That was the warning from destinations such as London, New York and Las Vegas in a session exploring the “importance of play in shaping destinations in the future” at WTM London on Tuesday (4 November).
Central to the conversation was development of Qiddiya City in Saudi Arabia, which is currently under construction and has been dubbed the “first city built for play”.
Beth Freedman, managing director of travel and tourism marketing agency MMGY, shared fresh data showing more than 70% of travellers insist play is “essential to their travel planning”.
“Travellers no longer just want to see things," she explained. "They want to participate. They want to feel emotions. They want to connect with people."
Play, Freedman said, incorporates elements such as live events; sports and esports; social play, such as food festivals and night life; active adventure and wellness; cultural entertainment and heritage; and immersive tech play.
“The next generation of destinations won’t be measured by what they build, but by how deeply people feel engaged, inspired and connected,” she added.
John Schreiber, vice-president of business sales at the Las Vegas Convention and Visitors Authority, agreed, pointing to the establishment of Las Vegas in 1946 following the legalisation of gambling.
He highlighted Las Vegas’s ongoing evolution, which culminated in the city hosting the Super Bowl last year, which generated more than $1 billion in economic impact.
Experiences now 'a priority sector'
Sports tourism also remains huge for New York, with the city set to host the final of the Fifa World Cup next year.
Robert Beckham, vice-president global tourism development at NYC Tourism, said it would be the “biggest sporting event New York City has ever hosted”, insisting it would offer “an incredible opportunity" for New York "to showcase our city's diversity, our energy, and our hospitality”.
Also speaking on the panel was Simon McCaugherty, director of Destination, London and Partners, who revealed the “experience economy” is now one of London’s five key priority sectors.
“It’s the first time that tourism and experiences has really been a priority sector, so now it’s up there with life sciences, fin tech and with AI,” he added.
Meanwhile, Dima Malibary, brand director for Qiddiya City, said the new destination, which will be the size of Orlando in Florida, had learned from other cities around the world. “We took bits and pieces from everybody”, she said. “And we learned that play is not for leisure, it’s an economic engine”.
She said the city was focused on incorporating arts, culture, entertainment and sports, with a particular focus on E Sports, adding that more than 70% of Saudis now consider themselves “gamers”.
