AlUla and Almosafer Activities Announce Strategic E-Commerce Partnership to Boost Global Access to Heritage Experiences

Government

AlUla and Almosafer Activities Announce Strategic E-Commerce Partnership to Boost Global Access to Heritage Experiences

AlUla, Saudi Arabia’s premier heritage and cultural destination, has signed a groundbreaking e-commerce distribution agreement with Almosafer Activities, marking the first such partnership for the destination. The collaboration, announced at the Arabian Travel Market 2025, aims to enhance global and regional access to AlUla’s unique cultural and adventure experiences.

Almosafer Activities is a joint venture between Almosafer, the leading Saudi travel company under Seera Group, and Klook, Asia’s leading travel experience platform. Through this strategic agreement, curated content from the Royal Commission for AlUla (RCU) will now be made bookable on Almosafer’s integrated platform and Klook’s international channels, bringing AlUla’s tourism offerings to a broader global audience.

The partnership supports RCU’s long-term strategy of positioning AlUla as a luxury heritage destination, with experiences ranging from immersive cultural tours to thrilling adventure activities. Featured bookable offerings include:

Day tours and wildlife experiences at Hegra, Saudi Arabia’s first UNESCO World Heritage Site
Guided explorations of Dadan, Jabal Ikmah, and AlUla Old Town
Adventure activities such as abseiling, the AlUla Ladder, Giant Swing, and Via Ferrata rock climbing

Rami Al Muallem, Vice President of Destination Management and Marketing at RCU, said:

“This partnership with Almosafer Active is a key milestone in expanding the reach of AlUla’s extraordinary experiences. It underscores our commitment to making heritage, culture, and adventure easily accessible for travelers worldwide.”

Saria Al-Darhali, General Manager of Almosafer Activities, added:

“We’re proud to help integrate AlUla into our platforms and showcase its unmatched natural and historical beauty. This step enhances access for both local and international travelers, supporting Saudi Arabia’s tourism vision.”

This initiative builds on a previously established strategic partnership between AlUla and Almosafer and complements the Kingdom’s broader tourism development goals. With support from Discover Saudi, Almosafer’s destination management arm, the platform will deliver a seamless digital booking journey across the region’s most iconic landmarks.

The agreement also reinforces Saudi Arabia’s commitment to sustainable and responsible tourism, spotlighting AlUla as a living museum where ancient history and modern innovation coexist.