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The Royal Commission for AlUla (RCU) and UNESCO’s “Heritage and Creativity for AlUla’s Sustainable Development” programme is a dynamic cultural programme dedicated to empowering heritage professionals and local communities. It focuses on developing authentic interpretation and innovation centres, preserving living heritage through targeted policy advice and training, and supporting young cultural entrepreneurs. This initiative aims to deepen global understanding of AlUla’s heritage, both tangible and intangible, and ensure its preservation by narrating its stories.

In essence, AlUla’s cultural initiatives feature policy advice sessions, technical assistance, capacity building workshops, and a global knowledge event engaging culture and heritage managers with regional and international field experts and peers. The programme also seeks to boost sustainable tourism and meet the changing needs of local creative ecosystems by offering valuable networking and mentorship opportunities. These efforts focus on empowering young people to actively protect and promote their cultural heritage and contribute to the growth of the local cultural and the creative industries. 

Increased tourist traffic brings profound benefits to communities, creating jobs and stimulating local economies. Within the region’s rich heritage sites, AlUla’s integrated culture programme focuses on highlighting and safeguarding local intangible cultural heritage practices by engaging local heritage site managers and storytellers in novel heritage interpretation training and establishing visitor centres as spaces for cultural awareness. This approach also provides local artisans and performers with a platform to reach a wider audience. Additionally, visitor centres enrich local education by serving as resources for schools and community groups, fostering a sense of pride and stewardship within the community for their heritage sites.

Safeguarding the rich diversity of cultural practices, knowledge, and expressions of elders and living heritage for future generations is essential for promoting wellbeing and sustainable development. This heritage encompasses a wide range of elements, including oral traditions, performing arts, social practices, rituals, festive events, knowledge related to nature and the universe, and traditional craftsmanship. AlUla’s integrated culture programme engages both international experts and local stakeholders in policy development, incorporating living heritage practices and strengthening capacities. Pilot activities within AlUla’s communities introduce best practices for safeguarding intangible cultural heritage, and these practices are integrated into schools and non-formal education programmes.