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Emanating from the vision of His Royal Highness Prince Mohammed bin Salman, Crown Prince, who is also Chairman of the Board of Directors of the Royal Commission of Al-Ula Governorate, aiming to develop the governorate and transform it to become a destination for international heritage, The plan involves a broad range of initiatives across archaeology, tourism, culture, and education and the arts and reflecting Vision 2030’s goals in economic diversification, local community empowerment, and heritage preservation. The project is expected to generate 2M, annual visitors, by 2035, SAR 120 Billion cumulative contributions to GDP 2035, the project will create 38,000 new jobs, and 75% of new employment opportunities in hospitality.

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