Qiddiya has announced the launch of its dedicated Destination Marketing and Management Organisation (DMMO), unveiled under the identity ‘Play Qiddiya City’, marking a significant milestone in the giga-project’s commitment to engaging trade partners across the globe. The announcement, released via the Saudi Press Agency, signals the beginning of Qiddiya’s active involvement in fostering meaningful partnerships with businesses, investors, and travel trade professionals as the destination prepares to welcome millions of visitors in the coming years. The new organisation will serve as the primary vehicle for promoting and managing Qiddiya City as a place to visit, live, work, and invest, positioning the destination at the forefront of the global experiential tourism market.
Could this launch represent a turning point in how the world’s most ambitious entertainment destinations engage with the international travel trade? As the world’s first city built for Play, Qiddiya City is an ambitious, world-class destination located in the heart of the Tuwaiq Mountains, just 40 minutes from Riyadh. Developed to support Vision 2030, with a focus on entertainment, sports, and culture, Qiddiya City will offer family-friendly theme parks, sports arenas, cultural venues, and outdoor and adventure activities. The establishment of the DMMO reflects a strategic recognition that world-class infrastructure must be matched by world-class destination management and trade engagement from the earliest stages of development.
Context and Background
Why has Qiddiya chosen this moment to establish its dedicated destination marketing organisation? The launch comes as global travel patterns shift decisively toward experience-led tourism, with travellers increasingly prioritising entertainment, sports, and cultural immersion over traditional sightseeing. Recent Skift research commissioned by Qiddiya City underpins a growing momentum for entertainment, sports, and cultural tourism. In a recent survey, more than 70% of travellers said that in the past five years, participating in entertainment, sports, and cultural experiences when they travel is important to them, and they are more likely to plan to travel with entertainment, sports, or cultural experience as the primary reason for their trip.
The timing of the DMMO launch reflects careful strategic planning. By establishing the organisation well ahead of Qiddiya City’s phased opening, the destination can build relationships with travel trade partners, respond to market needs, and refine its proposition based on real industry feedback. This early engagement model allows the DMMO to function as a resource hub for information, collaboration, and shared growth, ensuring that partners are not only informed but are also actively involved in shaping the future of the destination. The approach demonstrates a sophisticated understanding of how major destinations successfully integrate with global distribution systems and trade networks.
Qiddiya City represents one of Saudi Arabia’s pivotal giga-projects, standing at the heart of Vision 2030’s ambitions for a vibrant society, a thriving economy, and an ambitious nation. The destination is expected to welcome millions of visitors per year and become a home for half a million people, in addition to creating hundreds of thousands of jobs and pathways for a host of new careers. The DMMO will play a central role in realising these projections by building the trade relationships and market awareness necessary to drive sustained visitation and investment.
Key Details
What exactly will Play Qiddiya City’s DMMO do to position the destination globally? The organisation’s primary focus is to promote and manage the destination and position it as a place to visit, live, work, and invest. It will proactively build relationships with the travel trade, ensuring that partners are equipped with comprehensive information and opportunities to collaborate. The DMMO will serve as a central point of contact for travel trade professionals seeking to explore partnership opportunities, leveraging its role as a resource hub for information, collaboration, and shared growth.
Abdullah Aldawood, Managing Director of Qiddiya Investment Company, said: “This launch underscores our commitment to working hand-in-hand with the trade to develop a world-class destination. As one of Saudi Arabia’s pivotal giga-projects, Qiddiya City stands at the heart of Vision 2030’s ambitions for a vibrant society, a thriving economy and an ambitious nation. We expect Qiddiya City to welcome millions of visitors per year and be a home for half a million people, in addition to creating hundreds of thousands of jobs and pathways for a host of new careers.” His statement emphasises the scale of ambition and the integral role the DMMO will play in connecting that ambition with global markets.
