(TAN): The Royal Commission for AlUla (RCU) has announced a partnership agreement with Accor to develop AlUla as a tourism destination for nature, culture and heritage.
The agreement will see Accor operate an expanded Ashar Resort under the Banyan Tree brand. There will be 47 new units added, which will bring the resort’s total number up to 82 high-end villas, along with a luxury spa and several gourmet restaurants. This will be guided by a sensitive design that allows each villa to blend discreetly into the striking natural scenery of the Ashar Valley, located 15km from the Kingdom’s first UNESCO World Heritage Site, Hegra.
[ALSO READ: Singapore Airlines and Temasek Foundation partner to support World Food Programme]
The partnership with the leading global hospitality group has been signed ahead of AlUla’s official opening to the world as a year-round destination in October 2020.
Commenting on the agreements, the CEO of the Royal Commission for AlUla, Amr AlMadani, said: “This new partnership demonstrates how AlUla’s unique appeal as a cultural, heritage and nature destination fits with Accor’s Banyan Tree brand, which is synonymous with authentically unique experiences. We’re working with the world’s best developers and hotel operators to deliver projects that complement our cultural oasis, as well as benefiting our local community.”
The announcement also underscores AlUla’s investment potential, as Saudi Arabia continues its economic diversification as part of its Vision 2030 programme. By 2035, RCU expects to host 2 million visitors annually, creating 38,000 new jobs.
[ALSO READ: IHG to open first Kimpton Hotels & Restaurants in Malaysia]
“The partnership agreement with Accor is part of a major series of capital projects and multiple investments made by RCU into 15 plans in AlUla, many of which will be announced in the coming months. This is a clear sign of our confidence in the future strength of the hospitality sector in Saudi Arabia,” AlMadani said.
Ashar Valley is the location of the Maraya Hall, a multi-purpose exhibition, conference and entertainment venue, the largest mirrored structure in the world, which will also drive local economic diversification by hosting cultural events, business gatherings and conferences. These have included the Hegra Conference for Nobel Laureates and global figures such as Andrea Bocelli, Majida Al Roumi and Lionel Richie.
Related posts:
Middle East: Opportunities for women increase in the travel sector, says report
Saudi Tourism Authority launches ‘Journeys in Arabia’, wooes Indian tourists
UNWTO, Saudi Arabia join hands to promote education, professional development in tourism
Banyan Tree Varko Bay set to open in Pogonia, Greece in 2026
