ALULA TOUR

GLOBAL SPORTS DESTINATION

The AlUla Tour 2024, delivered by STAMiNA under the leadership of the Ministry of Sports, the Saudi Cycling Federation, the Royal Commission for AlUla (RCU),  and in partnership with Amaury Sport Organisation (ASO), has cemented itself as one of the region’s most prestigious professional cycling events. Taking place from January 28th to February 1st, 2024, the event showcased the stunning landscapes of AlUla, reaffirming its position as the home of cycling in Saudi Arabia and a key destination on the global sports tourism map.
This fifth edition of the tour featured 17 international teams, including 6 UCI WorldTeams, racing across five distinct stages covering over 791.5 kilometers. Each route was meticulously designed to highlight AlUla’s diverse landscapes, from the striking rock formations of Hegra to the panoramic heights of Harrat Uwayrid and the cultural heart of AlUla Old Town. Beyond the race, the event was an immersive experience of heritage, sport, and community celebration, delivering an unprecedented blend of world-class competition and Saudi culture.
STAMiNA, as the master planner and operational lead, played a critical role in transforming AlUla’s desert roads and landmarks into a fully functional international racecourse. Our responsibilities spanned full event delivery, covering site operations, route infrastructure, logistics, branding, guest experiences, entertainment, and stakeholder management. This year also marked a milestone in extending the event beyond the race itself, with the introduction of side activations such as community races, kid’s races, a camel race, cultural booths, and airport activations, enhancing engagement with both locals and visitors.

Executing a multi-stage race in such a remote and logistically challenging region came with significant operational hurdles. Each stage featured separate start and finish lines, located between 1.5 to 3 hours apart, with less than 12 hours turnover between dismantling one stage and building the next. STAMiNA overcame this by deploying parallel crews, implementing a pre-fabrication strategy, and operating mobile logistics units to rapidly move materials and teams between locations. Additionally, extreme weather, tight timeframes, and complex road closures were mitigated through comprehensive contingency plans, precision fleet management, and around-the-clock operations.

On a global scale, the event reached 190 territories via 62 broadcast agreements, including 14 live broadcasters. Over 826 articles were published, generating a media value exceeding $4.4 million, and social media impressions surpassed 157.5 million, with particularly strong engagement from key cycling markets in Europe, the USA, and the Middle East. The event’s Instagram following grew by over 51% during the campaign period, reflecting heightened international visibility for both the race and the destination.
Spectator engagement also soared. Dedicated fan zones, VIP hospitality platforms, and interactive sponsor activations created an elevated guest experience at every stage. VIPs enjoyed curated cultural programs, fine dining, and the best race vantage points, while general spectators participated in side events such as the Public Ride at the Camel Cup Track, attracting over 170 amateur cyclists, and the Kids Mini Race, which saw participation from over 150 school children, many riding a bike for the first time.

What makes the AlUla Tour 2024 truly exceptional is its unique blend of sport, culture, and destination promotion. It is one of the few professional cycling events globally where the race route passes through UNESCO World Heritage sites, ancient tombs, and natural wonders. The integration of helicopter broadcast footage, camel races alongside the cycling stages, and curated cultural experiences gave viewers and participants an unparalleled experience that transcended traditional sporting events.

The impact extended beyond the event. It boosted the local economy, supported AlUla’s tourism vision, empowered local businesses and artisans, and contributed to the broader narrative of Saudi Arabia’s transformation under Vision 2030. The knowledge transfer between ASO and local Saudi entities, facilitated by STAMiNA, further strengthened the capabilities of the Saudi sporting industry.
In summary, the AlUla Tour 2024, delivered by STAMiNA, was not just a race, it was a statement of capability, culture, and ambition. A fusion of world-class sporting standards with rich heritage storytelling, operational excellence, and community empowerment, it stands as a benchmark not only for cycling in the Middle East but for how global events can successfully balance sporting prestige with cultural authenticity and sustainable practice.