The World Travel & Tourism Council (WTTC) has welcomed two new members to its WTTC Council – Play Qiddiya City, in Saudi Arabia; and Italian hospitality consultancy firm Cogito Strategies.
Julia Simpson, WTTC President & CEO, said: “Play Qiddiya City embodies the spirit of innovation and transformation at the heart of Saudi Arabia’s fast-moving Travel & Tourism sector. More than just a destination, Qiddiya City is a movement redefining how people engage with tourism, leisure, and cultural experiences.
“We are delighted to welcome Play Qiddiya City to WTTC and look forward to supporting their journey as they redefine travel experiences in the region. This partnership showcases its commitment to sustainable development and its ambition to become a global leader in entertainment and leisure.”
Ross McAuley, Director General, Play Qiddiya City, added: “Joining WTTC marks a significant milestone for Play Qiddiya City as we establish our presence on the global stage. As the ultimate ambassador for play, Qiddiya City is based on an idea whose time has come, offering an unparalleled blend of sports, entertainment, and culture.
“This partnership underscores our commitment to pushing boundaries, and we look forward to welcoming visitors from around the world to experience our theme parks, sporting venues, and esports and gaming district.”
Qiddiya City’s ambitious plans include a groundbreaking motorsports track featuring “The Blade,” the world’s first cantilevered track section; Falcon’s Flight, the tallest, fastest, and longest rollercoaster globally, located within Six Flags Qiddiya City; and the region’s largest water park, Aquarabia Qiddiya City.
Based in Florence, Cogito Strategies provides direct operational support across hospitality, food & beverage, events, and branding, offering services in brand identity, digital marketing, PR, video production, and service optimisation.
Cogito Strategies brings extensive expertise in sales & marketing, digital transformation, and operational management to the global body’s Membership.
With a strong focus on results, Cogito Strategies has successfully collaborated with over 100 companies in Travel & Tourism over the past three years, helping businesses grow and reposition themselves in an evolving market.
Julia Simpson said: “We are delighted to welcome Cogito Strategies to WTTC. Their expertise in hospitality consultancy and deep understanding of the Italian market, will bring valuable insights to our global community.
“As they continue to drive excellence and innovation in the sector, we look forward to working together to shape a stronger, more sustainable future for Travel & Tourism.”
Giulia Bandini, Cogito Strategies CEO & Founder, said: “We joined WTTC as a consulting company with the goal of becoming the largest Italian network of hospitality consultants. We believe in exporting the Italian model of hospitality worldwide, and WTTC Membership allows us to connect with industry leaders who share our vision for sustainable growth and excellence in the travel and tourism sector.”
