Saudi Arabia is set to create 11,000 cultural jobs through the establishment of the National Interactive Entertainment Company (QSAS) by the Public Investment Fund (PIF). This new entity aims to develop immersive storytelling experiences rooted in Saudi heritage and Islamic history.
QSAS will focus on creating and managing world-class interactive exhibitions across the country, catering to the growing demand for high-quality cultural experiences among pilgrims and tourists. These exhibitions will include both permanent and touring setups, offering multisensory immersive experiences that will boost local culture and tourism.
The company’s initiatives will also help localize knowledge and technology in the content creation industry, enhancing Saudi Arabia’s standing in this rapidly expanding sector both regionally and globally. QSAS, derived from the Arabic word for “stories,” will enrich visitor experiences by highlighting significant historical events and inspiring figures from Saudi Arabia and beyond.
Initially, QSAS will launch exhibitions focused on Islamic history and Saudi heritage, with plans to expand globally and diversify its storytelling content. This move aligns with PIF’s strategy to support local private sectors through partnerships in construction, event management, and technology.
By 2030, QSAS is expected to generate over 11,000 direct and indirect jobs. Mishary Alibraheem, Head of Entertainment, Leisure, Sports, and Education at PIF, emphasized the strategic importance of the tourism and entertainment sector, highlighting QSAS’s role in positioning Saudi Arabia as a prime tourist destination through history and culture-inspired storytelling.
QSAS will complement other PIF investments in entertainment and leisure, such as the Diriyah giga-project and the newly launched Dan Company, which focuses on agri- and eco-tourism. It also supports the goals of the Pilgrim Experience Program, a Vision 2030 initiative aimed at accommodating 30 million pilgrims by 2030, and the Ministry of Tourism’s National Tourism Strategy to attract 150 million visitors annually by the same year.