Qiddiya Partners with Deloitte for Dynamic Guest Management System

Qiddiya Investment Company (QIC), the master developer of Qiddiya City, announced on February 10, 2025, a strategic partnership with Deloitte to implement a Dynamic Guest Management System powered by Microsoft Dynamics 365, Adobe, and Sprinklr. This cutting-edge system aims to revolutionize guest experiences across Qiddiya City’s world-class attractions, including Six Flags Qiddiya City, Aquarabia water theme park, Speed Park Track, Prince Mohammed bin Salman Stadium, and SEVEN entertainment venues.

Context and Background

Qiddiya City, located near Riyadh, is a flagship giga-project under Saudi Arabia’s Vision 2030, designed to become a global hub for entertainment, sports, and culture. The partnership with Deloitte aligns with QIC’s commitment to leveraging advanced technology to enhance operational efficiency and guest satisfaction. The Dynamic Guest Management System will integrate customer relationship management (CRM), marketing automation, and B2B engagement, creating seamless, personalized interactions for visitors.

Key Details

The system will comprehensively manage all guest touchpoints, from pre-visit planning to on-site experiences and post-visit engagement. Deloitte’s expertise in digital transformation will ensure successful implementation. “We are thrilled to partner with Deloitte to enhance our guest management capabilities,” said Abdulrahman AlAli, Chief Information Technology Officer of QIC. “This collaboration will allow us to deliver an unparalleled experience for our guests, ensuring that every visit is memorable and personalised.” Rashid Bashir, CEO of Deloitte Consulting ME, added, “This collaboration highlights our commitment to driving innovation in guest experiences and enhancing operational efficiencies, ensuring that Qiddiya City sets new benchmarks in the entertainment and leisure sector.”

Implications and Impact

The implementation positions Qiddiya City as a leader in innovative guest experiences, setting new standards for the region’s entertainment industry. By streamlining operations and personalizing services, the system is expected to boost visitor satisfaction and loyalty, attracting millions of tourists and aligning with Saudi Arabia’s tourism goals under Vision 2030.

Vision 2030 Alignment

This initiative directly supports Vision 2030’s objectives of diversifying the economy, enhancing quality of life, and establishing Saudi Arabia as a premier global tourism destination. By integrating smart technologies, Qiddiya City exemplifies the Kingdom’s commitment to innovation and excellence, contributing to a vibrant society and a thriving economy.

20 Questions

Q1. What is the Dynamic Guest Management System?

A1. The Dynamic Guest Management System is a state-of-the-art platform that integrates CRM, marketing automation, and B2B engagement to personalize and streamline guest experiences across Qiddiya City’s attractions.

Q2. Which companies are involved in the partnership?

A2. The partnership involves Qiddiya Investment Company (QIC) and Deloitte. The system is powered by Microsoft Dynamics 365, Adobe, and Sprinklr.

Q3. What attractions will benefit from this system?

A3. Key attractions include Six Flags Qiddiya City, Aquarabia water theme park, Speed Park Track, Prince Mohammed bin Salman Stadium, and SEVEN entertainment venues.

Q4. When was the partnership announced?

A4. The partnership was announced on February 10, 2025, via the Saudi Press Agency (SPA).

Q5. Who is the Chief Information Technology Officer of QIC?

A5. The Chief Information Technology Officer of QIC is Abdulrahman AlAli.

Q6. What is the role of Deloitte in this project?

A6. Deloitte provides expertise in digital transformation and CRM solutions to implement the Dynamic Guest Management System effectively.

Q7. How does the system enhance guest experiences?

A7. The system offers personalized interactions, seamless integration of services, and improved operational efficiency, making each visit memorable and tailored.

Q8. What is Qiddiya City?

A8. Qiddiya City is a mega-project under Vision 2030, designed as Saudi Arabia’s capital of entertainment, sports, and culture, located near Riyadh.

Q9. How does this partnership align with Vision 2030?

A9. It supports Vision 2030 by driving tourism, economic diversification, and innovation in the entertainment sector, enhancing quality of life.

Q10. What technologies power the system?

A10. The system is powered by Microsoft Dynamics 365 for CRM, Adobe for marketing, and Sprinklr for social engagement.

Q11. What is the expected impact on visitor numbers?

A11. The enhanced experience is expected to attract more visitors, boosting tourism and contributing to Saudi Arabia’s goal of 150 million annual visits by 2030.

Q12. Is this system used elsewhere?

A12. While similar systems exist globally, this implementation is tailored to Qiddiya City’s unique attractions and guest journey.

Q13. What is the significance of the partnership for Deloitte?

A13. It reinforces Deloitte’s commitment to driving innovation in guest experiences and operational efficiencies in the Middle East.

Q14. How will the system improve operational efficiency?

A14. By automating marketing, CRM, and B2B processes, the system reduces manual tasks and streamlines guest management workflows.

Q15. Will the system affect ticket pricing?

A15. The announcement does not mention pricing; the focus is on enhancing the guest experience and operational efficiency.

Q16. What is the timeline for implementation?

A16. Specific timelines have not been disclosed, but the partnership marks the beginning of the implementation phase.

Q17. How does this system support Saudi tourism?

A17. By providing world-class experiences, the system helps position Saudi Arabia as a top global tourism destination, a key Vision 2030 goal.

Q18. Who is the CEO of Deloitte Consulting ME?

A18. The CEO of Deloitte Consulting Middle East is Rashid Bashir.

Q19. What is the role of the Saudi Press Agency?

A19. The Saudi Press Agency (SPA) is the official source that published the announcement, ensuring credibility and transparency.

Q20. How does this partnership benefit Qiddiya City’s reputation?

A20. It positions Qiddiya City as a leader in innovative guest experiences, setting new benchmarks in the global entertainment and leisure sector.

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