Few destinations have rewritten their story as confidently as AlUla. Once known mainly to archaeologists and adventure seekers, it has become one of Saudi Arabia’s clearest examples of how tourism can be built with intention rather than speed.
In this conversation with Gulf Business, Phillip Jones, chief tourism officer at the Royal Commission for AlUla, breaks down how the destination is influencing the kingdom’s tourism momentum and its model that blends conservation, community, and culture into a single vision.
Saudi Arabia is leading global tourism spending growth, and AlUla is often cited as a model for purposeful tourism. How do you see AlUla’s approach contributing to the kingdom’s overall tourism success?
AlUla has become one of the most visible expressions of Vision 2030 in action, proving that tourism can drive cultural preservation, community empowerment, and sustainable economic growth. From the beginning, we’ve taken a long-term view of development that prioritises value over volume.
Every decision, whether infrastructure, partnerships, or visitor experience design, has been guided by the principles of purposeful tourism, creating experiences that enrich travellers while protecting what makes AlUla so unique.
Our contribution to the kingdom’s broader success lies in showing that growth and guardianship can go hand in hand. By focusing on conservation, creativity, and community, we’re building a model for responsible destination development that others across Saudi Arabia, and indeed the region, can learn from.
You’ve spoken about authenticity being central to AlUla’s development. What does “authenticity” mean in practice, and how do you balance it with the demands of international visitors seeking luxury experiences?
Authenticity isn’t a tagline for us – it’s a guiding principle. Everything we do starts with respect for AlUla’s stories, landscapes, and people. True luxury here isn’t imported, it’s embedded. It’s found in the stillness of the desert, in architecture that draws from ancient design traditions, and in the warmth of a community that welcomes visitors as guests, not tourists.
The modern traveller is looking for something deeper than material luxury. They want meaning, connection, and experiences that feel genuine. By grounding our hospitality in authenticity, we create something both elevated and emotionally resonant – a form of luxury that feels human.
Community uplift is a recurring theme in AlUla’s story
Can you share specific examples of how local communities are benefiting from tourism growth and how their role is being protected as development accelerates? The people of AlUla are the heartbeat of this destination. More than half of our tourism workforce is local, and that number continues to grow as we expand training in hospitality, guiding, conservation, and creative industries. You can see the results everywhere – in new small businesses, from local tour operators to artisan collectives and farmers’ markets, all thriving from the opportunities tourism brings.
Just as importantly, we’ve built frameworks to ensure the community has a voice in shaping AlUla’s future. For us, success isn’t measured only in visitor numbers, but in how tourism can restore pride, revive traditions, and build lasting prosperity for those who call this place home.
Heritage protection is one of AlUla’s cornerstones. What lessons can other destinations take from your approach to safeguarding cultural and natural assets while still driving strong visitor numbers?
Conservation and tourism can complement one another when managed with the right intent. In AlUla, preservation always comes first. We cap visitation to protect our sites, invest heavily in archaeology and restoration, and design visitor experiences that encourage respect and reflection rather than overexposure.
We also treat heritage as a living force, not something frozen in time. Our “Living Museum” approach allows people to walk among ancient civilisations, learn from our rawis, and connect personally with thousands of years of human history. The message to other destinations is simple – protect what makes you distinctive, and travellers will value you for it.
With Saudi Arabia ranked among the top three globally in tourist arrival gains, what do you see as the next frontier for AlUla – what innovations or initiatives will define its evolution over the next five years?
The next chapter for AlUla is about deepening connection – moving from awareness to genuine aspiration. We’re entering a phase where every experience, every partnership, and every story is designed to build emotional resonance with visitors.
In the coming years, we’ll see the new arts and cultural spaces, boutique resorts that redefine desert luxury, and immersive experiences that use technology to bring history to life.
Equally important, we’ll continue to advance our sustainability commitments, from rewilding and regenerative agriculture to achieving carbon-neutral operations by 2035. Innovation for us isn’t about scale – it’s about significance.
AlUla has positioned itself as more than a tourism site – it’s also an open-air museum and a cultural exchange platform. How do you ensure this positioning resonates with both domestic and international audiences?
We’ve made a conscious effort to ensure AlUla’s story is inclusive and meaningful to both Saudi and international audiences. For global travellers, AlUla offers a rare opportunity to experience shared human heritage in an extraordinary natural setting. For Saudis, it’s a source of national pride and rediscovery – a place that connects them to their cultural roots while showcasing the kingdom’s creative future.
Through exhibitions and performances like Thikra in Paris and London, and collaborations with AFALULA, UNESCO, and the Smithsonian, we’ve built bridges of cultural dialogue. Our goal is for AlUla to be seen not just as a destination, but as a meeting point for culture, creativity, and understanding.
As global travellers increasingly seek purpose-driven journeys, how is AlUla shaping its marketing and partnerships to appeal to this new generation of mindful tourists?
Today’s travellers want meaning, connection, and authenticity – and AlUla delivers this by taking its story to the world through collaboration. Our approach extends beyond campaigns and advertising to genuine partnerships that connect people to our purpose.
Purpose for us isn’t a campaign – it’s how we operate. AlUla’s story is one that travels far beyond our landscape. We take it to the world through collaboration, culture, and creativity. Whether through exhibitions, performances, or global partnerships, we use every platform to spark curiosity and invite people to see what makes this place so special.
Our work with partners like AFALULA, UNESCO, and leading cultural institutions allows us to share AlUla’s heritage and innovation with audiences globally. These collaborations showcase not only our artistic and archaeological depth, but our values – sustainability, openness, and respect for culture.
We see marketing and communications as connection, not promotion
Every partnership, from the stage to the gallery, is an opportunity to build understanding and inspire travel that has meaning.
Read: AlUla Development Company CEO Fabien Toscano on developing the destination with purpose