Ross McAuley, Director General of Play Qiddiya City (DMMO), added: “At Play Qiddiya City (DMMO) we are positioning Qiddiya City as a destination where travellers can discover, engage and grow with others through immersive, interactive and adventure-filled experiences. The shift in the travel industry is undeniable. People no longer want to travel for the sake of ticking destinations off a list – travellers are seeking new experiences that push for more, especially in the genres of active vacations or major live events. We have seen the global development of this fast-growing sector as people are travelling for concerts, sports competitions and festivals. We are creating a destination which has the foundations to take the visitor experience to a different level, in a way which has never been done before.” McAuley’s comments highlight the DMMO’s focus on aligning Qiddiya City’s offerings with evolving traveller expectations.
With iconic assets ranging from theme parks to stadiums to performing arts centres, Play Qiddiya City DMMO remains focused on developing a cohesive destination proposition. This launch is a crucial early step, enabling the DMMO to engage with the market and respond to trade needs well ahead of an ever-evolving series of launches, announcements, and activities in the coming months and years. The organisation’s structure and mandate reflect best practices in destination management, ensuring that marketing, trade relations, and visitor experience are coordinated under a single strategic vision.
International and Regional Impact
How will the launch of Play Qiddiya City’s DMMO resonate across the global travel industry? For international travel trade professionals, the announcement signals the emergence of a major new destination with a dedicated, trade-focused organisation ready to collaborate. The DMMO’s proactive approach to building relationships means that tour operators, travel advisors, and experience providers can engage early and contribute to shaping the destination’s offerings. This collaborative model is designed to ensure that Qiddiya City’s proposition meets the practical needs of the trade while delivering exceptional experiences for visitors.
Regionally, the DMMO launch reinforces Saudi Arabia’s position as a leading destination for entertainment, sports, and cultural tourism in the Middle East. The Skift research findings, which show that 81% of travellers would plan a trip exclusively around a musical performance or festival and 76% would plan a trip exclusively around a sporting event or tournament, underscore the scale of opportunity. Qiddiya City is uniquely positioned to capture this demand by offering a concentrated ecosystem of world-class venues and experiences. The DMMO will work to ensure that international audiences are aware of and can easily access these offerings through established trade channels.
Economic and Strategic Significance
What economic impact can be expected from the establishment of the DMMO and the broader development of Qiddiya City? The organisation is expected to contribute to the creation of hundreds of thousands of jobs and new career pathways, aligning with Vision 2030’s goals for economic diversification and employment. By positioning Qiddiya City as a place to visit, live, work, and invest, the DMMO supports the development of a vibrant ecosystem that extends beyond tourism to include residential, commercial, and investment opportunities. The destination’s integration into the global travel trade network will help attract foreign investment and showcase Saudi Arabia’s capacity for large-scale, world-class development.
Strategically, the DMMO represents a key enabler of Qiddiya City’s phased launch strategy. By engaging with the market early, the organisation can build anticipation, gather insights, and refine the destination’s proposition. This approach reduces risk and enhances the likelihood of successful launches for individual assets and experiences. The DMMO’s role as a central coordinating body ensures that marketing, trade relations, and visitor experience management are aligned, creating a seamless and compelling destination proposition that can compete on the global stage.
Vision 2030 Alignment
How does the launch of Play Qiddiya City’s DMMO contribute to Saudi Arabia’s Vision 2030 objectives? The organisation directly supports the Vision’s ambition for a vibrant society, a thriving economy, and an ambitious nation. By promoting Qiddiya City as a destination for entertainment, sports, and culture, the DMMO helps diversify the Kingdom’s economy away from oil, attract international visitors, and create new opportunities for Saudi citizens. The focus on trade partnerships and investment aligns with Vision 2030’s emphasis on private sector engagement and global integration.
As Qiddiya City continues to develop, Play Qiddiya City DMMO will remain focused on delivering a cohesive destination proposition that showcases the best of Saudi Arabia’s entertainment, sports, and cultural offerings. The organisation’s work will help position the Kingdom as a leading global destination and contribute to the success of Vision 2030. Travel trade professionals are encouraged to reach out and explore partnership opportunities, leveraging the DMMO as a resource hub for information, collaboration, and shared growth. For more information, please visit: https://qiddiya.com/.
