The Museum of Incense Road, situated in AlUla, Saudi Arabia, showcases the significant role that incense trade has played in the history of AlUla. Visitors have the opportunity to explore the art, heritage, and natural elements associated with this world-famous trade route, celebrating the rich history, rituals, landscapes, and scientific aspects of incense through a combination of permanent and temporary exhibitions focusing on sensory experience. The museum also offers an ambitious programme of workshops and activities, making it a vibrant community hub for the arts.
Avesta Group was responsible for developing the operational and business plan for the museum, which included revenue streams, growth projections, and operational strategies like ticketing systems and staffing needs.
