Latest news with #RossMcAuley
Skift
19-05-2025
- Business
- Skift
Why Live Tourism Is a Top Priority for Global Travel Investment
Live tourism has taken hold across the global travel industry. With trillions of dollars at stake, travel companies are actively looking to invest in destinations that provide seasonality-proof opportunities for entertainment, sports, and cultural experiences that meet this demand. This sponsored content was created in collaboration with a Skift partner. The traditional tourism funnel has been turned upside down as more consumers, especially younger generations, seek opportunities to 'play' when they travel. To satisfy this demand for play, they're looking for live tourism centered on entertainment, sports, and cultural experiences that are not defined by a particular place but rather a unique experience at a special time in an unforgettable space. 'Instead of choosing a destination first, younger travelers especially are now deciding what type of experiences they want to enjoy before selecting a location that offers those experiences,' said Ross McAuley, MD advisor and director general of Play Qiddiya City DMMO, at the 2025 Skift Megatrends event in London. 'This shift [toward 'live tourism'] underscores a growing demand for destinations that offer immersive, authentic experiences that go beyond traditional sightseeing or 'fly and flop' travel.' According to a research report from Skift and Qiddiya City, more than 90% of travelers aged 44 and younger agreed that participating in entertainment, sports, and cultural activities when they travel is important to their overall sense of happiness and well-being. More than 75% said that these types of play experiences have become more central to their travel plans in the past five years. Millennials and Gen Z are projected to account for 83 percent of hotel guests by 2030, according to an LG Business Solutions report, and industry leaders investing in the future of travel are primarily focused on this generation of travelers. Destinations like Qiddiya City — specifically designed as a world-class destination where play takes center stage — are fostering live tourism built around entertainment, sports, and culture to create mutually beneficial opportunities for all stakeholders in the travel business. 'The goal is to share experiences, because you will always remember how you feel,' Mehdi Hemici, chief loyalty officer at Accor, told Skift Research. 'Rather than where you were or why you traveled, that emotional aspect once you've experienced it and shared it with your loved one, your children, your family member, your best friend, is ultimately the emotional connection that we're trying to establish.' How Live Tourism Drives Year-Round Investment Returns Sporting events, concerts, and unique cultural attractions have consistently inspired travel and raked in billions of tourism dollars annually. For instance, Global Market Insights estimated that sports tourism alone totaled more than $600 billion worldwide in 2024, a figure that is expected to double by 2032. Skift reported that events such as FIFA's 2022 World Cup in Qatar had 3.4 million fans, generating an event-record-breaking $5.8 billion, while Formula 1's worldwide race circuit brought in 5.7 million attendees in 2022 — up 36% from 2019 — pushing revenues to $2.5 billion. The economic impact of these experiences is often a catalyst for growth opportunities, but 'investment should not be reliant on a single event,' Dmitri Cooray, Managing Director of Jetwing Hotels in Sri Lanka, told Skift. 'You need to be able to sustain demand in the long term.' According to Bloomberg, Qatar's government spent more than $300 billion on infrastructure projects, including highway and airport expansions ahead of the World Cup, and hotel investment continued strong following the event, as reported by THP. For a single F1 event in Las Vegas — the first of a now-annual event in the city — roughly 145,000 visitors spent about $561 million. The Taylor Swift effect has been well-documented, generating over $1 billion in direct travel spending in the U.S. in 2023 alone. Another case in point is Sydney, Australia. On a recent episode of the Skift Travel Podcast, Pip Harrison, managing director of Tourism Australia, explained that the 2000 Sydney Olympics supercharged the economy by about 10 years, but not in the way one might think. The tourism bump drove more visitation in the two or three years following the event, a blueprint they're using again for the Summer Olympics coming back to Queensland and Brisbane in 2032. 'We look at sporting events as moments not just to fill the stadium; when the eyes of the world are on Australia for a particular event, we want to show up and showcase what there is to see and what there is to do outside of the stadium,' Harrison said. Year-round attractions like those in Orlando, a destination built around play, highlight the value of consistent opportunities for visitation. According to Visit Orlando, the region's 74 million visitors in 2023 contributed $58.5 billion to its community and generated a total economic impact of $92.5 billion — a 5.6% increase. 'That's like hosting the Super Bowl nearly twice a week for a year,' the organization said. Mike Waterman, currently president and CEO of Visit Anaheim, formerly worked with Visit Orlando and sees many similar opportunities in southern California. 'The beauty of [these destinations] is that every year as a DMO or CVB, we have new attractions, new events, new things to promote,' Waterman said on stage at the 2024 World Travel Market. 