Culture, community
and conservation playing a key role in rise of Saudi tourism
Few destinations have transformed their global
image as swiftly—or as intentionally—as AlUla. Once a remote outpost
known mostly to archaeologists and adventure travellers, it now stands as one
of Saudi Arabia’s most compelling demonstrations of Vision 2030 in action.
In an interview
with Gulf Business, Phillip Jones, chief tourism officer at the Royal
Commission for AlUla (RCU), explains how the destination is shaping the
Kingdom’s tourism momentum through a model rooted in conservation, community
uplift and cultural authenticity.
A model for purposeful tourism
Saudi Arabia is leading the world in tourism
spending growth, and AlUla is often cited as a benchmark for the Kingdom’s
“purposeful tourism” strategy. Jones says the destination’s long-term development
philosophy—prioritising value over volume—has been central to its success.
“AlUla has become one of the most visible
expressions of Vision 2030,” he
says. “Every decision—whether infrastructure, partnerships or visitor
experience design—is guided by purposeful tourism. Our aim is to enrich the
traveller while protecting what makes AlUla unique. Growth and guardianship can
go hand in hand.”
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Authenticity as a guiding principle
According to Jones, authenticity is not a
slogan but a foundation for how AlUla is being built.
“True luxury here isn’t imported—it’s
embedded,” he says. “It’s in the stillness of the desert, in architecture
inspired by ancient traditions, and in the warmth of the local community.”
As global travellers increasingly seek meaning
and emotional resonance over material indulgence, AlUla’s blend of heritage,
landscape and local culture has become its competitive edge.
Putting communities at the centre
Community empowerment remains a core pillar of
AlUla’s strategy. More than half of the tourism workforce is now drawn from the
local population, supported by training initiatives across hospitality,
guiding, archaeology, conservation and creative industries.
Jones points to the rise of local
businesses—from tour operators and artisan groups to farmers’ markets—as proof
that tourism is creating sustainable livelihoods.
“We measure success not just in visitor
numbers, but in how tourism restores pride, revives traditions and creates
lasting prosperity,” he says.
Heritage first: Lessons for global
destinations
AlUla’s “heritage-first” approach has become a
reference point for destinations grappling with overtourism. Visitation caps,
extensive archaeological investment, and carefully curated guest experiences
ensure that preservation remains paramount.
“We see heritage as a living force, not
something frozen in time,” Jones explains. The “Living Museum” model allows
visitors to walk through ancient civilisations, engage with local storytellers
and connect directly with millennia of human history.
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His message for other destinations: “Protect
what makes you distinctive, and travellers will value you for it.”
The next five years: Depth, innovation
and sustainability
With Saudi Arabia ranked among the top global
performers in tourist arrival gains, Jones says AlUla’s next chapter will shift
from awareness to deeper visitor connection.
Upcoming developments include new arts and
cultural venues, boutique desert resorts, and technology-enhanced heritage
experiences. Sustainability remains a central focus, with ambitions for
carbon-neutral operations by 2035 and ongoing investments in rewilding and
regenerative agriculture.
“Innovation for us isn’t about scale—it’s
about significance,” he says.
A cultural crossroads for
the world
AlUla positions itself not just as a
destination but as a global cultural exchange platform. Jones says this dual
identity resonates with both Saudi and international audiences.
For visitors from abroad, AlUla offers “a rare
chance to experience shared human heritage in an extraordinary natural
setting.” For Saudis, it serves as both a national treasure and a symbol of the
Kingdom’s creative future.
Partnerships with AFALULA, UNESCO, the Smithsonian and global cultural institutions —
along with exhibitions such as Thikra in
Paris and London — have helped extend AlUla’s narrative to audiences worldwide.
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Appealing to the purpose-driven
traveller
As travellers gravitate toward meaningful,
culturally grounded experiences, AlUla’s marketing has evolved from traditional
promotion to collaborative storytelling.
“Purpose isn’t a campaign—it’s how we
operate,” Jones says. “Every collaboration, from a global exhibition to a
performance, becomes a bridge of understanding. We see marketing as connection,
not promotion.”
Through culture, creativity and conservation,
AlUla aims to inspire journeys rooted in curiosity, respect and
purpose—offering a blueprint for destinations seeking to balance growth with
meaning.
Source: Gulf Business
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