Private investment is contributing up to 25% of the total budget for the development of AlUla in Saudi Arabia, according to Phillip Jones, chief tourism officer at the Royal Commission. AlUla is set to become a major tourism destination, with a threefold increase in population to 130,000 by 2035 expected to generate 38,000 new jobs. Last year, the site welcomed 185,000 visitors and foresees 250,000 this year, with a potential to reach one million by 2030. The Royal Commission aims to position AlUla as a “premium luxury audience” destination and is working on raising awareness of the area and addressing room supply issues.