AlUla and the New 7,000-Year-Old Tourist Destination – Skift Travel Podcast

This episode of the Skift Travel Podcast featured a conversation with Philip Jones, CEO of AlUla. Jones discussed his ambitious plans for transforming AlUla — a location rich in history — into a popular tourist destination in Saudi Arabia, the changing perceptions of the country, and the growing Saudi female workforce among other topics, with Editor-in-Chief Sarah Kopit and Head of Research Seth Borko.

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Five Key Points

AlUla is distinct from other Saudi projects: Unlike NEOM or the Red Sea project, Jones said AlUla already had assets like heritage and historical tourism. AlUla is focused on sustainable development, boutique luxury tourism, and preserving its authenticity, not mass tourism.

Target audience and branding: AlUla targets high-end travelers — what they call “intrepid explorers,” “lux seekers,” and “wanderlust nomads.” It also has branded itself as Saudi Arabia’s luxury gateway.

Cultural change and workforce transformation: Jones highlights the rapid societal changes in Saudi Arabia, particularly the rise of young, ambitious women in the tourism sector. About 40% of AlUla’s tourism workforce is now female, reflecting a generational shift in both gender roles and global engagement.

Astrotourism and Dark Sky Certification: AlUla is developing one of the world’s top observatories, Monara, to boost astrotourism. It’s the first location in the Middle East to receive a Dark Sky certification.

Cultural Programming and Major Events: The region has hosted concerts, sporting events (like the Desert Blaze race), and festivals. High-profile performers such as Andrea Bocelli, Alicia Keys, and Mariah Carey have helped put AlUla on the global cultural map.

Episode Summary

AlUla CEO Philip Jones spoke with Skift Editor-in-Chief Sarah Kopit and Head of Research Seth Borko about developing a luxury tourism destination in the Saudi Arabian desert. Jones explained that since AlUla already had cultural and historical assets — 7,000 years of history and archeology — that only needed tourism infrastructure like hotels and airports to support visitors.

Jones notes that while many Westerners still see Saudi Arabia as unsafe, the country has undergone rapid social change — especially led by young women, who now make up 40% of his team. Drawing on his experience in the U.S. tourism sector, Jones has helped train young Saudis for a nascent tourism industry that only recently expanded beyond religious travel. AlUla is positioned as a boutique, ultra-luxury destination aiming for affluent, adventurous travelers, particularly from GCC countries, Europe, and the U.S.

Jones also mentioned that several popular musicians have performed in AlUla, including Mariah Carey, Alicia Keys, and Andrea Bocelli. He said the biggest challenge AlUla is currently facing is perception, noting that being covered in the New York Times is a huge sign that AlUla’s perception is changing.