Talia Tourism Signs MoU with the Royal Commission for AlUla, Joining the AlUla Preferred DMC Network
On 1 May 2025, during the 32nd Arabian Travel Market (ATM) at the Dubai World Trade Centre, Talia Tourism signed a memorandum of understanding with the Royal Commission for AlUla (RCU), formally becoming a member of the AlUla Preferred DMC Network. Under this accreditation, Talia Tourism will deliver ground services in AlUla for Chinese travellers to officially recognised service standards.
Key facts: During ATM 2025, RCU signed agreements with five destination management companies. Two of them, CTTC and Talia Tourism, specialise in inbound travel from China. The agreements expand the AlUla Preferred DMC Network from eight members to thirteen. The Saudi Press Agency (SPA) announced the partnerships on 5 May 2025.
01 Background to the Agreement
The 32nd Arabian Travel Market was held at the Dubai World Trade Centre from 28 April to 1 May 2025, drawing around 2,800 exhibitors and more than 55,000 industry professionals, making it the largest edition to date.
AlUla is a cultural and nature tourism destination developed as a priority under Saudi Arabia’s Vision 2030. It is protected, developed and promoted by RCU, established in 2017. RCU’s Journey Through Time masterplan runs through 2035 and targets the creation of 38,000 local jobs. Hegra, Saudi Arabia’s first UNESCO World Heritage Site, is the signature landmark of this “living museum”.
02 Scope of the Partnership
According to RCU, the five new DMCs are: CTTC, which like Talia Tourism specialises in inbound travel from China; UTA, with 77 years of operation behind it; Athaar Arabia, with over 60 years of experience; and AlFares International, with 26 years of experience. The network grows from eight members to thirteen.
- ✅ Airport transfers and domestic transport
- ✅ Accommodation and room-allotment arrangements
- ✅ Tailor-made itineraries and signature experiences
- ✅ End-to-end delivery from arrival to departure
Talia Tourism will provide ground services across AlUla for tour operators and travel agencies worldwide. The AlUla Preferred DMC Network directory on RCU’s official website still lists Talia Tourism and its contact details.
03 Value for Both Parties
RCU has identified China as one of its key source markets: Hegra and other core sites offer Chinese-language audio guides, UnionPay is accepted locally, and RCU continues to expand its pool of Chinese-speaking guides. RCU has also signed a cultural heritage preservation agreement with the Dunhuang Academy.
For Talia Tourism, Preferred DMC status means direct access to the destination’s product portfolio and quality standards, shortening the path from itinerary design to on-the-ground delivery. For RCU, bringing in a partner deeply rooted in the Chinese market helps convert global brand exposure into actual arrivals.
04 Looking Ahead
RCU revealed during the exhibition that its global brand campaign “Forever Revitalising” has lifted global brand awareness by seven percentage points, while AlUla International Airport now operates direct flights to Riyadh, Jeddah, Dammam, Dubai and Doha.
Building on this momentum, Talia Tourism will develop in-depth thematic itineraries for Chinese travellers around AlUla’s cultural heritage, natural landscapes, arts festivals and luxury accommodation, covering core experiences such as Hegra, AlUla Old Town, Dadan and Jabal Ikmah, and Elephant Rock.
05 About Talia Tourism
Talia Tourism is a Saudi Arabia-based destination management company (DMC) specialising in inbound travel. It provides ground services across the Kingdom for travellers and trade partners from China and other Asian markets, covering itinerary design, hotel and transport arrangements, Chinese-speaking guides, and visa and MICE support. The company has also launched the “Talia Guide” WeChat mini programme for Chinese-speaking travellers. Website: www.taliatraveltourism.com.
Sources: Saudi Press Agency (SPA), 5 May 2025; the AlUla Preferred DMC Network directory and Journey Through Time masterplan on experiencealula.com; the Dubai Government Media Office release on the opening of ATM 2025, 28 April 2025; and trade coverage including China Daily, Travel Trade Journal, Connecting Travel and TourExpi.