How Saudi Arabia’s Al-Ula went from being underdeveloped...to having negative unemployment

More than 60 balloons take to the sky, giving rides to visitors during the Hot Air Balloon Festival. (UPI)
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Updated 19 December 2019
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How Saudi Arabia’s Al-Ula went from being underdeveloped...to having negative unemployment

  • Al-Ula is home to ancient Nabatien sites and the Winter at Tantora festival which hosted Yanni and Andrea Bocelli
  • In three years it has reached a negative unemployment rate of -2 percent, showing how Vision 2030 can work

RIYADH: In almost no time, the city of Al-Ula in northwest Saudi Arabia went from being relatively unknown to a very early symbol of success for the Kingdom’s ambitious Vision 2030 reform plan.

The rebirth of AlUla
Hegra, ancient city of the Nabataeans in Saudi Arabia’s historic AlUla Valley, is emerging from the mists of time to take its rightful place as one of the wonders of the world

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Previously underdeveloped and mostly ignored, it has now become home to the Winter at Tantora music festival, which was sold out every night between December and February as visitors flocked to see legends such as Andrea Bocelli, Yanni, Mohammed Abdo and Majida El-Roumi perform.

Projects such as the Sharaan Resort and Sharaan Nature Reserve, which are due to open in 2023, promise to turn the city into the tourist hotspot it was always meant to be.

After all, not many places in the world can say they are sitting on 3,000 years of history, which is the case with Al-Ula, which is home to the UNESCO World Heritage Site of Madain Saleh.

Recently, the Hot Air Balloon Festival presented a blueprint for adventure tourism in Saudi Arabia. Next, the Dakar Rally will take place there in 2020.

Al-Ula’s success — mostly due to the work done by a dedicated, recently formed royal commission — portrays what Vision 2030 is all about: Opening up new industries, lessening the Kingdom’s dependence on oil, capitalizing on its long-ignored historic and cultural treasures, and creating jobs for the country’s booming population.

A senior official with access to employment figures told Arab News that in less than three years, Al-Ula has achieved a negative unemployment rate of 2 percent.

This means that Al-Ula now needs to import workers from neighboring regions to keep pace with the demand for jobs.

“I’m so happy with the opening of tourism in Al-Ula. It has given us an opportunity to work and let go of some of the super-conservative beliefs that (our) people had,” said Manal Al-Budair, an Al-Ula local who works in the media.

“In the past, the only acceptable job for females was a teacher. But with the opening up of Al-Ula, much change has taken place,” she added. 

“I hope we host more events. It’s truly a pleasure and an honor to welcome people from all over the world to our historical city,” she said.

“Tantora highlighted our youth’s ambitions and our willingness to work hard, prosper and succeed.”




Mirrors outside the Maraya concert hall. (Itar-Tass)

Fired by ambition, many locals say they want to work as managers or hold equivalent job titles.

The perception of some of Al-Ula’s residents is that some senior-level positions have been filled by talent from bigger cities who have more experience in fields such as hotel management and marketing.

However, the Royal Commission for Al-Ula (RCU) has a promising plan to develop skills and deepen the job market.

“The people of Al-Ula are at the heart of the Royal Commission for Al-Ula’s drive to encourage economic prosperity for current and future generations,” said the RCU’s CEO Amr Al-Madani.

“The people of Al-Ula hosted 37,000 visitors from 72 countries around the world during the first successful annual Winter at Tantora festival.”

Ahmed Alimam, a senior tourism development officer at the RCU, told Arab News: “The people of Al-Ula are hugely encouraged by the opportunities continually opening up through Al-Ula’s positioning on the (economic) map.”

He said: “Al-Ula has long been a destination that has welcomed visitors from around the world in its capacity as a historic crossroads and as a place for pilgrims to rest during their journeys.”




The Elephant rock in the Ula desert. (AFP)

He added: “Our ancestors had long guided visitors across the desert, but with the advent of modern-day transport, this role had almost disappeared. Now, we’re sharing our heritage with the world once again.”

The RCU has worked up palpable enthusiasm in Al-Ula over its potential as an outstanding destination for tourists.

Scholarships and training are broadening horizons, meaning that people in Al-Ula are learning from global best practices.

