How France played a role in promoting Saudi Arabia’s AlUla

When the Institut du Monde Arabe launched its immersive exhibition “AlUla: Wonder of Arabia” in October 2019, more than 10,000 Parisians and international visitors experienced a rare opportunity to discover a little-known slice of Arab archaeological history. (Supplied)
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Updated 14 July 2020
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How France played a role in promoting Saudi Arabia’s AlUla

  • How the French have been involved with Saudi Arabia’s bid to share its ancient treasures with the world

DUBAI: When the Institut du Monde Arabe launched its immersive exhibition “AlUla: Wonder of Arabia” in October 2019, more than 10,000 Parisians and international visitors experienced a rare opportunity to discover a little-known slice of Arab archaeological history in the French capital.

Co-curated by the Saudi archaeologist and Royal Commission for AlUla consultant, Dr. Abdulrahman Alsuhaibani, the exhibition was the first of its kind, designed to showcase the multiple histories and remarkably preserved Nabatean architecture of the city of AlUla through a diverse display of 265 artifacts and interactive screens.

In a dimly lit atmosphere, visitors laid eyes on sandy-toned human and animal sculptures, inscribed rocks, delicate coins and incense burners that have been unearthed by Saudi-French excavation teams and King Saud University. A feast for the eyes, a majority of what was on display was made accessible to the public for the first time.

After being extended for almost six weeks past its closing date on Jan. 19 this year, the museum was able to attract everyone, from children and parents to curious tourists, along with members of the international press. Even President Emmanuel Macron was treated to a private guided tour of the exhibition, which was spread across two floors of the museum.

Almost every detail of the exhibition — from its significant venue to the choice of expertise invited to take part and loans coming from other French museums — marked a renewed strengthening of Saudi-Franco cultural relations.

“Culturally speaking, I believe the exhibition broke many barriers,” said Alsuhaibani in an interview with Arab News. “Culture is usually the fastest, strongest, and most efficient way of breaking barriers between nations in general. The exhibition was a success and an excellent platform to not only introduce people to AlUla but also, in the bigger picture, the land of the Kingdom.”

One of the highlights of the exhibition was when the French aerial photographer Yann Arthus-Bertrand was invited to film AlUla’s natural scenery, notably the massive tombs of Hegra and Dadan’s lush green oasis. The detailed animated films were projected onto large screens, transporting the viewer to the heart of AlUla.

“The rich environment of AlUla was a key point and we wanted to display it,” recalled Alsuhaibani. “Yann Arthus-Bertrand was a world-renowned professional, who was capable of allowing the visitor to virtually experience this place. Given his prior relations with the Institut du Monde Arabe, we were able to sign a contract with him and he did an amazing job.”

History shows, however, that this was not the first time the French (including other European nationals) expressed interest in the history of Hejaz (now part of modern-day Saudi Arabia). In fact, during the 19th century, several French travellers made their way to the area, documenting what they encountered.

Chief of them was Charles Huber, who Alsuhaibani described as one of the first Frenchmen to visit in 1878. Collecting rock specimens from the area, Huber’s travels to Hejaz and northern Najd were supported by the French government, which also sponsored publishing his maps and travel accounts, “Journal d’un voyage en Arabie, 1883-1884.”

Other important travelers to AlUla, specifically, were the French priests and archaeologists Antonin Jaussen (1871-1962) and Raphael Savignac (1874-1951). Residing in Jerusalem as members of the French Biblical School, the pair’s visit to Madain Saleh (Hegra) in 1907 was facilitated by the then newly established Hejaz Railway, stretching from Damascus to Madinah.

“The existence of trains meant that Jaussen and Savignac were able to take their photographic equipment with them. So, they took the very first images that we have of AlUla,” commented Alsuhaibani. Along with their insightful photographs of life in AlUla, the pair published a seminal, five-volume publication on Middle Eastern archaeology, entitled “Mission Archaeologique en Arabie,” in 1909.

Looking back, the genesis of the Paris-based French Agency for the Development of AlUla (AFALULA) in 2018 has led Saudi Arabia and France to work together in transforming AlUla into a leading tourist destination in the Arab region and the world’s largest living museum by 2035.

Aside from carrying out field excavation plans led by 50 French archaeologists, other goals of AFALULA include conservation training for the young generation of Saudis, building a museum complex, developing a sustainable agriculture and security strategy, and designing a sophisticated hotel complex by acclaimed French architect Jean Nouvel at the Shaaran Nature Reserve.

“We want to show that people can live in AlUla,” said Alsuhaibani, who obtained his doctorate in the architecture of the Dadan Kingdom at Paris’ Sorbonne University. “The place itself has been inhabited since pre-historic times until this day. AlUla has a past, a present, and a future. We have a land of historical depth and we want to share it with the world.”

Despite the challenges caused by the coronavirus pandemic, AFALULA’s executive chairman, Gerard Mestrallet has assured that the agency’s teams have continuously been in contact during the confinement period, discussing master plans for AlUla. “In just two years, the cooperation between our two countries has become stronger and more asserted,” he stated. “We are pleased with the work that we accomplished, and enthusiastic about meeting the many challenges ahead together.”


