Play Qiddiya City

Global Trade Perception Audit & Market Strategy

Challenge: As a newly established Destination Management Organisation (DMO), Play Qiddiya City required a comprehensive baseline of trade awareness, sentiment, and perception across 10 priority global markets. The lack of structured market intelligence across diverse regions, including the UK, U.S., Asia, and the GCC, presented a significant barrier to defining an evidence-based go-to-market strategy and prioritising international investment.

Role: I led the end-to-end delivery of a global trade perception audit, designing the project framework and stakeholder engagement strategy. This involved developing a standardised interview and research methodology, coordinating multi-market execution, and synthesising complex data from disparate regions. I managed the entire process from initial design through to the final synthesis of strategic insights.

Outcome: The audit delivered a suite of actionable market insights that directly informed launch timelines, market prioritisation, and overall go‑to‑market strategies for each market, ultimately ensuring that initial investments were aligned with actual trade readiness and perception.