AlUla to increase number of hotels to accommodate rising tourists
AlUla is ramping up its tourism infrastructure with plans to double its hotel room capacity to 2,000 and expand aviation connectivity to 30 weekly flights, according to Phillip Jones, Chief Tourism Officer at the Royal Commission for AlUla (RCU).
Speaking to Arab News on the sidelines of the TOURISM
conference in Riyadh, Jones said the commission’s goal is to build a scalable,
self-sustaining tourism ecosystem that boosts accessibility while preserving
the region’s unique landscapes and cultural heritage.
“AlUla is truly a year-round destination,” Jones
noted, citing its peak season from October to April, when major festivals,
concerts, and cultural events draw large crowds.
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Currently, 70% of visitors come from Saudi
Arabia and the GCC, while the remaining 30% are international tourists—mainly
from the US, UK, China, India, France, Germany, and Italy.
Jones outlined an ambitious expansion plan:
“We’re now up to 30 flights a week and 1,000
hotel rooms today. By next year, we expect around 1,300 rooms, and possibly
1,600 to 2,000 the following year.”
Rapid Growth in Visitor Numbers
The destination’s popularity has surged
dramatically—rising from 20,000 visitors five years ago to 300,000 today. This
growth has fueled job creation and new investment opportunities across AlUla’s
tourism and hospitality ecosystem.
“So far, we’ve created 6,000 jobs in the
hospitality sector,” Jones said, noting that many are filled by Saudi nationals
working as tour guides, front-office staff, and mobility operators. He added
that 40–50% of these roles are now held by women, reflecting AlUla’s commitment
to inclusion and workforce development.
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$10.9 Billion in Investment Opportunities
Jones revealed that AlUla currently offers
around SR41 billion ($10.9 billion) in investment opportunities, emphasizing
the need for strategic partnerships that enhance local economic participation
while maintaining environmental integrity.
“Our job is to protect and preserve AlUla,” he
said. “About 60% of the area will remain undeveloped, kept in its natural
state.”
Key environmental initiatives include the Arabian
leopard reintroduction program, rewilding projects, and the planting of 10
million trees over the next five years to restore ecosystems and biodiversity.
Meeting Global Traveler Expectations
A recent survey of 26,000 travelers worldwide
revealed that 71% seek wildlife and nature experiences, 70% want cultural
immersion, and 64% prioritize arts and culture—findings that align closely with
AlUla’s evolving tourism strategy.
To meet these expectations, RCU is focusing on
nature-based, heritage-driven, and arts-oriented experiences, supported by
continued investment in air connectivity, hospitality, and experience design.
Expanding Creative and Wellness Offerings
Jones also highlighted the rollout of a comprehensive
food and beverage strategy, with 39 restaurants now open, alongside a major push
into wellness tourism that complements AlUla’s heritage and arts programming.
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A cornerstone of this creative growth is the
new SR1.2 billion state-of-the-art film studio, operated by Manhattan Beach Studios.
The first Hollywood feature, “Chasing Red,” is set to begin filming on December
14, with more regional and international productions in the pipeline.
A Sustainable Vision for the Future
Looking ahead, Jones emphasized that AlUla’s
path is clear:
“We’re investing where traveler demand is
strongest—deepening year-round programming, creating jobs, and protecting
AlUla’s heritage and landscapes.”
Through
disciplined growth and sustainable investment, AlUla aims to position itself as
a global model for responsible, culture-led tourism under the framework of Saudi
Vision 2030.
Source: Arab News
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