Destination is North: A Saudi Journey Showcases Tourism Diversity in Saudi Arabia
A group of travel and exploration enthusiasts has launched a community initiative titled "Destination is North", embarking on a journey to introduce the diverse tourism assets across the regions of the Kingdom of Saudi Arabia and to highlight its rich natural, heritage, and cultural elements.
The journey seeks to promote responsible tourism by enhancing practices that help preserve the natural environment and safeguard heritage sites, thereby raising awareness of the importance of protecting tourism resources and fostering sustainable behaviors toward natural assets for future generations.
The Destination is North route comes as part of a series of exploratory trips that will continue in the coming period across other regions of the Kingdom within a comprehensive national journey aimed at encouraging domestic tourism, showcasing unique tourist sites, and highlighting the diversity of natural environments, varied geographical landscapes, and cultural heritages that reflect the identity of Saudi places.
The journey began in Riyadh, passed through Hail Region, and arrived in AlUla before concluding in Tabuk Region. The route highlights the terrain of northern Saudi Arabia and its remarkable rock formations and natural vistas, reflecting the region’s geographical diversity and rich landscapes.
Artist and tourism-focused traveler and general supervisor of the journey Khalid Abdulrahman said AlUla is one of the most prominent stops on the route due to its unique nature, diverse terrain, and distinctive rock formations—features that have made it a standout destination on the cultural and natural tourism map and a point of interest for visitors from inside the Kingdom and abroad.
He added that the initiative focuses on showcasing the diversity of tourism experiences across the Kingdom’s regions and on highlighting the ongoing development of tourism services and infrastructure. He noted that this is achieved through field tours by car, visually documenting distinctive sites, and sharing them to introduce the world to the Kingdom’s beauty and diversity.
He affirmed that, as Saudi citizens, they play an important role in introducing the landmarks of their homeland, conveying its true image to visitors, reflecting the generosity and warm hospitality of Saudi society, and contributing to an authentic human experience that remains in the visitor’s memory.
The Destination is North initiative contributes to strengthening the relationship between people and place, raising environmental and cultural awareness, and supporting national efforts to advance sustainable tourism. It also highlights the richness and diversity of Saudi nature as part of an ongoing community initiative that opens new horizons of exploration across the Kingdom’s regions.
