Immersive experiences are set to reshape the travel industry, according to new Skift research conducted in partnership with Saudi Arabia’s Qiddiya City.
The new Skift and Qiddiya City research reveals that 86 percent of travellers are now prioritising immersive experiences over traditional sightseeing.
Millennials (80 percent) and Gen Z (75 percent) are driving this trend, with 86 percent seeking entertainment, sports and cultural activities when travelling.
As the Qiddiya giga-project’s destination for entertainment, sports and culture, Qiddiya City is uniquely positioned to meet this growing demand.
Ross McAuley, director general of Play Qiddiya City, discussed the new research at the Skift Megatrends 2025 conference in New York City and London this week.
“The travel industry is at a turning point, and staying relevant means evolving to meet changing demands,” he said.
“Today’s travellers don’t experience destinations in the same way that their parents may have done. Younger travellers prioritise the experience over the destination and look for immersive activities that suit their interests.
“How they play is becoming increasingly important and represents a fundamental reevaluation of a travel-based proposition.”
Qiddiya City will house innovative attractions and immersive experiences, including a Six Flags theme park, the world’s first Dragon Ball theme park, a gaming and esports district, and an immersive F1 circuit.
New Skift and Qiddiya City research
Highlights also include an innovative stadium with state-of-the-art holographic technology, and a performing arts centre where the theatre experience is enhanced by technologies such as VR, AR and AI.
McAuley added: “At Qiddiya City, we’re championing this shift by designing a destination where play isn’t just a pastime but a guiding philosophy that promotes connectivity, growth, and community.”
The Skift research also found that 93 percent of surveyed travel executives acknowledged that entertainment, sports and cultural experiences enhance customers’ overall happiness and wellbeing.
Also, 93 percent said that destinations offering these experiences will play an increasingly important role in the global tourism landscape over the next five years.
Images courtesy of Qiddiya Investment Company
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