Set in north-western Saudi Arabia, AlUla is a landscape of dramatic desert formations, ancient heritage, and the UNESCO World Heritage site of Hegra. To realise its global ambitions, Royal Commission for AlUla commissioned BOP to lay the groundwork for a strategy that would attract visitors, generate lasting benefits for local communities, and build AlUla’s profile internationally.

Our work combined evidence, consultation, and benchmarking to build a clear roadmap for delivery. We mapped more than 180 cultural assets and programmes and developed an Impact Management Framework to assess how culture contributes to wider development goals.

The resulting strategy has provided RCU with the governance, delivery model, and evidence base to lead with clarity—ensuring AlUla’s cultural future as a major cultural destination is shaped by its people and heritage, strengthened by global standards, and designed for lasting impact.