AlUla: A vision for sustainable growth at the heart of Saudi Arabia’s Vision 2030

 

Saudi Arabia: Unique cultural renaissance underway at desert expanse of Alula

Culture forms the foundation of understanding a people’s identity and history. For those tracing Saudi Arabia’s growing focus on heritage, the central figure is none other than King Salman bin Abdulaziz. His devotion to preserving the Kingdom’s legacy has been pivotal in shaping the nation’s strides across various sectors, particularly in culture.

Saudi Vision 2030, underpinned by the leadership of Crown Prince Mohammed bin Salman, marks a natural extension of this vision. The 2018 establishment of the Ministry of Culture is one such transformative step, which has had a profound impact on the Kingdom’s cultural landscape.

In the vast desert expanse of AlUla, a unique cultural renaissance is underway. This once-quiet town, home to ancient tombs carved into sandstone cliffs and fertile oases that once served as stations along the Incense Route, is now rapidly evolving into a global tourism hub.

AlUla at the Core of Vision 2030
AlUla, a region rich in archaeological treasures and covering an area the size of Belgium, plays a central role in Vision 2030’s ambitious goals. The Royal Commission for AlUla (RCU) has been tasked with spearheading the transformation, combining conservation, community empowerment, infrastructure development, and job creation in one sweeping vision.

 

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The Kingdom aims to draw two million visitors annually by 2035, create 38,000 new jobs, and preserve AlUla’s historical and ecological integrity. At the heart of AlUla lies Hegra—Saudi Arabia’s first UNESCO World Heritage site, carved by the Nabataeans in the first century CE. This monument, with its ancient tombs largely untouched, offers an unparalleled window into the past, preserved through joint efforts from local and international experts.

A Collaborative Cultural Approach
Prince Badr bin Farhan, Minister of Culture, leads this vision with tangible results across AlUla and the wider Kingdom. In just seven years since the Ministry's establishment, the Kingdom has seen remarkable achievements in cultural tourism and heritage conservation.

Central to the realization of this vision are the young men and women who champion AlUla’s transformation. Working in teams with dedication, they’re guided by Hamed Fayez, the Minister’s deputy, whose leadership ensures the vision remains firmly grounded in cultural relevance.

Education, Architecture, and Community Empowerment
AlUla’s development extends beyond tourism. In collaboration with global institutions like the University of Paris, the region has launched programs in archaeology and heritage management, training the next generation of cultural conservators and managers. These initiatives ensure that the preservation of AlUla’s rich history is both locally driven and internationally recognized.

Architectural innovations, by firms such as Atelier Jean Nouvel and Foster + Partners, blend modern design with the natural contours of the desert. The Sharaan Nature Reserve, for instance, not only preserves native wildlife but also integrates eco-tourism and sustainable hospitality—creating new jobs while protecting AlUla’s unique environment.

In line with Vision 2030’s inclusive approach, local residents are integral to every stage of the transformation. The RCU offers targeted skills training in areas like hospitality, eco-tourism, and cultural production. Artisans, for example, are being equipped with both traditional techniques and modern business acumen. This revival of traditional crafts—such as palm-frond weaving and natural soap production—brings local culture into the contemporary market, creating new income streams and fostering a deep sense of pride among the people of AlUla.

 

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Sustainability at the Core
AlUla's tourism development follows a circular economy model, aligning with Saudi Arabia’s Green Initiative and the UN Sustainable Development Goals. The AlUla Sustainability Charter, launched in 2024, sets a regulatory framework for land use, waste management, and energy consumption, prioritizing renewable energy and minimal ecological disruption.

These sustainability principles are being used as benchmarks for tourism across the Middle East, while AlUla increasingly serves as a soft-power asset for the Kingdom. International cultural diplomacy initiatives—ranging from artist residencies to archaeological collaborations with institutions like the Louvre and the British Museum—connect Saudi Arabia to the global cultural stage.

The Role of Women and Social Change
AlUla’s transformation is also a reflection of broader social changes in Saudi Arabia. Women are playing an increasingly prominent role in the region’s development, from artisan cooperatives to leadership positions within the RCPU. New scholarships and training programs are driving this shift, helping women reclaim and revitalize traditional crafts and create successful enterprises in the process.

One young craftswoman, for instance, shares how she now runs a workshop that employs other women. "Before, I never thought our traditions could become a successful business," she says. "Now, I feel part of something much larger."

A Return to Roots: Families Revitalizing AlUla
In a remarkable turn of events, many families who had left AlUla for education or work are now returning, revitalizing farms and homes, and starting new businesses. These ventures span a diverse array of sectors, from hospitality and food production to agriculture and local art.

One cultural entrepreneur explains, “We used to return only for special occasions, but now half the family has moved back to help manage the businesses we’re starting.” Similarly, farmers are using inherited lands to launch new ventures, creating businesses that are both economically viable and deeply tied to AlUla’s heritage. “This farm belonged to our father and now it’s ours,” says a local resident. “We know the stories here, and we want to share that with visitors.”

New Career Paths and Economic Opportunities
A critical aspect of AlUla’s transformation is the inclusive development model of the RCU, which focuses on investing in human capital and fostering a thriving entrepreneurial ecosystem. The region’s education and innovation initiatives are ensuring that local communities benefit directly from the economic growth brought by tourism and heritage preservation.

 

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With the creation of platforms like "Vibes AlUla," an entrepreneurship hub, locals are receiving mentorship, business services, and legal support. Over 1,000 AlUla residents have benefitted from overseas scholarships, while unemployment has dropped to an unprecedented 2% in less than three years.

Community-Driven Growth
The RCU’s approach is characterized by extensive community engagement, ensuring that locals’ voices are heard and integrated into the planning process. Before starting major projects, the RCPU conducts focus groups and surveys to understand the needs and desires of the community. This collaborative approach ensures that the transformation is not just top-down but deeply rooted in the values and traditions of AlUla’s residents.

A Model for Regional Development
AlUla’s development under Vision 2030 offers a compelling model for other regions in Saudi Arabia—and beyond—that are seeking sustainable, heritage-driven economic growth. The town’s trajectory is a powerful example of how investing in local people, culture, and environment can create lasting, community-centered prosperity.

Key Takeaways from AlUla’s Journey:

• Heritage Preservation: Locals are actively involved in preserving AlUla’s rich cultural heritage.
• Repurposing Resources: Land and natural resources are being used in innovative ways, fostering resilient businesses.
• Education and Empowerment: Access to education, training, and mentorship is driving local entrepreneurship and attracting investments.
• Community Engagement: Deep collaboration between the RCU and residents ensures a growth model that benefits everyone.

Through a combination of cultural preservation, sustainability, and community empowerment, AlUla is becoming a cornerstone of Saudi Arabia’s Vision 2030. Its transformation illustrates how a balanced approach to development can promote inclusive economic growth while staying rooted in heritage and tradition.

Source: Saudi Gazette