In the heart of the ancient desert and oasis of AlUla, a transformative project is underway. This ambitious initiative aims to rehabilitate 65,000 hectares of degraded land by 2030, resurrecting the harmony between humans and nature that once defined this region for millennia.

Central to this rewilding effort is the reintroduction of native flora and fauna, a process that has already begun with species like the Arabian oryx finding their way back to their natural habitat. However, the crown jewel of this conservation endeavour is the elusive Arabian Leopard, one of the world's most enigmatic and Critically Endangered species. With only an estimated 200 individuals left in the wild, the Arabian Leopard holds a crucial place in the biodiversity of the region.

The Arabian Leopard Conservation Breeding Centre is the world’s only active site for the conservation breeding of these magnificent felines, and has more than doubled its numbers since taking over the project in 2020.

In December 2024, the third documented birth in the last 30 years, and first in Saudi captivity, was announced, when it was revealed triplets - two male, one female - had been born to Ward and Baher in June that year.

Emerging from Africa around 500,000 years ago, the Arabian Leopard is one of the most important mammals native to the Arabian Peninsula. Amidst expanding human settlements and dwindling prey populations, the leopards’ survival hangs in the balance. Human activities, including hunting and habitat encroachment, have pushed the species to the brink of extinction and urgent action is essential to prevent their disappearance from the wild.

Since June 2023, 10 February has been recognised by the United Nations General Assembly as International Arabian Leopard Day. The significant milestone for the efforts to move the animal off the Critically Endangered list came a year after the first locally run series of initiatives on the same day, and will continue to shine a light on the campaign long into the future.

In 2025, some of the activities includes:

• The Arabian Leopard Day Football Tournament in AlUla
• Global advertising campaign launch
• Partnership with the Zoological Society of London at London Zoo
• International Arabian Leopard Day Walk in AlUla