After four years as chief destination marketing officer, Phillip Jones is now chief tourism officer of the Royal Commission for AlUla.
Helping to lead the precious AlUla site, Jones has put 7,000 years of history on his back and billions of dollars of investment, helping to achieve the goals of Saudi Vision 2030. The ‘living museum’ is the recipient of US$15bn-worth of government funding to cement the historic area as one of KSA’s leading tourism destinations, appealing to locals and international travellers alike.
During his time as marketing officer, AlUla has set out to become one of the most luxurious destinations in the entire Gulf. Home to luxury brands like AlUla and Banyan Tree, AlUla stands out for its commitment to providing luxury hospitality in an unmatched historic location.
AlUla welcomed 185,000 visitors in 2022 and is forecasting 250,000 for 2023. By unlocking a swathe of opportunities for new employment and career paths for residents, the three properties are anticipated to make a significant contribution to the local economy and further the region’s goals for community development.
Phillip Jones’ experience
Prior to RCU, Jones spent 15 years with Dallas Convention & Visitors Bureau, going on to become its CEO.
Under his direction, VisitDallas established additional sales forces in Austin, New York and the west coast to complement others in Chicago and Washington, D.C. In fiscal year 2016-17, VisitDallas booked a record 42 citywide meetings. Dallas is now the #1 visitor destination in the state and is the only Texas city to rank in the top five list of convention cities. In 2018, Dallas hosted 27 million visitors resulting in $8 billion in economic impact.
Vision for AlUla
In an interview with Hotelier Middle East in December 2021, Jones shared his plans for AlUla as a whole.
He said: “Our target is to be exclusive without being pretentious. It’s focused on nature, sustainability and it’s not overdeveloped. Everything coming to AlUla is made purposefully for this landscape, so you won’t find any high-rises for example.”
Since then, projects such as Sharaan Resort, designed by Jean Nouvel. Sharaan Resort; Chedi Hegra; and Dar Tantora by The House Hotel have been announced and shared further details.
Jones said: “With their combination of audacity, authenticity, sustainability and luxury, these hotels celebrate what makes AlUla a special destination for travellers seeking a distinct blend of comfort and adventure. Such sophisticated properties are intended to deepen the connection between guests and the extraordinary historic landscape of AlUla. These properties also move us nearer towards meeting our goal of 5,000 keys by 2030 to cater to our growing visitor numbers.”
The three hotels will provide roughly additional 120 keys and generate hundreds of jobs for the AlUla region. All of the hotels will emphasise sustainability in accordance with the AlUla Sustainability Charter, which guides the Royal Commission for AlUla (RCU) in its regeneration of AlUla County in north-west KSA as a leading global destination for cultural and natural heritage.