ABB is enabling smarter, more resilient hospitality infrastructure as Saudi Arabia rapidly expands its tourism sector. From flagship resorts to critical public facilities, ABB’s technologies are powering sustainable hospitality growth in the country’s most ambitious destinations: AlUla.
Located in the northwest, AlUla is at the heart of the country's push to diversify its economy and showcase its cultural and natural heritage – a key pillar of Saudi Arabia’s Vision 2030. Officially opened to international visitors in 2019, the region has quickly emerged as a global destination for heritage, wellness, and luxury travel, welcoming over 286,000 visitors in 2024.
AlUla - central to Saudi Arabia’s Vision 2030 for tourism 
AlUla - central to Saudi Arabia’s Vision 2030 for tourism 
AlUla - central to Saudi Arabia’s Vision 2030 for tourism 
AlUla - central to Saudi Arabia’s Vision 2030 for tourism 
AlUla - central to Saudi Arabia’s Vision 2030 for tourism
Through its authorized partners, ABB has delivered advanced electrification and automation systems to support both guest experiences and operational resilience in AlUla’s high-profile hospitality developments. These include intelligent lighting control, building automation systems, and low-voltage power distribution solutions – technologies engineered to ensure safe, seamless, and sustainable operations in even the most remote environments.
One of the standout developments in AlUla is Ashar Tented Resort, a luxury destination nestled within the sandstone cliffs of the Ashar Valley. Known for its ultra-private tented villas, world-class dining, and premium wellness offerings, the resort exemplifies Saudi Arabia’s commitment to world-class guest experiences. To ensure uninterrupted power and flawless service delivery, ABB delivered a complete low-voltage power infrastructure anchored by its System pro E Power Main Distribution Switchboard. This system enables continuous power supply, intelligent protection, and optimized energy flow across climate control systems, lighting, and other critical functions.
Ashar Tented Resort – AlUla’s premier luxury desert experience 
Ashar Tented Resort – AlUla’s premier luxury desert experience 
Ashar Tented Resort – AlUla’s premier luxury desert experience 
Ashar Tented Resort – AlUla’s premier luxury desert experience 
Ashar Tented Resort – AlUla’s premier luxury desert experience 
Ashar Tented Resort – AlUla’s premier luxury desert experience 
Ashar Tented Resort – AlUla’s premier luxury desert experience 
Ashar Tented Resort – AlUla’s premier luxury desert experience
Beyond hospitality, ABB is also supporting AlUla’s public infrastructure and institutional facilities. At the Rehabilitation Center – a specialized facility offering structured care – and the Royal Commission for AlUla, ABB provided addressable lighting control systems fully integrated with Building Management Systems (BMS). These smart solutions allow for real-time environmental monitoring, automated lighting adjustments, and broadcast-level control, enhancing occupant comfort while driving energy efficiency.
Our work in AlUla reflects ABB’s commitment to enabling smart, sustainable hospitality ecosystems across Saudi Arabia,” said Ahmad Alhussein, Electrification Regional Director of Sales and Marketing at ABB. “We are proud to support the country's vision by engineering environments where power, control, and comfort operate in perfect harmony.”
ABB’s role in AlUla aligns closely with the goals of Vision 2030 and ABB’s global “Mission to Zero” initiative. Together, these initiatives emphasize regenerative tourism, energy efficiency, and carbon-conscious infrastructure. ABB’s systems are engineered to help customers reduce energy waste, optimize operations, and future-proof facilities – all without compromising the guest experience.
With its strong local partnerships, technical expertise, and legacy of innovation, ABB is enabling Saudi Arabia’s hospitality sector to outrun the challenges of scale, geography, and sustainability, delivering future-ready infrastructure that enhances operational excellence and elevates the guest experience.
