We have confidence in the abilities of the Saudi citizens, and we place great hopes in this nation to build our country with sense of responsibility. Every citizen in our country, and every part of our beloved nation, is the focus of my attention and care. We look forward to everyone contributing to serving this nation
King Salman bin Abdulaziz Al Saud
Custodian of the Two Holy Mosques
The Kingdom is witnessing a paradigm shift in new and promising sectors due to its unique cultural heritage, geographic diversity, and distinctive demographics; this enables the Kingdom to be among the leading countries in tourism, culture, sports, entertainment, and other sectors
Mohammed bin Salman bin Abdulaziz Al Saud
His Royal Highness, the Crown Prince, President of the Council of Ministers, and Chairman of the Board of Royal Commission for AlUla
Speech of His Highness the Governor of the Royal Commission for AlUla
His Highness Prince Bader bin Abdullah bin Farhan Al Saud
The Royal Commission for AlUla (RCU) continues to make substantial progress in realizing the goals outlined in AlUla Vision, stemming from the Saudi Vision 2030, to develop the county that is rich in history, culture, and stunning natural diversity, into a leading global destination on the cultural tourism map. This is guided and supported by the custodian of the Two Holy Mosques, King Salman bin Abdulaziz Al Saud and His Royal Highness Prince Mohammed bin Salman bin Abdulaziz Al Saud, the Crown Prince, Prime Minister of the Kingdom of Saudi Arabia and Chairman of the Board of Directors of the Royal Commission for AlUla, and in a strategic partnership with the people of AlUla.
In the year 2023, numerous strategic projects and initiatives were implemented, with a primary focus on preserving AlUla’s heritage and natural treasures. Notably, these efforts resulted in the growing presence of AlUla, with its historic and natural sites, in the circle of interest of global cultural and tourist organizations, such as the “Old Town” being recognized among the world’s finest tourist villages, while “Jabal Ikmah” earned a place in the United Nations Educational, Scientific and Cultural Organization’s (UNESCO) “Memory of the World” register. This accomplishment adds to the inscribed historical site of “Hegra” on UNESCO’s World Heritage List in 2008. Furthermore, in 2022, the “Harrat Uwayrid” reserve was included in the Man and Biosphere Programme (map).
Within the scope of tourism and sports development, several resorts and hotels have been unveiled. Notable among them are the “Sharaan Resort”, “Azulik,” “The Chedi Hegra,” and others. These developments are the result of the partnerships forged with both local and international sectors. Furthermore, the sports sector is being harnessed to its full potential through a comprehensive national approach. As part of this effort, the ownership of “AlUla Club” has been transferred to RCU, and major championships for authentic popular sports, such as AlUla Camel Cup and the announcement of AlUla’s falconry tournament.
In its commitment to enhancing the quality of life in AlUla, RCU has unveiled an urban development plan for the central and southern regions of the county. This plan, operating under the banner of “Towards a prosperous society,” aims to foster the simultaneous development of both the people and the region. Additionally, significant agreements have been reached with local and international partners to bolster and improve various services. These include strengthening healthcare services, enhancing energy and electrical services, and implementing better infrastructure management.
In terms of promoting and preserving environmental diversity, RCU continued to implement numerous initiatives and projects to restore ecosystems, by resettling some organisms in their natural habitats. This is evidenced by the successful implementation of the “Arabian Leopard” strategy, which has led to the announcement of several births, aligning with RCU’s vision to protect this species from extinction. Additionally, the United Nations has recognized February 10th as the International Day of the Arabian Leopard.
In conclusion, I would like to express my sincere appreciation for the unwavering support that RCU has received from our wise leadership that has been a driving force behind all our achievements. I also extend my gratitude to the people of AlUla, the strategic partners of RCU, and my dedicated teammates who have demonstrated remarkable effort, resulting in the notable accomplishments of the past year.
Summary
As part of RCU's strategic objectives to develop AlUla and enhance related activities and services within its jurisdiction, in light of the historical and natural significance of AlUla and its archaeological and natural sites, and to ensure the provision of services to the local community, residents and visitors at the highest levels, through a promising “AlUla Vision”. The past year has been marked by high levels of Key performance indicators. Furthermore, in accordance with Saudi Vision 2030, RCU's accomplishments meet certain objectives of the National Tourism Strategy and the National Environment Strategy. RCU has also overcome numerous challenges and enhanced future success through innovative approaches and advanced solutions to enhance future positive impact.