'So whether you come every year or every two or three years, you are going to be able to experience something new.' How Live Tourism Attracts Global Visitors and Benefits Local Communities According to Skift and Qiddiya City research, 93% of travel executives agreed that destinations focused on offering entertainment, sports, and cultural activities will become more important in the global tourism landscape in the next five years. Furthermore, 84% of travel executives said that they are excited about investing in new destinations designed exclusively for entertainment, sports, and culture. Tourism growth and development require thoughtfulness, especially as cities and regions with dense populations consider the positive economics of more visitation. Where well-tread places like Barcelona and Amsterdam are looking to stem challenges from overtourism, growth markets like the Middle East have an opportunity to be more thoughtful as they build anew. For instance, Qiddiya City is rising from the ground up just 40 minutes from Riyadh, a metropolitan area with more than 7 million residents and an airport that saw 37.2 million passengers in 2024, a 16.6% increase from the year prior, according to travel retail publisher Moodie Davitt Report. These factors compel Qiddiya City's developers to think holistically about its appeal and approach. Destinations focusing on play are more fundamentally inclusive and more economically diversified for investors since they're catering to all types of demographics: sports fan bases, festival goers, thrill-seekers, art enthusiasts, and critically, a consistent flow of domestic travelers and local residents. 'While Qiddiya City isn't a cure for all societal issues, it represents a new vision for urban living centered on sustainable lifestyles, fostering connections, and promoting well-being,' said McAuley. 'We have tried to reimagine what cities can offer to enrich lives and communities. People are going to live here. It will be bigger [in area] than the city of Orlando and have over 500,000 residents. So as we build this master plan from nothing, it's important that it's universal and accessible, and everyone is welcome to come and play.' Waterman agreed with this sentiment. OCVibe, a 100-acre, $4 billion 'hub for a vibrant culture [and] a community connected through shared experiences,' undoubtedly aims to attract Disneyland tourists to extend their stays in southern California, but it's being built primarily for residents. 'Play is different for everybody, and I think for us as marketers and DMO leaders, we have to understand what people want to see,' Waterman said. 'And it varies by day, it varies by time of season. So it's [about having] this abundance of riches at our disposal, and if they build it right and do it authentically, we're going to make sure it's as accessible as possible to both locals and out-of-town visitors.' Why Travel Investors Should Prioritize Live Tourism These lessons apply across the travel industry as global traveler demographics evolve and sentiments and behavior continue to change alongside them. Don't be mistaken: Paris, London, and New York aren't dropping off the list of top tourist arrivals any time soon. However, smart travel executives seeking success in the next era of global tourism would be wise to diversify their growth by investing in destinations that are focused on live tourism and play, which foster seasonality-proof revenue opportunities, support authentic experiences, and build symbiotic relationships with the communities of which they're a part. 'Play thrives on collaboration, and the travel industry is inherently collaborative, bringing people, ideas, and expertise together to craft immersive experiences that resonate deeply with travelers worldwide,' said McAuley. 'At its core, this shared process of discussion, ideation, and creation embodies the essence of play: vibrant, dynamic, and filled with collective energy.' Download the report from Skift and Qiddiya City for extensive research and deeper insights into the power of play and its impact on the future of global tourism. This content was created collaboratively by Qiddiya City and Skift's branded content studio, SkiftX.
Trade Arabia
14-04-2025
- Business
- Trade Arabia
Play Qiddiya City announces Almosafer as Foundation Partner
Play Qiddiya City, the brand-new Destination Marketing and Management Organisation for Qiddiya City, has announced Almosafer (part of Seera Group) as its foundation partner. The two parties signed a memorandum of understanding (MoU) to explore brand-new partnerships that will put the ultimate ambassador for play on the global map. The first-of-its-kind partnership will supercharge tourism in the region and make Qiddiya City the go-to destination for domestic and international travellers looking to 'Play Life'. With Almosafer's unmatched travel and digital innovation expertise, Saudi Arabia's leading travel company is set to create seamless access to Qiddiya City's playful experiences — from theme parks and cultural tours to adrenaline-pumping sports events. Potential future partnerships will elevate Qiddiya's unique 'Play Life' concept, making it easier for visitors to dive into excitement and a life of play. Almosafer will be empowered to bring Qiddiya City's immersive adventures to life, offering exclusive travel packages and insider access to the most exciting new destination on the map. Ross McAuley, Director General of Play Qiddiya City, said of the new partnership: 'We are excited to announce our very first brand partnership with a powerhouse like Almosafer. Their industry expertise is unmatched, and this partnership is a perfect fit for what we're building at Qiddiya City. Both Almosafer and Qiddiya share a passion for exploration, adventure, and play; and together, we are creating something truly extraordinary. This