The temporary House of Frankincense has opened in AlUla’s Old Town as part of the Incense Road experience, launched within a Saudi–Omani cultural partnership that highlights frankincense as one of the most significant historical symbols of the ancient Incense Road. The initiative traces the journey of frankincense from its birthplace in Oman’s Wadi Dawkah through the historic trade routes of the Arabian Peninsula.
The launch took place in AlUla’s Old Town, where winding mud-brick alleyways and preserved heritage sites create an immersive environment that evokes both the memory of the place and the essence of its fragrances. Additionally, visitors are offered a vivid glimpse into an important element of human heritage deeply connected to early civilizations.
The Incense Road experience stands out as one of the Old Town’s most captivating sensory journeys. Its lively mud alleys, infused with live performances and modern technologies, revive the spirit of ancient caravan routes. The scenes blend history with imagination, inviting visitors into new realms of reflection and discovery.
This collaboration—marking the first partnership between Amouage and the Incense Road experience—represents a significant step forward in enriching visitors’ understanding of the essential role frankincense played in shaping historic trade routes. Moreover, the journey begins in Oman’s Dhofar region, extending across time to explore the cultural and historical resonance of frankincense.
The House of Frankincense will be open to visitors for six months, until June 26. Experiences will run from Tuesday to Saturday, from 6:30 p.m. to 9:00 p.m., offered in both Arabic and English, with additional devices available for Chinese-speaking guests.
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