This event not only highlighted AlUla’s deep cultural ties with China, dating back centuries, but also set the stage for future collaboration in tourism, archaeology, and cultural exchange. 

Visitors to the AlUla stand at the festival were treated to an immersive experience, learning about the region’s unique offerings, such as Hegra — Saudi Arabia’s first UNESCO World Heritage Site — its commitment to art in the landscape, and the region’s remarkable biodiversity. Through traditional Saudi hospitality, AlUla fostered a deep connection with the Chinese audience, creating new opportunities for cultural exchange and inviting future travellers to explore its timeless treasures.

AlUla’s latest foray in China comes following the hosting of ‘AlUla: Wonder of Arabia’ exhibition at Beijing’s Palace Museum earlier this year, receiving praise from Chinese audiences. The Saudi Travel Festival further strengthened AlUla's growing popularity in China, laying the groundwork for even closer ties.