partnership will reshape the global tourism landscape and deliver unforgettable experiences to visitors from KSA and around the world.' Muzzammil Ahussain, CEO of Almosafer, added: 'It is a pleasure to partner with Play Qiddiya City as the very first foundation partner. This partnership is a game-changer for the travel industry, and we're proud to be at the forefront of this adventure. At Almosafer, our ethos is about crafting extraordinary experiences, and partnering with Play Qiddiya City takes our expertise to an entirely new level. Together, we will develop unique, unforgettable moments that visitors simply cannot find anywhere else.' The exciting new relationship will see Almosafer's talented team collaborate with Qiddiya City's innovators to create tailor-made experiences for every type of traveller. Qiddiya City will also offer exclusive travel packages for sporting events through Almosafer Sports, Almosafer's dedicated service solution for the sports sector. As Qiddiya City embarks on its ever-evolving series of launches, announcements and activities in the coming months and years, Almosafer will offer easy access for visitors through its online platforms, featuring unique packages and experiences, including Umrah+ products. Any agreements are subject to approval by both parties' Boards of Directors before finalisation and the MOU does not result in any financial impact for either party. Located just 40 minutes from Riyadh, Qiddiya City is Saudi Arabia's cutting-edge playground, brought to life by the ambitious Saudi Vision 2030. Designed to foster connections, and drive economic growth, Qiddiya City will develop world-class theme parks, global sporting events, and vibrant cultural experiences, ushering in a new era for Saudi tourism. - TradeArabia News Service
Zawya
14-04-2025
- Business
- Zawya
Play Qiddiya City announces Almosafer as foundation partner
Play Qiddiya City, the brand-new Destination Marketing and Management Organisation for Qiddiya City, has announced Almosafer (part of Seera Group) as its foundation partner. The two parties signed a memorandum of understanding (MOU) to explore brand-new partnerships that will put the ultimate ambassador for play on the global map. The first-of-its-kind partnership will supercharge tourism in the region and make Qiddiya City the go-to destination for domestic and international travellers looking to 'Play Life'. With Almosafer's unmatched travel and digital innovation expertise, Saudi Arabia's leading travel company is set to create seamless access to Qiddiya City's playful experiences — from theme parks and cultural tours to adrenaline-pumping sports events. Potential future partnerships will elevate Qiddiya's unique 'Play Life' concept, making it easier for visitors to dive into excitement and a life of play. Almosafer will be empowered to bring Qiddiya City's immersive adventures to life, offering exclusive travel packages and insider access to the most exciting new destination on the map. Ross McAuley, Director General of Play Qiddiya City said of the new partnership: 'We are excited to announce our very first brand partnership with a powerhouse like Almosafer. Their industry expertise is unmatched, and this partnership is a perfect fit for what we're building at Qiddiya City. Both Almosafer and Qiddiya share a passion for exploration, adventure, and play; and together, we are creating something truly extraordinary. This partnership will reshape the global tourism landscape and deliver unforgettable experiences to visitors from KSA and around the world.' Muzzammil Ahussain, CEO of Almosafer, added: 'It is a pleasure to partner with Play Qiddiya City as the very first foundation partner. This partnership is a game-changer for the travel industry, and we're proud to be at the forefront of this adventure. At Almosafer, our ethos is about crafting extraordinary experiences, and partnering with Play Qiddiya City takes our expertise to an entirely new level. Together, we will develop unique, unforgettable moments that visitors simply cannot find anywhere else.' The exciting new relationship will see Almosafer's talented team collaborate with Qiddiya City's innovators to create tailor-made experiences for every type of traveller. Qiddiya City will also offer exclusive travel packages for sporting events through Almosafer Sports, Almosafer's dedicated service solution for the sports sector. As Qiddiya City embarks on its ever-evolving series of launches, announcements and activities in the coming months and years, Almosafer will offer easy access for visitors through its online platforms, featuring unique packages and experiences, including Umrah+ products. Any agreements are subject to approval by both parties' Boards of Directors before finalisation and the MOU does not result in any financial impact for either party. Located just 40 minutes from Riyadh, Qiddiya City is Saudi Arabia's cutting-edge playground, brought to life by the ambitious Saudi Vision 2030. Designed to foster connections, and drive economic growth, Qiddiya City will develop world-class theme parks, global sporting events, and vibrant cultural experiences, ushering in a new era for Saudi tourism. About Qiddiya: As one of Saudi Arabia's giga-projects, Qiddiya is key to Vision 2030's ambitions for a vibrant society, thriving economy, and ambitious nation. Qiddiya seeks to build destinations, programs, and initiatives based on the Power of Play that will enhance the quality of life of visitors and residents. Its first development is Qiddiya City, a city wholly dedicated to play and an epicentre of entertainment, sports, and culture, welcoming Saudi nationals, residents, and tourists alike. About Qiddiya City: Qiddiya City is Qiddiya's