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Tourism Breaking News
a day ago
- Business
- Tourism Breaking News
Arts and culture rank as the top visitor motivators across Qatar (28.5%), UAE (26.6%) and KSA (24.5%): PwC ME and Mabrian
Post Views: 22 New research by PwC Middle East, in collaboration with Mabrian Technologies reveals that visitor preferences across the Gulf region are undergoing a fundamental shift. Arts and culture rank as the top visitor motivators across Qatar (28.5%), UAE (26.6%) and KSA (24.5%)Visitors are increasingly drawn to destinations that offer cultural meaning and emotional resonance. In response to these findings, PwC Middle East developed a strategic framework detailed in their latest report, Stay Play Shop: Shaping Integrated Destinations for Connected Visitor Experiences. The report presents a clear approach for destination development companies, tourism authorities, destination managers and operators across the Gulf Cooperation Council to accelerate the evolution of destination strategies. It advocates a shift away from static, asset-led development towards dynamic, visitor-centric ecosystems that drive longer stays, deeper engagement and increased economic impact. Nicolas Mayer, Destinations Consulting Lead Partner at PwC Middle East, said, 'This thought leadership aims to reframe how we think about destination value by integrating visitor behaviour with the realities of destination planning and placemaking. Stay Play Shop is more than a slogan. It is a robust framework backed by visitor insights and evolving needs offering development companies a strategic framework to drive visitation spending and loyalty.' Building on this idea of redefining destination value, Philippe Najjar, Destinations Consulting Partner at PwC Middle East, added, 'By embracing the Stay Play Shop model leaders can shape not just where people go but how deeply they connect and experience places. This goes beyond destination development to crafting generational legacies that fuel cultural pride visitor loyalty and sustained economic return.' Emphasising a crucial prerequisite for success, Sonia Huerta, Vice President Advisory at Mabrian Technologies, highlighted, 'Public-private partnerships among Destination Management Office, hoteliers, Destination Management Companies, retailers and operators will be a key enabler of the Stay Play Shop model. Equally important is the ability to gauge sentiment and satisfaction across this journey to measure success. This region stands to gain exponentially from enhancements in these metrics making the value delivered even more impactful.' The report provides a practical framework for development companies, tourism entities, destination managers, operators and other stakeholders to shape connected, experience-led destinations. By moving beyond traditional planning approaches (i.e. anchor assets, zoning and standalone amenities) and promoting the integration of accommodation, events, retail and entertainment into a cohesive visitor journey. Ultimately, this framework aims to support the development of destinations where visitors enjoy a fluid and enriching experience throughout their entire journey.
Zawya
3 days ago
- Business
- Zawya
PwC Middle East and Mabrian Technologies publish new research on shifting visitor expectations across the Gulf region
Arts and culture now rank as the top visitor motivators across Qatar (28.5%), the United Arab Emirates (26.6%) and Saudi Arabia (24.5%), surpassing more conventional attractions such as retail and coastal leisure. In Qatar, hotel apartments lead occupancy at 74.6%, reflecting growing demand for flexible extended-stay options. These behavioural shifts reveal four emerging visitor archetypes: the culture seeker, the regional family explorer, the wellness-minded weekender, and the blended-purpose voyager. Riyadh, Saudi Arabia – New research by PwC Middle East, in collaboration with Mabrian Technologies, a global travel intelligence platform, reveals that visitor preferences across the Gulf region are undergoing a fundamental shift. Visitors are increasingly drawn to destinations that offer cultural meaning and emotional resonance. In response to these findings, PwC Middle East developed a strategic framework detailed in their latest report, Stay Play Shop: Shaping Integrated Destinations for Connected Visitor Experiences. The report presents a clear approach for destination development companies, tourism authorities, destination managers and operators across the Gulf Cooperation Council to accelerate the evolution of destination strategies. It advocates a shift away from static, asset-led development towards dynamic, visitor-centric ecosystems that drive longer stays, deeper engagement and increased economic impact. Nicolas Mayer, Destinations Consulting Lead Partner at PwC Middle East, said, 'Stay Play Shop aims to reframe how we think about destination value by integrating visitor behaviour with the realities of destination planning and placemaking. Stay Play Shop is more than a slogan. It is a robust framework backed by visitor insights and evolving needs offering development companies a strategic framework to drive visitation spending and loyalty.' Building on this idea of redefining destination value, Philippe Najjar, Destinations Consulting Partner at PwC Middle East, added, 'By embracing the Stay Play Shop model leaders can shape not just where people go but how deeply they connect and experience places. This goes beyond destination development to crafting generational legacies