Stay, Play, Shop: Shaping integrated destinations for connected visitor experiences

The paradigm of destination development is undergoing a profound transformation. No longer are cities and districts solely defined by their size or skyline; today, true value is increasingly measured by connection. This encompasses how effectively a destination invites visitors, evokes specific sentiments and provides compelling reasons to linger and return.

Across the dynamic landscape of the Gulf Cooperation Council (GCC), this shift is accelerating. Propelled by a new generation of visitors and ambitious national agendas, regional destinations are pioneering a transformative model. This framework seamlessly integrates asset development with experience-led design, encompassing culture, entertainment, sport, education, and hospitality into cohesive, visitor-centric ecosystems. The focus is moving beyond mere infrastructure provision towards curating ecosystems where the sum of these experiences intersect.

This evolution is where the transformative potential of 'Stay, Play, Shop' materialises. More than a mere concept, it represents a strategic framework guiding the creation of connected destinations. It involves the seamless integration of hospitality, experiences, and retail to craft a compelling and engaging visitor journey. Within a region characterised by ambitious mixed-use destinations and escalating visitor expectations, 'Stay, Play, Shop' provides a clear response to a timely challenge: How can destinations move from being visited to being lived in, remembered and revisited?

At its core, 'Stay, Play, Shop' offers a simple structure with layered depth: 

• Stay: Anchors identity and belonging. This element focuses on visitors feeling grounded, autonomous, and connected to the local rhythm of a destination.

• Play: Activates interaction and memory. From cultural immersion to outdoor adventure, this component defines how spaces become memorable through active engagement and shared discovery.

• Shop: Transforms transactions into meaningful moments. This aspect redefines retail as an avenue for self-expression, cultural takeaway, and engagement with local craftsmanship.

In a collaborative effort between PwC Middle East and leading travel intelligence provider Mabrian Technologies, this report offers a strategic perspective on the evolving nature of destinations. It synthesises visitor insights with a robust placemaking lens to explore how destinations can unlock unprecedented value by designing experiences with visitors positioned at their very core. 

Within this comprehensive report, you will discover:

• Insights into today’s connected visitor: An exploration of the behavioural shifts from passive to purposeful visits, rigid itineraries to fluid journeys, and traditional luxury to meaningful interactions. This section illuminates how contemporary visitors to the GCC are driven by intentionality and emotional engagement.

• The 'Stay, Play, Shop' model in application: A detailed examination of how this strategic framework guides design, activation, and operations, transforming functional spaces into vibrant, emotionally resonant environments. We delineate how destinations are shaped for belonging (Stay), activating places through immersive experiences (Play), and elevating transactions into expressions (Shop).

• Illustrative regional successes: Examples showcasing how prominent GCC destinations, including Downtown Dubai, Diriyah, and Msheireb Downtown, are already demonstrating the efficacy of strategically integrated 'Stay, Play, Shop' components, creating immersive, balanced and commercially effective visitor ecosystems. 

• Guidance on turning vision into execution: Actionable insights outlining how to orchestrate initiatives around critical moments, build adaptive infrastructure for experience evolution, and facilitate activation through coordination – not merely through construction.

This report serves as an indispensable resource for development companies, tourism entities, destination managers and operators keen to cultivate destinations that genuinely resonate with the modern visitor. Its objective is to foster deeper engagement, more meaningful journeys and ultimately, enduring destination advocacy.