A Conceptual Investigation of the Transformation of AlUla into a Global Tourism Destination: Saudi Arabia Rediscovers Its Pre-Islamic Heritage and Bets on Cultural Diplomacy

AlUla, a vast region encompassing the ancient city of Hegra (Mada’in Saleh), is being transformed into a global tourism destination through strategic efforts by the Royal Commission for AlUla (RCU). This transformation aims to valorize Saudi Arabia's pre-Islamic heritage while promoting cultural diplomacy, attracting foreign investments, and diversifying the economy. The study highlights that Hegra, recognized as the kingdom’s first UNESCO World Heritage Site in 2008, serves as a key asset in this endeavor. Using secondary research, the paper systematically analyzes the RCU's strategy since its establishment in 2017, noting significant advancements in sustainable heritage tourism. However, challenges remain, particularly in improving Saudi Arabia's global image socially and politically to fully capitalize on this cultural diplomacy initiative.

Pavan, A. (2023). A Conceptual Investigation of the Transformation of AlUla into a Global Tourism Destination: Saudi Arabia Rediscovers Its Pre-Islamic Heritage and Bets on Cultural Diplomacy. Zenodo. https://doi.org/10.5281/ZENODO.8278845