AlUla Tour
Leading on-the-ground communications for the 2024 and 2025 AlUla Tours, positioning an international cycling event within a wider destination story.
The event.
The AlUla Tour brought international professional teams and cyclists across multiple stages through a distinctive Saudi landscape. It was both an elite sporting event and a chance to showcase AlUla to international audiences.
My role.
I led event communications and media operations for both editions: hosting Saudi and international journalists, coordinating interviews and managing press conferences with riders, cycling organisers, government officials and Royal Commission for AlUla leadership.
The wider objective.
Media activity brought together the racing, the destination and the potential for cycling tourism. With AlUla’s remote location, travel logistics and stakeholder coordination were integral to delivering an effective international media programme.
“five thrilling stages set against the stunning backdrop of north-west Saudi Arabia.”