We are confident in the capabilities of the Saudi citizen, and we place — after Allah — great hopes in them to build their nation and uphold their sense of responsibility towards it. Every citizen in our country, and every part of our cherished homeland, is a focus of my care and attention. We look forward to everyone contributing to the service of the nation.

The Custodian of the Two Holy Mosques King Salman bin Abdulaziz Al Saud

The Kingdom is undergoing a transformative shift across new and promising sectors, driven by its rich cultural heritage and its unique geographic and demographic diversity, enabling it to stand among the world’s leading nations in tourism, culture, sports, entertainment, and beyond.

Mohammed bin Salman bin Abdulaziz AlSaud Crown Prince and Prime Minister, Chairman of the Board of Directors, Royal Commission for AlUla

Speech of H.H the Governor of the Royal Commission for AlUla

Since the establishment of the Royal Commission for AlUla (RCU) in 2017, by Royal Decree, and under the unlimited guidance, support, and care of the wise leadership, RCU has embarked on an ambitious national path. This path is based on a comprehensive vision aimed at building a global model for sustainable development through heritage preservation, human empowerment, and value maximization.

This vision has provided a reference framework for RCU’s work and a foundation for achieving national objectives across all fields, particularly in destination development, quality of life, and economic diversification, following a responsible and balanced approach that places the protection of AlUla’s natural and cultural heritage as a top priority, considered a national and human asset. In line with this, RCU has given utmost importance to investing in people by developing human capacities, building skills, and creating unique opportunities for Saudi men and women to actively participate in the development journey.

Simultaneously, RCU has expanded opportunities for strategic investment through a comprehensive system of sustainable investment offerings, attracting strategic partnerships that enhance the role of the private sector, support the diversification of the local economy, and generate long-term economic and social impact benefiting the residents of AlUla in particular, and the Kingdom as a whole.

AlUla’s heritage and natural environment constitute the core of the development vision, viewed as two pillars of growth and sources of knowledge and creativity. By positioning AlUla as a global model of comprehensive sustainable development, RCU contributes to strengthening the Kingdom’s cultural and scientific presence internationally, in line with the objectives and programs of Saudi Vision 2030.

RCU is pleased to present in this report its achievements and initiatives during 2025 toward fulfilling all its targets.

In conclusion, it is my honour to extend my deepest gratitude and appreciation to the Custodian of the Two Holy Mosques, King Salman bin Abdulaziz Al Saud, and to His Royal Highness Crown Prince Mohammed bin Salman bin Abdulaziz Al Saud — may Allah preserve them — for their unwavering support. I also extend my sincere thanks to all RCU employees, partners, and collaborators, and I look forward to everyone continuing their efforts toward achieving all objectives.

HH Prince

Badr bin Abdullah bin Farhan AL-Saud

Governor of the Royal Commission for AlUla (RCU)

Summary

In 2025, AlUla achieved a series of notable successes in development and sustainability. Aligned with Saudi Vision 2030, these were delivered through a portfolio of strategic programs and projects shaped by an ambitious vision that preserves AlUla’s cultural and historical heritage, while advancing sustainable development for present and future generations. This reflects RCU’s commitment to long-term priorities cantered on a sustainable economy and eco-tourism. The annual report provides a comprehensive account of the year’s efforts and achievements, summarized as follows:

Indicator	Actual Value 2025	Target Value 2025
Number of Attractions Activated	70	53
Number of Events	21	36
Total Visits to AlUla	318,917	290,000
Number of Heritage Sites Open to Visitors	5	5
Heritage Sustainability Index	0,82	0,75
Number of Heritage Sites Recognized by International Organizations	6	6
Kilometres Squared of Terrestrial Protected Area	12,451	12,451
Number of Animals Released into Nature Reserve	1,584	1,482
Average Monthly Income	Not available	6,300
Number of Active Micro, Small and Medium Enterprises for 3 Years or More In AlUla	724	544

Highlights of Achievements in 2025

RCU received the King Abdulaziz Quality Award (Silver Level) in early 2025, reinforcing institutional excellence standards and aligning with Saudi Vision 2030 targets.

The Internal Audit Sector won the Gold Award (Government Category) from the Saudi Institute of Internal Auditors (IIA Saudi) for the year 2025.

The Conservation team earned the ICOMOS-ISCMP Excellence in Mural Conservation Award for their work in AlUla Old Town,

setting a new benchmark through innovative techniques and a holistic, sustainable approach to heritage preservation.

Successfully registered AlUla Moringa Oil (Peregrina) in China, officially accrediting it as one of only two international products within its luxury brand category.

The Arabian Leopard Breeding Center received official accreditation from the European Association of Zoos and Aquaria (EAZA), becoming the first centre of its kind in the Kingdom

Published the first long-term sustainability plan for the Arabian Leopard, linking breeding programs to reintroduction efforts in the wild

Hosted the AlUla World Archaeology Summit in the worldwide Seminar format, convening over 30 academics and experts from China and around the world In Zhengzhou.

