Heritage Tourism Beyond World Heritage Sites: Urban Development of Al-Diriyah Through the Lens of the Experience Economy Model

Since At-Turaif’s inscription as a World Heritage Site in 2010, Al-Diriyah and its peripheries have witnessed massive urban development. With the recently proposed Wadi Safar project, the expansion of Al-Diriyah has taken another turn, as it is conceptualized as a luxury driven mixed-use district, integrating cultural experiences that are rooted in the past. This research examines the urban development of Al-Diriyah through the lens of the Experience Economy Model (1998), in which value is derived not just from objects or spaces but from the memorable and immersive experiences they tend to incorporate. This study employs a qualitative-case study methodology structured through a five-phase analytical framework that spans from 2010 to 2025/2030. Utilizing a deductive qualitative approach, the analysis demonstrates a differentiated application of the four experiential realms of the Experience Economy Model across the study sites. While At-Turaif predominantly engages two experiential dimensions and the broader regeneration of Al-Diriyah incorporates three, the planned development of Wadi Safar is designed to encompass all four dimensions of the Experience Economy. This configuration produces a balanced spectrum of active and passive participation as well as absorption and immersion, positioning Wadi Safar within Al-Diriyah’s broader transformation into the world’s largest heritage-led urban development. The findings contribute to the theme of a thriving economy of KSA Vision 2030 by advancing heritage-oriented experience as a pathway towards economic diversification.