In a world where our passions are often buried under societal expectations, it's refreshing to encounter narratives that inspire us to seek more from life than the everyday routine. Recently, I had the privilege of sitting down with Philip Jones, a transformative figure in Saudi Arabia's emerging tourism scene, to discuss his journey and the remarkable development of the AlUla region. What unfolded was not just a conversation about tourism but a deeper dive into understanding passion, purpose, and the power of storytelling in travel.
The interview began with Stephen, my co-presenter, painting a picture of a serene morning by Lake Erie. This simple yet vivid image set the tone for our discussion—one of reflection and discovery. As Philip Jones joined the conversation, his excitement about his travels and experiences was palpable. It reminded me of why we embark on journeys in the first place: the pursuit of knowledge and the thrill of the unknown.
Jones shared his initial reluctance to explore opportunities in Saudi Arabia. "I said no thanks, I'm really not interested in working in Saudi," he recalled. Yet, upon seeing AlUla firsthand, his perspective shifted dramatically. Sometimes, the unplanned paths lead to the most fulfilling adventures. In Jones's case, a short visit turned into six years of reshaping tourism in a region rich with history and beauty.
One of AlUla's most striking elements is its historical tapestry woven over 7,000 years. From the uncharted stories of the Nabateans, often overshadowed by the likes of Egypt, Jones reveals how AlUla's untouched landscape serves as a living museum. His mission? To let the world in on its secrets.
"There's nothing like it in the world," Jones remarked about AlUla's pristine monuments. But more than showcasing its past, the focus extends to preserving and marrying this with modern cultural projects. Collaborations with artists like James Turrell and the establishment of art museums set AlUla apart as a cultural destination, not just a place on the map.
A highlight in Jones's narrative was his dedication to empowering young Saudis, especially women, in the tourism industry. "Their mothers and grandmothers didn't have this opportunity," he explained. Seeing young people embrace these new roles and lead projects with pride has been a rewarding experience for Jones and a crucial step in redefining what tourism in the Middle East could be.
Jones was candid about the challenges faced, from altering global perceptions of Saudi Arabia to overcoming logistical hurdles in a remote location. Despite initial resistance, persistence led to breakthrough stories in major media, reflecting the slowly changing global narrative.
Toward the end of our conversation, we explored what it means to lead bold initiatives. Jones, inspired by everyone from triathlete nuns to visionary industry leaders, emphasized the importance of mentoring and sharing knowledge. "If you're willing to take a chance," he advises young people, "oftentimes they do work out."
Stephen concluded our conversation by highlighting the industry's inclusivity and the opportunities it presents. For Philip Jones, AlUla isn't just a job; it's a canvas where culture, history, and the human spirit converge.
If there's one thing Jones wants aspirant travelers and industry professionals to take away, it’s the boundless opportunities travel offers. Whether starting at a grassroots level or taking a leap as he did, the rewards are immense.
As we wrapped up, I found myself eager to see AlUla through Jones's eyes, to witness the stories etched in its sands. If you’re curious to learn more about this mesmerizing oasis, visit lula.com and discover how travel can broaden not only your horizons but also your heart.
Until next time, may your travels be full of discovery, and your paths filled with inspiration.
Stephen Ekstrom is the embodiment of a passionate lifelong learner and a seasoned professional in the tourism industry, serving as the CEO and co-founder of Learn Tourism - the nonprofit academy. With over 25 years of experience, he has cultivated a deep understanding of tourism development and education, driven by his commitment to advancing the industry and fostering sustainable economies. Stephen's insatiable curiosity and love for knowledge have led him to be a proud nerd, constantly seeking to expand his expertise and share his insights with others. Alongside his faithful furry companions, Rudy and Marjorie, he embraces the digital nomad lifestyle, traversing the globe and immersing himself in diverse cultures. A dedicated advocate for continuous improvement, Stephen is a professional member of the Association for Talent Development and a member of Skal International. Stephen holds prestigious certifications in Inclusive and Ethical Leadership from USF, AI Governance and Ethics from Brown University, and Sustainable Business Strategy from Harvard Business School.