Culture is a fundamental pillar for understanding the history and identity of peoples. Those who trace the roots of Saudi Arabia’s interest in history and culture will find that the Custodian of the Two Holy Mosques, King Salman bin Abdulaziz, is the cornerstone upon which the progress we see today across all fields has been built.
Saudi Vision 2030 is a natural outcome of King Salman’s dedication, guided by the stewardship of Crown Prince Mohammed bin Salman. Consequently, the Kingdom’s focus on this area led to the establishment of the Ministry of Culture in 2018, marking a qualitative transformation in the cultural sector.
In the windswept desert valley of AlUla, Saudi Arabia's plans for cultural reinvention is taking shape. Where millennia-old tombs are etched into sandstone cliffs and fertile oases once served as waystations along the Incense Route, a new vision is transforming this once-quiet town into a global centre of tourism.
Central to this 2030 vision is AlUla, a region the size of Belgium with archaeological riches. The Royal Commission for AlUla (RCU) has been tasked with leading this process. Its remit is vast, combining archaeological conservation with job creation, infrastructure development, education and community empowerment.
The target is to attract two million visitors annually by 2035 and creating 38,000 new jobs, all while preserving AlUla's historical integrity and ecological balance.
At the heart of AlUla lies Hegra, Saudi Arabia's first UNESCO World Heritage Site. Carved by the Nabataeans in the first century CE. Its monumental tombs lie largely undisturbed, offering an archaeological time capsule of ancient Arabia. French archaeologists, Saudi researchers, and international heritage experts have joined forces to map and protect over 200,000 years of human history in the region. Indeed, culture is the fulcrum on which AlUla's future pivots.
Prince Badr bin Farhan, Minister of Culture and the leader of the cultural file in Saudi Arabia, champions an approach grounded in tangible achievements in AlUla and across the Kingdom. Indeed, the Ministry has achieved remarkable figures within just seven years of its inception, whether in cultural tourism or through the accomplishments of the various bodies operating under the Ministry’s umbrella.
The realisation of the leadership’s vision and the directives of the Minister of Culture is driven by young men and women, deeply immersed in the cultural vision and its objectives, working tirelessly in teams with ongoing dedication, propelled by the guidance of his deputy, Hamed Fayez.
In this research, the stories and interview of locals provide a vivid window into how government policy and deep-rooted heritage combine to create a new model for regional development in the Kingdom. The RCU's vision extends to education as well.
In collaboration with the University of Paris and other international institutions, AlUla has launched archaeology and heritage management programmes for Saudi students. Young people are being trained as conservators and cultural managers, ensuring that the knowledge transfer is both international and locally embedded.
This commitment to inclusivity is also reflected in the architecture and urban planning. Designs by studios such as Atelier Jean Nouvel and Foster + Partners who employ modern aesthetics with the natural contours of the desert. The Sharaan Nature Reserve, for instance, integrates eco-tourism with conservation, protecting native wildlife while creating jobs in biodiversity research and sustainable hospitality.
Under the RCU's AlUla Inclusive Community Development Framework, local residents are being integrated into every phase of the transformation. This includes targeted skills training in areas like hospitality and eco-tourism with financial support for SMEs and new roles in cultural production.
One striking example is the revival of traditional crafts. With support from international NGOs such as Turquoise Mountain and The King's Foundation (formerly The Prince's Foundation), AlUla's artisans are reclaiming heritage techniques in weaving, and palm frond basketry.
These crafts are being preserved and also redeveloped for contemporary markets. Artisans receive training in design and business management, creating new income streams and promoting a sense of pride in cultural identity.
The RCU’s tourism development follows a circular economy approach, aligning with Saudi Arabia’s Green Initiative and the United Nations Sustainable Development Goals.
In 2024, AlUla launched the AlUla Sustainability Charter, a regulatory framework that governs land use and waste management among other variables. Developers must adhere to strict guidelines that prioritise renewable energy and minimal ecological disruption. The goal is to protect AlUla's ecosystem and set a benchmark for sustainable tourism in the Middle East. AlUla is becoming a soft power asset for Saudi Arabia. Cultural diplomacy initiatives such as international artist residencies, archaeological missions, and partnerships with institutions like the Louvre and the British Museum connect the Kingdom further on the cultural world stage.
