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.

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

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 

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

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

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.

• 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

The vision of RCU extends beyond developing the tourism sector, as eight additional sectors have been identified to provide thousands of jobs by 2035.

1. Logistics
2.  Local construction and materials
3. Arts and crafts
4. Scientific research
5. Equestrianism
6. Agriculture
7. Specialized education
8. Filmmaking and cinema production

• 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

• 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

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.

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

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.

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.