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Temporary Service Update

Our call centre is temporarily unavailable. Please reach out via the Contact Us form or contact the Visitor Centre at Winter Park on WhatsApp: +966 55 495 9799.

The Incense Road Experience

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Tracing the paths of the ancient traders who, in AlUla, connected civilisations through exchange, culture and movement

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Highlights

  • Live, immersive storytelling inspired by the Incense Road
  • Encounters reflecting different aspects of daily life along the route
  • Focus on incense and its historical significance
  • Insight into AlUla’s role within regional trade networks
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Overview

Step into this award-winning experience, named Best Arts & Culture Event at the 2025 Saudi Events Awards. This two-hour immersive adventure leads you through a maze of historic mud-brick houses, where live performances, cutting-edge technology, and hands-on exploration create a series of unforgettable multi-sensory worlds. As you unravel clues and stories, you’ll journey through ancient histories and living memories of local communities - all seamlessly connecting every visitor to the epic past and enduring spirit of AlUla.

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A glimpse of the experience

The Incense Road and AlUla

AlUla’s legacy at the heart of the Incense Road stretches back thousands of years and continues to be shared by its people today. Recognised as Best Arts & Culture Event at the 2025 Saudi Events Awards, this captivating journey through the extraordinary Old Town blends ancient history with living heritage.

Encounter legendary figures of the ancient world and move through exquisite environments where characters share stories of the Incense Road and its lasting connection to communities today. Meet the incense maker and step into a world of ancient scents, learn the art of crafting incense, and explore an enchanting library of literary inspiration. Immerse yourself in the thrilling lives of traders as they crossed vast landscapes in camel caravans, transporting people, goods, and cultures across inhospitable terrains to the oasis of AlUla - where the great cities of Dadan and Hegra grew wealthy, famous, and powerful, connecting AlUla to kingdoms and empires across the world.

Location

Old Town

Type

Guided

Duration

1 hour and 30 minutes

Physical intensity

Low

How your experience unfolds

  • Move between a series of live scenes featuring performers and storytelling
  • Observe how goods, traditions and daily life are presented in each setting
  • Follow a guided narrative connecting each scene to the wider trade network
  • Leave with a clearer understanding of how AlUla connected cultures and commerce
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About this place

Old Town

A labyrinth of stories in AlUla's heart

Winding through the heart of AlUla, The Oasis is a lush landscape of palm groves, farmland and ancient waterways. Long central to life in the valley, it remains a place of culture, agriculture and quiet discovery, offering a deeper connection to AlUla’s living heritage.

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Experience location

Old Town

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Whats Included

Inclusions

  • Award-winning immersive guided walking tour through Old Town
  • Live storytelling and surprises
  • Provision of experience materials (cloaks, maps, bracelets)
  • Personalised incense-making workshop
  • Take-home gift

Price

From SAR 185 per person

Language

English and Arabic

Age suitability

5 years and above

Operator

Experience AlUla

Meeting point

The Incense Road Experience

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Parking

Free parking at Old Town South Parking

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Weather considerations

All experiences subject to weather and visibility conditions.

Accessibility notes

Not suitable for wheelchair/stroller

Availability

Evening tours available Tuesday to Saturday

Know before you go

  • Comfortable walking shoes with a warm jacket, hat, and scarf for the night.
  • You will be provided a hooded cape as part of the experience.

Allergy notice 

  • The experience involves the use of incense, which may not be suitable for individuals sensitive to fumes or fragrances.

Health notice 

  • The experience takes place in mud dwellings which may cause discomfort for those sensitive to dust
  • Please note that the use of incense for medicinal or health purposes are not to be taken literally, and should in no way be interpreted as guidance. Always consult a qualified health professional before using any medicinal substance 
  • The experience features close-range projections which may cause discomfort for individuals sensitive to flashing lights 
  • The experience is setup within small, enclosed spaces and may not be suitable for individuals with claustrophobia
  • Guests will be required to step over door thresholds, bend through low doorways, and climb and descend uneven stairs to view the terrace spaces.
  • Cancellations and refunds are allowed up to 3 days before the experience. To request a refund, please use the contact form.
  • Please note that bank credit card processing fees are non-refundable.
  • If you’ve registered your account, you can log in and make changes
  • If you booked your ticket through a third party, please coordinate with them directly regarding their policies, changes, and updates.