Saudi Arabia: AlUla placing human and nature approach first
At the Royal Commission
for AlUla (RCU), strategy is not a static document — it is a living system
that grows, adapts, and responds.
Waleed AlDayel, Chief Strategy & Digital Officer, Royal
Commission for AlUla, in
an article for Saudi Gazette explains how people and nature are playing a
key role while devising policies at AlUla.
He says our strategic approach begins with listening: to
AlUla’s people, its landscapes, and the natural rhythm that defines the region.
This attentiveness has shaped every milestone of our journey and deepened our
understanding of what meaningful progress looks like for AlUla.
Over time, AlUla’s strategy has evolved from a framework of
exclusivity to one that embraces authenticity. This shift reflects a deeper
belief that transformation is not about reinvention, but renewal.
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Today, AlUla stands as a place where heritage, culture, and
nature coexist harmoniously, inspiring experiences that are lasting and
sincere.
This philosophy is embodied in the revitalization of AlUla
Old Town. Restoration efforts have reconnected the past with the present,
carefully preserving its historic character while creating space for new uses
and emerging communities. The result is a regeneration model that respects
heritage while welcoming contemporary creativity — a balance that now defines
AlUla’s identity as a global cultural destination.
At the center of this journey are the people of AlUla.
Community empowerment has been fundamental to RCU’s mission from the beginning.
Through programs such as the Ferrandi
Culinary School, Madrasat Addeera, Elaa Academy, and specialized vocational
training in hospitality, tourism, and sports, RCU continues to invest in local
talent. These initiatives ensure that AlUla’s transformation is not only seen
in its landscapes, but lived through its people — as stewards, creators, and
innovators shaping its future.
Environmental stewardship is equally essential. AlUla became
the GCC’s first certified Dark Sky destination, earned European accreditation
for the Arabian Leopard Breeding Center, and launched species reintroduction
programs aimed at restoring wildlife to their natural habitats. These
achievements show that AlUla’s growth is pursued in harmony with nature, with
conservation integrated into every layer of development.
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Through RCU’s living strategy, we are shaping more than a
destination — we are creating a model for how collaboration and sustainability
can drive shared prosperity. AlUla’s story demonstrates that transformation
takes root when strategy evolves from luxury to authenticity, from exclusivity
to openness, becoming a living expression of purpose.
The next chapter focuses on scaling with intention.
Opportunities in premium tourism, sustainable development, and creative
industries will follow a low-density, high-value approach that prioritizes
long-term benefits over short-term gains. Investors are drawn not only by
AlUla’s unique setting but by the opportunity to contribute to a legacy defined
by renewal, creativity, and stewardship.
As our vision expands, RCU’s role has also evolved — from
being the primary driver of change to becoming an enabler of collective
success. Today, leadership means collaboration: uniting government entities,
partners, and communities around a shared purpose. This culture of co-creation
and trust ensures that everyone involved becomes a custodian of AlUla’s legacy,
sustaining transformation for generations to come.
Source: Saudi Gazette
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