From 9 to 11 October, AlUla Governorate is hosting the “Elite” event, organised by the Restaurant and Café Owners Association. Over these three days, investors, economic experts, and business leaders from across the Kingdom and abroad are gathering in AlUla to explore the future of investment in the hospitality sector — one of Saudi Arabia’s most dynamic and fast-growing industries.
A programme focused on insight and collaboration
The Elite event features specialised sessions, expert panels, and B2B meetings that highlight current trends, challenges, and opportunities in hospitality, restaurants, and cafés. Participants are also taking part in field visits to some of AlUla’s most iconic landmarks — including the UNESCO World Heritage Site of Hegra, Elephant Rock, the Maraya Concert Hall, and the Old Town — connecting strategic discussions with the living heritage and natural beauty that define the region.
Why AlUla? A showcase of heritage and potential
Choosing AlUla as the host city underscores its growing reputation as a premier destination for tourism and investment. With its blend of ancient sites and modern infrastructure, AlUla perfectly illustrates how Saudi Arabia’s Vision 2030 is transforming regional economies. Hegra, the first Saudi site inscribed on the UNESCO World Heritage list, and Maraya, the world’s largest mirrored building, symbolise this fusion of preservation and progress.
The Restaurant and Café Owners Association, a non-profit civil society organisation, plays a central role in this transformation. Dedicated to empowering entrepreneurs and strengthening the hospitality ecosystem, it provides training, partnerships, and exposure through local and international initiatives. Elite is one of its flagship events, designed to build bridges between Saudi innovators and global investors.
Ambitions and outcomes
- Hospitality as a catalyst for growth – The restaurant and café sector is key to driving local economies, creating jobs, and enhancing community life.
- Support for entrepreneurs – The association promotes excellence through training, quality standards, and mentorship for small and medium-sized businesses.
- Balancing heritage and innovation – AlUla’s ongoing development aims to enhance visitor experiences while preserving its archaeological and natural treasures.
- Attracting global partnerships – By bringing international decision-makers to AlUla, the event strengthens Saudi Arabia’s visibility as a hub for sustainable hospitality investment.
A living example of Vision 2030 in motion
As the discussions unfold today, Elite stands as a symbol of Saudi Arabia’s evolving hospitality landscape — one that values creativity, sustainability, and cultural authenticity. More than a conference, it is an active platform for collaboration, connecting business ambition with AlUla’s unique identity and long-term vision.
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Photo top of page – Elephant Rock – photo R BARNES / SA-FE.ORG
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