With airport expansion plans and new attractions, the ancient city of AlUla could soon become Saudi Arabia’s artistic and cultural center.
After decades of being closed to travellers, the Kingdom of Saudi Arabia wishes to finally welcome tourists.
This push to attract visitors is part of the country’s Vision 2030 program, which aims to diversify the economic, cultural and social diversity of the region.
And although e-Visas have been available internationally since 2020, Saudi Arabia is still an unknown tourist destination for many. City like Ridayh and Jeddah have invested heavily in the tourism sector in an effort to encourage visitors from around the world.
Another similar position is AlUla. Dating back millennia, this oasis city was historically the capital of the Lihyanites of northern Arabia and then the Nabataeans. It boasts over 200,000 years of human history and was a key meeting place along the Silk Roads linking India with Egypt and Arabia.
It’s one of the country’s most intriguing destinations, blending long history (it’s home to Saudi’s first UNESCO World Heritage Site) with serious modernity (the world’s largest mirrored building sits in the middle of the desert).
Let’s take a look at how the destination is developing and why travelers looking for something new should consider a visit.
How is AlUla investing in tourism?
In 2018, AlUla signed a ten-year intergovernmental agreement with France for the development of the region. Initiatives include transport infrastructure, hotels and cultural centres, as well as the conservation of existing cultural and natural treasures.
Part of this involves protecting the natural environment. In February 2019, a fund was established to safeguard the Arabian leopard, a species in serious danger of extinction according to the IUCN. Fewer than 50 adult Arabian leopards are believed to remain in the country due to hunting, so the government is trying to repopulate the landscape with this unique animal.
To accommodate what Saudi Arabia hopes will be an influx of tourists, AlUla airport is undergoing extensive expansions. After opening to international flights in 2021, the building will now receive a second terminal, which will increase the airport’s capacity from 400,000 to 6 million per year.
Melanie P De Souza, executive director of Destination Marketing for AlUla, says: “We have clearly outgrown the size of the current airport and this will have a hotel, spa and retail facilities, all designed to blend into the environment and empathize with the surroundings.”
The Royal Commission for AlUla plans to host two million visitors a year by 2035, creating 38,000 new jobs.
What is there to see in AlUla?
As home to one of the world’s oldest civilisations, AlUla is home to some fascinating artefacts.
THE Hegra archaeological site it was the country’s first UNESCO World Heritage Site and celebrates its 15th year of inscription in 2023. Home to the largest preserved site of the Nabataean civilization south of Petra in Jordan, it is home to 111 monumental tombs, decorated with facades dating back to the distant past. like the 1st century BC
History buffs should also spend time in AlUla Old Town, a labyrinth of more than 900 mud-brick houses that oozes history despite its recent inhabitation (it was inhabited until 1983).
The natural creations of the desert are equally enchanting. Jabal Alfil, more commonly known as Elephant Rock, is one of the most popular sites, its unique formation mimics that of an elephant and offers stunning sunset photography opportunities.
When it comes to art and culture, AlUla wants to establish itself as a leading destination. At Madrasat Addeera, AlUla’s Center for Arts and Design, both locals and visitors can learn about the principles of heritage design. Meanwhile, the AlUla Arts Residency invites visitors from around the world to explore the region’s landscape and heritage, and an annual arts festival showcases a variety of artistic formats from across the country.
But perhaps AlUla’s most famous asset right now is Maraya, the largest mirrored building in the world. The 10,000 m² mirrored construction can accommodate 50,000 people and reflects the beauty of the surrounding Ashar Valley. At the top is chef Jason Atherton’s Maraya Social, a restaurant offering European-inspired sharing plates with a panoramic desert backdrop.
What will happen to AlUla?
2024 and beyond will see a dramatic expansion in AlUla’s offerings.
Perhaps one of their biggest targets is Wadi AlFann, which is scheduled to open next year. Meaning ‘Valley of the Arts’, this 65 sq km outdoor exhibition space will see installations positioned across the valley connecting the region’s two historic capitals, Qurh and Hegra. The first five international artists to exhibit their works here will be James Turrell, Manal Dowayan, Agnes Denes, Michael Heizer and Ahmed Mater.
Furthermore, two new important museums are under construction: the Museum of Contemporary Art and the Museum of the Way of Incense. Parisian architect Lina Ghotmeh will design the first, which will feature three collections focusing on the Three Seas, Continents and land-based artworks.
De Souza confirmed that Asif Khan of London will design the Incense Road Museum. He hopes it will “tell a much deeper and richer narrative about the role AlUla played on trade routes, where incense was one of the key products.”
These are just two of the 16 cultural heritage, museums and galleries in the pipeline in AlUla. All developments plan to be inspired by and built in harmony with their surroundings. Indeed, maximizing the striking rocky landscapes is a priority.
For adventurers, e-bike trails, rappelling, ziplining, hiking and even a giant swing suspended 85 meters above the ground are open. Some of these activities can be undertaken with local guides, helping to gain a deeper understanding of the area’s natural wonders.
Image:Getty Images
