Play Qiddiya City Joins WTTC as Destination Partner

Play Qiddiya City, the Destination Marketing and Management Organisation (DMMO) for Qiddiya City, has been welcomed as a new Destination Partner of the World Travel & Tourism Council (WTTC), a development announced in London and released through official Saudi channels via the Saudi Press Agency (SPA). The partnership, confirmed in April 2025, positions the Saudi giga-project alongside the global body that represents the private sector of the travel and tourism industry, whose members include airlines, hotel groups, cruise operators, and destination authorities from across the world. For international observers, the announcement is more than a membership notice: it signals that Qiddiya City intends to compete for global attention not only as a construction site of record-breaking attractions, but as a fully fledged destination brand with a seat at the industry’s principal policy table.

Qiddiya City is located approximately 40 minutes from Riyadh and is being developed under the auspices of Saudi Arabia’s Vision 2030 programme, the national reform agenda designed to diversify the economy away from hydrocarbons and enrich the quality of life of residents and visitors. The destination is built around a philosophy it calls the Power of Play, integrating entertainment, sports, and culture into a single urban experience. Its growing portfolio of announced venues includes theme parks, sporting arenas, and an esports and gaming district, all intended to draw regional and international travellers to the outskirts of the Saudi capital. The WTTC partnership arrives as the Kingdom continues to record strong growth in international arrivals and tourism spending.

Context and Background

Why does a membership announcement from London matter for a city still rising from the desert outside Riyadh? The answer lies in how modern destinations earn credibility. The World Travel & Tourism Council is a global forum whose research, advocacy, and member network shape how governments and investors view the travel sector. WTTC President and CEO Julia Simpson described Play Qiddiya City as embodying “the spirit of innovation and transformation at the heart of Saudi Arabia’s fast-moving travel and tourism sector,” adding that Qiddiya City is “more than just a destination” and represents “a movement redefining how people engage with tourism, leisure, and cultural experiences.” That language places the project within a broader shift in global tourism toward experience-led travel, where visitors seek participation rather than passive sightseeing.

Qiddiya City is one of Saudi Arabia’s visionary giga-projects, a class of nationally significant developments that also includes NEOM, the Red Sea Project, and Diriyah. Each is designed to open new economic sectors, create employment, and attract foreign investment. Qiddiya’s particular focus is leisure, sport, and culture, anchored by the Power of Play philosophy that treats play as a serious economic and social engine. As the Destination Marketing and Management Organisation for the city, Play Qiddiya City is responsible for positioning the destination internationally, building partnerships, and shaping the visitor experience from first impression to return visit. Joining WTTC gives that effort an institutional platform and access to a network of industry leaders.

The timing reflects the maturity of Saudi Arabia’s tourism strategy. The Kingdom has set ambitious targets for international visitors and tourism’s contribution to gross domestic product, and it has invested heavily in airports, hotels, and entertainment infrastructure to meet them. WTTC membership is therefore less a symbolic gesture than an operational step: it connects Qiddiya City to global best practice in destination management, sustainability standards, and market intelligence at the moment when the project begins to introduce itself to the world’s travel trade.

Key Details

What exactly has been announced, and who is speaking for the project? According to the official announcement carried by SPA, the WTTC welcomed Play Qiddiya City as a new Destination Partner, marking what the council described as a significant milestone in the evolution of Saudi Arabia’s tourism landscape. Ross McAuley, Director General at Play Qiddiya City, said the move “marks a significant milestone for Play Qiddiya City as we establish our presence on the global stage,” describing Qiddiya City as “the ultimate ambassador for play” and “an idea whose time has come, offering an unparalleled blend of sports, entertainment, and culture.” He added that the partnership underscores a commitment to pushing boundaries and expressed eagerness to welcome visitors from around the world to experience the destination’s theme parks, sporting venues, and esports and gaming district.

The physical scale of the project gives those words substance. Qiddiya City’s announced plans include a groundbreaking motorsports track featuring “The Blade,” described as the world’s first cantilevered track section, a design feature intended to create dramatic elevation changes and spectator views. Within Six Flags Qiddiya City, Falcon’s Flight is planned as the tallest, fastest, and longest rollercoaster globally, a headline attraction designed to draw thrill-seekers from across the region and beyond. Aquarabia Qiddiya City is set to become the region’s largest water park, adding a family-oriented leisure layer to the destination’s portfolio. Together these developments reflect the philosophy that “ordinary needs an extra,” a branding idea that promises every experience will be extraordinary.

