Saudi Arabia Invests $1 Trillion to Transform AlUla into Global Tourist Destination

Saudi Arabia is investing nearly $1 trillion to develop the ancient city of AlUla as a major tourist destination targeting luxury seekers, adventurers, and retirees. The Royal Commission for AlUla (RCU) aims to raise the number of tourists to 2 million by 2035, showcasing the city's outstanding archaeological sites and unique attractions.

As part of this effort, AlUla has launched its first-ever global marketing campaign called 'Forever Revitalizing' to transform the city into a world-renowned heritage and cultural destination. The campaign aims to drive visitor numbers and spur economic prosperity by highlighting AlUla's comprehensive revitalization efforts, including ecological restoration projects, the rejuvenation of age-old crafts and traditions, and the advancement of local skills and cultural enrichment.

The campaign targets four types of travelers: luxe seekers, wanderlust nomads, intrepid voyagers, and affluent and active retirees. Several new luxury hotels are set to open in AlUla, including the Sharaan Resort by Jean Nouvel, the Chedi Hegra, and the AZULIK AlUla Resort, which will feature innovative designs that blend with the natural environment and promote sustainability. The city aims to attract 1.1 million visitors by 2030 while maintaining its commitment to preserving the destination's integrity and authenticity.

Why this matters: The development of AlUla as a major tourist destination is a significant part of Saudi Arabia's Vision 2030, which aims to diversify the country's economy and reduce its dependence on oil. The project is expected to provide economic returns through increased tourism and job opportunities for the local community, contributing to the Kingdom's GDP growth.

AlUla offers outstanding archaeological sites and unique attractions, including the ancient Nabataean city of Hegra, the first UNESCO World Heritage Site in the Kingdom, and the Dadan archaeological site. The AlUla Vision, launched by Crown Prince Mohammed bin Salman, reflects the region's historical significance and aims to preserve its natural and cultural environment.

In addition to the development of luxury resorts, AlUla is also seeing the creation of unique experiences for visitors. Dutch architecture studio Cloud and designer Sabine Marcelis have created a lounge promoting the design and culture of AlUla during Milan Design Week, featuring a massive seating area, ambient sounds, and sculptural design pieces that utilize materials from AlUla.

The RCU has also signed a strategic partnership with the Cultural Heritage Administration of Henan Province in China to enhance global partnerships, preserve cultural heritage, and promote tourism. The partnership includes establishing a technology-driven archaeological laboratory, conducting excavations, engaging in research, and fostering connections between heritage sites in AlUla and Henan.

The development of AlUla as a major tourist destination is a testament to Saudi Arabia's commitment to preserving its cultural heritage while promoting economic growth and diversification. With its unique blend of luxury, adventure, and cultural experiences, AlUla is positioned to become a top global tourist destination, attracting visitors from around the world and contributing to the Kingdom's Vision 2030 goals.

Key Takeaways

• Saudi Arabia investing $1 trillion to develop AlUla as major tourist destination.
• AlUla aims to attract 2 million tourists by 2035, showcasing archaeological sites.
• New luxury hotels and experiences to be developed, promoting sustainability.
• Project part of Saudi Arabia's Vision 2030 to diversify economy and reduce oil dependence.
• AlUla partners with China to enhance global partnerships and preserve cultural heritage.