Fabien Toscano discusses UDC’s role in AlUla’s cultural and sustainable transformation.
In this exclusive Saudi Projects interview, Fabien Toscano, CEO of AlUla Development Company (UDC), shares how he is leading efforts to transform AlUla into a premier global destination through sustainable, strategic development.
As Saudi Arabia accelerates its vision 2030 agenda, AlUla has emerged as a focal point for cultural preservation and sustainable tourism. At the helm of this transformation is Fabien Toscano, CEO of AlUla Development Company (UDC), a Public Investment Fund (PIF) entity established in 2023 to spearhead the region’s development into a premier global destination.
SAUDI PROJECTS: You joined AlUla Development Company in September 2023 – what inspired you to take on this role, and how has this journey been so far?
FABIEN TOSCANO: I was inspired by the opportunity to be part of a truly transformative story where heritage, nature, and innovation intersect. AlUla goes beyond just another destination, it’s a living museum, and leading AlUla
Development company means contributing to a vision which honors the past while building a sustainable future. Since joining, the journey has been both energizing and rewarding. We’ve made significant progress in shaping the buildup of AlUla, yet maintaining its rooted cultural identity.
The experience has been incredibly inspiring, especially working alongside a diverse range of entities and partners who share a unified vision for transformation. Collaborating across public and private sectors, from experts to global hospitality leaders has reinforced the importance of synergy.
SAUDI PROJECTS: AlUlaI’s rapidly becoming one of Saudi Arabia’s most iconic tourism destinations, what Is your strategic vision for positioning AlUla on the global tourism map?
FABIEN TOSCANO: As a PIF company, our vision is to elevate AlUla into a global benchmark for cultural tourism and luxury hospitality, fully aligned with the ambitions of Vision 2030. At AlUla Development Company, we’re redefining what it means to develop a destination by placing AlUla ’s legacy at the heart of modern regeneration. Through immersive architecture, world-class hospitality, and carefully planned infrastructure, we aim to make AlUla more than a place to visit, but also a place to live, invest, and frequently return to.
Our growing portfolio reflects this commitment. We own and operate flagship assets such as Our Habitas AlUla, Banyan Tree AlUla, Maraya, Cloud7 Residences and Dar Tantora The House Hotel, and are currently developing an iconic project, the ‘Autograph Collection Hotel by Marriott’ designed under the concept “NUMAJ: A Tapestry of the Land”.
Each project we undertake is a strategic step in transforming AlUla into a sustainable, heritage-driven destination that supports Saudi Arabia’s national transformation goals.
SAUDI PROJECTS: As a participant at Arabian Travel Market 2025, what message are you hoping to deliver to international travel and tourism stakeholders?
FABIEN TOSCANO: The main message we are looking to convey at ATM 2025 is that UDC is open for partnerships. We are building for the long-term with a focus on sustainability, cultural preservation, and smart development. As a PIF company aligned with Vision 2030, we’re inviting like-minded partners to join us in shaping the future of AlUla.
This year’s participation offers an invaluable opportunity to showcase our flagship developments, including unveiling the design for the Autograph Collection Hotel by Marriott – a project underdevelopment that blends modern luxury with deep cultural roots. More than this, ATM is a space to build meaningful connections, stay ahead of industry trends, and engage with visionary minds across the global tourism ecosystem. It’s a chance for us to introduce our journey and be introduced to new ideas, collaborators, and perspectives that will shape the next phase of AlUla’s evolution.
SAUDI PROJECTS: How is AlUla Development Company balancing heritage preservation with modern infrastructure and hospitality development? FABIEN TOSCANO: We follow a heritage-first approach, ensuring each and every project respects and reflects AlUla’s identity, its patterns, materials, and storytelling. Preservation is not an afterthought – it’s embedded in every line we draw.
A prime example is the iconic Maraya building designed by GioForma, the world’s largest mirrored building and a stunning architectural marvel that seamlessly blends into the surrounding desert landscape. The name Maraya means “mirror” in Arabic, fittingly so as the structure is covered with nearly 10,000 mirrored panels to reflect the natural beauty of the Ashar Valley.The Autograph Collection Hotel by Marriott will be another standout, as we just unveiled at ATM, this is also being designed by GioForma. The design concept, “NUMAJ – A Tapestry of the Land,” is deeply rooted in AlUla ’s geological forms, traditional engravings, and desert textures. The layout prioritizes indoor-outdoor fluidity, inspired by historic AlUladwellings. Mushrabia-style screens, engraved motifs, and locally sourced materials create a luxurious yet culturally grounded experience. And of course, the lighting design respects AlUla ’s Dark Sky policy, preserving the natural nighttime atmosphere.
Through a meticulous approach, we ensure that modern hospitality never comes at the expense of cultural integrity but rather enhances and elevates it.
SAUDI PROJECTS: With cultural tourism being central to AlUla’s appeal, how are you working to create immersive experiences that authentically reflect the region’s history and identity? FABIEN TOSCANO: Using storytelling through architecture, we embed AlUla’s story into every guest experience from engraved mushrabia motifs to rock galleries. We aim to make every stay in AlUla a dialogue between the visitor and the land.
The design narrative reflects AlUla’s ancient soul through contemporary expression. The guest experience is thoughtfully choreographed to foster a sense of place and meaning.
More than luxury, we offer connection. Weaving heritage into the hospitality experience spikes visitor curiosity.
SAUDI PROJECTS: What investment opportunities exist for international partners and businesses looking to become part of AlUla’s growth story? FABIEN TOSCANO: We offer a robust portfolio of opportunities across hospitality, residential, and commercial sectors tailored for long-term strategic investors. Our alignment with the Public Investment Fund (PIF) and the Royal Commission for AlUla ensures stability, while our phased development model allows partners to enter at the right scale and time.
SAUDI PROJECTS: Finally, what are your top priorities for 2025 and beyond as you lead AlUla Development Company into its next phase of evolution? FABIEN TOSCANO: Our focus is on executing our flagship developments, deepening strategic partnerships, and expanding our community engagement model. We’re legacies. A cornerstone of this next phase is the successful delivery of the Autograph Collection Hotel by Marriott a transformative project that embodies our heritage-first, design-led development philosophy.
Set to open in 2027, the Autograph Collection will be AlUla’s first Marriott-branded property and a milestone in positioning the region as a world-class destination.
It will also be home to AlUla Central’s first 5-star spa, signature dining experiences, and an immersive guest journey that appeals to both leisure travelers and business visitors. With five F&B outlets, multiple pools, a gym, and a full-service conference facility, the property is designed to meet global standards while honoring the local context. Importantly, it is being built with sustainability at its core targeting LEED Gold certification through features like grey-water irrigation, UV-resistant glazing, and dark-sky-compliant lighting.
For us, this project is more than a hotel, it’s a cultural landmark and a symbol of what regenerative tourism in Saudi Arabia can look like. By 2025 and beyond, our goal is to make AlUla a global blueprint for heritage-driven development and to elevate the Kingdom’s standing as a hub for authentic, sustainable travel experiences.
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