Tourism, of course, is an important part of the economic engine of the AlUla. Events such as Winter at Tantora, Desert X AlUla, and the AlUla Arts Festival draw visitors from across the globe.
In 2023 alone, AlUla hosted over 200 cultural events, including concerts by Andrea Bocelli, exhibitions curated by Saudi and international artists, and culinary experiences with Michelin-starred chefs. Each event serves a dual purpose: to elevate the region's profile and to support cross-cultural exchange.
The role of women in AlUla's transformation is emblematic of broader social changes in the Kingdom. From artisan cooperatives to executive roles in the RCU, women are increasingly visible in all sectors. Government scholarships and training programmes have accelerated this shift, as have changes in public perception. While conducting interviews in AlUla a young craftswoman from AlUla shared how she now runs a workshop that employs women. "Before this, I never thought our traditions could become a successful profession," she says. "Now, I feel we are part of something bigger".
One of the most prominent themes emerging from interviews with AlUla’s residents is the pride they take in promoting their role “We used to come back only for special occasions,” explained one cultural entrepreneur whose family recently moved back to their ancestral home. “Now half the family has relocated here so we can oversee the thriving businesses we are establishing.”
Families that had moved away for education or work are now returning, often reviving farms and old homes. The types of businesses range widely from hospitality and artisanal food production to agriculture, health, sports, and local art.
Another interviewee highlighted the appeal of cultural tourism: “We enjoy welcoming international tourists to our farm and sharing the story of our town and its history.”
Repurposing land and assets
The innovative use of land and natural resources mean that many entrepreneurs are utilizing inherited family farms as the foundation of their new ventures. This continuity of ownership has alleviated startup costs and created deep emotional ties to their businesses, which is seen as vital to the town’s long-term economic resilience. “This farm belonged to our father and now to us,” said a resident whose family has farmed the area for generations. “We know all the stories here, and we want to share that with visitors”
The RCU also emphasizes commercialization with authenticity. “The women in our family have been making natural products for generations,” said a local entrepreneur. “I took courses through the RCU and started a soap business from natural resources”
New career paths and economic opportunities
At the heart of AlUla’s development is the RCU’s inclusive development model, focused on investing in human capital and creating a robust entrepreneurial ecosystem. Education and innovation are prioritized alongside tourism development to ensure the benefits reach the local community.
Since its inception, the RCU has facilitated overseas scholarships for over 1,000 AlUla residents, supporting studies in cultural tourism, heritage management among other fields.
Meanwhile, employment opportunities in ongoing projects and events further anchor locals in the economic uplift.
The results are visible: unemployment in AlUla dropped to a rare negative rate of 2% in under three years. The creation of “Vibes AlUla,” an entrepreneurship platform supported by the RCU, provides mentorship and business services, critical support for small businesses and startups.
Access to legal guidance and scholarships has also empowered local entrepreneurs. “The rules are clear now, and our society embraces the changes,” noted one female business owner. “We are supported in education and entrepreneurship thanks to recent reforms. There is a Scenes of collective optimism”
The new opportunities have altered residents’ career plans and lifestyles. One young man explained how his original plan to become a car mechanic changed after the RCU’s announcements, instead, his family started multiple businesses together. “I work with the RCU and run my own businesses,” said another. “The support, especially through scholarships and training, is unparalleled.”
Community engagement and development
A hallmark of the RCU’s approach is deep engagement with the local community. Before launching projects, the RCU routinely holds focus groups, surveys and participatory activities to gather input. “We were asked to recall old smells, sounds, and shops during the rejuvenation of the old town,” recalled a resident. “This allowed our stories to be woven into the plans.” The RCU also invites locals to tour heritage sites and participate in preservation efforts. Tourism projects generate a virtuous cycle, with events such as the AlUla Dates Festival supporting local farmers and businesses. The festival, located near the iconic Elephant Rock, includes organized transportation and online registration to maximize accessibility. The broader impact has been significant, locals express pride and optimism. “Everything changes overnight,” one respondent said. “The RCU prepares sites quickly, activates them, and people are excited. Families are changing plans to seize these new opportunities”.
A Microcosm of Saudi Arabia’s Vision 2030
The experiences of AlUla’s residents illuminate how Vision 2030’s goals play out on the ground, through cultural entrepreneurship and sustainable development. Four key facets emerged from the interviews:
