Tourism development of UNESCO world heritage sites: a comparative analysis of sustainable strategies between Italy and Saudi Arabia

Purpose The research aims to explore strategies adopted for the sustainable management of heritage tourism through a comparative analysis of the sites of Pompeii (Italy) and Al Ula (Saudi Arabia). Design/methodology/approach The study employs a qualitative comparative case study approach, triangulating data from official management plans and sustainability reports with empirical on-site observations conducted between 2023 and 2024 to ensure data validity and reliability. Findings The results highlight contrasting approaches: Pompeii is more focused on heritage conservation, while Al Ula has a holistic approach geared toward site development. While Al Ula considers the three aspects of sustainability, Pompeii lacks environmental sustainability policies. Furthermore, while Al Ula’s primary needs concern heritage conservation, economic vitality, social engagement and environmental performance, Pompeii focuses primarily on heritage conservation, infrastructure and services, community engagement, and environmental performance. Originality/value The research’s originality lies in identifying crucial aspects at both sites essential for the sustainable management of tourism in heritage sites, including value, community engagement, green infrastructure, economic growth and social impact.