Ala Khutah Project Director

Sela Holding Group

Provide strategic leadership, direction, and oversight for the Ala Khotah Project, ensuring its successful development, operations, and commercial performance in alignment with Sela s objectives and Saudi Arabia s Vision 2030 tourism and cultural agenda. The Project Director acts as the primary point of contact with key government entities (General Entertainment Authority, Madinah Development Authority, Madinah Principality, Makkah Principality) and ensures that the project achieves its visitor, financial, and operational targets while preserving its cultural authenticity and world-class standards.

General Accountabilities:

• Lead the development and implementation of Ala Khotah s strategic objectives to align with Sela s long-term vision and national tourism/cultural goals.

• Own and drive the project s P&L, ensuring financial sustainability, revenue growth, and cost efficiency.

• Report progress, challenges, and achievements to the Head of Destinations, providing insight-driven recommendations.

• Develop and enforce project-wide governance, processes, and policies covering facility operations, commercial activities, stakeholder engagement, and compliance.

• Direct the preparation of budgets, business plans, and feasibility studies, ensuring effective use of resources and alignment with growth targets.

• Ensure comprehensive reporting and data-driven decision-making, including visitor volumes, commercial KPIs, operational costs, and ROI.

• Lead, develop, and mentor Zone Managers and project staff, fostering a high-performance culture.

Specific Accountabilities

Strategic & Government Alignment

Act as the primary representative of Ala Khotah with government entities including GEA, Madinah Development Authority, Madinah Principality, and Makkah Principality.

Secure permits, licenses, and approvals by coordinating with relevant stakeholders and ensuring compliance with regulatory frameworks.

Build strong relationships with government and cultural institutions to preserve the authenticity and heritage integrity of the Hijrah Trail.

Align project operations with national tourism initiatives, sustainability goals, and regulatory requirements

Commercial & Financial Management

Own the full P&L of the project, ensuring revenue generation through F&B, retail, accommodations, experiences, and ticketing.

Oversee leasing and commercial property management activities, ensuring optimal tenant mix, high occupancy, and commercial performance.

Monitor financial and commercial KPIs across all zones, ensuring proactive corrective actions when needed.

Drive visitor growth strategies in collaboration with Marketing and Business Development teams.

Operational Oversight

Oversee Zone Managers (South, Central, North), ensuring each delivers daily operations, tenant engagement, and facility uptime to required standards.

Direct maintenance, logistics, and visitor service standards across the entire project.

Ensure health, safety, and environmental standards are consistently met across all facilities.

Monitor peak-season preparedness and off-season programming to ensure year-round relevance.

Development & Expansion

Lead expansion planning and phased rollouts of new facilities, experiences, and accommodations.

Evaluate investment opportunities and business cases for future phases, in alignment with Sela s growth targets.

Oversee major capital projects and renovations, ensuring delivery on time, on budget, and to quality standards.