Overview
Develop high-level ideas into detailed concepts
for the tourism of the future
Objectives
Develop innovative tourism concepts to fulfill the ambition to attract 7+ millions of visitors annually by the end of 2030
Develop concept features from an experience, technology and business perspective
What we did
Experience concept development
Technology assessment
Benefit case development
Benchmark analysis
Interactive tool to communicate the concepts and research
What I did
Lead and coordinate experience, technology and business layers
Set creative direction for visual design
Ensure high quality delivery
Facilitate concept prioritization
What we delivered
Trends research & Benchmark analysis
Interactive delivery
Experience concepts
Results
15
Experience concepts fleshed out and developed from a list of vague ideas, with experience and technology considerations
1
Concept further prioritized to act as a backbone to many other initiatives, also extending beyond tourism sector for a unified experience
1
Mini-website to make the concepts easy to read and share the project output
Story
Dream-planning tourism for the city of the future
NEOM looks for innovative tourism concepts to fulfill the ambition to attract 7+ millions of visitors annually by the end of 2030.
Over a dozen experts of their field from around the world came together at NEOM to brainstorm on the future of tourism and we gave form to ideas about tourism, from experience, business and technology standpoints.
A glimpse of
the future of tourism
Our team was invited to synthesize the outputs of a workshop (facilitated in NEOM by The Universal Futurists with international participants from different professional backgrounds) to generate inspirational ideas for tourism and to develop these ideas into innovative concepts under the lens of experience, business and technology.
Our team that consists of service / experience / visual designers, business designers and technology consultants refined concepts that came out of the workshop, facilitated prioritization thereof; then worked on a business model, go-to-market strategy and technology requirements for each of the prioritized concepts.
A creative approach that combines experience, business and technology
We gathered inspirational ideas and shaped them into 15 experience concepts and worked closely with the client to prioritize 5 concepts across a matrix.
During the process, we reached out to the wider SME network from different pillars to turn ideas into concepts of the future, as well as interviewed NEOM stakeholders to understand their strategy and direction.
We then looked globally to benchmark the prioritized concepts to imagine the features of the experience, then developed and detailed them under the technology, business lenses.
Leading
Defying competition
Benchmarks and future trends allowed us to identify white spaces globally and design experiences with learnings from best practice, not to replicate but go beyond.
Experience first
The first major component of our delivery consisted of concept cards that describes the experience, features for the visitor to experience, as well as the value created for the ecosystem.
Technology enabled
The second component focused on technology included detailed technology components, system journeys, technology considerations and potential partners for each prioritized concept.
With viability
always in mind
The final component focused on the business including a business model roll-out strategy and a go to market strategy the team developed for the five prioritized concepts.
An interactive delivery
The results were presented in an interactive format, in line with the spirit of a live concept for a city in the making, and added to the usability, shareability and readability of the deliverables.