Julia Simpson’s statement adds the international industry perspective. She said WTTC is “delighted to welcome Play Qiddiya City to WTTC” and looks forward to supporting its journey as it redefines travel experiences in the region, noting that the partnership showcases a commitment to sustainable development and an ambition to become a global leader in entertainment and leisure. For a council whose members include major global travel companies, that endorsement carries weight with tour operators, travel advisors, and investors who decide where international holidaymakers are sent and where capital is deployed.

International and Regional Impact

How will this partnership change the way the world’s travel industry sees Saudi Arabia? Destination partnerships within WTTC are not marketing badges alone; they place a destination inside a working network of chief executives, policymakers, and researchers who set agendas on issues such as visa facilitation, aviation capacity, sustainability, and crisis resilience. For Qiddiya City, membership means its leadership can engage directly with counterparts from established destinations, learn from their experience, and make the case for the Kingdom as a year-round leisure destination rather than a single-purpose stopover. It also gives global travel sellers an official point of contact as they begin to build itineraries that include Riyadh and its surroundings.

Regionally, the announcement reinforces a competitive but complementary dynamic across the Gulf, where several countries are investing in entertainment and cultural tourism. Qiddiya City’s emphasis on sport, esports, and theme parks differentiates it from coastal resort projects and heritage-focused destinations, creating a portfolio effect for travellers who might combine a Riyadh city break with a visit to a desert resort or a Red Sea dive site. For airlines and hotel groups, the addition of a major entertainment cluster near the Saudi capital expands the case for new routes and properties. For neighbouring markets, it signals that the Middle East’s tourism pie is growing rather than simply being redistributed, as new demand is generated among younger travellers and families seeking experiential holidays.

Economic and Strategic Significance

What does a destination partnership contribute to Saudi Arabia’s economic diversification? Tourism is one of the pillars of Vision 2030, valued not only for visitor spending but for the jobs it creates across hospitality, retail, events, and transport, and for the way it showcases a modern, open Kingdom to international audiences. Qiddiya City is designed to capture spending that currently flows to entertainment destinations outside the region, keeping more of it within Saudi Arabia and attracting foreign visitors whose expenditures count as service exports. The project’s scale, including theme parks, sports venues, and a gaming district, is intended to support a calendar of events that smooths seasonality and gives airlines and hotels reasons to invest in year-round capacity.

Strategically, the WTTC link supports the Kingdom’s ambition to be a convenor as well as a destination. Saudi Arabia has hosted major international events and industry gatherings in recent years, and its tourism leadership has emphasised collaboration with global institutions. Membership of the world’s leading travel and tourism council allows Qiddiya City to participate in that conversation at the highest level, aligning its development with international expectations on sustainability, accessibility, and visitor safety. For investors, the signal is one of institutional seriousness: a giga-project seeking global standards from the outset rather than retrofitting them later. That matters for long-term financing and for the confidence of operating partners who will run the parks, arenas, and hotels.

Vision 2030 Alignment

How does a single membership announcement connect to a national transformation programme? Vision 2030 seeks to diversify the Saudi economy, expand the private sector, and improve quality of life for citizens and residents. Qiddiya City advances all three goals: it creates a new economic cluster around leisure and entertainment, it relies on private sector operators and international partnerships, and it gives families in Riyadh and beyond access to world-class sport, culture, and recreation. The Power of Play philosophy also carries a social dimension, promoting active lifestyles, creativity, and community gathering spaces in line with the programme’s quality-of-life objectives. The WTTC partnership extends that logic to the global stage, ensuring the destination is measured against international benchmarks.

Looking ahead, the collaboration positions Qiddiya City to grow its international profile as attractions open and the destination matures. The official announcement frames the membership as a milestone in the evolution of Saudi Arabia’s tourism landscape, and the statements from both WTTC and Qiddiya City leadership point in the same direction: a destination that intends to compete for global travellers, set new standards in entertainment and leisure, and contribute to the Kingdom’s long-term vision of a diversified, outward-looking economy. For readers worldwide, the practical takeaway is that a new major player is entering the international tourism market, and it is doing so with the endorsement of the industry’s principal global body.

20 Questions

Q1. What was announced regarding Play Qiddiya City and the World Travel & Tourism Council?

A1. The World Travel & Tourism Council welcomed Play Qiddiya City as a new Destination Partner, a milestone announced in London and released via official Saudi channels. The partnership positions Qiddiya City within the global travel industry’s leading private-sector forum.

