Project AlUla is an initiative to transform the AlUla region into a global tourist destination. Its charter and framework plan contain 12 development principles, which include safeguarding the natural and cultural landscape, sustaining ecosystems and wildlife, and revitalising, restoring and regenerating the built environment.
Boasting an extensive history of over 200,000 years, AlUla is home to cultural treasures, including the Nabataean city of Hegra, ancient Kingdoms Dadanite and Lihyanite, and AlUla Old Town. As Saudi Arabia's first UNESCO World Heritage site, the area is now being carefully opened up to the world.
The Royal Commission for AlUla ensures ensuring a sustainable and responsible approach to the urban, economic, and heritage development of the region. Through its initiatives in archaeology, tourism, culture, education, and the arts, the project aims to balance the tourism with the preservation of AlUla's natural and historical character.
Several subprojects, including the AlUla Scholarship Program, Hammayah Program, AlUla Moments, Maraya, Artist Residency Program, Wadi Alfann, Sharaan Nature Reserve, and the Global Fund for the Arabian Leopard, are incorporated under Project AlUla.
The objectives of the project include transforming AlUla into a global tourist destination; empowering residents through training, education, and skill development; and finally implement sustainable practices to protect the region for future generations.
In addition to the existing efforts towards ensuring sustainability, the RCU is also incorporating strategies like The Solar Strategy, The Journey of Sustainability, and Arabian Leopard Program.
The Royal Commission of AlUla has also taken significant initiatives in housing and construction to ensure that new developments respect and integrate harmoniously with the landscape and heritage of the region. AlUla Design Studio (UDS) provides architectural guidelines and modular templates for new buildings. Despite drawing from traditional architecture, modern materials and methods are utilised to enhance sustainability and efficiency, effectively integrating heritage with modernity.
Project AlUla anticipates welcoming 2 million annual visitors, making about $31.9 billion contribution to the GDP, and generating around 38,000 jobs by 2030.
In 2017, Crown Prince Mohammed bin Salman unveiled the ambitious Vision 2030, a transformative plan for the country's economic diversification, including the development of Saudi Arabia's historical and cultural assets. Project AlUla emerged as a key component of this vision, aiming to revitalise and showcase the historical, natural, and cultural treasures of the AlUla region.
One of the significant milestones in the project's history was the establishment of the Royal Commission for AlUla (RCU) in July 2017. The RCU was tasked with overseeing the comprehensive development and conservation of AlUla, ensuring its sustainable growth while preserving its unique historical and archaeological sites. Since its inception, Project AlUla has evolved into a multifaceted initiative, focusing on cultural heritage preservation, tourism development, and community engagement.
In 2018, the Winter at Tantora festival was launched. This cultural extravaganza brought global attention to the region, showcasing its natural beauty and historical wonders through various events and activities. The festival became an annual celebration, drawing visitors from around the world and contributing to the cultural renaissance of AlUla.
As the project progressed, key milestones included the unveiling of the Maraya Concert Hall, a striking venue with a mirrored facade that blends seamlessly with its surroundings. The opening of the Hegra Conference and Exhibition Center in 2019 underscored the commitment to positioning AlUla as a global destination for conferences and events.
Project AlUla, a transformative initiative led by the Royal Commission for AlUla (RCU), is under the visionary guidance of key leaders and developers . The RCU, spearheaded by its Chief Executive Officer Amr AlMadani, has played a pivotal role in orchestrating the masterplan known as 'The Journey Through Time.' Amr AlMadani's leadership, along with the support of experts and collaborators from around the world, has been instrumental in shaping AlUla's future as a global cultural destination. Notable figures such as Sir Georges Iacobescu, Matteo Renzi, Irina Bokova, and Gérard Mestrallet, among others, bring diverse expertise to the project, ensuring a holistic approach to responsible and sustainable development.
Project AlUla has a high-profile board with the Chairman being Prime Minister H.R.H. Crown Prince Mohammad bin Salman bin Abdulaziz Al Saud.
Hegra
Hegra is Saudi Arabia's first UNESCO World Heritage site. The site has 110 astonishingly well-preserved tombs set in stunning desert landscapes. Evidence for human presence at the Hegra site dates back to beyond the 1st millennium BCE and was the location of the Nabataean city from the end of the 1st millennium BCE into the 1st millennium CE.
Elephant Rock
Elephant Rock is Alula's most iconic rock formation set among dramatic desert landscapes and soaring 52 metres into the sky. It is an iconic geological marvel. The instantly recognisable form, with its distinctive trunk and body, was shaped by wind and water erosion over the course of millions of years.
AlJadidah Arts District
As well as being AlUla's creative centre, AlJadidah Arts District is a buzzing and artsy neighbourhood. It is part of the AlUla Old Town Village, awarded the title of Best Tourism Village by the United Nations World Tourism Organization (UNWTO).
Old Town
The Old Town, part of the AlUla Old Town Village, is Northwest Arabia's most exceptional heritage site. It was awarded the title of Best Tourism Village by the United Nations World Tourism Organization (UNWTO) for its labyrinth of tightly packed streets, hundreds of mudbrick houses and a mighty fort.
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