Milestones
RCU has achieved the European Foundation for Quality Management (EFQM) Institutional Excellence Award at a 5-star level
AlUla obtained the WCCD ISO 37120 Gold Certification, due to its commitment to high-quality data and excellence in planning, management, and governance
AlUla Sports Club ownership has been transferred to AlUla Sports Clubs Company that is owned by RCU
A collaboration agreement was signed between RCU and Colleges of Excellence, within the Technical and Vocational Education Development Program
+150,000 visitors attended RCU events and celebrations in AlUla
150% increase in sales at the AlUla Dates Festival compared to the previous year, with +1,255 tons of local dates sold and attendance exceeding 20,000 visitors
889 wild animals from 4 species released in Sharaan and Wadi Nakhlah nature reserves
)
Producing approximately 300,000 native plants of 80 native species
Preparing for the opening of 3 luxury hotels during 2024
Developing the annual sustainability report, based on the principle of transparency regarding global issues
RCU main priorities for the year 2030 are focused on achieving the following:
1.2 Million
visits annually and 60 events
9
Heritage sites open to visitors
16
Open cultural and artistic assets
75 %
%
Of the target attendance for art and cultural exhibitions
6
Activated natural reserves
3 673
Animals released into natural reserves
2.5 Million
Million trees planted in protected areas
130
Native plant species will be produced in RCU nursery
10 170
Graduates from training programs
240
Newly established small and medium-sized enterprises
90%
Satisfaction rate among residents
5 500
Hotel rooms
95%
%
Satisfaction rate among residents regarding security and safety services
80 %
%
Satisfaction rate regarding digital tools and services
"5/5"
Overall data maturity level for RCU and AlUla
90%
%
Digital Transformation Index
90 %
%
Of full-time employees
Report Preparation Methodology
In reference to the Second Clause of the 29th Article of the Law of the Council of Ministers, which stipulates that all ministries and government agencies shall submit to the President of the Council of Ministers, within 90 days from the beginning of each fiscal year, a report on their achievements considering the general development plan for the past fiscal year. The report shall include the difficulties encountered and proposals to ensure the proper conduct of business. The annual report for 2023 of RCU was prepared through a detailed methodology ensuring the achievement of relevant standards. Coordination was facilitated by the Department of Organizational Excellence, with support from the senior management of RCU across all sectors and departments.
It is noteworthy here that RCU relies on the Annual Report Preparation Guide for Public Agencies in preparing its annual report, issued by the Council of Ministers under Resolution No. (233) dated 18/04/1443H, while adhering to the guidelines for publishing annual reports of public agencies issued by the National Center for Performance Management (Adaa) dated 01/12/1444H
Report preparation methodology includes 9 stages, namely:
1
Preparing necessary templates for collecting content, through which data and information could be accessible
2
Holding workshops with all sectors and departments of RCU
3
Gathering report content in two stages and build its structure
4
Ensuring the inclusion of all required content and its compliance with the specified standards
5
Reviewing and proofreading the content linguistically and grammatically
6
Developing appropriate design and images
7
Obtaining necessary approvals from authorized persons
8
Preparing an electronic version of the annual report for publication on RCU’s website
9
Printing the report
The Royal Commission for AlUla
The Royal Commission for AlUla was established by Royal Decree No. (A/296) dated 26 Shawwal 1438H on July 20, 2017. Its main goals are to conserve and develop AlUla, as well as to accomplish a sustainable transformation into one of Saudi Arabia’s most important archaeological, cultural, and environmental attractions. All efforts are put forth with historical relevance and at the pace of accomplishing the AlUla vision and its economic and cultural objectives in line with Saudi Vision 2030.
A key priority for RCU is to create a positive social and economic impact by supporting and empowering the local community of AlUla. Additionally, it aims to maximize the utilization of AlUla’s rich historical, heritage, environmental, natural, tourism, sports, and artistic resources. The goal is to build a prosperous and sustainable economy by actively involving the community in the development process. This endeavor will establish a lasting legacy for AlUla, positioning it as the world’s largest open museum.
About AlUla
AlUla has deep historical roots spanning more than 200,000 years. It is replete with human and historical
heritage and countless historical treasures. In ancient times, AlUla location was a meeting point for civilizations in the northwest of the Arabian Peninsula,embodying this description through those civilized
nations that inhabited this region and built its structuresand civilizations in a way that captivated the attention of
all those who passed through it, observers, explorers,or researchers. AlUla is one of the few areas in the world wherehistory is deeply and profoundly embodied without the interference of the present in distorting, erasing,or falsifying it. Since the first millennium BC, AlUla has been a significant route for trade caravans, and since
the emergence of Islam, it has been a major center and one of the most important sites along the Hajj route.
