Saudi Arabia’s AlUla Company redefines tourism through cultural preservation and sustainability

 

Saudi Arabia’s AlUla focuses on heritage-driven tourism  

As Saudi Arabia drives forward its economic diversification under Vision 2030, the AlUla Development Co. (UDC) has emerged as a central player in redefining tourism through a model rooted in cultural preservation, sustainability, and community engagement.

Established in January 2023 as a wholly owned entity of the Public Investment Fund, UDC leads the planning, development, and management of AlUla’s built environment in alignment with the Royal Commission for AlUla (RCU). Its mission is to deliver world-class tourism, hospitality, residential, and commercial projects that honor AlUla’s heritage while fostering long-term economic growth.

 

Transforming heritage into opportunity

UDC’s growing portfolio already includes acclaimed properties such as Habitas AlUla, Banyan Tree AlUla, Cloud7 Residence, Caravan by Habitas, and the iconic Maraya Concert Hall. Each project contributes to AlUla’s emergence as a global cultural tourism hub.

 

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Among its upcoming developments is the 250-key Autograph Collection hotel by Marriott, designed under the “NUMAJ” concept and targeting LEED Gold certification. Signature projects like the Dar Tantora Hotel—which fuses traditional mud-brick architecture with modern comfort—exemplify UDC’s commitment to authentic, site-sensitive design.

 

Heritage-led growth and global recognition

Economist Dr. Yaseen Ghulam of Al-Yamamah University noted that AlUla’s approach mirrors global heritage destinations like Machu Picchu, the Great Barrier Reef, and Rome, combining preservation with sustainable economic impact. By 2035, AlUla aims to contribute $31.9 billion to Saudi Arabia’s GDP, supported by its inclusion among the top five Saudi cities in the IMD World Smart City Index.

In 2024 alone, the region hosted 85 creative projects, from films and commercials to music videos, reinforcing its role in Saudi Arabia’s rapidly growing entertainment sector—expected to generate 450,000 jobs and account for 4.2% of GDP by 2030. AlUla’s thriving agribusiness also supports diversification, with 3,000 beehives, a robust citrus industry, and ongoing exploration of the export potential of the Podaxis pistillaris plant.

 

Balancing preservation and progress

Experts caution that commercialization must be managed carefully to protect heritage integrity. “Tourism can boost local economies but may also bring overcrowding and environmental stress,” Ghulam said. UDC is addressing this through advanced technologies, integrating AI, virtual reality, and augmented reality to create immersive visitor experiences while safeguarding ancient sites.

Strategic collaboration between the public and private sectors is helping diversify tourism offerings, reduce seasonality, and develop a skilled local workforce—ensuring that growth remains sustainable and inclusive.

 

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A magnet for global investors

According to Zahoor Ahmed, Vice President at MIE Group, AlUla’s appeal lies in its authentic heritage experiences—from Hegra, Saudi Arabia’s first UNESCO World Heritage Site, to the region’s archaeological and cultural treasures. He emphasized that strong government backing, clear investment frameworks, and international partnerships—including collaboration with the UK National Archives—enhance investor confidence.

“AlUla offers something truly irreplaceable,” Ahmed said. “Modern technologies like AI will help preserve its legacy, ensuring its relevance for generations to come.”

 

Community at the core

UDC’s strategy places local communities at the heart of AlUla’s transformation. The RCU has trained hundreds of residents as heritage guides and hospitality professionals, ensuring that AlUla’s story is told by its own people. Projects like Dar Tantora showcase how sensitive architecture and strict regulatory oversight can blend modern infrastructure with ancient identity.

 

A model for sustainable development

AlUla’s transformation reflects Saudi Arabia’s broader push for sustainable, heritage-driven tourism. Guided by the AlUla Sustainability Charter, the RCU is revitalizing the built environment, empowering communities, and promoting light-touch tourism that respects both culture and nature.

With partnerships spanning France, China, Italy, the UK, and the US, AlUla is solidifying its position as a global cultural landmark—recently named the Best Cultural Tourism Project in the Middle East.

 

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As Dr. Ghulam noted, the AlUla model shows how policy, innovation, and cultural stewardship can align to create lasting value. “By integrating sustainability incentives—such as green bonds and ecosystem payments—governments can ensure that economic growth and environmental preservation move forward together,” he said.

AlUla’s evolution under UDC is more than development—it is a revival of heritage, a catalyst for economic transformation, and a blueprint for sustainable tourism worldwide.

Source:  Arab News