I recently spent a few days in AlUla, Saudi Arabia, my first visit to the country.
It’s a cultural shock, in part because the country only opened its borders to tourists six years ago and got off to a slow start due to Covid.
The government is hoping to take advantage of desert landscapes and ancient rock formations to turn AlUla into a high-end tourist destination. One attraction is the Maraya Concert Hall with its all-mirror design.
Nearby, there is Hegra, Saudi Arabia’s first UNESCO World Heritage site. Hegra contains tombs and carvings and is often compared with Petra in Jordan.
The government’s investments highlight a commitment to reshaping the region. It offers a unique opportunity to witness a country in transition, where contrasts abound.
On the one hand, it’s a conservative culture. On the other hand, all the people I met were open and curious about foreigners. I was struck by how friendly everyone was and how that warmth helped bridge cultural and linguistic divides.
Construction machines and vehicles dominate the landscape, reflecting the scale of development. Expatriates perform 95% of the work in AlUla, with men coming from India, Pakistan, and Africa, and women mainly from the Philippines.
There are brand-new roads crisscrossing the desert that link AlUla to nearby projects, including NEOM, the futuristic city along Saudi Arabia’s Red Sea coastline. It’s a massive effort aimed at promoting innovation and sustainability.
If NEOM reflects the vision for the future, Hegra preserves the country’s historical roots.
Some of the challenges of rapid development are evident in the contrast between AlUla’s modern infrastructure and the lack of services. Visitors sometimes struggle to find taxis, for example.
AlUla’s streets feel safe, making exploration easy. You tend to see Japanese and South Korean cars alongside American muscle cars. I was surprised to see some Saudi women working in visible roles with obvious pride.
The combination of innovation and tradition makes AlUla unique, offering travellers a glimpse into a country balancing its past with ambitions for the future.
It’s a rare opportunity to experience a place in the midst of monumental change.
I highly recommend a visit.