With a distinguished career promoting some of the world’s most prestigious destinations, Gwénaëlle Delos has recently taken on a new challenge as Chief of Tourism and Innovation at AFALULA, the French Agency for the Development of AlUla. Known for her deep expertise in destination marketing and international tourism, Delos is now focused on helping shape AlUla, one of Saudi Arabia’s most ambitious heritage and tourism projects, into a global symbol of sustainable and meaningful travel.
AFALULA was established in 2018 to support the Kingdom of Saudi Arabia in transforming AlUla into a world-class cultural and tourism destination. The agency brings together French expertise in heritage preservation, archaeology, tourism, architecture, and sustainable development, working in close partnership with the Royal Commission for AlUla to help shape a model of responsible, innovative tourism deeply rooted in local culture and landscape.
Bringing 25 years of expertise to a rising destination
Delos’ appointment at AFALULA marks a natural next step in a career dedicated to high-value tourism. For over 25 years, she played a pivotal role in promoting France across major international markets, particularly in Northern Europe and the United Kingdom. Her experience working closely with both public institutions and private stakeholders has made her an expert in tailoring strategies to meet the expectations of discerning travellers — all while navigating intensely competitive landscapes.
But AlUla, as Delos points out, is not just another destination; it’s an entirely different proposition. “AlUla is a unique place where things are just beginning to take shape,” she explains. “Its upmarket position requires an inspiring, targeted effort that matches the Kingdom’s sky-high ambitions.” For Delos, this means more than marketing—it’s about developing AlUla with deep respect for its natural and cultural heritage, the local community, and the land itself.
Building AlUla’s global story
At the heart of Delos’ mission is the challenge of increasing AlUla’s visibility on the world stage and defining the story that visitors will experience. As she prepares to meet with airlines, transport providers, tour operators, and distributors, Delos is focused on weaving together the region’s many assets: ancient archaeological treasures, rich cultural traditions, and a fast-growing calendar of cultural and artistic events.
“Tourism is one of the ties that bind the different divisions within AFALULA—archaeology, culture, heritage, hospitality,” she explains. The aim is to create a seamless narrative that connects AlUla’s past to its future, whether through business tourism, arts festivals, gastronomy, horseback riding, or nature exploration.
In Delos’ words, AlUla becomes “a laboratory for eco-friendly tourism, at once respectful and ambitious,” offering visitors a journey defined by cultural immersion and authentic connection to place.
Priorities: accessibility, diversity, and innovation
Looking ahead, Delos has identified several key priorities to help AlUla reach its full potential. Improving accessibility—whether through enhanced transportation or international partnerships—is crucial to attracting a steady flow of visitors. But equally important is the diversification of activities to encourage longer stays and richer experiences.
Regenerative tourism, which aims to leave destinations better than they were found, is central to Delos’ vision. “We want to attract visitors who understand that they are discovering a singular destination that is still being established,” she says.
Innovation, too, will play a defining role. Delos is eager to collaborate with local partners and French startups to introduce cutting-edge tools like virtual reality and experiential travel concepts. For her, AlUla offers the perfect setting to “invent the tourism of the future, one that is responsible and deeply rooted in the land.”
A new chapter for AlUla—and for global tourism
Under Delos’ leadership, AlUla is truly poised to become a model of sustainable, forward-thinking tourism. As she bridges her vast experience with the unique potential of this Saudi treasure, Delos is helping to craft a destination where visitors are plunged into a transformative journey of discovery, preservation, and innovation.
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Read also: Abeer M. AlAkel confirmed as CEO of the Royal Commission for AlUla
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