The Middle East is reimagining what a city can be—and at the heart of that transformation is a bold question: what if play, creativity, and human connection became the foundation of urban design?

In this episode of Flavors of Ambition, Ryan Taylor, Managing Director at BCG Brighthouse, sits in the host’s chair for a conversation with Morgan Parker, Vice Chair of the Management Committee at Qiddiya Investment Company, about the philosophy shaping one of the region’s most ambitious initiatives. Just outside Riyadh, Qiddiya is being built from scratch around sport, entertainment, and culture—designed not just as a destination, but as a new way of living.

Morgan shares how decades of global experience in city-making shaped his belief that great places start with purpose. From rethinking how people move through public spaces to redesigning experiences like golf courses and transport systems, he explains how Qiddiya is embedding play into everyday life—lowering barriers, encouraging participation, and creating moments of shared joy.

Together, Ryan and Morgan explore how Vision 2030 is unlocking new possibilities for domestic tourism, community connection, and long-term career pathways in experiential industries. Morgan reflects on why this project isn’t a development with an end date, but a living city that will continue to evolve across generations.

We also dive into what Qiddiya could mean beyond Saudi Arabia—a blueprint for future cities that trade not just in goods or finance, but in experiences that shape memory, culture, and belonging.

If you’re curious about the future of urban life, purpose-driven development, and what it really means to design for human potential, this is an episode you won’t want to miss.

Links:

Qiddiya

BCG Brighthouse

Ryan Taylor on LinkedIn

Entertainment Parks Industry: Trends & Opportunities for Saudi Arabia

Email Flavors of Ambition: flavorsofambition@bcg.com