The travel industry is undergoing a transformation, driven by the evolving experience economy, where travelers are increasingly prioritizing activities over destinations. In a recent conversation at the Skift Global Forum East in Dubai, Ross McAuley, MD Advisor and Director General of Play Qiddiya City DMMO, explored how the growing demand for playful experiences is reshaping how destinations engage with travelers.
The Shift Towards Experience-Driven Travel
Travelers are no longer simply choosing destinations first and planning activities afterward. Today, many travelers are more likely to select an activity—such as a cultural event, sports match, or concert—and then build their trip around that experience. According to a 2024 Skift and Qiddiya City survey, 72% of travelers reported that entertainment, sports, and cultural activities have become more important to them in recent years. Furthermore, two-thirds of travelers are willing to spend more on trips that revolve around such experiences.
This shift is particularly pronounced among Millennials and Gen Z travelers, who prioritize meaningful, immersive activities that foster personal growth and connections. To meet these rising expectations, destinations need to craft a focused philosophy that speaks to these evolving demands. Qiddiya City, located just 40 minutes outside of Riyadh, has adopted a singular guiding principle: play.
The Philosophy of Play
McAuley emphasizes that play is a fundamental human instinct—just as natural as walking or breathing. He explains that play is not just about having fun, but it is essential for learning, solving problems, and connecting with others. Qiddiya City has embraced this concept, positioning itself as a destination where visitors can engage in a wide range of playful experiences spanning entertainment, sports, and culture. This holistic approach is designed to promote personal growth and authentic connections.
Seamless Travel Experiences
The modern traveler seeks a seamless experience from start to finish. To meet this demand, Qiddiya City and its partners are pushing the boundaries of traditional travel planning by integrating activities with hotel bookings, DMC support, and airline services. This integrated model moves away from transactional partnerships toward experiential ones, where the goal is not just maximizing revenue but providing a more fluid and immersive experience for travelers.
For example, Almosafer, the Middle East’s largest online travel agency (OTA), has launched Almosafer Activities, in collaboration with Klook, to emphasize activities as a central part of trip planning. This approach allows travelers to seamlessly book events, reducing friction and enhancing the overall journey. Such innovations benefit both travelers, who experience smoother planning, and travel brands, which enjoy more efficient bookings.
Authenticity Through Local Engagement
One of the most talked-about concepts in the travel industry today is authenticity. Travelers seek genuine experiences that allow them to connect with the local culture, but the definition of what is truly authentic is constantly evolving. McAuley suggests that the pursuit of authenticity doesn’t have to be confined to traditional or historical experiences. Instead, it can focus on lived experiences—interacting with locals, enjoying contemporary cultural offerings, and participating in everyday life.
McAuley points to Nashville, a city that transformed into a global travel hotspot by tapping into its existing culture, especially its music scene, sports culture, and gastronomy. By embracing its local identity, Nashville succeeded in making visitors feel like part of the community, rather than just observers. Qiddiya City applies a similar approach, inviting visitors to experience the vibrant, youthful culture of Saudi Arabia, where 65% of the population is under 30. The goal is to engage travelers in experiences that reflect local life, such as attending sporting events that Saudis themselves enjoy, or exploring the thriving youth culture, music festivals, and creative industries.
Qiddiya City: A New Kind of Authenticity
For Qiddiya City, authenticity is about offering travelers the chance to play like locals. This might include a desert excursion, but also the opportunity to engage in activities that Saudis themselves enjoy. Whether it’s attending a local football match, experiencing Saudi dance music festivals, or simply spending time in the company of local residents, Qiddiya City offers travelers a chance to immerse themselves in the contemporary culture of one of the most rapidly developing regions in the world.
McAuley reflects, “Can you attend a sporting event that locals go to, so you really feel what it’s like to be in that society? For me, that’s the next stage of authenticity in the Middle East.”
Play as the Future of Travel
As the travel industry continues to evolve, play is emerging as a critical element in meeting the rising expectations of modern travelers. By embracing the concept of play and focusing on authentic, immersive experiences, destinations like Qiddiya City are setting a new standard for travel, where guests don’t just visit—they connect, engage, and transform. The future of travel is not just about seeing the sights; it’s about playing, learning, and growing in ways that reflect the true spirit of a place.
Qiddiya City is leading the way in creating destinations that combine the power of entertainment, sports, and culture to offer travelers experiences that are as authentic as they are exciting. As McAuley aptly puts it, “Play is not just fun—it’s a vital part of the human condition.”
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