AlUla (Arabic: ٱلْعُلَا, romanized: al-ʿUlā) is an ancient Arabian oasis city located in Medina Province, Saudi Arabia.

Situated in the Hejaz, a region that features prominently in the history of Islam as well as several pre-Islamic Semitic civilizations, AlUla was a market city on the historic incense route that linked India and the Persian Gulf to the Levant and Europe.

Saudi Arabia's first UNESCO World Heritage Site, Hegra (also known as al-Hijr, or Mada'in Ṣalih), is located 22 km (14 miles) north of the city, in AlUla governorate.

[10] The area is also known for its striking landscape of rocks, canyons, and wadis, and the contrast between these dry surroundings and the lush, palm-filled oases near the city's centre.

The oasis of AlUla stands on the site of the Biblical city of Dedan but was founded with the ancient North Arabian kingdom of Lihyan, which ruled from the 5th to 2nd century BCE.

In these it is told how Nabonidus, last ruler of the Neo-Babylonian Empire, made a military campaign to northern Arabia in 552 BCE or somewhat later, conquering Tayma, Dedan, and Yathrib (now Medina).

The vertical sandstone cliffs surrounding the valley provide ample surfaces for rock art, making the governorate one of the richer petroglyph regions in the Kingdom.

Ar-Ruzeiqiah is a mountain in the southern part of the governorate, with a large petroglyph panel displaying hundreds of images, including depictions of hunting scenes with humans and a variety of animals.

These five districts are part of a larger development plan for AlUla that further aims to transform the city into a world-class tourist destination while also preserving its cultural and historical heritage.

[22] To promote tourism and gain more attraction, the Royal Commission on AlUla is training 200 young Saudis on an ambitious project where tourists will explore the area's cultural treasures.

In April 2018 it signed a 10-year deal with France that included provisions for hotels, transport infrastructure and a world-class culture and art museum.

[27] Since 2021, the Royal Commission of AlUla has been running SME accelerator in collaboration with AstroLabs to ensure growth of the local tourism ecosystem.

[29] A major integrated archaeological survey of AlUla valley and beyond was launched by the commission, charged with protecting and regenerating the north-western region.

[34] A second edition of Winter at Tantora Festival was held on 19 December 2019, and included performances by Omar Khairat, EBI "Ebrahim hamedi", Andrea Bocelli, Yanni, Enrique Iglesias, and Lionel Richie.

From 6 to 7 March 2020, a large concert of Iranian singers was held at the winter celebration of the Kingdom of Saudi Arabia in the city of AlUla.

Ebi, Leila Forouhar, Shahram Shabpareh, Shadmehr Aghili, Andy (Andranik Madadian), Arash and Sasy were present at the concert.

[38] On 11 February 2019, Saudi Arabia's Crown Prince Mohammed bin Salman launched the AlUla vision which features a resort and nature reserve called Sharaan.

Some notable companies are already working on and benefiting from the AlUla project: AECOM, JAL International, Nesma & Partners, Alstom, KUN Investment Holding and others.