DESIGN & DEVELOPMENT OF A STRATEGIC TOURISM EXPERIENCE FRAMEWORK

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THE BRIEF: 

EXTREME was commissioned by the Saudi Tourism Authority (STA) to design and develop 200 engaging and authentic experiences, covering adventure, wellbeing, culture, heritage and arts, gastronomy, and leisure themes.

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This decisive initiative was driven by the Saudi Vision 2030 to create opportunities to explore and showcase the authentic side of Saudi, create jobs and enhance efforts to diversify the economy away from oil.

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THE SCOPE: 

EXTREME assembled a 5* consortium of world leading international and local companies with design and operation led subject matter experts. This carefully selected consortium provided wide-reaching depth and knowledge of the targeted themes, as well as creative and strategic thinking, which resulted in the delivery of 200 highly engaging, authentic and commercially viable experiences to inspire both domestic and international travelers and visitors. 

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The project was managed with the full interactive and collaborative engagement of all the key stakeholders across the STA and various key government Ministries.

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The key components of the project and delivery included:

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• Design of 200 Experiences – designing 200 experiences across six themed sectors with local and international subject matter experts.

• Design of the Strategic Framework – designing the definitions and labels that provide the foundation for certification identity, guidelines and standards.

• Production of experience delivery manuals– developing detailed manuals for each of the experiences to facilitate operator activation.

• Develop trade marketing strategy – developing a Marketing & Promotion Strategy for the top 50 experiences for communication to the travel trade.