India, April 22 -- Excerpts from the interview with Melanie deSouza, Executive Director of Destination Marketing, The Royal Commission for AlUla:

T+L India: What is the main objective behind the launch of AlUla's global brand launch in Mumbai?

Melanie deSouza: Since AlUla opened its doors, we've had such a wave of positive commentary from people who've stayed and amazing third-party endorsement of the destination from incredible people, whether it's in the space of sports, arts, history, or heritage. It's so heartwarming to see how our reputation has already built up. We have achieved through word of mouth more than what we could potentially ever achieve through marketing. But what we wanted to do this time is make sure we are positioni...