AlUla stand trumps 2,844 others at Arabian Travel Market

The Royal Commission for AlUla has earned the Sustainability Stand Award at ATM.

Competing against 2,844 other stands, the ancient city's stand, held under the theme of the 'AlUla Green Initiative 2024' strived to embrace a philosophy that emphasises how small changes can contribute to a more sustainable future.

Rami Almoallim, VP of destination management and marketing, said AlUla's dedication to sustainability "extends beyond mere participation. With initiatives such as the Sharaan Planting Initiative and our comprehensive carbon offset program 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."

LED screens around the stand display the sustainable credentials behind its eco-friendly design and analyse the carbon offsets achieved by the approach.

Attendees were invited to register for complimentary tree planting at the Sharaan Nature Reserve, with each participant staying in touch with regular updates on their planted tree.