Rehabilitation of the Incense Route

AlUla sits in the north-west of the Kingdom, within Al Madinah Al Munawwarah Province, and held a strategic position on the ancient Incense Route — the trade network that carried frankincense, spices and gold across thousands of kilometres between southern Arabia and the Levant.

Under Nabataean rule the city flourished as a centre of trade and culture, with advanced commercial networks and prosperous settlements. The route was more than a passage for goods; it was a conduit for exchange between civilisations.

The ongoing project rehabilitates and revitalises the Incense Route through the heart of the old town, transforming it into an immersive and interactive visitor experience while preserving the legacy of one of the world's most ancient trade corridors.