PIF Launches QSAS to Bring Saudi Heritage Stories to Life

The Public Investment Fund (PIF) announced on September 18, 2024, the establishment of the National Interactive Entertainment Company (QSAS), a new entity created to design immersive storytelling experiences inspired by Saudi heritage and Islamic history, according to an official press release issued in Riyadh and reported by the Saudi Press Agency (SPA).

QSAS — a name drawn from an Arabic word meaning “stories” — will create, own and operate world-class interactive exhibitions across Saudi Arabia, enriching the national cultural landscape and helping to meet the growing demand among pilgrims and tourists for high-quality cultural experiences at every stage of their journey.

Context and Background

The launch reflects the Public Investment Fund‘s continuing role as a catalyst for new sectors within the Saudi economy. As the Kingdom’s sovereign wealth fund, PIF has built deep portfolios in entertainment, leisure, tourism and culture, investing in projects that broaden the visitor experience while creating skilled employment for Saudi nationals. QSAS adds a new dimension to that portfolio by focusing specifically on narrative-driven, participatory cultural entertainment rather than conventional attractions.

Under Vision 2030, culture and entertainment have moved to the centre of national development planning. The Kingdom has invested in museums, heritage sites, festivals and giga-projects designed to celebrate Saudi and Islamic history while offering international audiences reasons to visit and return. QSAS is positioned within that wider effort, complementing existing cultural assets and expanding the range of experiences available to residents and travellers alike.

Inside QSAS: Interactive Exhibitions and Local Talent

According to the Public Investment Fund, QSAS will specialize in creating, owning and operating world-class interactive exhibitions, with an initial focus on Saudi Arabia. The company plans to begin by holding exhibitions locally, sharing narratives that draw from Islamic history and Saudi heritage, before broadening its reach to global markets and varying the content it offers over time.

The company will highlight historical milestones and inspiring personalities from Saudi Arabia and beyond, presenting them through immersive formats that invite visitors to engage actively with the stories being told. According to PIF, QSAS will invest in local talent to build new economic activity centred on interactive experiences — a sector the Fund notes is witnessing significant global growth.

Mishary Alibraheem, Head of Entertainment, Leisure, Sports and Education, MENA Direct Investments at PIF, said: “The tourism and entertainment sector is a strategic local priority for PIF, as we focus on enriching the tourism and entertainment experience. QSAS will contribute to strengthening Saudi Arabia’s position as an attractive tourist destination with storytelling inspired by history, culture, and heritage, and will invest in local talent to build new economic activity focused on providing interactive experiences; a sector witnessing significant global growth.”

Establishing QSAS is consistent with PIF’s strategy to enable the private sector locally through partnerships in areas such as building, event management and technology. The new company is expected to contribute to the creation of more than 11,000 direct and indirect jobs by 2030.

Implications and Impact

QSAS will complement other PIF investments in the entertainment and leisure sector, including the Diriyah giga-project and the recently launched Dan Company, which focuses on agriculture and eco-tourism. Together these initiatives form a connected ecosystem of cultural, heritage and lifestyle offerings that appeal to both domestic audiences and international visitors.

The new company also aligns with the objectives of the Pilgrim Experience Program, a Vision 2030 initiative that aims to welcome 30 million pilgrims by 2030, and with the Ministry of Tourism’s National Tourism Strategy, which envisages attracting 150 million visitors annually by 2030 by enhancing the visitor experience. By adding high-quality cultural content to the Kingdom’s tourism offer, QSAS supports these targets while reinforcing Saudi Arabia’s standing as a destination where heritage and modern entertainment meet.

The timing is notable. As immersive and interactive entertainment expands globally, audiences increasingly seek participatory cultural experiences rather than passive viewing. Saudi Arabia’s entry into this field through a dedicated national company signals both ambition and confidence in the sector’s long-term commercial potential.

Vision 2030 Alignment

For the Public Investment Fund, QSAS represents another step in building a diversified, knowledge-driven economy in which culture, tourism and entertainment generate sustainable growth. By investing in Saudi storytellers, designers and technicians, the company helps develop a creative workforce capable of competing internationally while presenting the Kingdom’s heritage with authenticity and pride.

As QSAS moves from local exhibitions toward global markets, it is expected to carry Saudi and Islamic narratives to new audiences worldwide, deepening cultural exchange and strengthening the Kingdom’s global role. In doing so, it contributes directly to Vision 2030’s goals of economic diversification, job creation and an enriched quality of life — a forward-looking vision in which Saudi Arabia’s past becomes a source of inspiration for its future.

20 Questions

Q1. What did the Public Investment Fund announce on September 18, 2024?

A1. The Public Investment Fund announced the establishment of the National Interactive Entertainment Company, known as QSAS, to create immersive storytelling experiences inspired by Saudi heritage and Islamic history, according to an official press release issued in Riyadh.

Q2. What does the name QSAS mean?

A2. QSAS derives from an Arabic word meaning “stories.” The name reflects the company’s core mission of narrating historical milestones and inspiring personalities through creative, interactive cultural experiences designed for both local and international audiences.

