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A Major Project to Transform Saudi Arabia

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A Major Project to Transform Saudi Arabia AFALULA CONTENTS EDITO GÉRARD MESTRALLET, AFALULA EXECUTIVE CHAIRMAN THE FRENCH-SAUDI BILATERAL AGREEMENT THE FRENCH AGENCY FOR ALULA DEVELOPMENT ALULA PROJECT A UNIQUE HERITAGE “A new economic and touristic development model, focused on the absolute preservation of the environment, respectful of history, and inclusive of local populations. Through art and culture, the project will be dedicated to offering an authentic touristic experience faithful to the traditions of hospitality in the Arab World. ” Gérard Mestrallet Afalula Executive Chairman Gérard Mestrallet Afalula Executive Chairman By initiating an ambitious In April 2018, Saudi Arabia and transformation plan (Vision 2030), France signed an intergovernmental Saudi Arabia has confirmed its agreement regarding the commitment to broaden its exposure development of AlUla region, a flagship to the world. project which will make AlUla one of the country’s cultural capitals. Strengthening the Kingdom’s cultural and historical outreach, through The region, as vast as Belgium, its stunning heritage, is one of the benefits from a unique potential, necessary conditions, established by still largely unexploited. Located at Saudi Arabia. the crossroads of Middle Eastern routes of exchange, within desert Developing national and international landscapes of breath-taking beauty, tourism is another condition. It aims at it has been for millennia a wonderful promoting the extraordinary richness meeting point of civilizations who left and diversity of the territory to make behind numerous archaeological sites, Saudi Arabia a world-class destination, including Nabatean, Roman and Islamic appreciated by visitors from around treasures. the globe. - 2 - Chosen for its cultural outreach and Saudi Arabia and France share a vision its ability to transform a cultural to implement a new economic and heritage into an international touristic touristic development model, focused destination, France set up the French on the absolute preservation of the Agency for AlUla development (Afalula) environment, respectful of history, and to develop the project side-by-side inclusive of local populations. Through with its Saudi partner, the Royal art and culture, the project will be Commission for AlUla (RCU). dedicated to offering an authentic touristic experience faithful to the Both ambassador and promotor of traditions of hospitality in the Arab the project, the Agency’s mission is World. to gather the full breadth of French expertise and the best and most France is proud to contribute to specialist companies. Its team is made these exciting challenges which up of leading experts in the project’s will participate in Saudi Arabia’s key fields : cultural engineering, transformation. archaeology, architecture and urban planning, agriculture and botany, tourism, education, security, water and environmental sustainable management. - 3 - AFALULA THE FRENCH-SAUDI BILATERAL AGREEMENT ON THE 10TH APRIL 2018, A BILATERAL AGREEMENT IS SIGNED BY FRANCE AND SAUDI ARABIA AT ELYSEE PALACE, IN THE PRESENCE OF H.R.H. CROWN PRINCE OF THE KINGDOM MOHAMMED BIN SALMAN, AND EMMANUEL MACRON, PRESIDENT OF THE FRENCH REPUBLIC. FRANCE, A UNIQUE PARTNER FOR A MAJOR CULTURAL PROJECT The agreement covers the economic, touristic and cultural development of AlUla region in Saudi Arabia. France will support the Kingdom by bringing its world-class expertise and know-how in the fields of tourism, culture, archaeology, infrastructures, education and sustainable management of natural resources. AFALULA AGENCY IS BORN The French Agency for AlUla Development (Afalula), headed by Gérard Mestrallet, is created to support Saudi Arabia during the project development. - 4 - THE FRENCH AGENCY FOR ALULA DEVELOPMENT The French Agency Co-construction of AlUla project Afalula core expertise French know-how AFALULA THE FRENCH AGENCY FOR ALULA DEVELOPMENT CREATION MISSION On the 13th July 2018, France Its mission is twofold: co-develop the set up a dedicated agency project with Saudi Arabia and mobilize headquartered in Paris, AFALULA, the full breadth of French expertise to support Saudi Arabia during (specialists, operators, companies) the project development. regarding the project’s key fields. ORGANIZATION STRUCTURE Headed by Gérard Mestrallet, The French State is the sole shareholder the Agency incorporates the of the Agency. best French skills and specialists around core expertise centres. - 6 - AFALULA CO- CONSTRUCTION OF ALULA PROJECT THE FRENCH AGENCY WORKS CLOSELY WITH ITS SAUDI PARTNER, THE RCU LOCATED IN RIYADH AND ALULA. FOUNDED IN JULY 2017 AND HEADED BY H.R.H. CROWN PRINCE OF THE KINGDOM MOHAMMED BIN SALMAN, ITS MISSION IS TO PROTECT AND DEVELOP ALULA AND