Designing Creative Economies in AlUla
Designing Creative Economies in AlUla
Building creative workforce and enterprise pathways through UK–Saudi collaboration.
Lead organisation: University of East London
Funder: British Council, through the AlUla Grants Programme
Strategic partner: Royal Commission for AlUla
Delivery partner: Creative Newham
Year: 2025-present
Locations: AlUla, Riyadh and London
Services: Creative economy research, ecosystem development, programme design and international partnership building
We secured University of East London the largest grant awarded in that funding round—to explore how long-term UK–Saudi collaboration could support AlUla’s emerging creative economy.
The project was co-led by Cultural Transitions CEO Sanaz Amidi and Programme Director Anamaria Wills. It focused on the workforce, enterprise and cultural-production structures needed to help creative practitioners build sustainable careers alongside AlUla’s developing heritage, tourism and cultural sectors.
The work began with listening. Through research, focus groups and strategic consultation, the team engaged more than 100 artists, entrepreneurs, educators, community members, institutional leaders and government stakeholders across Saudi Arabia and the UK. Strong participation from female creative practitioners helped reveal practical barriers around pricing, marketing, entrepreneurial support, access to opportunity and the seasonality of creative work.
The research informed two delivery-ready programme models:
A Creative Enterprise Pilot focused on entrepreneurial skills and sustainable creative livelihoods
A Cultural Producers Programme combining tailored training, mentoring, placements and a train-the-trainer model
The project also strengthened relationships between UEL, the British Council, the Royal Commission for AlUla, the Saudi British Joint Business Council, the UK Department for Business and Trade and Saudi cultural partners.
British Council x Royal Commission's AlUla Grant Winners 2025
The Royal Commission for AlUla and the British Council launched a cultural grants programme, announcing eight winning projects in August 2025.