that fuel cultural pride visitor loyalty and sustained economic return.' Emphasising a crucial prerequisite for success, Sonia Huerta, Vice President Advisory at Mabrian Technologies, highlighted, 'Public-private partnerships among Destination Management Office, hoteliers, Destination Management Companies, retailers and operators will be a key enabler of the Stay Play Shop model. Equally important is the ability to gauge sentiment and satisfaction across this journey to measure success. This region stands to gain exponentially from enhancements in these metrics making the value delivered even more impactful.' The report provides a practical framework for development companies, tourism entities, destination managers, operators and other stakeholders to shape connected, experience-led destinations. By moving beyond traditional planning approaches (i.e. anchor assets, zoning and standalone amenities) and promoting the integration of accommodation, events, retail and entertainment into a cohesive visitor journey. Ultimately, this framework aims to support the development of destinations where visitors enjoy a fluid and enriching experience throughout their entire journey. Read the full report here. About PwC At PwC, we help clients build trust and reinvent so they can turn complexity into competitive advantage. We're a tech-forward, people-empowered network with more than 370,000 people in 149 countries. Across audit and assurance, tax and legal, deals and consulting we help build, accelerate and sustain momentum. Find out more at With over 12,000 people across 12 countries in 30 offices, PwC Middle East combines deep regional insight with global expertise to help clients solve complex problems, drive transformation, and achieve sustained outcomes. Learn more at PwC refers to the PwC network and/or one or more of its member firms, each of which is a separate legal entity. Please see for further details. © 2025 PwC. All rights reserved About Mabrian Mabrian Technologies, established in 2013 and specialized in the provision of travel intelligence services at a worldwide level, merged into Almaviva Group in 2023 as a subsidiary of The Data Appeal Company, which is part of Almawave tech ecosystem and leader on the market of technological solutions location intelligence. The Company combines technological development based on the analysis of Big Data and Artificial Intelligence techniques with a deep knowledge of the tourism sector by its pool of analysts. With its technology Mabrian offers services to tourist destinations at any level (Country, Region, city), as well as to companies in the hotelier and transportation sectors, or consultancy related to tourism (marketing, promotion, strategy, investments, etc.), to support sector players in the decision-making process based on updated data and a constantly evolving context. © 2025 PwC. All rights reserved
Arabian Business
14-04-2025
- Business
- Arabian Business
Middle East sports market to grow 8.7%, outpacing global average: PwC report
The Middle East's sports market is projected to grow at an impressive 8.7 per cent over the next three to five years, driven by significant investments in premium sports properties and infrastructure, an industry report said. Initiatives to boost grassroots participation and develop local talent help the region's sports market to surpass the global growth average of 7.3 per cent, the latest sports industry outlook by PwC said. Middle East sports boom The report said that with over 50 per cent of the population in Gulf Cooperation Council (GCC) countries under 25, the region's youth are reshaping the sports landscape. While football remains dominant, young consumers are increasingly engaging with padel, esports, golf, basketball, and mixed martial arts (MMA), it said. The report highlighted the evolution of the Middle East's sports sector across seven key pillars, including government initiatives, private investment, women's sports, and technological innovation. 'National transformation programmes in key GCC economies are positioning sport as a central pillar of economic diversification and social development,' PwC said. According to PwC's Global Sports Survey 2024, the Middle East now leads 24 per cent of global sports investments, significantly increasing its global influence. Countries like Saudi Arabia, the UAE, and Qatar are investing in sports infrastructure that prioritises renewable energy, water conservation, and smart technologies, setting new benchmarks for sustainable sports development, it said, adding that these efforts reinforce the region's ability to host world-class events and attract global audiences. The report said the Middle East is adopting generative AI (GenAI) with measured optimism, particularly in esports and gaming. Investments in smart venues, digital fan experiences, and data analytics are enhancing user experiences and operational efficiency, it said. The report also said women's sports in the Middle East are experiencing unprecedented growth, with 85 per cent of sports executives forecasting double-digit growth in women's sports revenues over the next three to five years. Nicolas Mayer, PwC Middle East Partner, Tourism, Sports and Entertainment Leader, said the Middle East continues to make significant strides in establishing itself as a premier destination for major sporting events. 'Its focus on creating lasting impact across multiple dimensions is positioning the region as a global sports leader, with ambitions extending far beyond the sports arena,' he said.
