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

Abstract Located in the Medina region, AlUla is a living museum covering an area of 22,561 km2 that includes the 52-hectare ancient city of Hegra (Hijr) — also known today as Mada’in Saleh, the Saudi kingdom’s first UNESCO World Heritage Site, listed in 2008. Hegra is best known for its numerous well-preserved tombs. Adopting secondary research as a methodology, this paper seeks to explore different aspects of the strategy to transform the AlUla area into a global cultural, heritage and regenerative tourism destination. Since its establishment in 2017, the Royal Commission for AlUla (RCU) has pledged to implement a sustainable transformation of the region and an unprecedented valorisation of the pre-Islamic heritage it possesses. Literature on AlUla predating 2017, when the RCU started its activity, is almost non-existent. Accordingly, the purpose of this paper is to initiate an in-depth and systematic discussion, at academic level, of the strategy to transform AlUla. Notwithstanding the limitations of this study, it is safe to assert, on the one hand, that AlUla is being turned into a simultaneously cultural and heritage tourism destination, and on the other, that the rediscovery of a rich pre-Islamic heritage in North Western Arabia is giving Saudi Arabia the ideal vehicle for cultural diplomacy, enabling it to attract foreign investments and tourists, create employment for locals, and diversify its economy. However, the Kingdom still needs to improve its track record socially and politically, to promote an open and dynamic image at global leve