Q2. What is Play Qiddiya City’s role in the project?

A2. Play Qiddiya City serves as the Destination Marketing and Management Organisation for Qiddiya City, responsible for positioning the destination as a world-class travel and tourism hub and the home of Play.

Q3. Where is Qiddiya City located?

A3. Qiddiya City is located approximately 40 minutes from Riyadh, the Saudi capital, placing a major entertainment and sports destination within easy reach of the Kingdom’s largest urban population and international airport.

Q4. What is the Power of Play philosophy?

A4. The Power of Play is Qiddiya City’s guiding philosophy, integrating immersive experiences across entertainment, sports, and culture into every aspect of the destination’s development, and treating play as an economic and social engine.

Q5. Who is the President and CEO of WTTC?

A5. Julia Simpson is President and CEO of the World Travel & Tourism Council. She welcomed Play Qiddiya City, describing it as embodying innovation and transformation in Saudi Arabia’s fast-moving travel and tourism sector.

Q6. Who is the Director General at Play Qiddiya City?

A6. Ross McAuley is Director General at Play Qiddiya City. He said joining WTTC marks a significant milestone as the destination establishes its presence on the global stage.

Q7. What attractions are planned for Qiddiya City?

A7. Planned attractions include a motorsports track featuring The Blade, the world’s first cantilevered track section; Falcon’s Flight, the tallest, fastest, and longest rollercoaster globally; and Aquarabia Qiddiya City, the region’s largest water park.

Q8. What is The Blade?

A8. The Blade is described as the world’s first cantilevered track section, a feature of Qiddiya City’s groundbreaking motorsports track designed to create dramatic elevation changes and striking spectator views.

Q9. What is Falcon’s Flight?

A9. Falcon’s Flight is a rollercoaster planned within Six Flags Qiddiya City, described as the tallest, fastest, and longest rollercoaster globally, intended as a headline attraction for thrill-seekers.

Q10. What is Aquarabia Qiddiya City?

A10. Aquarabia Qiddiya City is set to become the region’s largest water park, adding a family-oriented leisure offering to the destination’s portfolio of theme parks, sports venues, and entertainment districts.

Q11. What does WTTC membership mean for a destination?

A11. WTTC membership connects a destination to a global network of travel industry leaders, providing access to market intelligence, sustainability standards, policy advocacy, and partnerships that support international marketing and investment.

Q12. How does Qiddiya City support Vision 2030?

A12. Qiddiya City supports Vision 2030 by diversifying the economy, creating jobs in tourism and entertainment, attracting international visitors, and enriching quality of life for residents through sport, culture, and recreation.

Q13. What is the significance of the announcement being made in London?

A13. London is a global hub for the travel industry, and announcing the partnership there underscores Qiddiya City’s international ambitions and its desire to engage directly with global travel trade and media.

Q14. Does the partnership include sustainability commitments?

A14. The WTTC statement noted that the partnership showcases a commitment to sustainable development, aligning Qiddiya City with international expectations on responsible tourism as the destination develops.

Q15. What is an esports and gaming district?

A15. Qiddiya City plans an esports and gaming district as part of its entertainment mix, designed to attract younger visitors and host competitive gaming events, reflecting growing global demand for interactive leisure experiences.

Q16. How many visitors could Qiddiya City attract?

A16. Official announcements describe Qiddiya City as a world-class travel and tourism hub intended to draw visitors from around the world, though specific visitor targets are best confirmed through official project updates as attractions open.

Q17. What is a giga-project in Saudi Arabia?

A17. Giga-projects are nationally significant developments such as Qiddiya City, NEOM, the Red Sea Project, and Diriyah, designed to open new economic sectors, create employment, and attract foreign investment under Vision 2030.

Q18. Why is tourism important to Saudi Arabia’s economy?

A18. Tourism supports economic diversification by generating visitor spending, creating jobs across hospitality and events, and showcasing a modern Kingdom, reducing reliance on hydrocarbon revenues in line with Vision 2030.

Q19. What does the phrase ordinary needs an extra mean?

A19. It is Qiddiya City’s branding philosophy, expressing the promise that every experience at the destination will go beyond the ordinary, delivering extraordinary attractions, events, and hospitality for visitors.

Q20. What happens next for Play Qiddiya City and WTTC?

A20. As a Destination Partner, Play Qiddiya City will engage with WTTC’s global network, share expertise, and promote the destination internationally as its theme parks, sporting venues, and entertainment districts continue to develop.

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