and won the Sustainability Stand Award.

UNESCO World Heritage site AlUla in Saudi Arabia has bagged the Sustainability Stand Award at Arabian Travel Market (ATM) in Dubai, edging out 2,844 other competing stand designs at the event.

In a press statement, the Royal Commission for AlUla, the official tourism board, says that this accolade validates AlUla’s sustainability initiatives. The destinated presented itself under the banner of ‘AlUla Green Initiative 2024’, at this year’s ATM stand, and highlighted its sustainability drives stressing on the importance of every small effort contributing to a more sustainable future.

RCU says that it employed eco-friendly materials to build its sustainable and reusable stand, which can also be packed into a single pallet for low-carbon transportation.

“The response to our sustainable stand at ATM 2024 has been overwhelmingly positive. Our dedication to sustainability extends beyond mere participation. With initiatives such as the Sharaan Planting Initiative and our comprehensive carbon offset programme launched on-site, we aim to inspire every individual to contribute to environmental conservation. This award arrives just after the launch of our first global brand campaign, ‘Forever Revitalising,’ which encapsulates and amplifies AlUla’s core sustainability ethos,” says Rami Almoallim, Vice President of Destination Management and Marketing at the Royal Commission for AlUla (RCU).

To further educate visitors about sustainability, LED screens at the stand displayed the eco-friendly features of the design and detailed the carbon offsets achieved by these measures. Additionally, as part of a broader digital engagement strategy, attendees were invited to register for complimentary tree planting at Sharaan Nature Reserve, RCU adds.

The statement adds that as a proactive measure to minimise its environmental impact, AlUla has pledged to offset all emissions associated with ATM 2024, including those from stand construction, staff air travel to Dubai, and on-site activities.

The board adds that it has also taken initiatives like designating 50 pc of AlUla as nature reserves and investing in eco-friendly infrastructure, establishing a global gold standard for sustainable tourism. Additionally, the ambitious AlUla tramway project aims to connect Hegra, Saudi Arabia’s first UNESCO Heritage Site, with AlUla International Airport, showcasing AlUla’s dedication to sustainable mobility.