The exhibition “A Glimpse of Ancient Kingdoms in Northern Arabia” attracted approximately 250,000 visitors.

Implemented a professional knowledge exchange program in Paris, and developed the visual identity and official naming of the Contemporary Art Museum.

Prepared the 2024 Sustainability Report in accordance with Global Reporting Initiative (GRI) standards, aligned with Vision 2030 and the Sustainable Development Goals (SDGs).

The promotion of AlUla Sports Club from the Second Division League to the Yelo League for First Division Clubs.

Issued public policies and regulatory instruments governing activities within AlUla Governorate, enabling RCU sectors to achieve their strategic objectives.

Methodology for Preparing and Submitting the Report

The RCU’s Annual Report for the fiscal year (2025 CE/ 1446-1447 AH) comes in compliance with provisions of Paragraph (2) of Article (29) of the Law of the Council of Ministers, which Regulations, which stipulates that all ministries and other governmental bodies must submit to the Prime Minister, within ninety days from the beginning of each fiscal year, a report detailing their achievements in comparison with the general development plan for the concluded fiscal year, the challenges faced, and any recommendations for improving work performance.

The report has been prepared in accordance with the Guidelines for Preparing Annual Reports of Public Agencies, issued by Council of Ministers Resolution No. (233) dated 18/4/1443 AH, while adhering to the rules for publishing annual reports of public agencies issued by the National Center for Performance Measurement (Adaa) on 1/12/1444 AH. The report covers the RCU’s strategic direction, strategic performance indicators, key activities and achievements, opportunities and challenges, governance, project contracts, RCU facilities, as well as the budget and final accounts.

The report’s methodology was structured through the following phases:

1

Preparing the necessary templates for collecting the report’s content.

2

Conducting coordination workshops with various sectors and departments of RCU.

3

Content collection conducted through sequential phases

4

Verifying the completeness of the required data and its compliance with established standards.

5

Reviewing and linguistically and grammatically proofreading the content.

6

Developing the appropriate design for the report.

7

Obtaining the necessary approvals from authorized authorities.

8

Preparing the digital version of the report for publication on RCU’s website.

About the Royal Commission for AlUla

By Royal Decree, the RCU was established in 2017 to oversee the development of AlUla within a comprehensive and sustainable strategic vision. This vision aims to balance the preservation of natural and cultural heritage with sustainable economic and social development, positioning AlUla as a leading global destination across all fields. This is achieved through strengthening strategic partnerships, creating an attractive investment environment, developing human capacities, and enhancing quality of life.

About AlUla

AlUla is one of Saudi Arabia’s most significant sites, carrying a rich human heritage and a diverse natural and cultural landscape that reflects civilizations spanning thousands of years. It serves as a national model for heritage preservation, environmental protection, improving quality of life, supporting the national economy, and achieving the comprehensive developmental objectives derived from Saudi Vision 2030.

Strategic Direction

The Royal Commission for AlUla developed a strategy comprising a set of pillars, strategic objectives, and performance indicators aimed at advancing various economic sectors in AlUla, enhancing quality of life, and contributing to the achievement of Saudi Vision 2030 targets. The following outlines the targets set through 2030:

1 Million

Overnight visitors to AlUla

16.3 Billion SAR

Cumulative contribution to GDP

5.7 Billion SAR

Total visitor spend

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Vision

AlUla - a cultural landscape, A journey through time in the largest open museum

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Mission

To enable AlUla development for its communities and visitors through regenerating and protecting its cultural landscape and providing quality of life

Values

Diligence

We work thoroughly and rigorously to consistently deliver

Grit

We set 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 16

Strategy implementation Phases

First Phase:

Building a luxury brand through:

740,000 visits were achieved during the phase
693 hospitality room keys
Focused on hyper-luxury and luxury-level offerings established the foundations in infrastructure, brand, and offerings

Second Phase:

Unleash the potentials of the proposed value through:

1 million overnight visitors by the end of the second phase
5,300 Hotel rooms
Expansion into upscale-level offerings with a focus on the growth of masterplans, accommodations, services, and cultural assets

Third Phase:

Grow capacity and competency through:

2 million visits per year by the end of the third phase
8,500 hotel rooms
Expansion into midscale-level offerings
Continuous enhancement and expansion to meet demand and sustain quality

It is noteworthy that the RCU’s updated strategy was approved in the fourth quarter of 2025 and will be presented in detail in the upcoming annual report. The report will highlight the updated pillars, strategic objectives, and updated performance indicators, ensuring the continued achievement of the AlUla 2030 Vision targets and Saudi Arabia’s Vision 2030 goals.

