Tourists can enjoy hot air balloon rides with a tour guide sharing the landscape's history from above, take a private tour to ancient heritage sites in a vintage vehicle, or enjoy stargazing under clear skies and learn how ancient Arabs used the stars for navigation, to name but a few activities.

"We've adopted a varied strategy, to meet the needs of Chinese tourists, that emphasizes cultural, historical and luxury experiences," he says.

The commission is promoting the destination on Chinese social media platforms, showcasing experiences, such as exploring ancient tombs and enjoying luxury desert stays, and is also teaming up with influencers, who showcase the beauty of AlUla through travel vlogs and livestreamed tours.

Last year, Divas Hit the Road, a popular Chinese traveling reality show based around celebrities, chose AlUla as one of its destinations, boosting its reputation as a luxury and cultural destination for local tourists.

Earlier this year, AlUla, Wonder of Arabia, an exhibition at the Palace Museum in Beijing, presented an overview of the area's history through 236 artifacts, attracting 275,000 visitors and industry professionals.