Qiddiya Investment Co., fully backed by Saudi Arabia’s Public Investment Fund, has launched an executive office dedicated to overseeing destination marketing and management.

The new office, called “Spirit of Play,” represents the company’s first initiative to build strategic partnerships with businesses, investors, and professionals, according to the Saudi Press Agency.

The development of cities like Qiddiya, designed to elevate entertainment experiences, is a key element of Saudi Arabia’s strategy to diversify its economy and foster growth in sectors such as tourism. Located just 40 minutes from Riyadh, Qiddiya City will offer family-friendly entertainment complexes, sports venues, and cultural facilities.

“This launch underscores our commitment to developing a unique global destination. As one of the Kingdom’s flagship projects, Qiddiya City is central to the goals of Saudi Vision 2030, which aims to build a vibrant society, a thriving economy, and an ambitious nation,” said Abdullah Nasser Al-Dawood, managing director of Qiddiya Investment Co.

He added: “We expect Qiddiya City to welcome millions of visitors annually, accommodate more than half a million residents, and create hundreds of thousands of jobs and opportunities across a range of new industries.”

According to the Saudi Press Agency, the primary goal of the executive office is to promote and manage Qiddiya, positioning the city as a leading global tourism destination.

The office will also focus on establishing strong relationships with travel industry leaders, keeping partners informed and encouraging their active involvement in developing the entertainment hub.

“We are positioning Qiddiya as a destination that offers tourists the opportunity to explore, interact, and grow through immersive, interactive, and adventurous experiences,” said Ross McCauley, general manager of the Spirit of Play executive office.

He continued: “We’ve witnessed how rapidly the travel industry has evolved globally, with travelers booking tickets to concerts, sports events, and festivals. We’re working to create a destination that sets new standards for visitor experiences in ways that haven’t been done before.”

Earlier this month, Qiddiya Investment Co. entered into a partnership with the tech firm Globant to transform Qiddiya City into an immersive hub for entertainment, sports, and culture. Under the agreement, the two companies will collaborate on the Qiddiya PLAY LIFE Connected Experience, a digital ecosystem aimed at revolutionizing how visitors and residents interact with the city’s attractions.