“An entrepreneurial spirit is truly encouraged, with young men and women applying for business licenses and investing in equipment, and even farmers building residential units and huts inside farms and between palm trees,” Alimam said.

The RCU has hired young Saudis from Al-Ula to be trained to become park rangers. 




A Saudi park ranger. (Royal Commission for Al-Ula)

They will work to preserve and develop the wildlife in the park, which will have breeding programs for rare and endangered species that are native to the region.

“The rangers have been trained by expert rangers from the College of African Wildlife Management Tanzania (CAWM) from Mweka, which is the leading institution for professional and technical training in wildlife and tourism management in Africa,” said Al-Madani.

“Additionally, qualified and highly experienced staff are offering research and consultancy services to enhance wildlife management at Sharaan, and are now sharing their knowledge with young people in Al-Ula.”

Scholarships are a strong incentive for the people of Al-Ula to be ambitious about their career plans. 

The first scholarship phase, which started in 2018, saw a total of 168 students head for studies in the UK, the US and France.

“Following a hugely successful first year, the program is being expanded. In its second year, we’re sending 300 students overseas to the existing three countries as well as Australia,” said Dr. Rami Al-Sakran, director of the RCU’s scholarship program.

“The RCU launched its scholarship program in 2018, with the objective of giving successful applicants the opportunity to pursue degrees at prestigious universities and academic institutions overseas,” he added.

“This is a key pillar in the RCU’s commitment to working with the local community to build their capabilities and empower the region’s development,” he said.

“Recently, we hosted the first midyear summit for our phase 1 students, in the US, the UK and France. We were enormously proud to see the progress they’ve made so far as they get a world-class education and actively engage in new cultures, broadening their horizons.”

Many locals, including Rawan Abdul-Rahman, an organizer of Winter at Tantora, are happy with the opportunities that have been presented to them.

“It was an amazing experience. It gave us opportunities and opened doors for us,” she said. 

“Even our families, who are conservative and would’ve never approved of anything like this before, were ecstatic and encouraged us to take part in all the events. This is something unprecedented given our conservative backgrounds.”

Summing up the experience of the local population, Abdul-Rahman added: “Al-Ula not only opened us to the world, it also opened the world to us.”

The rebirth of AlUla
Hegra, ancient city of the Nabataeans in Saudi Arabia’s historic AlUla Valley, is emerging from the mists of time to take its rightful place as one of the wonders of the world

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‘Aramcorama’ at Ithra: A living archive of energy, culture, memory

‘Aramcorama’ exhibition at Ithra explores how the oil industry helped shape cities, communities and modern life in Saudi Arabia.
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‘Aramcorama’ at Ithra: A living archive of energy, culture, memory

  • Exhibition showcases how ordinary items can help make extraordinary transformations

DHAHRAN: “Aramcorama,” within Ithra’s museum, reimagines the exhibition experience, turning the Kingdom’s industrial history into a personal and immersive journey.

Rather than simply documenting the rise of the country’s oil industry, the exhibition explores how it shaped cities, communities, and modern life.

The Aramcorama exhibition at Ithra explores how the oil industry helped shape cities, communities and modern life in Saudi Arabia. (AN photo)

It encourages visitors to reflect on how past events changed people’s sense of identity.

“Aramcorama” tells the story through a rich selection of visuals. Geological maps, handwritten notes, internal messages, and photographs trace nearly a century of growth and change.

HIGHLIGHTS

• At ‘Aramcorama’ exhibition, Geological maps, handwritten notes, internal messages, and photographs trace nearly a century of growth and change. 

• Visitors can explore how Aramco’s global outlook has influenced not only individual lives but also the nation’s perspective.

Visitors can explore a timeline highlighting each decade and framed by hanging prints and illuminated media displays. This setup creates an engaging environment that feels dynamic and full of discovery.

The Aramcorama exhibition at Ithra explores how the oil industry helped shape cities, communities and modern life in Saudi Arabia. (AN photo)

Abdullah Alshammasi, a longtime engineer at Aramco, spoke to Arab News about how the company influenced more than just the oil and gas industry and impacted generations of employees and locals.

He said: “The company certainly had lasting consequences on the earliest generations that worked in it.

Aramco’s history is the modern history of the communities that lived in the Eastern Province.