Strategic Direction
RCU developed an integrated strategy to achieve its lofty vision, “Vision of AlUla”, and turn it into a reality. The strategy includes a set of pillars, strategic objectives, and performance indicators, which aim to develop many economic sectors in AlUla, improve the quality of life of the local community, and contribute to achieving the objectives of Saudi Vision 2030. The three main goals for 2035 are the following
01
2 million annual visits to AlUla:
53% National 37% International 10% GCC Countries
02
SAR 150 billion
Cumulative contributions to GDP
03
40,500 new jobs
Vision
AlUla - a natural and cultural environment.
A Journey Through Time in the largest open museum.
Mission
To enable AlUla development for its residents and visitors through activating and protecting its cultural landscape and providing the quality of life.
Values
Diligence
We work thoroughly and rigorously to consistently deliver
Grit
rigorously to consistently deliverWe set audacious goals, and we work with determination and resolve to make them happen
Surprising
Our curiosity and innovative ways of working create surprising and memorable experiences
Nurturing
We are driven by the responsibility we feel for our heritage, the environment, the community, and each other
Engaging
We work together as one; we craft our journey together and welcome everyone to be part of it
Accountable
We take full responsibility for all our actions, and we practice honest and open communication
Clarity
We keep it real by focusing on what really matters
Strategy Implementation Stages
First Phase
Build a luxury brand (2018-2023), through:
- 250,000 visits per year by the end of the first phase
- 1,050 hotel rooms
- Focus on hyper-luxury sectors
- Major tourism, infrastructure, and accompanying assets offerings
Second Phase
Unlock the potentials of the proposed value (2024-2030), through:
- 1.2 million visits per year by the end of the second phase
- 5,500 hotel rooms
- Transition from hyper-luxury sectors to upper leisure sectors
- Luxury resorts and new heritage discoveries
Third Phase
Grow capacity and competency (2030-2035), through:
- 2 million visits per year by the end of the third phase
- 8,500 hotel rooms
- Transition from hyper-luxury sectors to midscale leisure sectors
- Continuous enhancement and expansion to meet demand
Transitioning to the second phase of implementing the strategy
In line with the completion of the first phase of the strategy, RCU has identified its key priorities to ensure a smooth transition into the second phase, whereas, a comprehensive analysis of the elements has been conducted to ensure their seamless alignment with the overarching strategy and address the key success factors for the first phase.
Key priorities of the first phase have been identified to ensure a successful transition to the second phase, which include:
- Completing the masterplans
- Updating AlUla development framework
- Issuing licenses and permits
- Land expropriation and Management
- Developing the strategic and digital sector to support decision-making and facilitate service delivery
RCU also proactively developed a plan and followed a clear methodology to ensure the success of its projects. This led to the creation of the Integrated Development Plan, which is updated quarterly; to reflect the updates of target integration elements.
The integrated development plan serves as a close bridge that translates the objectives across the three phases of the strategy and into an integrated development plan, in terms of priorities, developmental considerations, infrastructure, and necessary services for the development of assets and public facilities. This contributes to shaping an appropriate development pattern to achieve RCU’s vision, taking into account quality of life, social needs, economic growth, resource efficiency, and sustainability. As a result, it establishes a clear phased sequence for project implementation phases.
Objectives of the Integrated Development Plan:
Economic Development Sectors
The vision of RCU extends beyond developing the tourism sector, as eight additional sectors have been identified to provide thousands of jobs by 2035.
- Logistics
- Local construction and materials
- Arts and crafts
- Scientific research
- Equestrianism
- Agriculture
- Specialized education
- Filmmaking and cinema production
Strategic Principles
The contribution of RCU’s key performance indicators to the national strategies
The National Tourism Strategy
- Tourist satisfaction level
- The Net promotional score index
- Cumulative added value from the tourism sector
- Number of jobs generated by the tourism sector
- Number of heritage sites open to visitors
National Environment Strategy
- Number of plant species reintroduced into the environment
- Number of protected animal species reintroduced into the environment
- The area of rehabilitated grazing areas within AlUla
- Kilometers squared of terrestrial protected area
Strategic pillars and objectives, and their alignment with Saudi Vision 2030
Sustainability
As part of its responsibilities, RCU maintained its commitment to promote the environmental sustainability principles and objectives in AlUla. The goal was to provide a more sustainable future by emphasizing sustainable practices.
RCU's commitment to sustainability appears within the “AlUla Vision,” its strategic principles and goals aligned with the national directions; to promote a sustainable future that preserves natural resources and heritage treasures, creates diverse and sustainable economic opportunities, as well as enables individuals to build a vibrant, prosperous and active society.
