AlUla Development Company (UDC), a subsidiary of Saudi Arabia’s Public Investment Fund (PIF), has unveiled the design concept for its upcoming Autograph Collection Hotel in AlUla. Named NUMAJ, the 250-room luxury hotel is set to open in 2027 in partnership with Marriott International.
Celestial Inspiration and Heritage Design
The hotel takes its name from the star system Nu Ursae Majoris, historically used by ancient travelers for navigation in the AlUla region. The name also draws from the Arabic phrase "Al Kafzah al Ula," meaning “the first leap,” symbolizing exploration and new beginnings. This celestial connection reflects AlUla's rich history of navigation and exploration.
Unveiled during the Arabian Travel Market 2025 in Dubai, NUMAJ’s design is by GioForma, the architecture firm behind the Maraya concert hall. The design pays homage to AlUla’s natural and cultural heritage, using regional materials, textures, and traditional craftsmanship. Notable features include intricate mushrabia patterns, locally sourced stone, and open-air layouts, all inspired by the region’s distinctive desert architecture.
Sustainability at the Core
NUMAJ is not only rooted in cultural authenticity but also in sustainability. The project is targeting LEED Gold certification, with sustainable features such as greywater irrigation, energy-efficient lighting, and UV-resistant glazing to regulate indoor temperatures. The landscaping will be water-efficient, and many building materials will be sourced locally, supporting both sustainability and regional craftsmanship.
Amenities and Services
Catering to both leisure and business travelers, NUMAJ will offer five dining venues, a spa, a gym, two swimming pools, retail spaces, and a conference center. The hotel’s lobby will feature a curated rock collection, celebrating the geological richness of the AlUla region.
Supporting Vision 2030
According to Fabien Toscano, CEO of UDC, NUMAJ aims to provide a luxurious yet culturally grounded experience that celebrates AlUla’s unique heritage and natural beauty. The hotel’s development is aligned with Saudi Arabia’s Vision 2030 goals to diversify the economy and strengthen the tourism, real estate, and hospitality sectors. Beyond boosting tourism, the hotel is expected to create local jobs and contribute to the preservation of regional culture, enhancing the area’s position as a global tourist destination.