20 Questions
Q1. What is the name of Qiddiya’s new Destination Marketing and Management Organisation?
A1. The organisation is named ‘Play Qiddiya City’, reflecting its focus on positioning Qiddiya City as a premier destination for entertainment, sports, and cultural experiences.
Q2. When was the launch of Play Qiddiya City DMMO announced?
A2. The launch was announced on November 5, 2024, via the Saudi Press Agency, marking a key milestone in Qiddiya’s engagement with global trade partners.
Q3. Where is Qiddiya City located?
A3. Qiddiya City is located in the heart of the Tuwaiq Mountains, just 40 minutes from Riyadh, Saudi Arabia.
Q4. What is the primary focus of Play Qiddiya City DMMO?
A4. Its primary focus is to promote and manage Qiddiya City as a place to visit, live, work, and invest, while building strong relationships with the travel trade.
Q5. Who is the Managing Director of Qiddiya Investment Company?
A5. Abdullah Aldawood serves as the Managing Director of Qiddiya Investment Company and commented on the launch’s significance for Vision 2030.
Q6. Who is the Director General of Play Qiddiya City DMMO?
A6. Ross McAuley is the Director General of Play Qiddiya City DMMO, emphasising the shift toward experience-led travel.
Q7. What percentage of travellers prioritise entertainment, sports, and cultural experiences?
A7. More than 70% of travellers said participating in these experiences is important to them, according to recent Skift research commissioned by Qiddiya City.
Q8. How many travellers would plan a trip around a musical performance or festival?
A8. 81% of travellers said they would plan a trip exclusively around a musical performance or festival, according to the Skift survey.
Q9. What percentage would plan a trip around a sporting event?
A9. 76% of travellers said they would plan a trip exclusively around a sporting event or tournament, highlighting demand for sports tourism.
Q10. What types of attractions will Qiddiya City offer?
A10. Qiddiya City will offer family-friendly theme parks, sports arenas, cultural venues, and outdoor and adventure activities.
Q11. How many visitors is Qiddiya City expected to welcome annually?
A11. Qiddiya City is expected to welcome millions of visitors per year, according to Abdullah Aldawood, Managing Director of Qiddiya Investment Company.
Q12. How many people will call Qiddiya City home?
A12. Qiddiya City is expected to be a home for half a million people, contributing to Saudi Arabia’s urban development goals.
Q13. How many jobs will Qiddiya City create?
A13. Qiddiya City is expected to create hundreds of thousands of jobs and pathways for new careers, supporting Vision 2030’s economic diversification.
Q14. What is the DMMO’s role in relation to the travel trade?
A14. The DMMO proactively builds relationships with the travel trade, ensuring partners are informed and involved in shaping the destination’s future.
Q15. How does the DMMO support Vision 2030?
A15. The DMMO supports Vision 2030 by promoting Qiddiya City as a destination, driving economic diversification, job creation, and global engagement.
Q16. What is the significance of the DMMO launch for global travellers?
A16. It signals the emergence of a major new destination and provides a dedicated point of contact for trade professionals to explore partnerships and offerings.
Q17. What did Ross McAuley say about traveller behaviour?
A17. McAuley noted that travellers now seek immersive, interactive experiences rather than simply ticking destinations off a list, especially for live events.
Q18. What research underpins the DMMO’s strategy?
A18. Skift research commissioned by Qiddiya City shows strong global demand for entertainment, sports, and cultural tourism experiences.
Q19. How can travel trade professionals engage with Play Qiddiya City DMMO?
A19. They are encouraged to reach out and explore partnership opportunities, using the DMMO as a resource hub for information, collaboration, and growth.
Q20. Where can more information about Qiddiya City be found?
A20. More information is available at the official Qiddiya website: https://qiddiya.com/.
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