RIYADH: Concert promotor Live Nation Arabia will manage operations at Maraya Hall in AlUla after a deal was struck with the company responsible for boosing tourism in the area. The Public Investment Fund-backed AlUla Development Co. signed a three-year partnership agreement with the entertainment firm, the Saudi Press Agency reported. The deal will enhance Maraya Hall’s position as a major complex that hosts various events, including concerts, cultural performances, exhibitions, and conferences, according to the report. This falls in line with AlUla Development Co.’s commitment to preserving and enhancing the cultural and natural heritage of the governorate. It also aligns with AlUla’s status as an integral part of the tourism objectives driven by Saudi Vision 2030 which is expected to contribute a cumulative SR120 billion ($31 billion) to the Kingdom’s gross domestic product by 2035. Fabien Toscano, the CEO of AlUla Development Co., said: “We are delighted to partner with Live Nation Arabia to unleash Maraya’s full potential as a hub for world-class entertainment and cultural experiences.” Toscano added: “This collaboration demonstrates our commitment to showcasing AlUla’s natural beauty and rich heritage to the world. The high-level audio-visual equipment of Maraya Hall, along with Live Nation Arabia’s international operational expertise — from planning to execution — paves the way for unique experiences and new standards of entertainment in the heart of AlUla.” President of Live Nation Arabia James Craven said he company was “thrilled to partner” with AlUla Development Co. to elevate Maraya into a “world-class entertainment destination.” Craven added: “This collaboration signifies a fusion of tradition and innovation, promising unforgettable experiences for audiences and artists alike in a venue that uniquely mirrors the rich cultural heritage and natural beauty of AlUla.” The multi-purpose Maraya Hall includes a state-of-the-art theater, multi-purpose meeting rooms, and indoor and outdoor spaces suitable for various occasions. Maraya has hosted major events such as the World Archaeology Summit, the Andy Warhol Art Exhibition, the Hegra Conference for Nobel Laureates, and the opening ceremony of the Tawaf AlUla 2024 event.