The Ahura were a learned people displaced by Ahriman in Prince of Persia. Amongst the Ahura were some of the greatest scientists, mathematicians, artists, and poets, so their land was a place where many sought to visit.
When Ormazd, the God of Light first imprisoned his brother Ahriman in the Tree of Life, he gave powers to the Ahura and taught them how to maintain the seals that kept Ahriman imprisoned. After that he disappeared, and over time the Ahura slowly lost or forgot their powers, and the Tree of Life started to fail.
The Prince jokes that he'd rather face The Alchemist again rather than talk about poetry when Elika tells him that the Ahura once had great poets.