Following the successful entry of AlUla into the cycling world via the GreenEDGE team partnership, mapping out the main goal, to turn Alula into a world class cycling destination, became an important next step.

Broadening out our work with the Royal Commission for AlUla, in 2023 Oakbrew partnered with Portas Consulting to deliver a long term strategy for AlUla to develop its cycling product to become a world class cycling destination.

Launching the AlUla Cycling Symposium was a key element of the strategy and Oakbrew brought a number of global experts in various cycling sectors to AlUla to assist in developing ideas and concepts that will help RCU deliver their goals.