Phillip Jones

Chief Tourism Officer

As Chief Tourism Officer at the Royal Commission for AlUla, I lead the strategy to transform one of the world’s oldest cultural landscapes into a global destination for sustainable, experiential travel. My focus is on positioning AlUla as a living museum, where heritage, nature and creativity come together to drive economic diversification, community empowerment and environmental stewardship in line with Saudi Arabia’s Vision 2030. With more than three decades in global tourism leadership, from Dallas to AlUla, I have championed tourism as a catalyst for cultural connection and conservation. I am focused on building destinations that enrich both people and planet.