Saudi Arabia’s PIF Launches Company to Deliver Immersive Experiences Showcasing Heritage and Islamic History
Saudi Arabia’s Public Investment Fund (PIF) has announced the establishment of the National Interactive Entertainment Company (QSAS), a new initiative dedicated to creating immersive experiences inspired by the country's heritage and Islamic history.
According to a press release, QSAS will enrich Saudi Arabia's cultural landscape by developing interactive, creative experiences that showcase cultural, historical, and heritage stories. The company will focus on creating, owning, and operating world-class interactive exhibitions across the Kingdom, addressing the growing demand from pilgrims and tourists for high-quality cultural experiences.
QSAS, derived from the Arabic word meaning "stories," aims to enhance visitors' experiences, particularly for those interested in culture. It will spotlight key historical events and significant personalities from Saudi Arabia and the Islamic world.
The company plans to initially focus on exhibitions within Saudi Arabia, drawing from Islamic history and local heritage. Over time, it aims to expand globally and diversify its offerings.
The creation of QSAS aligns with PIF’s strategy to foster local private sector growth through partnerships in areas like construction, event management, and technology. This initiative is expected to contribute to the creation of over 11,000 direct and indirect jobs by 2030.
Mishary Alibraheem, Head of Entertainment, Leisure, Sports, and Education at PIF, remarked, "Tourism and entertainment are strategic priorities for PIF, as we aim to enhance the tourism experience. QSAS will help strengthen Saudi Arabia’s position as a leading tourist destination, with storytelling rooted in history, culture, and heritage. It will also provide opportunities for local talent to engage in the fast-growing sector of interactive experiences."
QSAS will complement PIF's other investments in the entertainment and leisure sectors, such as the Diriyah giga-project and the recently launched Dan Company, which focuses on agriculture and eco-tourism. It also aligns with the goals of Vision 2030’s Pilgrim Experience Programme, which aims to welcome 30 million pilgrims by 2030, and the Ministry of Tourism’s National Tourism Strategy, which envisions attracting 150 million visitors annually by the same year.
This new initiative underscores Saudi Arabia’s commitment to establishing itself as a cultural and historical destination on the global stage.
