Unveiling AlUla's Megaproject, Shaping Saudi Arabia's Tourist Destination Landscape
In the heart of north-west Saudi Arabia, a ancient desert city named AlUla is undergoing a remarkable transformation. With a history dating back to 5000 BCE, AlUla is becoming a well-known destination, thanks to the significant growth in the tourism sector and a number of giga-projects that are revealing new landscapes, archaeological sites, and luxury hotel destinations.
One of the most notable additions to AlUla is the Dar Tantora, a luxury boutique hotel that has been meticulously renovated from mudbrick houses in the old town. The hotel offers 35 rooms, a restaurant inspired by golden age train journeys, a spa, and a Mediterranean restaurant.
Another standout is The Chedi Hegra, Saudi Arabia's first Unesco World Heritage Site, featuring over 110 well-preserved tombs with intricately carved facades. The interiors of The Chedi Hegra feature muted tones, Poltrona Frau furnishings, and sleek Porfido Pedretti bathrooms. The hotel's spa uses products made from local ingredients such as dates, moringa, and rosemary, while Prima Classe, a restaurant at The Chedi Hegra, serves dishes such as deconstructed tuna nicoise, gazpacho, and slow-cooked beef.
The tourism boom in Saudi Arabia is not limited to AlUla. Red Sea Global is transforming 28,000 sq km along the west coast of Saudi Arabia into a Maldives-like destination. New hotels from the Aman Group, Six Senses, and the Jean Nouvel-designed Sharaan Nature Resort are also coming soon.
As part of the cultural transformation, AlUla's projects are putting Saudi Arabia on the cultural tourism map. The AlUla Arts Festival provides a platform to uplift Saudi talent, with a programme of exhibitions, workshops, installations, and live music. Wadi AlFann, a 65 sq km patch of desert, will be a permanent destination for contemporary art. Five land art pioneers - James Turrell, Manal AlDowayan, Agnes Denes, Michael Heizer, and Ahmed Mater - will reveal new permanent, large-scale commissions by the end of 2026 in Wadi AlFann. Starting in 2026, Wadi AlFann will also feature permanent, large-scale compositions representing artists such as Olafur Eliasson, Zaha Hadid Architects, and Ai Weiwei.
The ambitious economic diversification and social transformation plan, Saudi Vision 2030, introduced by Crown Prince Mohammed bin Salman (MBS), is driving these changes. The plan includes a $62.2 billion development program for Diriyah, on the outskirts of Riyadh, and the pedestrian-friendly hub of the city's burgeoning art scene, AlJadidah Arts District. Asif Kahn and Lina Gotmeh are among the architects working in the area, with a stellar line-up to be announced soon.
Sharaan Nature Resort, located near Hegra, will feature 40 suites, pavilions, and villas carved into the sandstone mountains. These developments are not just transforming AlUla, but the entire landscape of Saudi Arabia, making it a must-visit destination for culture and nature enthusiasts alike.
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