In addition, RCU outlines its vision through the strategic roadmap for environmental sustainability in AlUla, which represents a comprehensive environmental approach aiming to transform AlUla into a global destination and a sustainability leader by 2035 in terms of sustainable tourism, renewable energy, reducing carbon emissions, water resources management and green buildings.
RCU is committed to continuing its efforts and making a greater impact on sustainability in AlUla. It includes aspects of economic, social, and cultural sustainability, which are as equally important as environmental sustainability. RCU has worked for several years to restructure sustainability and present it from a more comprehensive perspective, as a sector that falls under the strategy and Institutional Project Management Office, with a dedicated Department for the Environment. Moreover, the Authority is working to secure additional resources that will certainly support the design and activation of a comprehensive sustainability approach throughout AlUla.
AlUla Strategic Sustainability Roadmap
In 2023, RCU updated its sustainability strategic roadmap in AlUla to include social, economic, and cultural dimensions alongside environmental ones.
Key achievements in 2023
Key works & Initiatives
Buildings Sustainability Certificates Project
The project aims to identify and evaluate the most appropriate and applicable green building systems for all types of assets in AlUla in line with RCU’s sustainability principles.
This initiative evaluated twelve local and international rating systems. These systems were identified and grouped according to the targeted assets into four groups: newly constructed buildings, existing buildings, new communities, and infrastructure. Afterword, a detailed evaluation and comparison were made for each rating system according to the following criteria criteria’s: Implementation Applicability at the lowest cost and in the shortest time, in addition to compliance with AlUla’s strategic plans and principles.
It is worth to mentioning that all of the assessed rating systems have provisions supporting and complying with the Saudi Green Building Code and with AlUla’s net zero-carbon strategy in terms of materials used for infrastructure, best practices to support sustainability in the stages of design, execution, operation, and clean energy generation.
Developing the Dark Sky strategy in AlUla
The strategy aims to preserve the nature and beauty of the dark sky in AlUla, reduce light pollution, and create sustainable tourism opportunities linked to stargazing activities, protect the environment and assist in preserving nocturnal ecological corridors for wildlife movement, while celebrating the ancestral way of life in AlUla.
Therefore, and as part of its efforts to protect AlUla from various forms of pollution, RCU seeks to register AlUla among the Dark Sky Cities and obtain international accreditation from the International Dark-Sky Association (IDA), to include it within Dark Sky Reserves. This will contribute to making AlUla a unique tourist destination free from light pollution, benefiting the local community, visitors, and wildlife.
During 2023, RCU worked with the International Dark Sky Association (IDA) to confirm the required accreditation and conduct light pollution surveys across the governorate as the first step in the application process. In agreement with the IDA, RCU seeks to obtain two certifications, namely:
- Dark Sky Community certificate, covering the whole governorate
- Dark Sky Reserve Certificate for two natural reserves in Alula
RCU's Projects Included in Saudi Green Initiative (SGI)
Throughout 2023, RCU worked on numerous diverse projects and initiatives to contribute to the achievements of the Saudi Green Initiative (SGI) objectives and to realize the aspirations of Saudi Vision 2030. These projects are as follows:
- Establishing and Managing Nature Reserves in a Sustainable Manner
- Establishing a Nursery and Seed Bank
- Ecological Restoration
- Inventory of AlUla Flora & Fauna
- Ashar Valley Environmental Assessment
About RCU Governance
RCU adopts a governance model that enables it to perform its supervisory, regulatory, and executive duties to achieve its objectives, strategies, and mandated roles stipulated in its regulations. This is accomplished through adopting and enhancing the best practices in public sector governance, activating internal control roles, and continuously assessing the institutional maturity level of RCU at all levels and dimensions.
About the Board of Directors
RCU’s Board of Directors devotes complete attention to carrying out its tasks and responsibilities in accordance with RCU’s regulations. It exercises its role in supervising the governance framework of RCU and its subsidiaries, determining its strategic direction, ensuring compliance with relevant laws and regulations, and providing necessary support to the executive management. This is achieved through leveraging the expertise of the Board members and committees derived from it.
