Saudi Arabia’s Public Investment Fund (PIF) has announced that it is establishing the National Interactive Entertainment Company (QSAS) to create immersive storytelling experiences inspired by Saudi heritage and Islamic history.
QSAS will enrich the cultural landscape by developing interactive and creative cultural, historical and heritage storytelling experiences, the PIF said in a statement.
According to the PIF, the company will specialize in creating, owning and operating world-class interactive exhibitions across Saudi Arabia, which will contribute to meeting pilgrims’ and tourists’ growing demand for high-quality cultural experiences.
What does QSAS mean?
QSAS, derived from an Arabic word meaning ‘stories’, will aim to enrich visitors’ experiences, especially of those interested in culture. It will highlight historical milestones and inspiring personalities from Saudi Arabia and beyond.
Initial plans
The company plans to start by holding exhibitions locally and sharing narratives that draw from Islamic history and Saudi heritage, and aims to broaden its reach to global markets and vary the content it offers.
Generating employment
Establishing QSAS is consistent with PIF’s strategy to enable the private sector locally through partnerships in areas such as building, event management, and technology, and is expected to contribute to the creation of more than 11,000 direct and indirect jobs by 2030.
“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 witnessing significant global growth,” said Mishary Alibraheem, head of Entertainment, Leisure, Sports and Education, MENA Direct Investments at PIF.
QSAS will complement other PIF investments in the entertainment and leisure sector, such as the Diriyah giga-project and the recently launched Dan Company, which focuses on agriculture and eco-tourism. It also aligns with the objectives of the Pilgrim Experience Program, a Vision 2030 initiative that aims to welcome 30 million pilgrims by 2030, and with the Ministry of Tourism’s National Tourism Strategy, which envisages attracting 150 million visitors annually by 2030 by enhancing the visitor experience.
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