THE MURABBA PROJECT: A FUTURISTIC URBAN DEVELOPMENT TRANSFORMING TOURISM IN SAUDI ARABIA

This paper explores The Murabba, an ambitious and futuristic urban development initiative in Riyadh, Saudi Arabia. As part of the Vision 2030 agenda, the project aims to reshape the capital city’s image by integrating modern architecture, sustainability, and immersive cultural experiences. The research highlights how The Murabba is expected to transform urban tourism in the Kingdom by creating a unique, technologically advanced environment that appeals to both local and international visitors. Drawing on secondary sources and comparative analysis, the study evaluates the project's potential impact on tourism, economy, and urban planning. Findings suggest that The Murabba could serve as a model for future smart cities and sustainable tourism destinations in the region.