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.
