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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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Culture

Saudi Arabia, Syria Underline Depth of their Cultural Ties

Syrian President al-Sharaa receives the Saudi minister of culture and the accompanying delegation at the Conference Palace in Damascus on Thursday. (SPA)
Syrian President al-Sharaa receives the Saudi minister of culture and the accompanying delegation at the Conference Palace in Damascus on Thursday. (SPA)
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Saudi Arabia, Syria Underline Depth of their Cultural Ties

Syrian President al-Sharaa receives the Saudi minister of culture and the accompanying delegation at the Conference Palace in Damascus on Thursday. (SPA)
Syrian President al-Sharaa receives the Saudi minister of culture and the accompanying delegation at the Conference Palace in Damascus on Thursday. (SPA)

Saudi Arabia and Syria underlined the strength of their cultural relationship during high-level meetings held in Damascus on Thursday, on the sidelines of the opening of the Damascus International Book Fair 2026, where the Kingdom is participating as guest of honor.

Syrian President Ahmad al-Sharaa received Saudi Minister of Culture Prince Badr bin Abdullah bin Farhan at the Conference Palace in the capital.

Earlier the same day, Prince Badr met with his Syrian counterpart, Minister of Culture Mohammad Yassin Saleh, during an official visit to attend the fair. T

he Saudi minister congratulated Syria on hosting the exhibition and expressed his wishes for continued prosperity, progress, and stability for the Syrian government and people.

Both meetings highlighted the depth of cultural relations between the two countries, the importance of expanding joint cultural cooperation across various fields, and the alignment of positions on issues of mutual interest in a way that serves both nations.

The Saudi delegation included senior officials and advisers, among them representatives from the Royal Court, the Ministry of Culture, and the King Abdulaziz Public Library, reflecting broad institutional engagement in the visit.

In the evening, Prince Badr attended the opening ceremony of the fair’s special session, held under the patronage and in the presence of al-Sharaa. The event drew wide official and cultural participation, including Arab ministers, political and intellectual figures, and a distinguished group of writers and cultural figures.

In a post on the X platform, Prince Badr thanked “our brothers in Syria for their generous hospitality and their efforts in organizing the Damascus International Book Fair.”

The minister also inaugurated the Kingdom’s pavilion at the fair in the presence of the Syrian minister of culture and the Qatari minister of culture.

Saudi Arabia’s guest-of-honor participation continues until Feb. 16 and reflects its growing prominence and leadership in the Arab and global cultural landscape.

This participation aligns with Saudi Vision 2030, which places culture at the heart of national development, viewing it as a space for dialogue, a bridge for civilizational communication, and a tool for strengthening ties among Arab peoples.

The Saudi Literature, Publishing and Translation Commission is leading the Kingdom’s participation, highlighting the development of the cultural sector and reaffirming the central role of books as carriers of knowledge and awareness.

The Saudi pavilion boasts a comprehensive cultural program featuring intellectual seminars, poetry evenings, a manuscript exhibition, traditional Saudi fashion displays, hospitality corners, archaeological replicas, and performing arts that express the depth of the Kingdom’s cultural heritage.

On the sidelines of the visit, Prince Badr, accompanied by Minister Saleh, toured the National Museum of Damascus, which houses rare artifacts spanning prehistoric eras, ancient Syrian civilizations, classical and Islamic periods, as well as traditional and modern art.

Culture

UNESCO Honors Al-Bisht Al-Hasawi as Thousands Flock to Al-Ahsa Festival

Visitors can explore interactive displays, participate in live workshops, and witness the meticulous process of tailoring this iconic symbol of prestige - SPA
Visitors can explore interactive displays, participate in live workshops, and witness the meticulous process of tailoring this iconic symbol of prestige - SPA
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UNESCO Honors Al-Bisht Al-Hasawi as Thousands Flock to Al-Ahsa Festival

Visitors can explore interactive displays, participate in live workshops, and witness the meticulous process of tailoring this iconic symbol of prestige - SPA
Visitors can explore interactive displays, participate in live workshops, and witness the meticulous process of tailoring this iconic symbol of prestige - SPA

The third edition of Al-Bisht Al-Hasawi Festival is drawing thousands of regional and international visitors to Ibrahim Palace in historic Al-Hofuf.

Organized by the Heritage Commission, this year’s festival celebrates the inscription of the Bisht on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity.

The event showcases Al-Ahsa’s centuries-old tradition of hand-weaving and gold embroidery, a craft passed down through generations of local families, SPA reported.

Visitors can explore interactive displays, participate in live workshops, and witness the meticulous process of tailoring this iconic symbol of prestige.

With UNESCO's participation and representatives from six countries, the festival has evolved into a global platform for cultural dialogue, cementing the Bisht’s status as a world-class cultural treasure.

Culture

Saudi, Syrian Culture Ministers Tour National Museum of Damascus

The ministers observed the museum’s extensive collections spanning prehistoric eras to modern art. SPA
The ministers observed the museum’s extensive collections spanning prehistoric eras to modern art. SPA
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Saudi, Syrian Culture Ministers Tour National Museum of Damascus

The ministers observed the museum’s extensive collections spanning prehistoric eras to modern art. SPA
The ministers observed the museum’s extensive collections spanning prehistoric eras to modern art. SPA

Saudi Minister of Culture Prince Badr bin Abdullah bin Farhan and his Syrian counterpart, Mohammed Yassin Saleh, have toured the National Museum of Damascus during the Kingdom’s participation as guest of honor at the 2026 Damascus International Book Fair.

The ministers observed on Thursday the museum’s extensive collections spanning prehistoric eras to modern art.

A particular focus was placed on the Arab-Islamic wing, featuring significant artifacts from the Umayyad period.

The Kingdom's participation as guest of honor at the 2026 Damascus International Book Fair, which runs until February 16, stems from the role culture plays within Saudi Vision 2030.