The future of travel is shifting dramatically, with experiential tourism and the concept of “play” becoming central to how people plan and enjoy their trips. A new report by Skift and Qiddiya City highlights a trend: over 70% of travelers now prioritize play when making travel plans, viewing trips as opportunities to express identity and seek unique, memorable experiences. This isn’t just about fun; it’s a significant economic and cultural driver, reshaping destination development.
Younger Travelers Lead the Charge
Millennials and Gen Z are driving this change, already dominating travel spending and projected to account for 80% of hotel guests by 2030. In Saudi Arabia, where the average age is 29, over 70% of the population is under 35, making this demographic particularly influential. Qiddiya City, a new destination in Saudi Arabia, is designed with this generation in mind, aiming to be a city built for play.
According to Ross McAuley, Director General of Play Qiddiya City DMMO, the city is not just adapting to this trend but embodying it. The focus is on creating an ecosystem where travelers don’t just visit but belong, whether through sports, entertainment, or cultural experiences. The goal is less about sightseeing and more about immersive participation—a shift that 86% of travelers say directly impacts their happiness.
Seamless Mobility as a Core Experience
A key element of Qiddiya City’s design is mobility. The city is prioritizing pedestrian-focused, car-free districts and investing heavily in public transportation (trains, trams, buses) to ensure 80% of journeys happen on public transit. This isn’t just about reducing traffic; it’s about creating a walkable environment that encourages spontaneous exploration.
The city is also integrating technology: real-time data, AI-powered utility management, and a planned app will provide visitors with up-to-date information and seamless navigation. These tech-enabled systems enhance the visitor experience, making it easier to move between events and attractions.
Destinations as Orchestrators of Personalized Travel
The fragmented nature of travel planning—juggling multiple suppliers and websites—is a major pain point for travelers. Qiddiya City aims to solve this by positioning itself as a central hub for personalized itineraries. The destination management organization (DMO) will coordinate experiences, leveraging data to curate recommendations based on traveler interests, demographics, and trip length.
This approach allows for real-time adjustments and enhances guest satisfaction. As McAuley explains, the real pleasure isn’t just the vacation itself but the anticipation leading up to it. Qiddiya City aims to streamline that process, making trip planning seamless and exciting.
In conclusion, the future of destination tourism hinges on embracing experiential play, prioritizing seamless mobility, and acting as a unifying force for personalized travel. Qiddiya City serves as a case study, demonstrating how destinations can evolve to meet the changing needs and expectations of modern travelers.
