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PIF Establishes Company for Immersive Experiences Inspired by Saudi Heritage

QSAS will enrich the cultural landscape by developing interactive and creative cultural, historical, and heritage storytelling experiences.
QSAS will enrich the cultural landscape by developing interactive and creative cultural, historical, and heritage storytelling experiences.
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PIF Establishes Company for Immersive Experiences Inspired by Saudi Heritage

QSAS will enrich the cultural landscape by developing interactive and creative cultural, historical, and heritage storytelling experiences.
QSAS will enrich the cultural landscape by developing interactive and creative cultural, historical, and heritage storytelling experiences.

The Public Investment Fund (PIF) announced on Wednesday the establishment of the National Interactive Entertainment Company (QSAS) to create immersive storytelling experiences inspired by Saudi heritage and Islamic history.

According to a PIF statement, QSAS will enrich the cultural landscape by developing interactive and creative cultural, historical, and heritage storytelling experiences.

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.

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.

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.

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 statement said.

"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 Head of Entertainment, Leisure, Sports and Education, MENA Direct Investments at PIF Mishary Alibraheem.

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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Egypt Opens More Galleries in Long-Awaited Antiquities Museum

A King Ramses II statue displayed at the Grand Egyptian Museum during the trial partial operation in Giza, Egypt, 15 October 2024. (EPA)
A King Ramses II statue displayed at the Grand Egyptian Museum during the trial partial operation in Giza, Egypt, 15 October 2024. (EPA)
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Egypt Opens More Galleries in Long-Awaited Antiquities Museum

A King Ramses II statue displayed at the Grand Egyptian Museum during the trial partial operation in Giza, Egypt, 15 October 2024. (EPA)
A King Ramses II statue displayed at the Grand Egyptian Museum during the trial partial operation in Giza, Egypt, 15 October 2024. (EPA)

Egypt opened a series of galleries to the public on Tuesday in its flagship new museum, the Grand Egyptian Museum (GEM), located near the pyramids of Giza.

Prime Minister Mostafa Madbouly last week announced a "trial opening" ahead of a formal inauguration. Egyptian officials say a number of world leaders have expressed interest in attending the official opening but have not indicated when this will take place.

Pharaonic statues are showcased at the Grand Staircase of the Grand Egyptian Museum during a partial trial in Giza, Egypt, October 15, 2024. (Reuters)

The museum's main entrance hall with its stairway of Pharaonic statues and an annex for commercial shopping opened to the public in February 2023.

Ali Abu Al-Shish, a member of the Egyptian Archaeologists Union who attended Tuesday's opening of almost a dozen galleries, said the trial operation of the vast museum was evidence Egypt now had the space to exhibit its antiquities, including those being returned by Western states and museums.

It's an "important message that we can recover our antiquities, which are spread across various countries in the world," he said.

Visiting Russian tourist Kseniia Muse said: "We are so happy to be here, to have visited these beautiful sculptures... It is very modern and at the same time you can touch the ancient."

Pharaonic statues are displayed at the Grand Staircase of the Grand Egyptian Museum during a partial trial in Giza, Egypt, October 15, 2024. (Reuters)

Tourism is an important source of foreign currency revenue for Egypt. The government has been trying to increase tourist numbers after facing a long-running foreign currency shortage that was exacerbated by external shocks.

Until now, Egypt's most famous collections have been housed in the Egyptian Museum in Cairo's Tahrir Square, which has been largely unmodernized and unrenovated since opening in 1902.