The Al-Ula Incense Road Rehabilitation project focuses on restoring one of the most significant ancient trade routes in northwestern Saudi Arabia. Al-Ula, located in the Madinah Region, occupied a distinguished position at the center of a historical network of trade paths known as the Incense Road, through which valuable goods were transported across routes extending thousands of kilometers.

Due to its strategic location between southern Arabia and the Levant, Al-Ula flourished as a commercial and cultural center under Nabataean rule, which developed trade networks and established thriving settlements. Caravans loaded with incense, frankincense, spices, and gold traversed this route, making it not merely a commercial passage but a pathway for cultural exchange and communication between peoples, enriching ancient civilizations. The ongoing project aims to restore and rehabilitate the Incense Road through the heart of Al-Ula’s old town, creating an interactive experience that transports visitors back to the timeless eras when this region served as a major station on the ancient trade route.