Board of Directors Chairmanship and Membership
His Royal Highness Prince, Mohammed bin Salman bin Abdulaziz Al-Saud
The Crown Prince, the Prime Minister
Chairman of Board of Directors
His Highness Prince Badr bin Abdullah bin Mohammed bin Farhan Al-Saud
RCU Governor
Member of Board of Directors
His Excellency Dr. Hamad bin Mohammed Al-Sheikh
Member of Board of Directors
His Excellency Eng. Ibrahim bin Mohammed Alsultan
Member of Board of Directors
His Excellency Dr. Fahad bin Abdullah Toonsi
Member of Board of Directors
Dr. Saad bin Abdullah Alsowayan
Member of Board of Directors
Dr. Khaled Omar Azzam
Member of Board of Directors
Eng. John Pagano
Member of Board of Directors
Dr. Eid bin Hamad Alyahya
Member of Board of Directors
Eng. Mosa bin Omran Alomran
Member of Board of Directors
Subsidiaries
RCU has established a number of subsidiary companies to serve as operational and investment arms, contributing to the development of its strategy and achieving its goals in the best interest of AlUla. These companies include AlUla Peregrina Trading, Arabian Leopard Fund, AlUla Sports Club, in addition to the Museum of Visual and Contemporary Arts.
Museum of Visual and Contemporary Arts
The company aims for the Visual and Contemporary Arts Museum to be the primary destination for art acquisitions, procuring artworks from artists, art exhibitions, and international auction houses according to the requirements of RCU.
AUla Peregrina Trading
In response to the needs of local, international, and other cosmetic markets, AUla Peregrina Trading’s activities focus on manufacturing cosmetic ingredients and products. Through its mission, it aims to develop the first supply chain for Arabian Peregrina in AlUla, by nurturing the Arabian desert and transforming its roots into unique components.
The company envisions to make AlUla a globally recognized primary destination as a sustainable source of unique natural ingredients extracted from the Arabian desert and establishing the Arabian Peregrina tree as one of its most important social and economic assets.
AlUla Sports Club
In pursuit of becoming one of the top competitive football clubs in the Saudi Professional League by 2028, the club is working on launching the Excellence Performance Center, aiming for the center to become an advanced facility equipped with state-of-the-art technologies. This is part of the mission to develop athletes in multiple sports while maintaining economic sustainability.
Its vision is to be a pioneering, excellence-driven organization. The club aspires to uphold sporting excellence and sustainability, fostering a strong sense of pride within AlUla's community
The Arabian Leopard Fund
To mitigate the growing risk of extinction facing the Arabian leopard, with estimates of fewer than 120 Arabian leopards remaining in the wild according to the updated Red List of the International Union for Conservation of Nature (IUCN); The fund was established on 04/12/1441H, by Royal Order no. (65063). The fund aims to enable visions, partnerships, and effective actions to support the long-term conservation of the Arabian leopard. It also aims to support local and international efforts and encourage communities to contribute to preserving one of the most endangered ecosystems within the framework of Saudi Vision 2030. This vision seeks to enhance environmental sustainability and support the growth of non-profit sectors in the Kingdom.
The fund envisions a world containing sustainable and growing populations of the Arabian leopard across its range, as part of both cultural and natural heritage.
Conclusion
RCU prepared the annual report to meet the requirements of the Council of Ministers’ Law. In its preparation, RCU adhered to a detailed methodology to ensure the fulfillment of the specified standards. Coordination among all sectors and departments within RCU was facilitated by the Organizational Excellence Department, and with the support of senior management.
Within this report, RCU highlighted its most notable achievements during 2023, aiming to develop and enhance the targeted sectors in AlUla, in alignment with the objectives of Saudi Vision 2030.
In addition to showing the challenges RCU has faced, and the proposed solutions to overcome obstacles and enhance workflow, RCU outlined its aspirations for the prosperity of AlUla by aligning with the stages of implementing its strategy. This strategy aims to build a luxurious identity for AlUla, unleash its competitive advantages, develop its capabilities, and enhance its capacity.
The strategy plan for the year 2024 is anchored on clear priorities within its seven strategic pillars, ensuring focused business trajectory and attainment of objectives. This includes enhancing the tourism assets of AlUla, developing its offerings, and increasing visitor numbers. Additionally, it aims at activating the cultural heritage of AlUla and enhancing its global presence. RCU also seeks to preserve the environmental systems and biodiversity while empowering the local community to ensure prosperity and economic development. Furthermore, RCU focuses on developing major plans for AlUla and achieving urban and architectural transformation, in addition to RCU’s commitment to enhancing safety, infrastructure development, and improving the quality of life in AlUla.
Finally, ensuring operational efficiency, talent management, and achieving excellence globally; which will be realized through the concerted efforts of the national workforce and international expertise within RCU, where their endeavor involves implementing a precise and sustainable plan that considers the cultural, economic, and heritage development in AlUla, all under the generous and continuous support of the wise leadership.
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