Destination Riyadh

Destination Riyadh

We worked with the Ministry of Economy & Planning, Saudi Arabia to highlight which key cultural locations within and around Riyadh can be activated in order to deliver a more compelling visitor offer, one that encourages primarily domestic audiences to visit, return frequently, and to consider Riyadh as a destination when assessing leisure options.

Our methodology involved intense research, identifying thirty-eight ‘long list’ cultural destinations across Riyadh. By applying a selection criteria to these sites, a ‘short list’ of eleven sites has been pulled out for further analysis. Of these, the key sites considered to be the most appropriate for activation have been prioritized into a further A, B and C category.

Initial recommendations were made, with case studies developed. This report will act as a springboard for future developments in the city in conjunction with Vision 2030.

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