Entertainment sector in Saudi Arabia | Overview

Hence, the Kingdom heavily invests in developing the entertainment and tourism sectors. With the introduction of a tourist visa in 2019 and the promotion of life events and cultural activities, the Kingdom has embarked on a transformation of lifestyle. 

Main Actors of the Entertainment Sector

While the development of the entertainment sector is currently government-driven, with the General Entertainment Authority (GEA) as the main strategic developer, the overarching goal is the support and engagement of the private sector.

GEA was established in 2016, to regulate and develop the entertainment sector to be a self-sustaining industry, in cooperation with relevant government authorities and the private sector. While GEA is responsible for initiating new events and entertainment activities, the main life entertainment conductors, MDL Beast and SELA, all owned by the Public Investment Fund (PIF), implement events. In addition, the PIF company SEVEN (Saudi Entertainment Ventures) is developing permanent entertainment parks and themed venues to provide family entertainment.

To foster event facilitation, Crown Prince Mohammed bin Salman launched the Events Investment Fund (EIF) in January 2023, to funnel up to 7.5 Billion USD of foreign direct investment into developing the Saudi entertainment infrastructure by 2045. The EIF is focused on enlarging event infrastructure in Riyadh, Jeddah, and Taif Region to enable event implementation.

The future hub of Conventions and Exhibitions

The development of the entertainment sector is closely aligned with the Kingdom’s mega projects while being independent of one another. Mega projects like Qiddiya or NEOM plan integrated event facilities and have their independent strategy for events, sports, and cultural activities. 

In addition to promoting the entertainment sector, Saudi Arabia aims to become a future hub for conventions and exhibitions. In 2018, the Saudi Conventions & Exhibitions General Authority (SCEGA) was founded to enhance locational factors and regulations to increase the contribution of conventions and exhibitions to the national economy.

The booming entertainment and events sector of Saudi Arabia prompts extensive opportunities for German Businesses. Particularly in the field of event technology and production, German technological solutions are highly valued by Saudi event management.