Quintessential Qiddiya City global branding

Article posted by Coliseum, December 11^th, 2023

Image: Qiddiya

Saudi Arabia’s Crown Prince Mohammed bin Salman revealed on December 7^th the urban plan and global branding for Qiddiya City, a massive entertainment project under construction on the outskirts of Riyadh, Saudi Arabia.

‘ARAB NEWS’ stated that the Crown Prince, who chairs the Board of Directors of the Qiddiya Investment Company, said the City aims to quickly establish itself as the foremost global destination for entertainment, sports and culture, which will benefit the Kingdom by helping to boost its economic growth, international standing and strategic position.

Qiddiya is an entertainment City in Saudi Arabia work on which is underway. It will be a destination for sports, entertainment and culture. Qiddiya is expected to attract 48 million visitors per year. Visitors will be able to travel to Qiddiya by road or by Metro. Qiddiya City will include a gaming and e-sports district aimed at becoming a global center for competitions, as well as a speed park, golf courses, a multipurpose stadium, a water theme park, and Six Flags Qiddiya.

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Riyadh (Saudi Arabia)-based the Qiddiya Investment Company (QIC) is a real estate development company that is building Qiddiya – the entertainment, sports and cultural capital of Saudi Arabia. Qiddiya is the world’s second-largest real estate project.

Image: Qiddiya

‘ARAB NEWS’ further stated that it is also designed to improve the quality of life, the Prince added, and to position Riyadh as one of the top 10 economies in the world.

The investment in Qiddiya is a cornerstone of Saudi Vision 2030, he said, which aims to develop and diversify the Kingdom’s economy, reducing the country’s reliance on oil revenues and creating thousands of job opportunities for the Saudi youths.

Saudi Vision 2030 is a Government program launched by the Kingdom of Saudi Arabia that aims to achieve the goal of increased diversification economically, socially and culturally, in line with the vision of Saudi Crown Prince and Prime Minister Mohammed bin Salman.

Qiddiya, which is one of the major projects overseen by the Public Investment Fund (PIF), is envisioned as an essential source of support for the Kingdom’s ambitious tourism and economic goals, in addition to improving the quality of life for the residents and the visitors. It is expected to help attract local, regional and international investors, which will in turn provide support to Riyadh.

Image: Qiddiya

Riyadh (Saudi Arabia)-based the Public Investment Fund (PIF) is the sovereign wealth fund of Saudi Arabia. It is among the largest sovereign wealth funds in the world with total estimated assets of US$776 billion. It was created in 1971 for the purpose of investing funds on behalf of the Government of Saudi Arabia.

Work on the Qiddiya project, in the form of about SR10 billion ($2.7 billion) invested in construction projects, began in 2019.

It was revealed that the branding for Qiddiya will adopt as its main motif the concept of “play”, based on decades of research showing this to be vital for cognitive development, emotional expression, social skills, creativity, and physical health.

Qiddiya, which is one of the major projects overseen by the Public Investment Fund, is envisioned as an essential source of support for the Kingdom’s ambitious tourism and economic goals, in addition to improving the quality of life for the residents and the visitors. It is expected to help attract local, regional and international investors, which will, in turn, provide support to Riyadh.

Work on the Qiddiya project, in the form of about SR10 billion ($2.7 billion) invested in construction projects, began in 2019.

It was revealed that the branding for Qiddiya will adopt as its main motif the concept of “play,” based on decades of research showing this to be vital for cognitive development, emotional expression, social skills, creativity, and physical health.

Studies have also shown the positive effects of recreational activities on society, including their ability to help overcome differences and bridge divisions between individuals and enhance empathy and social cohesion.

Qiddiya City, described as a one-of-a-kind destination that promises to provide endless fun and excitement for residents and visitors through unrivaled entertainment, sports events and activities, culture and exceptional urban living, will eventually include 600,000 residents and 60,000 buildings in an area covering 360 square kilometers.

It is expected to create more than 325,000 jobs, generate a nominal Gross Domestic Product (GDP) of SR135 billion a year and attract 48 million visitors annually.

Located about 40 minutes from the center of Riyadh, overlooking the stunning scenery of the Tuwaiq Mountains, Qiddiya City’s attractions will include a gaming and esports district, a motorsports racetrack, golf courses, a massive water park, and the Six Flags Qiddiya theme park. It will also be home to a sports stadium that includes the world’s largest Olympic museum. Its first facilities are expected to open within two years.

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