New research by PwC Middle East, in collaboration with Mabrian Technologies, a global travel intelligence platform, reveals that visitor preferences across the Gulf region are undergoing a fundamental shift. Visitors are increasingly drawn to destinations that offer cultural meaning and emotional resonance. Gulf tourism strategy

In response to these findings, PwC Middle East developed a strategic framework detailed in their latest report, Stay Play Shop: Shaping Integrated Destinations for Connected Visitor Experiences. The report presents a clear approach for destination development companies, tourism authorities, destination managers, and operators across the Gulf Cooperation Council to accelerate the evolution of destination strategies. It advocates a shift away from static, asset-led development towards dynamic, visitor-centric ecosystems that drive longer stays, deeper engagement, and increased economic impact.

Nicolas Mayer, Destinations Consulting Lead Partner at PwC Middle East, said,

“Stay Play Shop aims to reframe how we think about destination value by integrating visitor behaviour with the realities of destination planning and placemaking. Stay Play Shop is more than a slogan. It is a robust framework backed by visitor insights and evolving needs offering development companies a strategic framework to drive visitation spending and loyalty.”

Building on this idea of redefining destination value, Philippe Najjar, Destinations Consulting Partner at PwC Middle East, added,

“By embracing the Stay Play Shop model leaders can shape not just where people go but how deeply they connect and experience places. This goes beyond destination development to crafting generational legacies that fuel cultural pride visitor loyalty and sustained economic return.”

Emphasising a crucial prerequisite for success, Sonia Huerta, Vice President Advisory at Mabrian Technologies, highlighted,

“Public-private partnerships among Destination Management Office, hoteliers, Destination Management Companies, retailers and operators will be a key enabler of the Stay Play Shop model. Equally important is the ability to gauge sentiment and satisfaction across this journey to measure success. This region stands to gain exponentially from enhancements in these metrics making the value delivered even more impactful.”

The report provides a practical framework for development companies, tourism entities, destination managers, operators, and other stakeholders to shape connected, experience-led destinations.

By moving beyond traditional planning approaches (i.e. anchor assets, zoning, and standalone amenities) and promoting the integration of accommodation, events, retail, and entertainment into a cohesive visitor journey. Ultimately, this framework aims to support the development of destinations where visitors enjoy a fluid and enriching experience throughout their entire journey.

Read the full report here.

Alertify’s final thoughts about Gulf tourism strategy

The shift highlighted in PwC Middle East’s “Stay Play Shop” framework is not just a regional evolution—it reflects a broader, global realignment in destination strategy. From Japan’s efforts to decentralize tourism beyond Tokyo, to New Zealand’s “Tiaki Promise” which reframes visitation as a shared responsibility, forward-thinking destinations worldwide are reimagining tourism as an emotional and cultural exchange, not merely an economic transaction.

The GCC’s pivot toward emotionally resonant, experience-led travel comes at a critical time. As data from Skift and McKinsey show, post-pandemic travelers are more likely to value authenticity, local culture, and sustainable engagement over luxury or convenience. Younger demographics—especially Millennials and Gen Z—are driving this shift, with 73% of Gen Z travelers saying they seek “meaningful experiences” when they travel (Expedia Traveler Value Index, 2024).

The success of this transformation, however, will hinge on execution. Unlike mature destinations like Italy or France, which are retrofitting experience layers onto legacy infrastructure, Gulf destinations have the rare opportunity to design these ecosystems from the ground up. This opens the door for innovation not just in destination design, but in governance. Public-private coordination, data-sharing, and AI-driven visitor sentiment tracking—like that offered by Mabrian—could become regional differentiators, enabling GCC nations to leapfrog traditional tourism models.

If implemented boldly and collaboratively, Stay Play Shop could do more than shape connected destinations—it could position the Gulf as a global benchmark for future-proof, visitor-centered tourism development.

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With over 12,000 people across 12 countries in 30 offices, PwC Middle East combines deep regional insight with global expertise to help clients solve complex problems, drive transformation, and achieve sustained outcomes.

Mabrian Technologies, established in 2013 and specializing in the provision of travel intelligence services at a worldwide level, merged into Almaviva Group in 2023 as a subsidiary of The Data Appeal Company, which is part of the Almawave tech ecosystem and a leader on the market of technological solutions for location intelligence.

The company combines technological development based on the analysis of big data and artificial intelligence techniques with a deep knowledge of the tourism sector through its pool of analysts. With its technology, Mabrian offers services to tourist destinations at any level (Country, Region, city), as well as to companies in the hotelier and transportation sectors or consultancies related to tourism (marketing, promotion, strategy, investments, etc.), to support sector players in the decision-making process based on updated data and a constantly evolving context.