Economic Development Sectors

The RCU’s vision goes beyond tourism development, encompassing broader fields aimed at creating thousands of jobs by the year 2023. In addition to tourism, eight key sectors have been identified to provide thousands of employment opportunities by 2030. These are:

Agriculture
Cultural sports
Film & media industries
Small-scale manufacturing
Research & professional services
Tourism
Construction

Contribution of the RCU’s KPIs to National Strategies

National Tourism Strategy

Relevant RCU’s KPIs

Tourist Satisfaction in AlUla experience
Net promoter score index
Cumulative added value from tourism sector
Number of new jobs created in the tourism sector
Number of heritage sites open to visitors

National Environmental Strategy

Relevant RCU KPIs:

Number of flora species revegetated in AlUla
Number of animals released into nature reserves
Area of restored rangeland within AlUla
Kilometres squared of terrestrial protected area

Key Projects and Achievements in 2025

Throughout 2025, the Royal Commission continued its journey to empower and develop AlUla by reviving its natural and cultural environment and enhancing the quality of life. Driven by its strategic aspirations and aligned with the objectives of Saudi Vision 2030 to position AlUla as a global cultural tourism destination, numerous landmark projects were implemented across several portfolios dedicated to the Commission’s sectors and administrative units. These initiatives further bolster AlUla’s growing presence and support tourism, sports, and ecological diversity development plans. Additionally, they foster creative and artistic talent and capacity-building opportunities through an institutional approach that achieves comprehensive and sustainable development, as outlined in this report.

Sustainability

Building on RCU’s efforts to embed sustainability principles and strengthen transparency with stakeholders across environmental, economic, social, and cultural domains, RCU has released its second Sustainability Report for 2024. This report follows global best practices in public sustainability reporting, and provides a comprehensive view of RCU’s positive contributions, as well as the challenges faced in advancing sustainable development.

The 2024 Sustainability Report has been developed in accordance with the Global Reporting Initiative (GRI) standards, providing a holistic framework that reflects the environmental, economic, and social dimensions of RCU’s operations. The report is also aligned with key international frameworks, including the United Nations Sustainable Development Goals (SDGs) and UNESCO’s framework, as well as with the objectives of Saudi Arabia’s Vision 2030. This alignment reinforces AlUla’s position as a leading national model for sustainability.

As part of its efforts to foster a culture of sustainability and environmental awareness, RCU is implementing the “Saon AlUla” campaign for the second consecutive year. The campaign aims to enhance environmental awareness and stewardship among AlUla’s community, fostering long-term sustainable behavioural changes that support the preservation of AlUla’s natural and cultural heritage.

The campaign methodology is based on the Environmental Competency Framework, a scientific reference framework that defines the knowledge, skills, and values necessary to empower individuals to make responsible and sustainable decisions regarding the environment. This framework serves as a guiding reference for educational curricula, policies, and related initiatives, by promoting environmental literacy, developing practical skills, instilling environmental values, and supporting the adoption of sustainable behaviours.

The campaign targets diverse segments of the community, including youth, schools, farmers, hotel operators, tourists, cultural narrators, the local community, and RCU staff. Throughout this year, RCU has implemented a series of initiatives directed at its staff, narrators, heritage custodians, hotel operators, and educational institutions, in addition to digital awareness campaigns on social media platforms. Key initiatives within the campaign include:

Conducting 2 training sessions in collaboration with the Culture Sector
Developing an educational toolkit for school
Preparing a comprehensive guide for the “Sustainable Schools Award” initiative

RCU Projects under the Saudi Green Initiative (SGI)

As part of its commitment to supporting the Saudi Green Initiative and promoting environmental sustainability, RCU continues to implement strategic projects designed to protect ecosystems, restore degraded habitats, and promote biodiversity conservation and sustainable use of natural resource. These efforts were built upon previous initiatives, including the establishment of a nursery and seed bank, cataloguing plant and animal species in AlUla, and studying the causes of Acacia tree mortality along with potential solutions. The following projects, implemented in 2025, demonstrate RCU’s ongoing commitment to create an impactful and long lasting positive impact on AlUla’s environment:

1. Environmental Restoration Project

2. Grazing Capacity Assessment Project

RCU Governance

RCU adopts a comprehensive governance framework that embeds the principles of transparency and accountability and supports effective decision-making, thereby enabling it to perform its supervisory, regulatory and executive roles efficiently, in accordance with the competencies stipulated in its Regulation. This is achieved through activating the internal control system, strengthening risk management, and continuously assessing the level of RCU’s institutional maturity, in a manner that contributes to the achievement of its strategic objectives and the enhancement of its operational efficiency.

RCU’s Board of Directors

The Board of Directors of RCU undertakes the duties and responsibilities set out in the Regulation, which stipulates that it shall convene its meetings once every three months. The Board oversees the governance framework, approves RCU’s strategic directions, and monitors its institutional performance to ensure compliance with the relevant laws and regulations. The Board also empowers and supports the executive management in achieving RCU’s objectives efficiently and effectively.

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 the Board of Directors