Abdullah Alshammasi, Aramco engineer

“The fact is, since the company was established it needed a knowledgeable workforce, so a campaign of education was also established, and it steadily increased in depth from manual skills to softer, more intellectual skills.”

The exhibition also showcases vintage safety posters that were originally used to display workplace rules. These posters show how design and language have changed over the years, highlighting the changes in style and communication.

The Aramcorama exhibition at Ithra explores how the oil industry helped shape cities, communities and modern life in Saudi Arabia. (AN photo)

This section of the exhibition captures the story’s understated honesty, letting ordinary items like posters, letters, and tools tell the story of values, habits, and shifting responsibilities.

As visitors explore the exhibition, they can see how the company’s global outlook has influenced not only individual lives but also the nation’s perspective.

Alshammasi explained: “Generations have now been everywhere around the globe, studying at the best institutions, bringing back with them a better sense of the world, widening their horizons and, therefore, our societies and culture.”

“Aramcorama” ultimately reflects how modern Saudi society was built; not just through buildings and oil fields, but also through education, progress, and mindset.

Alshammasi said: “It tells me that Aramco is as old as our modern lives.”

This fact is especially evident in the Eastern Province, where the company’s presence reshaped daily life, and Alshammasi added: “Aramco’s history is the modern history of the communities that lived in the Eastern Province. Their lives were directly affected by the company, for good and for ill.”

The exhibition does not hide that tension, but invites reflection on both progress and its costs, what was gained and what may have been lost.

“Aramcorama” does not ask visitors to celebrate or criticize, but to notice, reflect, and form their own opinions.

It respects the complexity of history and shows how innovation, labor, infrastructure, and community are all deeply connected.

 


Saudi fund chief receives Nepal’s ambassador

Sultan Al-Marshad (R) receives Naresh Bikram Dhakal in Riyadh. (Supplied)
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Saudi fund chief receives Nepal’s ambassador

  • They discussed the Saudi fund’s development projects in Nepal and ways to enhance cooperation between the two countries

RIYADH: The CEO of the Saudi Fund for Development, Sultan Al-Marshad, received Nepal’s ambassador to the Kingdom, Naresh Bikram Dhakal and his accompanying delegation in Riyadh on Tuesday.

During the meeting, they discussed the Saudi fund’s development projects in Nepal and ways to enhance cooperation between the two countries, the official account said in a post on X.

Meanwhile, Saud Al-Sati, deputy minister for political affairs, met with Senegal’s ambassador to the Kingdom, Biram Mbagnick Diagne, in Riyadh and wished him success in his new duties, the foreign ministry said in a post on X.

 


Saudi crown prince and Iranian president discuss Iran-Israel ceasefire deal

Updated 24 June 2025
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Saudi crown prince and Iranian president discuss Iran-Israel ceasefire deal

  • Crown Prince Mohammed bin Salman expresses hope the truce will restore security and stability in the region and prevent further confrontation

RIYADH: During a telephone conversation with Iranian President Masoud Pezeshkian on Tuesday, Saudi Crown Prince Mohammed bin Salman welcomed the ceasefire agreement between Iran and Israel.

The prince expressed the Kingdom’s hope that the truce would help restore security and stability in the region and prevent the risk of further confrontation, the Saudi Press Agency reported. He underscored Saudi Arabia’s consistent position in support of diplomatic dialogue as the preferred path for the resolution of disputes.

The pause in the conflict between Israel and Iran, which began on June 13, was announced hours after Iran’s Islamic Revolutionary Guard Corps launched missile strikes on Monday that targeted Al-Udeid Air Base in Qatar, the largest US military installation in the Middle East.

In the aftermath of the attack, the crown prince spoke with Qatar’s emir, Sheikh Tamim bin Hamad Al-Thani, reaffirmed Saudi Arabia’s solidarity with the country, and strongly condemned what he described as Iran’s “unjustified and blatant aggression” against the Gulf state.


Saudi foreign minister arrives in Doha for emergency GCC meeting

Updated 24 June 2025
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Saudi foreign minister arrives in Doha for emergency GCC meeting

  • Session convened to discuss Monday’s Iranian missile attack on US bases in Qatar

DOHA: Saudi Arabia’s foreign minister Prince Faisal bin Farhan arrived in Doha on Tuesday to take part in an emergency meeting of Gulf Cooperation Council foreign ministers, the Saudi Press Agency reported.

