The Middle East is no longer just a destination. It’s becoming a stage – a global playground for large-scale branded entertainment where stories, technology, and culture collide in the most spectacular ways. As someone who’s spent years at the intersection of immersive experiences and destination-making in the region, I don’t see this shift as a surprise. It’s the result of a perfect storm: vision, investment, and timing, plus a little bit of magic (and a lot of cranes).
Let’s start with the obvious: visionary government-led strategies, especially in Saudi Arabia and the UAE. These countries aren’t just diversifying their economies; they’re reimagining them. Vision 2030 in Saudi Arabia isn’t a plan; it’s a creative mandate. Entertainment isn’t a side hustle; it’s the main act. And the UAE? It’s been quietly (and not-so-quietly) building a global reputation as a cultural and experiential powerhouse.
But policy alone doesn’t build playgrounds. People do. And this region has one of the youngest and most digitally native populations on the planet. They’re brand-aware, experience-hungry, and fluent in the language of immersion. Add strong disposable income, rising international tourism, and a market that’s eager to engage, and you’ve got a dream scenario for brands looking to make emotional connections.
And let’s be clear, we’re not just talking about theme parks. The next generation of leisure isn’t themed or ticketed; it’s walkable, wearable, and wildly immersive. It’s not about rides; it’s about resonance.
In the brand and IP experience projects TAIT has delivered for Riyadh Season, we have seen the Middle East audience embrace these experiences not just as an event but as an identity moment. Merchandise sales opportunities are elements of guest engagement and connection that can create incredibly successful retail activations for global IP as a part of these experiences, not to mention the collectability factor. The power of alignment when story, brand, and place hit the same emotional frequency creates an even more powerful (and memorable) guest and fan experience.
Branded entertainment used to mean a pop-up in a mall or a logo on a lanyard. Now? Gaming is the new frontier. Saudi Arabia is home to one of the largest gaming populations in the world and the highest proportion of female gamers anywhere. That opens the door to storytelling that’s inclusive, dynamic, and still largely untapped.
Technology, of course, plays a starring role in all of this. But the question isn’t, “What’s the latest gadget?” The question is, “How does this technology help us tell a better story?”
Thoughtful and intentional integration – not innovation for innovation’s sake – is what makes an experience stick. And in a region where many projects are being built from scratch, we’re not retrofitting old ideas. We’re designing new ones from the ground up.
Artificial intelligence is also stepping into the spotlight, both behind the scenes and in front of consumers and guests. Personalisation is no longer a luxury; it’s an expectation. When it comes to experience building, AI helps us craft emotionally fulfilling journeys that can adapt in real time. That’s also how brands and global IPs create moments and experiences that are not only memorable but also measurable.
There’s a saying I often share with clients: people don’t remember what a space looked like; they remember how it made them feel. That’s the goal. That’s the metric. In our work, we prefer the RFP to be the last resort. We help clients realise their vision before they even know how to write it. That’s what makes this moment in the Middle East so exciting.
We’re not replicating models from elsewhere; we’re defining and building new ones. And that requires us to stop thinking in categories, like theme park, museum, plaza and store, and start thinking in stories, memories, and emotional value.
So what does this mean for global brands? It means the sandbox just got a lot bigger. The audiences in the region are ready. The infrastructure is rising. And the invitation is open: not just to participate, but to shape what comes next.
And for me personally? It’s a privilege to be part of this transformation. I believe the success of this region will ultimately be measured by the innovation that emerges from within. The real story isn’t just about the destinations we’re building – it’s about the creators, the dreamers, and the local talent who will shape the future of global entertainment from right here in the Middle East.
The world is watching. And the Middle East? It’s ready to put on a show.
By Amin Rashmani, Chief Business Officer & Regional MD, MENA at TAIT
