AlUla Development Company starts construction on NUMAJ, marking further growth in Saudi Arabia’s tourism industry

• NUMAJ, a 250-key hotel at Saudi Arabia’s AlUla destination, is to open in 2027
• PIF-owned AlUla Development Company is developing NUMAJ, and Marriott International will operate it
• Start of construction marks further progress in PIF’s drive to build an ecosystem for tourism, travel and entertainment and help diversify the Saudi economy

AlUla Development Company (UDC), a PIF company, has started construction on NUMAJ, Autograph Collection, marking a milestone in the delivery of UDC’s hospitality projects and the transformation of the AlUla tourism destination.

NUMAJ, a 250-key hotel, is expected to open in 2027. It is being developed by UDC and will be operated by Marriott International under the Autograph Collection Hotels brand.

The start of its construction signifies the transition of NUMAJ from concept to execution, reinforcing UDC’s role as the development and investment engine driving AlUla’s masterplan into tangible, world-class assets, in close collaboration with the Royal Commission for AlUla (RCU).

The work on NUMAJ is further proof of progress in PIF’s development of a national ecosystem for tourism, travel and entertainment. PIF is helping to drive the diversification of Saudi Arabia’s economy, with tourism expected to contribute 10% to Saudi GDP by 2030. From islands along the Red Sea coast to mountains of the Aseer region to the desert of AlUla, PIF portfolio companies are building, delivering and operating some of the world’s most exceptional tourism destinations.

The NUMAJ milestone was acknowledged during a site visit by John Pagano, Managing Director of UDC, and Abeer AlAkel, Chief Executive Officer of the RCU, as well as other senior leadership representatives.

John Pagano, Managing Director of UDC, said: “NUMAJ marks a clear step forward in our delivery agenda. As we move into construction, our focus is on executing high-quality, investment-ready developments that strengthen AlUla’s positioning, while shaping distinctive hospitality experiences that enhance its long-term appeal as a global destination and a vibrant community.”

Designed by GioForma, the architects behind the iconic mirrored concert hall Maraya, NUMAJ draws inspiration from AlUla’s natural landscapes, cultural heritage, and celestial history. The name “NUMAJ” is derived from the star system Nu Ursae Majoris, historically associated with AlUla as a guiding reference for ancient travelers. This narrative is reflected in a design concept rooted in discovery, light, and a deep connection to the land.

NUMAJ will offer a curated hospitality experience that blends refined resort living with immersive cultural and lifestyle elements. Guests will experience thoughtfully designed spaces that reflect AlUla’s identity, alongside a range of amenities including five dining venues, wellness facilities and integrated business and leisure offerings.

Planned with sustainability at its core, NUMAJ is targeting LEED Gold certification, incorporating environmentally responsible practices such as the reuse of greywater for irrigation, sourcing of local materials, UV-resistant glazing, water-efficient landscaping, and energy-conscious lighting aligned with AlUla’s Dark Sky policy.

NUMAJ forms part of UDC’s growing portfolio of developments shaping AlUla into a global destination to visit, live, and invest in. Through its projects, UDC contributes to Saudi Arabia’s Vision 2030 by enabling sustainable tourism, unlocking investment opportunities and supporting economic diversification.