Prince Faisal was received upon arrival by Qatari Minister of State Sultan Al-Muraikhi, Saudi ambassador to Qatar Prince Mansour bin Khalid bin Farhan, and GCC Secretary-General Jassim Mohammed Al-Budaiwi.

The emergency session has been convened to discuss Monday’s Iranian missile attack on US bases in Qatar.

The meeting will address the implications of the incident for regional security, as well as collective efforts to restore stability across the Gulf, SPA added.


Saudi cookbooks for kids win ‘Best in World’ Gourmand award

Updated 24 June 2025
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Saudi cookbooks for kids win ‘Best in World’ Gourmand award

  • ‘Aklana’s’ 13 volumes document Saudi culinary and cultural traditions
  • Building a ‘golden age’ of literature for kids, publisher tells Arab News

JEDDAH: A children’s cookbook showcasing Saudi Arabia’s rich culinary heritage has won one of the world’s top awards.

Layal Idriss received the 2024 “Best in the World” Gourmand Cookbook Award in Cascais, Portugal, recently for her work as the creative director, publisher, and visual storyteller behind the “Aklana” book series.

The series is an ambitious project documenting the Kingdom’s culinary culture for children.

Speaking to Arab News, Idriss described the award moment as “truly overwhelming.”

The co-founder of Dar Waraqa and Radish House Agency added: “I was honored to be invited to speak on the Gourmand stage about ‘Aklana’ from Saudi Books, highlighting Saudi culinary food and culture.

“To stand there, representing a project that is so dear to my heart, filled me with immense gratitude.”

The “Aklana” series, created in collaboration with the Saudi Ministry of Culture’s Culinary Arts Commission and published by Dar Waraqa, comprises 13 individually designed books, each dedicated to one of the Kingdom’s provinces.

The series was envisioned as a “holistic cultural journey” for children, designed to inform and delight local and global readers alike.

Idriss explained that “with every dot we put on paper, we recognized that we were serving a global readership.”

To ensure international accessibility, the books were translated into English, Chinese, Korean and Japanese.

In her role as creative director, she led a team of four to five artists per book, each handpicked to reflect the cultural tone and visual storytelling of the region they depicted.

“The goal was not just beautiful illustrations, but visuals that truly captured the essence of the narrative and cultural elements,” she said.

Ensuring artistic and editorial cohesion across all 13 volumes was no small feat: “Directing multiple artists while maintaining a unified look and feel was a complex yet rewarding challenge.

“From initial sketches to final production, I oversaw every step to guarantee consistency in design and storytelling.”

Alongside project manager Mohammed Hasanain, Idriss also prioritized premium production quality.

She said: “We focused on high-quality production from illustrations to paper believing that a beautifully made book serves as the best messenger for a vibrant culture.”

Speaking about what sets “Aklana” apart globally, Idriss highlighted its unique fusion of cultural depth, educational content and visual excellence.

Each book explores not only food but also local traditions, celebrations and natural resources.

“Many cultural cookbooks might offer recipes, but few delve so comprehensively into the lifestyle, celebrations, and natural resources tied to the food presented through such a rich and consistently high-quality visual narrative,” she said.

For Idriss, this award is validation of a lifelong mission.

“Personally, this award is an incredibly encouraging milestone. I’ve devoted my life to bookmaking with a clear vision: to contribute to building the golden age of children’s literature in Saudi Arabia,” she said.

While “Aklana” focuses on culinary heritage, Idriss believes the same level of dedication must extend to all genres of children’s literature in the Kingdom.

“The underlying passion for creating meaningful and beautifully crafted books remains the same,” she added.

The Gourmand World Cookbook Awards receive submissions from more than 221 countries and regions.

Every year, the awards ceremony is held in a location known for its gastronomic heritage, attracting publishers, chefs, authors, and journalists from across the globe.

With “Aklana” now part of both the Saudi and global culinary conversation, Idriss hopes it will spark a new wave of culturally grounded publishing initiatives across the Arab world.

“‘Aklana’s’ success provides a strong model. We hope it inspires future projects in the Kingdom and across the region to delve deeper into cultural exploration, setting new benchmarks for quality in publishing.

“We’re committed to continuing this journey, sharing our books globally, as we believe they are vital cultural messengers.”