inaugural project – a new global destination built from scratch on the foundations of play. Located at the heart of the Tuwaiq Mountains just 40 minutes from Riyadh, the vibrant city brings entertainment, sports, and culture together in a way never seen before. At scale, Qiddiya City will offer residents and visitors a high quality of life with hundreds of attractions and experiences, including a global centre for gaming and esports, a multi-use stadium, golf courses, a motorsports precinct with a racetrack, the region's largest water theme park, and a Six Flags theme park. With Qiddiya's Power of Play philosophy at its heart, the city is designed to host some of the world's biggest sports competitions, festivals, concerts, and cultural events. Sustainability and wellbeing have also been woven into its urban plan, with residential, retail, and office spaces blended with extensive green zones, cultural centres and top-tier healthcare and education facilities. About Play Qiddiya City Play Qiddiya City is the destination marketing and management organisation (DMMO) tasked to lead, coordinate and influence all aspects of Qiddiya City's socio-economic growth under a coherent strategy, considering the needs of visitors, residents, businesses and the environment. Media Contacts For more press information, please contact: qiddiya@ About Almosafer (part of Seera Group) - Saudi Arabia's Leading Travel Company Elevating the journey for travellers from, to & within Saudi Arabia, the region & beyond, while harnessing Seera Group's 40+ years of expertise, Almosafer supports Saudi Arabia's vision as a national champion for tourism. Through its portfolio of businesses, Almosafer caters to every vertical across the travel & tourism ecosystem. A holistic travel platform built on the foundation of data, technology, and scalability, we serve all travel sectors from consumer to corporate & government, while enabling inbound tourism for leisure and religious travel. Almosafer elevates travel experiences through multiple businesses operating under the Almosafer umbrella: Almosafer, the Middle East's leading travel brand, offers consumers seamless user experiences for domestic and international travel bookings through its omnichannel offerings. As a dedicated service solution, Almosafer Concierge addresses the needs of VIP and high-end clients through bespoke services. Almosafer Business caters to corporate & government entities with travel management solutions Almosafer Activities, the first-ever holistic tours and activities marketplace for the Saudi market, offering things to do across the Kingdom for travellers from Saudi Arabia and beyond. Discover Saudi is the Kingdom's leading Destination Management Company, specialising in inbound travel, tour operations, MICE services and online distribution. Mawasim is a Hajj & Umrah tour operator, offering high-quality end-to-end travel arrangements and simplified sourcing for external agents in key international source markets. For media enquiries, please contact: Nivine William Burson |
Leaders
08-04-2025
- Entertainment
- Leaders
Play Qiddiya City Joins the World Travel, Tourism Council
The World Travel & Tourism Council (WTTC) has officially welcomed Play Qiddiya City as its newest Destination Partner—an exciting milestone in the transformation of Saudi Arabia's tourism landscape. DMMO As the Destination Marketing and Management Organisation (DMMO) for Qiddiya City, Play Qiddiya City is on a mission to position this groundbreaking destination as a global hub for travel, tourism, and the celebration of Play . Located just 40 minutes from Riyadh, Qiddiya City is one of Saudi Arabia's flagship giga-projects, developed under Vision 2030 to promote economic diversification and enhance quality of life. Additionally, every aspect of the city is built around the 'Power of Play,' delivering immersive, next-level experiences across entertainment, sports, and culture. WTTC Julia Simpson, WTTC President & CEO, shared her enthusiasm: 'Play Qiddiya City captures the spirit of innovation driving Saudi Arabia's dynamic travel and tourism sector. It's more than a destination—it's a movement redefining how people connect with leisure, culture, and exploration. We are thrilled to welcome them to WTTC and support their journey toward becoming a global leader in sustainable tourism and entertainment.' Qiddiya City Ross McAuley, Director General at Play Qiddiya City, added: 'Joining WTTC is a major step forward as we introduce Qiddiya City to the world. As the ultimate expression of play, this city is built on an idea whose time has come—where sport, entertainment, and culture converge like never before. We're proud to partner with WTTC and look forward to welcoming guests to our theme parks, esports arenas, and world-class attractions.' Among Qiddiya City's visionary highlights are: The Blade – the world's first cantilevered motorsports track section – the world's first cantilevered motorsports track section Falcon's Flight – the tallest, fastest, and longest rollercoaster on the planet, within Six Flags Qiddiya City – the tallest, fastest, and longest rollercoaster on the planet, within Aquarabia Qiddiya City – the region's largest water park Every element of Qiddiya City embodies its bold philosophy: 'ordinary needs an extra.' And in this extraordinary city, every visitor experience is designed to inspire, excite, and redefine the meaning of play. Related Topics : Rebirth of Qiddiya Project: Global Sports City Vision Qiddiya Investment Company Launches Performing Arts Center SEVEN Unveils $347 Million Entertainment Destination in Jazan Saudi Developer Partners to Launch $1 Billion Entertainment-Themed Properties Short link : Post Views: 32
