The Public Investment Fund (PIF) has introduced a new company, QSAS, designed to create immersive storytelling experiences that are deeply connected to Saudi heritage and Islamic history. This marks an exciting step in offering visitors—both pilgrims and tourists—a unique way to explore the country’s rich cultural background through interactive exhibitions.
The company will specialise in developing, owning and operating world-class interactive exhibitions across Saudi Arabia, which will contribute to meeting the growing demand for high-quality cultural experiences for pilgrims, and tourists.
QSAS, named after the Arabic word for “stories,” will initially focus on developing these exhibitions within Saudi Arabia. The aim is to bring historical and cultural stories to life in a way that engages all the senses, making the experience memorable and personal. After establishing its presence locally, QSAS plans to take these exhibitions internationally, showcasing Saudi culture on a global stage.
Why immersive experiences are gaining popularity
Around the world, people are shifting from passive ways of consuming culture to more active, participatory experiences. Immersive exhibitions — such as what QSAS plans to offer — have become increasingly popular, because they engage multiple senses and make people feel more connected to the stories being told.
Technological advancements like virtual reality (VR), augmented reality (AR), and interactive installations have played a big role in making this possible. These tools allow visitors to not just see or read about history but to step inside it—whether it’s exploring ancient cities or witnessing historical events firsthand. As more travelers seek out unique and meaningful experiences, immersive exhibitions offer a perfect blend of education and entertainment, which fits well with Saudi Arabia’s Vision 2030 goals to enhance tourism and cultural experiences.
QSAS’s role in local and global culture
QSAS aims to present both permanent and travelling exhibitions, helping to boost Saudi Arabia’s cultural scene and attract more tourists. By building a local industry around interactive storytelling, the company will also help the Kingdom become a leader in this growing global market.
The exhibitions will spotlight significant historical moments and figures from Saudi Arabia and other parts of the world. They’re not just meant to entertain but to educate—offering new, engaging ways for people to learn about history and culture.
How QSAS will boost Saudi Arabia’s tourism and entertainment industry
The launch of QSAS is part of PIF’s broader goal to strengthen Saudi Arabia’s private sector through partnerships in various industries like construction, event management, and technology. By 2030, it is expected that this initiative will create over 11,000 jobs, both directly and indirectly, contributing significantly to the Kingdom’s expanding entertainment and leisure sectors.
Mishary Alibraheem, Head of Entertainment, Leisure, Sports, and Education at PIF, commented, “The tourism and entertainment sector is a strategic local priority for PIF, as we focus on enriching the tourism and entertainment experience. QSAS will contribute to strengthening Saudi Arabia’s position as an attractive tourist destination with storytelling inspired by history, culture and heritage, and will invest in local talent to build new economic activity focused on providing interactive experiences; a sector which is witnessing significant global growth.”
Aligning with Saudi Vision 2030
QSAS is part of a broader set of investments made by PIF, including the various giga-projects and the recently launched Dan Company, which focuses on agritourism and eco-tourism. It also supports Saudi Arabia’s Vision 2030 Pilgrim Experience Program, which aims to increase the number of pilgrims to 30 million by 2030. In addition, it complements the Ministry of Tourism’s National Tourism Strategy, which aims to attract 150 million visitors annually by that same year, with a focus on enriching their experience through cultural and interactive engagements.
…
Read also: New US$1.6bn ecotourism company launched by PIF
…
Photos courtesy of PIF