Saudi House kicks off Davos with push on Vision 2030, AI platform and ‘humanizing’ tourism

At Saudi House, ministers and executives set out how the Kingdom sees the next phase of its transformation. (Supplied)
Updated 20 January 2026
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Saudi House kicks off Davos with push on Vision 2030, AI platform and ‘humanizing’ tourism

  • Saudi ministers dominate pre-summit spotlight at Saudi pavilion, touting Vision 2030’s next phase and human capital as key to global edge
  • Ministry of Economy and Planning announced the SUSTAIN Platform which aims to accelerate AI-enabled, cross-sector collaboration for sustainable development

DAVOS: For regulars at the World Economic Forum, Monday in Davos is usually a chance to ease into the week, a time to reconnect, plan meetings and prepare for the intense schedule ahead.

This year, Saudi Arabia moved quickly to fill that lull, taking center stage with a packed program of panels ahead of Tuesday’s official opening.

At the Saudi House — the Kingdom’s official pavilion on the Promenade, returning after its debut as a standalone venue at the 2025 WEF Annual Meeting — Saudi ministers and global executives set out how the Kingdom sees the next phase of its transformation.

Monday’s speakers at the Saudi House included Minister of Finance Mohammed Al-Jadaan, Minister of Investment Khalid Al-Falih, Minister of Tourism Ahmed Al-Khateeb, and President and Vice Chairman of Meta Dina Powell McCormick. (Supplied)

Established by the Ministry of Economy and Planning, the venue is pitched as a platform for international thought leaders to tackle the challenges, opportunities and solutions shaping the global economy.

Opening a session on the Kingdom’s role at this year’s Forum and the next phase of Vision 2030 — now in its 10th year and roughly two-thirds complete — Princess Reema bint Bandar, Saudi Arabia’s ambassador to the US, said human capital “is the actual driver if you want a competitive, modern economy.”

She described one of the biggest achievements of the past decade as the emergence of a highly qualified cohort of young Saudis who could work anywhere in the world but “choose to come home, choose to build at home and choose to deliver at home,” calling this “the biggest symbol of the success of Vision 2030.”

Who can give you optimum access to opportunities while addressing risks? I contend that Saudi Arabia has been able to provide that formula.

Khalid Al-Falih, Saudi minister of investment

On the same panel, Minister of Finance Mohammed Aljadaan said this success is rooted in a “behavioral change” that has strengthened the Kingdom’s credibility with both international partners and its own citizens.

“Credibility comes from being very pragmatic, making sure that you maintain your fiscal policy discipline, but at the same time refocus your resources where it matters,” he said, warning that “markets will call your bluff if you’re not serious.”

The Saudi House, a cross-ministerial initiative led by the Ministry of Economy and Planning, is intended to underscore the Kingdom’s “commitment to global cooperation” by offering “a platform where visionary ideas are shared and shaped,” while showcasing opportunities and lessons from its “unprecedented national transformation.”

Lubna Olayan, Chair of the Corporate Board, Olayan Group

Echoing earlier comments to Arab News, Economy and Planning Minister Faisal Alibrahim said the Kingdom’s role as an anchor of stability has helped unlock its potential, stressing that while the objective is to decouple from reliance on a single commodity, “2030 is not the finishing line.”

Khalid Al-Falih, Saudi minister of investment, said Saudi Arabia has been able to enable access to opportunities while addressing major risks, arguing that few countries can match the Kingdom’s overall mix.

“No country has all of those to 100 percent,” he said. “But who can give you the mix that gives you optimum access to opportunities while addressing all of those risks?

Dr. Bedour Alrayes, Deputy CEO, Human Capability Development Program, Saudi Arabia

“I contend that Saudi Arabia has been able to provide that formula and the proof is in the pudding,” noting that local investment has doubled in recent years to reach levels comparable with India and China.

While societal transformation dominated the morning discussions, the afternoon turned to technology, tourism, sport and culture, four strategic sectors expected to spearhead Vision 2030’s next phase.

The Ministry of Economy and Planning used the day to announce the SUSTAIN Platform, due to launch in 2026, which aims to accelerate AI-enabled, cross-sector collaboration for sustainable development.

The ministry said SUSTAIN will translate the Kingdom’s public and private-sector coordination mandate into a practical national tool to help government entities, businesses, investors, academia and civil society identify credible partners, form trusted coalitions and move initiatives “from planning to implementation more efficiently,” addressing a global challenge where fragmented partnerships often slow delivery and blunt impact.

“We are in a moment in time where technology may well impact the face of humanity,” said Dina Powell McCormick, recently appointed president and vice chairman of Meta, welcoming the Kingdom’s “desire” to partner with technology companies and its embrace of innovation.

Minister of Tourism Ahmed Alkhateeb, discussing how technology is being deployed in his sector, underlined that “in travel and tourism, people are very important. We learn about other people’s culture through interacting with people. We digitalize the unnecessary and humanize the necessary.”

He added that while technological transformation is a priority, “we don’t want to replace this big workforce with technology. I think we need to protect them in Saudi Arabia, where we’re being a model. I’m an advocate of keeping the people.”

Throughout the week, Saudi House will host more than 20 sessions, including over 10 accredited by the WEF, across six themes: Bold Vision, Insights for Impact, People and Human Capability, Quality of Life, Investment and Collaboration, and Welcoming the World.

The pavilion will also launch “NextOn,” a new series of influential and educational talks featuring leading global voices.