Crown Prince Mohammed bin Salman’s Vision: AlUla as a Leading Global Destination

Crown Prince Mohammed bin Salman’s ambitious vision for AlUla is transforming this ancient site into a premier global destination for arts, heritage, culture, and nature.

A Journey Through Time

The “Journey Through Time” master plan is a leap forward to sustainably and responsibly develop AlUla, sharing Saudi Arabia’s cultural legacy with the world. This initiative is part of the broader Vision 2030, aiming to diversify the Kingdom’s economy and develop public service sectors such as tourism, recreation, and culture¹.

Cultural Oasis in the Desert

AlUla, home to the UNESCO World Heritage site Hegra, is set to become the world’s largest living museum. The plan involves restoring and rehabilitating the main archaeological area, preserving 200,000 years of natural and human history¹.

Economic and Cultural Renaissance

The development strategy aims to create 38,000 new job opportunities and contribute SR120 billion to the Kingdom’s GDP by 2035¹. It reflects a commitment to providing a distinctive historical map of the civilizations that settled in AlUla over millennia.

Sustainable Development

The project emphasizes sustainable practices to protect the unique cultural and natural environment of AlUla. It includes establishing five centers along a 20-kilometer route, each reflecting the nature and heritage of the region¹.

A Global Cultural Hub

Crown Prince Mohammed bin Salman’s vision for AlUla is setting a new standard for cultural tourism. By responsibly developing this ancient site, Saudi Arabia is inviting the world to explore its rich history and contribute to a global dialogue on heritage and culture.