May 01, 2025

AlUla and the New 7,000-Year-Old Tourist Destination

38 minutes

In today’s episode of the Skift Travel Podcast, Sarah Kopit and Seth Borko engage with Phillip Jones, Chief Tourism Officer of AlUla, to discuss the ambitious plans for transforming AlUla into a premier tourism destination in Saudi Arabia. With a budget of $50 billion over ten years, AlUla aims to create a unique tourism ecosystem that highlights its rich history and cultural heritage.

Takeaways

Alula is a unique destination with 7,000 years of history.

$50 billion is being invested over ten years for tourism development.

Alula is ahead of other projects like Neom in terms of progress.

The young workforce in Saudi Arabia is driving change in the tourism sector.

40% of the workforce in Alula's tourism sector are women.

Alula aims to be a boutique destination, not mass tourism.

The target audience includes intrepid explorers and luxury travelers.

Alula's experiences include hot air balloon rides and zip-lining.

Sustainability is a core principle in Alula's development.

Alula seeks to preserve its heritage for future generations. Alula is focused on astrotourism with dark sky certification.

Unique experiences in Alula include stargazing and concerts.

Celebrity performances attract visitors to Alula.

Conservation efforts for Arabian leopards are underway.

Changing perceptions of Saudi Arabia as a safe travel destination.

Access to Alula has improved with increased flights.

Collaboration with local communities is essential for success.

Risk-taking is necessary for innovation in tourism.

Education about wildlife conservation is a priority.

Alula aims to showcase its rich culture and heritage.

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