Khaleej Times
14-04-2025
- Business
- Khaleej Times
Middle East sports market set to grow 8.7%, driven by bold investments
The Middle East's sports market is projected to grow at 8.7 per cent over the next three to five years, surpassing the global average of 7.3 per cent, a report showed. According to PwC's latest Sports Industry Outlook: Insights and Opportunities for the Middle East, the region's sports sector is being driven by significant investments in premium sports properties and infrastructure, alongside initiatives to boost grassroots participation and develop local talent. With over 50 per cent of the population in Gulf Cooperation Council (GCC) countries under 25, the region's youth are reshaping the sports landscape. While football remains dominant, young consumers are increasingly engaging with padel, esports, golf, basketball, and mixed martial arts (MMA). The report highlights the evolution of the Middle East's sports sector across seven key pillars, including government initiatives, private investment, women's sports, and technological innovation. National transformation programmes in key GCC economies are positioning sport as a central pillar of economic diversification and social development. According to PwC's Global Sports Survey 2024, the Middle East now leads 24 per cent of global sports investments, significantly increasing its global influence. By attracting both public and private investments, the region is building a dynamic sports ecosystem that serves as a key pillar of economic growth and international prominence. Countries like Saudi Arabia, the UAE, and Qatar are investing in sports infrastructure that prioritises renewable energy, water conservation, and smart technologies, setting new benchmarks for sustainable sports development. These efforts reinforce the region's ability to host world-class events and attract global audiences. The Middle East is adopting generative AI (GenAI) with measured optimism, particularly in esports and gaming. Investments in smart venues, digital fan experiences, and data analytics are enhancing user experiences and operational efficiency. Women's role Women's sports in the Middle East are experiencing unprecedented growth. Eighty-five per cent of sports executives forecast double-digit growth in women's sports revenues over the next three to five years. This surge in interest is transforming the competitive landscape and attracting substantial media and sponsorship opportunities. With governments, organisations, and brands prioritising women's sports, the sector is set for continued expansion, opening new avenues for female athletes across the region. Nicolas Mayer, PwC Middle East Partner, Tourism, Sports and Entertainment Leader, commented: 'The Middle East continues to make significant strides in establishing itself as a premier destination for major sporting events. Its focus on creating lasting impact across multiple dimensions is positioning the region as a global sports leader, with ambitions extending far beyond the sports arena.' The Middle East's sports sector is rapidly evolving, driven by strategic investments, innovation, sustainability, and inclusivity, positioning the region for continued global leadership in sports, the report said.
Zawya
14-04-2025
- Business
- Zawya
Mideast sports market set for 8.7% growth, says report
Driven by significant investments in premium sports properties and infrastructure, alongside initiatives to boost grassroots participation and develop local talent, the Middle East's sports market is projected to grow at an impressive 8.7% over the next three to five years, surpassing the global average of 7.3%, according to a report by PwC. With over 50% of the population in GCC countries under 25, the region's youth are reshaping the sports landscape. While football remains dominant, young consumers are increasingly engaging with padel, esports, golf, basketball, and mixed martial arts (MMA), stated PwC in its latest Sports Industry Outlook: Insights and Opportunities for the Middle East. Government Initiatives The report highlights the evolution of the Middle East's sports sector across seven key pillars, including government initiatives, private investment, women's sports, and technological innovation. National transformation programmes in key GCC economies are positioning sport as a central pillar of economic diversification and social development. According to PwC's Global Sports Survey 2024, the Middle East now leads 24% of global sports investments, significantly increasing its global influence. By attracting both public and private investments, the region is building a dynamic sports ecosystem that serves as a key pillar of economic growth and international prominence. Sustainable sports development Countries like Saudi Arabia, the UAE, and Qatar are investing in sports infrastructure that prioritises renewable energy, water conservation, and smart technologies, setting new benchmarks for sustainable sports development, said the PwC report. These efforts reinforce the region's ability to host world-class events and attract global audiences, it stated. Technology in sports The Middle East is adopting generative AI (GenAI) with measured optimism, particularly in esports and gaming. Investments in smart venues, digital fan experiences, and data analytics are enhancing user experiences and operational efficiency. Women's Role Women's sports in the Middle East are experiencing unprecedented growth. Eighty-five percent of sports executives forecast double-digit growth in women's sports revenues over the next three to five years. This surge in interest is transforming the competitive landscape and attracting substantial media and sponsorship opportunities. With governments, organisations, and brands prioritising women's sports, the sector is set for continued expansion, opening new avenues for female athletes across the region. Nicolas Mayer, PwC Middle East Partner, Tourism, Sports and Entertainment Leader, said: "The Middle East continues to make significant strides in establishing itself as a premier destination for major sporting events." "Its focus on creating lasting impact across multiple dimensions is positioning the region as a global sports leader, with ambitions extending far beyond the sports arena," he stated. The Middle East's sports sector is rapidly evolving, driven by strategic investments, innovation, sustainability, and inclusivity, positioning the region for continued global leadership in sports, he added.- TradeArabia News Service Copyright 2024 Al Hilal Publishing and Marketing Group Provided by SyndiGate Media Inc. (
