The Royal Commission for AlUla (RCU) has launched a heritage conservation campaign, ‘I Care’, aimed at fostering public awareness and protection of AlUla’s ancient history. The initiative, which started on February 1, spotlights RCU’s ongoing heritage protection projects in AlUla. Moreover, it emphasizes the region’s transformation into the world’s largest living museum.
‘I Care’ objectives
The campaign will promote the urgency to safeguard AlUla’s diverse landscape of cultural assets including natural and manmade monuments. The protection of cultural heritage sites is a way of boosting economic development. Moreover, it drives community engagement and expands people’s knowledge and appreciation of AlUla’s storied past. Moreover, the campaign’s goals align with the aims of Saudi Vision 2030.
David Popa’s iconic artwork
As a landmark phase of the ‘I Care’ campaign, RCU has collaborated with the renowned American artist David Popa to create a unique artwork set within AlUla’s landscape. Symbolizing the campaign’s ambition, the artwork, shaped like two protective hands, embraces the iconic Tomb of Lihyan, Son of Kuza.
Popa crafted his piece from natural materials, like yellow earth sourced from Europe and red earth from the Middle East. Therefore, this remarkable and transient masterpiece stands as one of Popa’s largest works to date. Intentionally designed to decompose within a few weeks, Popa’s artwork underscores the urgent call for collaborative efforts to protect cultural heritage locations in AlUla, Saudi Arabia, and around the world.
Renowned for his sustainable methods and inventive approaches, Popa’s artistic creations epitomize I Care’s dedication to meticulously safeguarding historically significant places. These are often vulnerable sites that resonate deeply with both local communities and global heritage experts.
Increasing community awareness
The ‘I Care’ campaign is an inclusive step towards increasing the AlUla community’s awareness of the history that exists in the region. Commenting on the campaign, Dr. Abdulrahman Alsuhaibani, Executive Director of Archaeology, Conservation, and Collections at RCU, said: “The kingdom has made great strides to conserve and develop its cultural heritage and rich collection of assets, including AlUla with its 200,000 years of human history. As guardians of this unique crossroads for civilizations, RCU is focused on raising people’s awareness of the need to engage with conservation efforts through the new ‘I Care’ campaign.”
This will help deepen RCU’s connection with the community as it works towards a common, shared, and inclusive purpose. That is to protect and celebrate AlUla’s heritage so it can be enjoyed for generations to come.
Educating the youth
A pivotal aspect of the ‘I Care’ campaign is its outreach to AlUla’s younger generation. RCU will provide schools with toolkits and host workshops, educating and empowering the youth about the importance of heritage protection. Therefore, school visits and community activities will further connect the younger generation with AlUla’s historic landmarks.
The ‘I Care’ campaign recognizes the active role that both the young and old play in conserving AlUla’s cultural landscape. By filling knowledge gaps and promoting discovery, the campaign aims to engage residents, tourists, and Saudi citizens in the preservation efforts.
Read: Saudi Arabia aims for 150 million visitors by 2030, eyes $200 billion boost to economy
Global destination for culture and history
With its diverse heritage sites, mountains, wadis, and expansive desert landscapes, AlUla has emerged as a new global hub for cultural exploration. It is a symbol of historical richness, archaeological revelations, and the exchange of ancient wisdom.
Among its remarkable treasures is the Nabataean city and UNESCO World Heritage Site of Hegra, the capital of the Dadanite and Lihyanite kingdoms – Dadan. Moreover, the city includes the open-air library of Jabal Ikmah, recognized in UNESCO’s Memory of the World Register. The AlUla Old Town is also honored as one of UNWTO’s Best Tourism Villages. These sites, along with others, are integral to RCU’s dynamic efforts in conservation, exploration, and scholarly pursuits. Thus, they contribute to the comprehensive revitalization of AlUla as a destination for culturally inquisitive travelers.
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