Over 25,000 industry professionals and more than 550 exhibitors from over 30 countries convened at the Riyadh Front Exhibition & Conference Center for the Saudi Entertainment and Amusement Expo and the Saudi Light & Sound Expo, which concluded on 22 May. These events underscored Saudi Arabia’s commitment to transforming its entertainment landscape in alignment with Vision 2030.
Sarkis Kahwajian, Associate Vice President at dmg events, the organiser of both expos, described this year's agenda as the most diverse and dynamic to date. The SEA Expo, now in its seventh year, showcased innovations including AI-driven theme park solutions and immersive virtual and augmented reality experiences. These developments reflect the Kingdom’s $64 billion investment strategy in the entertainment sector.
Krishna Raji, CEO of SocialKrowd, the Dubai-based social media company managing the expo’s account, noted the event's success in digital engagement. She stated that the engagement levels and global reach achieved through digital campaigns exceeded expectations, underscoring the Kingdom’s growing influence in the global entertainment arena.
The SEA Expo, now in its seventh year, showcased innovations ranging from AI-driven theme park solutions to immersive virtual and augmented reality experiences, reflecting the Kingdom’s $64 billion investment strategy in the entertainment sector. The co-located SLS Expo brought together over 200 local and global brands specialising in professional lighting, sound, and audiovisual technologies. The expo featured more than 100 speakers across 10 conference sessions, discussing topics such as sustainable production and the integration of smart technologies in live shows.
Saudi Arabia’s entertainment sector is projected to generate 450,000 jobs and contribute 4.2 percent to the country’s GDP by 2030, according to the Ministry of Investment. The Kingdom has hosted 26,000 events in the past five years, attracting over 75 million attendees. Inbound tourist spending in the entertainment industry reached SR4 billion in 2023, a 29.03 percent rise from the previous year.
The Kingdom's commitment to the sector is evident through major entertainment giga projects such as Qiddiya, a $9.8 billion mega-development outside Riyadh, designed to attract 17 million annual visitors by 2030. Qiddiya is anchored by theme parks, motorsports arenas, and performing arts centres. Another significant project is Boulevard World, an amusement park situated in Riyadh, featuring replicas of iconic landmarks from several countries and the world’s largest man-made lagoon.
Since cinemas reopened in 2018, over 50 venues have launched, with major global franchises entering the market. The Red Sea International Film Festival and developments in AlUla, including state-of-the-art production studios, are turning Saudi Arabia into a credible film destination. The entertainment sector has also seen a growth in the number of licenses to 2,189 and permits to 1,809 over the past five years.
The Saudi government has launched a digital platform through the Saudi Business Center to streamline processes for entrepreneurs and companies, aiming to boost business activity and investment in the entertainment sector. This initiative facilitates access to key services such as licenses for facilities and talent management.
Despite the rapid growth, the entertainment sector faces challenges, including balancing modern entertainment with cultural norms. From mid-2022 to mid-2023, only around 11% of Saudis visited cinemas, indicating a need to address content appropriateness and cultural sensitivities. Gender segregation remains a sensitive issue in public places such as cinemas and amusement parks, potentially limiting market growth.
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Saudi Arabia