AlUla: A transformative opportunity in sustainable tourism

As global leaders convened in Riyadh for COP16 this month, we were tasked with addressing the pressing issues of desertification and climate change. My presence as chief tourism officer at the Royal Commission for AlUla at this pivotal gathering might have raised questions: what role does tourism play in these discussions? Tourism is often cited as a contributor to environmental challenges when not carefully managed. As a tourism leader, I see it as my duty to be part of the solution and to advocate for sustainable practices within the industry.

AlUla, situated in the northwest of Saudi Arabia, serves as a benchmark for innovative, sustainable tourism and — I believe — is emerging as a model for responsible development. From the outset, AlUla has been designed with sustainability at its core, not as an add-on. This is not a reaction or a superficial effort — it is a fundamental principle underpinning every aspect of our growth and operations.

Guided by the AlUla Sustainability Charter and two transformative masterplans, “Journey Through Time” and “Path to Prosperity,” I have seen for myself the benchmarks that AlUla has set for itself as a sustainable destination.

This ancient, transformative oasis, once a stop on the so-called Incense Road, is now at the intersection of heritage preservation, luxury hospitality, community engagement and environmental stewardship.

The bold vision for AlUla reflects Saudi Arabia’s broader commitment to addressing global environmental challenges, positioning the region as a vital contributor to the future of sustainable tourism. At its heart, AlUla is a destination with purpose — a place where visitors can connect meaningfully with the local community, immerse themselves in nature and engage with a rich cultural heritage.

AlUla’s light-touch philosophy and prioritization of an experience economy focuses on minimizing environmental impact while maximizing benefits for residents and travelers alike.

Green building certifications are mandatory for all new developments, eco-resorts are carefully integrated into the landscape and more than 50 percent of AlUla’s land is marked as nature reserves, with rewilding projects ongoing. We have planted 500,000 native trees and shrubs so far, getting us closer to our target for 2035 of 10 million, warding off desertification and offering travelers a natural haven. These efforts demonstrate how tourism can simultaneously drive economic growth and environmental preservation.

The bold vision for AlUla reflects Saudi Arabia’s broader commitment to addressing global environmental challenges, positioning the region as a vital contributor to the future of sustainable tourism.

Our ethos aligns seamlessly with COP16’s theme, “Our Land. Our Future,” emphasizing the importance of safeguarding our planet’s resources for generations to come.

In addition to being one of the world’s most exciting luxury travel destinations, AlUla represents a unique opportunity to contribute to a burgeoning sector with a positive global impact. The rising demand for sustainable tourism positions AlUla as a front-runner in meeting this need.

Since 2018, AlUla has attracted more than 740,000 visitors, created more than 7,700 jobs in the tourism sector and contributed SR16.6 billion ($4.4 billion) to Saudi Arabia’s gross domestic product. Visitor satisfaction rates stand at an impressive 94 percent and the luxury accommodation on offer now includes 693 world-class hotel keys. These numbers highlight the region’s growing appeal and economic potential.

Businesses and investors are well positioned to leverage this momentum by aligning with AlUla and its sustainability principles. It offers unparalleled opportunities to innovate, grow and contribute to global environmental solutions. Being part of AlUla’s transformation is an investment in a destination and an investment in the future of sustainable travel — where eco-conscious travelers can find numerous options that align with their priorities and the carbon footprint per visitor is significantly decreased.

The region’s natural heritage invites projects in eco-lodges, nature reserves and conservation initiatives to safeguard AlUla’s biodiversity, all aligned with the “Journey Through Time” masterplan’s sustainable development principles, which emphasize designing safe and healthy environments within a circular economy and embedding resilience.

The AlUla Sustainability Charter further reinforces these efforts, placing a zero-carbon policy and circular economy principles at the heart of its development, alongside robust strategies for development in heritage, improved water management and vegetation planting.

Destination development offers prospects in adventure tourism, immersive cultural programs and community-led initiatives. Eco-friendly hospitality projects and retail spaces showcasing local crafts also present exciting possibilities, ensuring that every aspect of AlUla’s growth remains true to its sustainability ethos.

While tourism is one important aspect of AlUla’s identity, prospects span far beyond this sector in what is one of the world’s biggest opportunities for public and private investment. AlUla’s potential extends into fields such as sustainable agriculture, education, healthcare and urban innovation — sectors that align with the broader vision of creating a resilient, thriving ecosystem that enhances the quality of life for residents and visitors alike.

Tourism development in AlUla is projected to contribute SR120 billion to Saudi Arabia’s GDP by 2035, generating 38,000 jobs and accelerating the nation’s economic diversification. Achieving these ambitious goals requires robust partnerships between the Royal Commission for AlUla and like-minded stakeholders that are committed to sustainable development.

Just as COP16 shone a spotlight on solutions for sustainable land management, AlUla stands as a living example of what is possible when vision meets action. Investing in AlUla means contributing to a global movement for a sustainable future, while reaping the benefits of a collaborative, supportive tourism sector.

Together, as a community of like-minded individuals, leaders and businesses, we can ensure that AlUla thrives as a global tourism destination, while also being part of a strong message to the world — that intentional action can lead to sustainable growth and a sustainable future.

• Phillip Jones is chief tourism officer at the Royal Commission for AlUla.