Bring a place to life through wellness
EXPERIENCE OS helps destination developers, tourism boards and place-based brands activate their locations through wellness experiences that drive footfall, brand awareness and community engagement — proven across four years in AlUla.
AlUla Wellness Festival — four editions of history
In March 2022, Core Direction — in collaboration with Balich Wonder Studios and HQ Worldwide Shows — helped make history by delivering the first wellness project of its kind in Saudi Arabia, endorsed by the Royal Commission for AlUla.
Set in one of the oldest cities of the Arabian Peninsula, home to the UNESCO World Heritage site of Hegra, the all-day wellness experience repositioned an ancient destination through movement, stillness and storytelling. The partnership has now run across four consecutive editions — and anchors our expansion into the Kingdom under Vision 2030.
Activation calendar
A curated, year-round programme designed to bring a location to life — signature wellness experiences set in extraordinary places.
Integrated technology
Booking, ticketing and community management run on Core Direction technology — every visitor becomes a known, reachable community member.
Measurable engagement
Footfall, participation, community growth and brand-awareness lift, reported continuously — plus storytelling, content production and PR amplification.
DMCC UpTown
District activation programming for one of Dubai's flagship developments — movement events and branded community gatherings that animate public space.
Expo 2020 Dubai
Curating the world's most distinguished fitness and wellbeing talent for once-in-a-lifetime experiences at the World's Greatest Show.
Destinations we've activated
From the world's tallest building to UNESCO World Heritage landscapes — the region's most iconic locations, brought to life through movement.
Activate your destination
Tourism boards, master-planned communities, developers — tell us about your place and the people you want moving through it.
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