AlUla Case Study: Driving Tourism with Cultural Heritage
In 2021, AlUla set its track to further solidify its position as a premier global destination by activating its tourism
sector and empowering local businesses to take the lead in welcoming the world to AlUla.
273 New local job opportunities
284 New partnerships
In 2023, Vibes AlUla graduated 70+ local businesses under the Vibes AlUla SME Enablement program, powered by AstroLabs. The program served as a catalyst for economic impact, meticulously designed to propel SMEs toward success and drive tourism to the Kingdom's heritage site. This created a pull effect behind the Kingdom's tourism draw and unlocked culturally rich tourism experiences, including 227 new hospitality & tourism accommodation units created, 60+ film & media projects, 3 sports equestrian farms, and 98+ food & beverage events. As this region sets out to become the world's largest living museum with an ancient history of more than 200,000 years, it's expected to welcome 2 million tourists annually – these local businesses are at the forefront of driving this growth by attracting global audiences through authentic experiences and exporting to new markets across the world.
SR14 million In revenues
3 Sports Equestrian farms created
227 Hospitality & Tourism New accommodation units created
60+ Arts & Culture Products produced and sold across KSA
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