Defining a visitor experience strategy to drive sustainable growth and protect nature.
The NEOM Nature Reserve had no integrated visitor strategy, no clear plan for which experiences to offer, how to deliver them, or the commercial models to sustain them.
The risk was building infrastructure that missed the market, leaving an unviable business unable to support NEOM’s conservation ambitions.
We led a multi-phase process with NEOM leadership and stakeholders to define the Visitor Experience Strategy.
Through workshops, we aligned diverse perspectives into a coherent framework that set the experience proposition, target markets, business case, enabling infrastructure, and a roadmap for phased delivery.
The strategy was adopted as a core pillar of the Nature Reserve’s masterplan, providing a clear basis for investment and partnership development.
It aligned fragmented teams behind one vision, reduced the risk of misdirected spend, and prioritised commercially viable, high-value experiences, while protecting conservation goals.