The Royal Commission for AlUla is enhancing local and global understanding of heritage preservation through its latest campaign – the “I Care” initiative, which kicked off on 1 February. The campaign spotlights RCU’s comprehensive heritage protection efforts as AlUla transforms into the world’s largest living museum.
The campaign advocates for the protection of AlUla’s varied cultural landscape, including its natural and manmade monuments, with a view to stimulate economic development, community involvement, and a deeper recognition of AlUla’s historical significance. These efforts align with Saudi Vision 2030’s objectives.
David Popa’s artwork, formed around Hegra’s iconic Tomb of Lihyan, Son of Kuza, symbolises the “I Care” ambition to cherish and safeguard culturally significant sites. Created from natural materials and destined to naturally disintegrate, the artwork underscores the urgent call to action for the preservation of heritage sites in AlUla and beyond.
Dr Abdulrahman Alsuhaibani, Executive Director of Archaeology, Conservation and Collections at RCU, emphasised the importance of the campaign in fostering community engagement with the region’s millennia-spanning heritage.
David Popa shared, “Working on this project has been an immense privilege. ‘I Care’ is a celebration of AlUla’s and the Kingdom’s legacy and traditions.”
The campaign’s focus on AlUla’s youth aims to educate and inspire the next generation through in-depth workshops, school visits, and community activities at historic sites like Hegra.
The I Care campaign encourages the community to play an active role in the conservation of AlUla’s cultural environment, promoting ongoing education and discovery for residents, tourists, and citizens alike.
AlUla’s heritage, from the Nabataean city of Hegra to the Dadanite and Lihyanite kingdoms, and the inscriptions of Jabal Ikmah, is now receiving global recognition as a cultural, historical, and archaeological hub, sharing ancient wisdom with the world.
These sites form part of RCU’s dedicated conservation, exploration, and research programmes as it reinvents AlUla into a premier destination for culturally curious travellers.
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Image – top of page – courtesy: The Royal Commission for AlUla