Q3. What will QSAS specialize in?

A3. QSAS will specialize in creating, owning and operating world-class interactive exhibitions across Saudi Arabia. These experiences are designed to meet growing demand from pilgrims and tourists for high-quality cultural offerings that combine heritage with modern entertainment technology.

Q4. Who is Mishary Alibraheem?

A4. Mishary Alibraheem is the Head of Entertainment, Leisure, Sports and Education, MENA Direct Investments at the Public Investment Fund. He commented on the launch, describing tourism and entertainment as a strategic local priority for the Fund.

Q5. What did Mishary Alibraheem say about the tourism and entertainment sector?

A5. He said the tourism and entertainment sector is a strategic local priority for PIF, which focuses on enriching the tourism and entertainment experience. He added that QSAS will strengthen Saudi Arabia’s position as an attractive tourist destination through storytelling inspired by history, culture and heritage.

Q6. How many jobs is QSAS expected to create?

A6. QSAS is expected to contribute to the creation of more than 11,000 direct and indirect jobs by 2030. This reflects PIF’s broader strategy of enabling private sector growth through partnerships in building, event management and technology.

Q7. Which other PIF investments will QSAS complement?

A7. QSAS will complement other PIF investments in entertainment and leisure, such as the Diriyah giga-project and the recently launched Dan Company, which focuses on agriculture and eco-tourism. Together these projects broaden the Kingdom’s cultural and tourism offering.

Q8. What is the Pilgrim Experience Program?

A8. The Pilgrim Experience Program is a Vision 2030 initiative that aims to welcome 30 million pilgrims by 2030. It seeks to enhance every stage of the pilgrimage journey, and QSAS is expected to support its cultural and visitor-experience objectives.

Q9. What does the National Tourism Strategy aim to achieve?

A9. The Ministry of Tourism’s National Tourism Strategy envisages attracting 150 million visitors annually by 2030 by enhancing the visitor experience. QSAS supports this goal by adding high-quality cultural attractions that appeal to international travelers.

Q10. How will QSAS support local talent?

A10. According to PIF, QSAS will invest in local talent to build new economic activity focused on providing interactive experiences, a sector witnessing significant global growth. This supports skills development and creates opportunities for Saudi creators, designers and technicians.

Q11. Where will QSAS start its activities?

A11. QSAS plans to begin by holding exhibitions locally within Saudi Arabia, sharing narratives drawn from Islamic history and Saudi heritage. It then aims to broaden its reach to global markets and vary the content it offers.

Q12. What historical themes will QSAS highlight?

A12. QSAS will highlight historical milestones and inspiring personalities from Saudi Arabia and beyond, presenting them through immersive and interactive formats. The goal is to make heritage accessible and engaging for visitors of all ages and backgrounds.

Q13. Why is immersive entertainment significant globally?

A13. Immersive and interactive entertainment is a rapidly growing global sector, as audiences increasingly seek participatory cultural experiences rather than passive viewing. Saudi Arabia’s entry into this market positions the Kingdom alongside leading international destinations for experiential tourism.

Q14. How does QSAS fit PIF’s private sector strategy?

A14. Establishing QSAS is consistent with PIF’s strategy to enable the private sector locally through partnerships in areas such as building, event management and technology. These partnerships are expected to generate business opportunities for Saudi companies and entrepreneurs.

Q15. How does QSAS relate to Vision 2030?

A15. QSAS aligns with Vision 2030 by diversifying the economy, expanding the entertainment and tourism sectors, and enriching quality of life. It supports cultural preservation while creating jobs and attracting international visitors to the Kingdom.

Q16. What makes the timing of this announcement notable?

A16. The announcement reflects Saudi Arabia’s accelerating cultural transformation, with growing visitor numbers and major events driving demand for distinctive experiences. QSAS arrives as the Kingdom prepares for expanded pilgrimage and tourism targets toward 2030.

Q17. Will QSAS exhibitions travel internationally?

A17. PIF stated that QSAS aims to broaden its reach to global markets and vary the content it offers. This indicates future international exhibitions showcasing Saudi and Islamic heritage to audiences worldwide, alongside its domestic activities.

Q18. Who announced QSAS and through which channel?

A18. The Public Investment Fund announced QSAS in a press release, which was reported by the Saudi Press Agency from Riyadh on September 18, 2024. The announcement highlighted the Fund’s continued investment in entertainment and culture.

Q19. What role does storytelling play in Saudi cultural strategy?

A19. Storytelling presents Saudi and Islamic heritage in formats that resonate with contemporary audiences. By combining narrative with technology, QSAS can present history in memorable ways that support cultural understanding and strengthen the Kingdom’s global cultural connections.

Q20. What does QSAS mean for visitors to Saudi Arabia?

A20. Visitors will gain access to world-class interactive exhibitions that deepen their understanding of Saudi heritage and Islamic history. These experiences complement the Kingdom’s religious, cultural and natural attractions, making trips more enriching and memorable.

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