Phillip J Jones - فيليب جونز

As Chief Tourism Officer, I lead the strategy to transform AlUla into a global benchmark for sustainable, cultural, and experiential tourism in alignment with Saudi Arabia’s Vision 2030. My role spans destination development, marketing, partnerships, and the integration of heritage, nature, and creativity into one cohesive visitor experience. Highlights • Directed Forever Revitalizing, AlUla’s first global brand campaign, launched across nine international markets. • Oversaw delivery of the Journey Through Time Masterplan tourism assets, including world-class hotels, experiences, and rewilding projects. • Spearheaded strategic alliances with Smithsonian, National Geographic, Aman, Hyatt, and the SETI Institute. • Established flagship global events including the World Archaeology Summit and Wadi Ashar Dialogue. • Elevated AlUla’s reputation as a model for purposeful and regenerative tourism.

Led the creation and launch of Experience AlUla, the destination’s first consumer-facing tourism brand and digital platform. Built AlUla’s marketing ecosystem from the ground up, positioning it as Saudi Arabia’s cultural and heritage capital. Highlights • Developed and executed The World’s Masterpiece brand campaign, increasing awareness across GCC markets. • Introduced AlUla Moments, the year-round events platform that now defines the destination’s visitor calendar. • Established AlUla’s first digital ecosystem, including website, CRM, and global social channels. • Delivered integrated campaigns that positioned AlUla as a world-class cultural and tourism destination.

Provided executive leadership for a $29-million-budget Destination Marketing Organization (DMO) with 80+ employees, responsible for promoting Dallas as a premier tourism and business events destination. Highlights • Increased annual visitation from 17 million to 27 million, generating $8 billion in annual economic impact. • Positioned Dallas as the #1 visitor destination in Texas and a top-5 US convention city. • Launched the award-winning Big Things Happen Here brand platform, redefining the city’s identity. • Attracted marquee events including the NCAA Final Four and the US Conference of Mayors. • Expanded national sales offices and global marketing reach, strengthening Dallas’s profile among international meeting planners and investors.

Provided executive leadership as Secretary (Minister) of Culture, Recreation and Tourism for the State of Louisiana, overseeing all aspects of the state’s tourism, arts, heritage, and recreation portfolio. Played a key role in elevating Louisiana’s global tourism profile and advancing national tourism policy through federal collaboration. Highlights • Appointed by the Governor to lead a statewide department of more than 800 employees with oversight of tourism marketing, state parks, cultural institutions, and historic preservation. • Directed statewide tourism campaigns that drove record visitation and strengthened Louisiana’s reputation as a cultural and culinary capital. • Helped lead the inaugural White House Conference on Travel and Tourism under the Clinton Administration, shaping federal tourism policy and national destination strategy. • Strengthened public-private partnerships to support heritage conservation, arts funding, and community-based tourism development.