NomadHer is pleased to announce that it was 1 of 12 international startups chosen for the innovation program of development of AlUla – a region nestled in the northwestern part of Saudi Arabia rich in extraordinary natural and cultural heritage. The county is hom e to the most renowned and recognized site, Hegra, the first Saudi Arabian site to be listed as a UNESCO World Heritage site in 2008. 

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The program is led by the Royal Commission for AlUla and AFALULA, in partnership with STATION F and Groupe Galeries Lafayette. Over the next three months in Paris, we’ll dedicate our efforts to identify and address concrete challenges linked to developing AlUla as a tourism destination. 

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In early December, all startups will present their solution and await results for the program to choose its winners with the potential to travel to AlUla and receive €80,000 to turn their programs into reality. 

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Our mission at NomadHer has always been the same: she can travel anywhere, and through this program we hope to open AlUla to the world’s women travelers and show that she can feel Hafawah – a Saudi cultural value that translates to warm hospitality, a gracious reception and a deep, genuine care for guests. 

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Our goal is to connect solo female travelers interested in exploring Saudi Arabia with local women in AlUla to create and host tours to branch the NomadHer community towards the Middle East. 

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We hope to share AlUla’s cultural landscape, a journey through 200,000 years of history. 

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AlUla – Forever Revitalizing  

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Lush valleys, sandstone mountains alongside ancient cultural sites dating back several millennia to the Lihyanite and Nabataean kingdoms. The region also features more than 110 well-preserved tombs and AlUla’s historic Old Town, a labyrinth of more than 900 mudbrick houses built as early as the 12th century. 

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AlUla welcomed at least 286,000 visitors in 2024, with at least 1.2 million visiting since 2018 according to the Royal Commission for AlUla. In the Royal Commission’s 2025 visitor survey, 73% of visitors were Saudi residents and 27% international, with Europeans making up a little over half of international visitors. The average age of visitors is 39.5, while couples and families make up 65% of groups. 

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AlUla aims to welcome 1 million visitors per year by 2030. 

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Key audiences outside of regional visitors include reaching visitors from France, the U.S., Germany and India. AlUla’s marketing plan identifies Holistic Wellbeing Seekers as key visitors to reach and Modern Nomads, independent and digital-first solo travelers as well. NomadHer’s solo female travel community fits the Modern Nomads segment the RCU wants to reach. 

By 2030, the program hopes to see that at least 71% of travelers set AlUla as their final destination. So, travelers that want to explore a niche region before crowds flock to it and people who are looking to relax for their own wellbeing will want to see all the AlUla can offer. 

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Saudi Arabia has 774,123 women-owned businesses which make up around 44% of all enterprises in 2025, according to the National Observatory for Women. 

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AFALULA has placed innovation at the core of its mission to co-create the tourism of tomorrow and we at NomadHer want to support the development of AlUla as a tourism destination through the same way we’ve done other places around the world. 

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On our app, NomadHers connect and engage, sharing tips, diaries and city guides. We also host women-led experiences and travel camps worldwide. 

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In Busan, we’ve created some of our most popular camps that range from learning how to surf, attending a jjimjilbang (traditional Korean spa), or even a workation, where attendees are able to network and talk to other female founders, digital nomads and entrepreneurs. With our experience, we know we can create something similar in AlUla to put it at the top of travelers must visit list. 

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Women now account for 71% of all solo trips worldwide and female solo travel has grown by more than 60% over the past three years, according to Safeture and Riskline’s 2026 analysis. The solo travel market today stands at $428 billion, and could increase up to $1.07 trillion by 2030. 

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We know that at least 70% of solo female travelers face unique risks due to their gender identity, with 68% naming personal safety as their top concern, according to the Solo Female Travelers Club 2026 survey. 

With over 600k+ registered and verified members from 190+ countries and over 1,000 travel camp participants and top users from places like South Korea, the U.S., France, India and Germany, we know that with the right opportunity and proper guidance, she can travel to AlUla.  

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Our community and capacity to create women-led tours ties directly to AlUla’s goal of growing international visitors. 

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We hope to vet local women hosts, offer small-group tours and provide pre-trip guidance on local customs and dress. 

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Now in Saudi Arabia, foreign women do not have to wear the headscarf or the abaya, a traditional loose-fitting, full-length outer robe, but modest dress is expected, but women are asked to cover their hair at mosques. Women also do not need to travel with a male companion and they are able to book hotel rooms with their own IDs 

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Tourist eVisas are available on the official portal, which can cost around SAR 480 ($128 USD) and are valid for one year. 

Expected Impact 

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We hope to increase cultural impact, ensure confidence and human connection for visitors and to increase visitor volume – with the 190+ countries inside NomadHer’s reach all pointed in one direction. 

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Among the strategic initiatives, we believe our global reach can help generate global demand for AlUla through differentiated visitor experiences. 

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NomadHer is community-driven and with the opportunity to create a women-led option alongside AlUla’s luxurious destination portrait, we want to create experiences by women, for women. By learning about the stories of local women from rawees (storytellers) and learning what life in Saudi Arabia is for them, our program at NomadHer will provide a deep understanding of culture, life and the beauty of AlUla through her eyes.  

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Through NomadHer’s experiences, efforts and continued support from our community, we will show that She Can Travel Anywhere. 

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