What Is AlUla?

AlUla is a heritage, cultural, and nature tourism destination in the Medina Province of northwest Saudi Arabia, home to the UNESCO World Heritage Site of Hegra (also known as Mada’in Salih). The Royal Commission for AlUla (RCU), established in 2017 by royal decree and chaired by Crown Prince Mohammed bin Salman, oversees the development of AlUla into a world-class destination that balances archaeological preservation with sustainable tourism and community development.

Historical Significance

AlUla has been inhabited for over 7,000 years and served as a critical crossroads along ancient incense and trade routes. The region contains a remarkable concentration of archaeological and geological heritage:

Hegra. Saudi Arabia’s first UNESCO World Heritage Site (inscribed 2008), Hegra was the southern capital of the Nabataean kingdom and features over 100 monumental rock-cut tombs dating to the 1st century CE. The site is comparable in significance to Petra in Jordan but far less developed and visited.

Dadan. The capital of the ancient Dadanite and Lihyanite kingdoms, featuring rock-cut tombs and inscriptions dating back over 2,500 years.

Jabal Ikmah. An open-air library of rock inscriptions in multiple ancient scripts, providing invaluable records of trade, religion, and daily life across millennia.

AlUla Old Town. A medieval settlement with over 900 mudbrick and stone buildings, currently under restoration as a living heritage site.

Development Vision

The RCU’s vision for AlUla is encapsulated in its Journey Through Time masterplan, which aims to attract 2 million visitors annually by 2035 while preserving the archaeological and natural environment. Development zones include:

AlUla Cultural District. Museums, galleries, performance spaces, and public art installations positioned along the ancient oasis valley.

Nabataean Horizon. Tourism infrastructure surrounding Hegra, designed to enhance the visitor experience without compromising the archaeological site.

Wadi AlFan (Valley of the Arts). An international arts programme that commissions site-specific works by leading contemporary artists set within AlUla’s desert landscape. Major installations by artists including Agnes Denes, James Turrell, and Manal AlDowayan have been commissioned.

Resorts and Hospitality. Luxury resorts are under development, including properties by Aman, Banyan Tree, and Jean Nouvel-designed Sharaan Resort carved into sandstone cliffs. Eco-lodges and heritage accommodation complement the luxury offerings.

French Partnership

The RCU has a significant partnership with France through the AlUla-France agreement, signed in 2018. French expertise in archaeology, museum management, hospitality training, and cultural programming supports AlUla’s development. The Louvre Museum, Institut Francais, and French archaeological teams contribute to research and exhibition programmes.

Nature and Conservation

AlUla’s natural landscape is dramatic, featuring sandstone formations, canyons, extinct volcanic fields, and the AlUla Oasis. The RCU has established the Sharaan Nature Reserve to protect indigenous wildlife including Arabian leopards, ibex, and raptors. The Arabian Leopard Conservation Programme, led by the RCU, aims to restore the critically endangered Arabian leopard to its natural habitat.

Community Development

Unlike some mega-projects built on greenfield sites, AlUla has a living community of over 80,000 residents. The RCU’s development plan explicitly includes community uplift through education, job creation, skills training, and small business support. Local residents are prioritised for employment in tourism and hospitality roles.

Investment Opportunities

The RCU seeks private sector partners for hotel development and operation, restaurant and retail concepts, cultural programming, tour operations, and construction services. AlUla International Airport has been expanded to receive direct international flights.

Challenges

Balancing world-class tourism development with archaeological preservation is the central challenge. AlUla’s remote location requires sustained investment in accessibility. Building a year-round tourism economy in a desert climate with extreme summer temperatures demands creative programming and indoor attractions. Managing visitor numbers at sensitive archaeological sites requires careful capacity planning.

AlUla represents Saudi Arabia’s most compelling cultural tourism proposition — an ancient landscape of extraordinary archaeological richness now being opened to the world with care, ambition, and considerable investment.

See our AlUla Heritage Tracker and Tourism in Saudi Arabia 2025.