Profile

Phillip Jones

Chief Tourism Officer
Royal Commission for AlUla (RCU)

Phillip Jones oversees a diverse portfolio and has oversight of programs at the Royal Commission for AlUla such as one of the world’s biggest archaeology program; the save the endangered Arabian Leopard project and rewilding of the nature reserves; development of the arts and creative industries; tourism experience development and operations; hotel and resorts development; destination marketing and film attraction. Jones led the marketing team to create the Experience AlUla brand and first official website for the destination of AlUla. In 2024 Jones also oversighted AlUla’s first global brand campaign, Forever Revitalising, which launched in nine markets around the world. On the development side, Jones has managed the attraction and delivery of a range of tourism experiences in the heritage, culture, arts, adventure and wellness space. He has also led the team to develop flagship partnerships such as Smithsonian, National Geographic, SETI institute, Aman Hotels, Hyatt Hotels and more. Industry specific events conceived under Jones leadership include the AlUla World Archaeological Summit, Wadi Ashar Dialogue media event and the Culture Summit. Jones was named in the top 100 Travel and Tourism Leaders by Forbes Middle East and regularly speaks on panels and about tourism management and marketing, sustainability and the future of tourism.