Investing in a rejuvenated sanctuary
for heritage, nature, and the artsFrom the caravans and camels
of the ancient incense trade to
the early pilgrims, adventurers,
and explorers of more recent
centuries, the rugged terrain and
fertile oases of northwestern
Arabia have a rich tradition of
hosting travelers from far and
wide. In this new phase of its
story, AlUla is preparing to
welcome a new generation of
visitors from around the world,
as the Royal Commission for
AlUla (RCU) embarks on a
long-term plan to transform the
region into one of the Middle
East’s—and the world’s—most
important archaeological and
cultural destinations.
Working with the local com-
munity and international experts
in heritage conservation and
master planning, RCU aims to
develop the required infrastruc-
ture and visitor facilities while
protecting AlUla’s natural beauty
and preserving its ancient and
historic sites.
AlUla’s planned development
is likely to attract investments of
between $16 and $20 billion over
the next 16 years, and eventually
lure two million visitors per
year. With its master plan nearly
complete, the Commission has
begun talks with a range of
global and regional investors,
and will soon accelerate the
launch of international tenders
for the development of hotels,
transport facilities, and cultural
experiences.
The Commission has selected
Jean Nouvel, the celebrated
French architect of the
Louvre Abu Dhabi, to design
a visionary resort deep inside
the Sharaan Nature Reserve. It
will include residential villas,
restaurants, and a luxury spa,
all in support of a spectacular
summit center, where business
leaders and luminaries from
around the world will be able
to connect with a truly unique
combination of heritage,
nature, and art.
As the pace of development
speeds up, so will the
opportunities for investment
in the region. And in this way,
the mysterious shared history
of AlUla, preserved through
millennia in this ancient
landscape, will be brought to
life for future generations.How pleased are you by
the first edition of the
Winter at Tantora festival?
Winter at Tantora showcased
AlUla to the world and showed
international visitors a vision
of the region’s future. It was a
rich and fulfilling experience
for guests, with international
artists performing, helicopter
tours to secret sites, fine dining
in picturesque canyons, and
new surprises every weekend.
They experienced the very
best that we offer: heritage,
nature, local hospitality, and
culture. It helped develop
our credibility as a premier
destination and was such a
success that we are already
preparing a second season.What makes the AlUla
brand unique?
As a destination containing
Saudi Arabia’s first UNESCO
World Heritage Site, and
many other important herit-
age sites, we are presenting
AlUla as an oasis of civilization,
and we have a clear under-
standing of where our brand
fits in a competitive global
landscape. We work to apply
best practices as custodians of
AlUla’s unique site. Our initial
target areas are markets within
six hours of AlUla, including
travelers from Europe, Russia,and China, and from the main
hubs in the Gulf area.How will you transform
this region into a living
museum?
Celebrating AlUla as a place
of heritage for the world
is something I am hugely
passionate about. We will use
unique technologies to create
an entirely curated experience
from arrival to departure.What will this project
mean for the local commu-
nity of AlUla?
The local community is the
heart and soul of AlUla and
we are working to nurture
local entrepreneurship,
enable employment in high-
quality jobs, and develop
professional initiatives based
on local need.
Last year, we launched
our international scholarship
program and now have
168 students studying
tourism, history, archaeology,
and architecture at top
institutions in the U.K., France,
and the U.S. In addition,
we created Hammayah, a
community advocacy and
engagement program where
locals learn to become
stewards of AlUla’s cultural
and natural heritage.Amr AlMadani
CEO, Royal Commission
for AlUlaCONTENT BY THE BUZZ BUSINESS
Amr AlMadani visiting a site at AlUla.USEFUL LINKS: http://www.winterattantora.com • http://www.rcu.gov.sa
@RCU_SA • @WinterAtTantora