During French President Emmanuel Macron’s state visit to Saudi Arabia from December 2-4, 2024, the two nations unveiled ambitious plans to deepen collaboration across tourism and cultural sectors. Key agreements, including the launch of the Villa Hegra project and the announcement of a French Institute in Saudi Arabia, underline a strategic partnership poised to transform the Kingdom’s tourism landscape and strengthen cultural ties.
France & KSA – enhanced partnerships
The visit reinforced shared ambitions in key areas, including tourism, culture, and sustainable development. Among the highlights was the announcement of the Villa Hegra project in AlUla, a cultural institution aimed at fostering artistic dialogue and showcasing the heritage of both countries. Scheduled to open in 2026, Villa Hegra will operate with the expertise of the Agence Française pour le Développement d’AlUla (AFALULA), drawing inspiration from illustrious institutions like Villa Médicis in Rome and Casa de Velázquez in Madrid.
Villa Hegra: a beacon of cultural innovation
The establishment of Villa Hegra represents a significant milestone in Saudi-French cultural relations. Located in AlUla, this cultural institution will serve as a hub for creative and academic endeavours, integrating design, research, and heritage preservation. The launch of its research initiative, “AlUla: Transformations and Social Dynamics of a Development Project”, exemplifies its commitment to advancing understanding of the region’s development and globalisation.
The research initiative, supported by AFALULA, the Royal Commission of AlUla (RCU), and CEFREPA, involves five pioneering projects:
- “An Oasis Facing Globalisation: The History and Development of Hegra since the late 19th Century” by Ulrike Freitag, Leibniz-Zentrum Moderner Orient, Berlin.
- “The Linguistic Ecology of AlUla (LEAlUla): Urbanisation and Language Change in Northwestern KSA” by Stefano Manfredi, CNRS Researcher and Director of Laboratoire SeDyL.
- “The Oasis of AlUla, Future Centrality?” by Sophie Brones, ENSA Versailles.
- “Learning from AlUla” by Pascal Ménoret, University of Oxford.
- “Archaeology in AlUla, Between History and Memory” by Louis Blin, European University Institute, Florence.
The programme will run from 2024 to 2025, providing logistical and scientific support to around 20 researchers.
Tourism as a pillar of Saudi-France collaboration
Tourism emerged as a central theme in discussions between President Macron and Crown Prince Mohammed bin Salman. Both leaders reaffirmed their commitment to diversifying economic relations and leveraging tourism as a driver of sustainable development. French expertise in international events, highlighted by the planning for Expo 2030 in Riyadh, aligns seamlessly with Saudi Arabia’s Vision 2030, which aims to attract 150 million visitors annually by 2030.
Strengthening cultural ties
The announcement of the French Institute in Saudi Arabia, slated for launch in 2025, underscores France’ commitment to cultural exchange. This new initiative aims to enhance collaboration across sectors such as archaeology, visual arts, film, libraries, and museums. These developments complement the Villa Hegra project, which embodies the spirit of Saudi-French cooperation in preserving and promoting shared heritage.
Strategic partnership roadmap
Saudi Arabia and France’s partnership extends beyond culture and tourism. The signing of a Strategic Partnership Council Memorandum of Understanding sets the framework for expanded cooperation across numerous sectors, including:
- Renewable energy, hydrogen, and sustainable development.
- Smart cities and infrastructure development, including NEOM.
- Biotechnology, AI, and quantum technologies.
- Healthcare, agriculture, and advanced manufacturing industries.
This roadmap aligns with Saudi Arabia’s Vision 2030 and France’s Vision 2030, creating synergies that promise significant mutual benefits.
Key takeaways
- Expanded tourism infrastructure: Developments like Villa Hegra and AlUla’s archaeological projects provide exclusive opportunities for luxury travellers.
- Cultural innovation: The French Institute in Saudi Arabia and collaborations in visual arts, heritage, and museums enrich travel itineraries with unique cultural experiences.
- Sustainable tourism focus: Joint initiatives in smart cities, renewable energy, and conservation ensure eco-conscious offerings for discerning travellers.
- Global event alignment: With Expo 2030 and expanding cultural festivals, travel advisors can position Saudi Arabia as a must-visit destination.
Photo – top of page – SPA
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