Jean-Yves Le Drian, Chairman of the French Agency for AlUla Development (AFALULA), has declared that it is “time to accelerate” the ambitious AlUla development project. This statement reflects a pivotal moment in Franco-Saudi collaboration, with significant strides made and an eye toward a promising future. Speaking in AFALULA’s latest quarterly newsletter, Le Drian emphasised the urgency of advancing the partnership, which blends culture, heritage, and sustainability into one of the world’s most compelling destination transformations.
French President Emmanuel Macron’s state visit to AlUla on December 4, 2024, underscored the region’s strategic importance and the deep ties between France and Saudi Arabia. His visit highlighted AlUla’s rapid evolution and its potential to attract high-net-worth travellers seeking unparalleled cultural and luxury experiences.
A partnership rooted in shared vision
AFALULA was established in 2018 under a historic intergovernmental agreement between France and Saudi Arabia. Its mission is to support the Royal Commission for AlUla (RCU) in transforming AlUla into a global hub for culture, heritage, and sustainable tourism. This collaboration has successfully fused Saudi ambition with French expertise, fostering a bold, long-term approach to development. The first phase of this partnership laid the groundwork through archaeological research, artistic programmes, and sustainable infrastructure. Now, as Le Drian notes, the time has come to “take initiatives tailored to the Kingdom’s rapidly evolving context.”
During President Macron’s visit, the foundations of this partnership were reaffirmed with updates on key initiatives, including the creation of the Sharaan Resort, designed by French architect Jean Nouvel, and the Alstom-designed tramway for “green mobility.” These projects are emblematic of the synergy between sustainable development and luxury tourism.
Cultural milestones: A creative epicentre in the making
One of AlUla’s most unique attributes is its ability to merge heritage with contemporary creativity. The artist residency programme, launched in 2021 by AFALULA and RCU, has positioned AlUla as a global hub for artistic inspiration. In October, the Paris exhibition Orbis Tertius: AlUla, Land of Creation showcased 43 works by international artists who had immersed themselves in AlUla’s dramatic landscapes. Catherine Pégard, AFALULA’s Director of Cultural Development, summed up the agency’s approach: “Heritage must not remain static. It is dialogue with contemporary creativity and innovation that keeps it alive.”
This commitment to creativity extends beyond visual art. Plans are underway for an international music festival in the AlUla desert, echoing the prestige of events such as Salzburg or Aix-en-Provence. Such cultural milestones aim to position AlUla as a premier destination for elite travellers.
A landmark Franco-Saudi visit
During President Macron’s visit, the official establishment of the Villa Hegra Foundation was announced. This non-profit Franco-Saudi cultural institution, the first of its kind in the Kingdom, will serve as a centre for co-creation, cultural diplomacy, and innovation. A pre-opening programme in 2023 and 2024 engaged local youth through collaborations with prestigious French partners like the Opéra national de Paris and Le Forum des Images.
The French delegation, which included high-profile figures such as Jean-Noël Barrot, Sébastien Lecornu, and Rachida Dati, also toured iconic sites such as Hegra, Saudi Arabia’s first UNESCO World Heritage Site. Discussions highlighted how initiatives like the partnership with Paris 1 Panthéon-Sorbonne University are fostering academic and research exchanges, equipping AlUla’s youth with the tools to manage its burgeoning cultural and tourism assets.
Le Drian outlines archaeological breakthroughs and sustainability
One of the most exciting recent developments is the discovery of the Bronze Age town of al-Natah in the Khaybar oasis. This walled settlement has rewritten the narrative of north-west Arabia’s history, proving that urbanisation existed far earlier than previously thought. Ingrid Périssé-Valéro, Director of AFALULA’s Archaeology Division, noted, “Such a discovery is simply unthinkable in Europe today.” For Le Drian, this milestone exemplifies the strength of French-Saudi collaboration in scientific research.
Sustainability remains a cornerstone of AlUla’s future. From biodiversity conservation to innovative water management systems, the region’s projects aim to balance preservation with progress. The Sharaan Resort and Alstom tramway are prime examples of this commitment, integrating eco-conscious design with high-end appeal.
The road ahead
Le Drian envisions AlUla as a “laboratory for the future,” combining cutting-edge innovation with a deep respect for its past. With €2.32 billion in contracts signed between French and Saudi partners, the economic dimension of this partnership is just as impressive. Initiatives like the FERRANDI Paris partnership to establish a gastronomy and hospitality school in AlUla reflect a shared ambition to make the region a global centre of excellence.
For high-end travel advisors around the world, AlUla offers a rare opportunity to curate experiences that are both exclusive and deeply enriching. Whether it’s archaeological exploration, immersive cultural festivals, or luxurious eco-resorts, AlUla promises to redefine the concept of elite tourism.
As Le Drian stated, “Our shared ambition is to put AlUla on the world map while maintaining strict compliance with the principles of sustainable development.” With its unique blend of history, innovation, and luxury, AlUla is set to become one of the most extraordinary destinations of our time.
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Photo – top of page: Jean-Yves Le Drian – by Mohammad Hassanzadeh – Tasnim Agency
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Read also: Saudi-French partnership for AlUla: advancing a visionary collaboration
