The Royal Commission for AlUla (RCU) announced a partnership with Accor as part of its strategy to develop AlUla as a tourist destination for nature, culture and heritage.

The Royal Commission for AlUla was established by royal decree in July 2017 to preserve and develop the region. The plan covers initiatives in the field of archaeology, tourism, culture, education and the arts, and heritage preservation of the Kingdom of Saudi Arabia's Vision 2030 programme. By 2035, the URC plans to welcome 2 million visitors a year, creating 38,000 new jobs.

Accor's association with the Royal Commission for AlUla, consists of the operation of an Ashar Resort under the Banya Tree brand. 47 new units will be added, leading to a total of 82 villas. A spa and several restaurants will also be present within the structure. 

The CEO of the Royal Commission for AlUla, Amr AlMadani, said :

"This new partnership shows how AlUla's unique appeal as a cultural, heritage and natural destination fits with Accor's Banyan Tree brand, which is synonymous with truly unique experiences. We work with the world's best hotel developers and operators to realize projects that complement our cultural oasis, while benefiting our local community.

The partnership agreement with Accor is part of a large series of investment projects and multiple investments made by RCU in fifteen projects in AlUla, many of which will be announced in the coming months. It is a clear sign of our confidence in the future strength of the hotel sector in Saudi Arabia."

Sébastien Bazin, Chairman and CEO of Accor said :

"In line with our commitment to develop Accor's unique portfolio in Saudi Arabia, and as one of the first global hotel groups to set foot in the Kingdom, we are extremely proud to participate in the development of historic AlUla County, celebrating the Kingdom's vast heritage and culture. We are very excited to bring to the Ashar Resort the unique sanctuary offering of our partner brand Banyan Tree."

In addition, the Ashar Valley is home to the Maraya Hall, a conference, exhibition and entertainment space, hosting many cultural and business events.