AlUla Triumphs with Sustainability Stand Award at Arabian Travel Market

Wednesday, May 8, 2024

The ancient city of AlUla in northwest Saudi Arabia was recognized with the prestigious Sustainability Stand Award at the Arabian Travel Market (ATM) in Dubai, United Arab Emirates, from a pool of 2,844 competitors. This award underscores AlUla’s dedication to sustainability, which was evident in the innovative design of their exhibition stand.

Under the ‘AlUla Green Initiative 2024,’ this year’s ATM stand promoted a philosophy that underscores the significance of small efforts in achieving a sustainable future. The stand featured eco-friendly materials like recycled wood and metal from local suppliers, energy-efficient lighting, and advanced waste management systems to reduce environmental impact while maintaining high sustainability standards.

Moreover, the stand’s design enables it to be packed into a single pallet for low-carbon transport. It uses digital displays instead of paper, and incorporates reusable elements such as furniture and structural components like steel frameworks and flooring. The use of ecological paints and formaldehyde-free MDF further reflects the commitment to environmentally-friendly practices.

“The response to our sustainable stand at ATM 2024 has been overwhelmingly positive,” said Rami Almoallim, Vice President of Destination Management and Marketing at the Royal Commission for AlUla (RCU). “Our 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.”

To enhance visitor awareness about sustainability, LED screens at the exhibit highlighted the eco-friendly aspects of the design and detailed the carbon savings achieved through these efforts. Additionally, as part of an expansive digital engagement strategy, attendees were encouraged to sign up for free tree planting at Sharaan Nature Reserve. This program provides each participant with the geolocations of their tree, along with periodic updates and photos, to enhance transparency and engagement.

In a committed effort to reduce its environmental footprint, AlUla has pledged to neutralize all emissions related to ATM 2024, including those from stand construction, staff air travel to Dubai, and on-site activities. These offsets, arranged in partnership with ClimeCo, were secured prior to the start of the exhibition, highlighting AlUla’s forward-thinking approach to environmental stewardship.

AlUla: Redefining Benchmarks in Sustainable Destination Development

As a pioneer in the experience economy, AlUla employs a comprehensive ‘light touch’ tourism strategy that manages visitor flows, raises environmental consciousness, and involves the community in conservation efforts, fostering sustainable development while ensuring that its restoration initiatives have a profound impact on both tourists and the local community.

At the heart of this strategy is the AlUla Sustainability Charter, which ensures the protection of the area’s natural and historical assets amid ongoing development. This commitment is exemplified by initiatives such as dedicating 50% of AlUla to nature reserves and developing eco-friendly infrastructure, setting a global benchmark for sustainable tourism. Moreover, the ambitious AlUla tramway project aims to connect Hegra, Saudi Arabia’s first UNESCO Heritage Site, with AlUla International Airport, emphasizing AlUla’s commitment to sustainable transportation. This project will progress in two phases, bolstering the region’s dedication to eco-friendly transport solutions.

AlUla also emphasizes sustainable construction practices, with all projects undertaken by the Royal Commission for AlUla (RCU) required to adhere to rigorous Green Building Certification standards, achieving Mostadam Diamond or LEED Gold certifications. This commitment ensures that AlUla’s architectural development not only reflects modernity but also stands as a paragon of environmental responsibility, positioning AlUla as a leader in innovative and sustainable destination development.

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