The Skift Travel Podcast

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

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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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