PROMOTE ITS CULTURAL AND NATURAL HERITAGE, AND ITS POPULATION. The Royal The French Commission for AlUla Agency for AlUla (RCU) Development (Afalula) - 7 - AFALULA AFALULA CORE EXPERTISE CULTURE & HERITAGE ARCHITECTURE & DEVELOPMENT Heritage protection Archaeological sites Preservation and valorisation development and creation of the natural and cultural of a museum complex around assets a research centre Sustainable planning of touristic infrastructure Socioeconomic development HUMAN CAPITAL WATER & ENVIRONMENT Development and reinforcement of the Sustainable management governorate’s human and of water, energy, resources training capabilities and natural environment - 8 - TOURISM SECURITY & HOSPITALITY & SAFETY Turning AlUla into a world- Security plan and strategy class destination, reference development for sustainable tourism BOTANICAL PRODUCTS AGRICULTURE Concepts and products Development of a sustainable development on the Incense and economically viable trade route agriculture Valorisation of local natural resources - 9 - AFALULA FRENCH KNOW- HOW 1st 1st 1st world most visited luxury touristic museum industry destination (Louvre, 10 million with 25% of the global for more than visitors per year) market share1 twenty years (1) Deloitte – Luxury goods - Top 100 (2) Soft Power Ranking (2017) - 10 - 26 000 47 1st 2nd cultural countries country most events supported by France in the « Soft Power » (2) represented organised outside in the UNESCO ranking country of its borders world heritage at the CES Tech Show listing process in 2017 in Las Vegas - 11 - AFALULA FRENCH KNOW- HOW A NATION DEEPLY ROOTED IN CULTURE Saudi Arabia decided to select France as the unique partner of this major project, no doubt primarily because of its cultural reach. Home of the arts, France has placed culture at the foundation of its celebrated art of living, attracting epicureans from all over the world, thanks to leading cultural operators: Musée du Louvre, Versailles, Grand Palais, Musée du quai Branly, Musée d’Orsay, Chambord, Château de Fontainebleau, Musée Picasso, Centre Pompidou, Mobilier National, Cité de l’Architecture, Musée des Arts Décoratifs, Palais de Tokyo, Musée d’Art Moderne, Musée Guimet, Fondation Louis Vuitton, Fondation Cartier, Culturespaces, etc. As a consequence of its passion for creation, France has developed an ability to promote tangible and intangible heritage and to become an outstandingly welcoming nation for visitors. A UNIQUE ABILITY TO TRANSFORM A CULTURAL HERITAGE INTO AN INTERNATIONAL TOURISTIC DESTINATION France has a global expertise in all fields related to heritage preservation and valorisation: archaeology, history of arts, museology, scenography, etc. World-class operational excellence in project execution (civil engineering, coding, architecture, agronomy). - 12 - « A dome of light and shadow » – Louvre Abu Dhabi (Jean Nouvel) Yves Saint Laurent museum in Marrakech – more than 300 000 visitors during the opening year - 13 - AFALULA FRENCH KNOW- HOW CULTURAL PROJECT Development of a cultural heritage into a world touristic destination • Angkor site: site resurrection using the most advanced archaeological techniques (1 million yearly visitors) • Yves Saint Laurent museum (Marrakesh): Touristic complex development around a core museum (300 000 visitors in the first year) • Worldwide festival organisation: FIAC (contemporary Art), Cannes (Cinema), Avignon (Theatre), Angouleme (Comic), Aix-en- Provence (Lyric Art) (750 000 yearly visitors) - 14 - TECHNOLOGY INFRASTRUCTURE RESEARCH & Digital and tech serving culture Leading international players TRAINING and tourism A wide educational network • Water and Waste: Suez, Veolia, Saur, • Digitalization and reproduction pioneers in the Middle East • International: of The Chauvet Cave The Sorbonne Abu Dhabi • Power and sustainable energy: • Virtual and augmented reality: Engie and EDF, global leaders in • France: INRAP (Archaeological strong eco-system of start-ups electricity and energy transition Research), École du Louvre (Art (Iconem, Geekopolis, immersive History), The Cadre noir of Saumur interactive experience) • Construction: Vinci, Bouygues, (training of elite horse-riders), Eiffage « 42 School » (coding), ISIPCA (fragrance and cosmetics school), Ferrandi (Europe’s leading culinary ART OF LIVING institute) An art of living to serve tourism TERRITORY DEVELOPMENT • Palaces: Meurice, Plaza Athénée, Excellence in conception and Crillon, Royal Monceau, Cap- execution SECURITY Eden-Roc, etc. A strong experience in security • Transport: RATP Group, global • Luxury and beauty: LVMH, Hermès, leader of public transportation for • Global solutions for crowd Dior, Chanel, Kering, L’Oréal, Clarins, tourism management through Thales (JFK/ etc. Dubai/Muscat airports, pilgrimages • Airport Structure: to Mecca) • Gastronomy: Alain
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