Over the past decade, Saudi Arabia’s entertainment sector has shifted from an activity with limited influence to one of the main drivers of economic diversification under Vision 2030.
After years in which the sector was viewed as marginal or seasonal, it has become an integrated industry covering major events and festivals, concerts and international shows, cinema and artistic production, gaming and esports, entertainment tourism, and the restaurant and retail sectors linked to events.
The transformation has been reflected economically through the attraction of billions of riyals in local and international investment, the creation of thousands of jobs for young people, and higher domestic spending that might otherwise have flowed abroad. It has also stimulated related sectors such as hospitality, aviation, and transport.
Since its establishment in 2016, the General Entertainment Authority has played a central role in building and accumulating the sector’s regulatory infrastructure and attracting international events, turning cities such as Riyadh and Jeddah into regional hubs for events and entertainment.
As a result, entertainment is no longer merely a consumer activity. It has become an economic, investment, and cultural tool that contributes to improving the quality of life and strengthening Saudi Arabia’s position as a regional and global destination.
320 million visitors
General Entertainment Authority Chairman Turki Alalshikh said that over 10 years of continuous work, Saudi Arabia’s entertainment ecosystem had developed through more than 39 seasons and 21 entertainment programs, offering diverse experiences and drawing more than 320 million visitors.
He said this had helped consolidate the country’s global presence in the sector.
Alalshikh thanked Custodian of the Two Holy Mosques King Salman bin Abdulaziz and Crown Prince Mohammed bin Salman for their “unlimited” support in establishing the General Entertainment Authority and building an integrated entertainment sector in the kingdom.
The chairman of the General Entertainment Authority had previously disclosed that the estimated brand value of Riyadh Season had reached $3.2 billion, reflecting the major growth in the season’s global reputation and confirming that it had become one of the leading entertainment brands in the Middle East and the world.
During the previous edition of Riyadh Season, he said the event included 11 main entertainment zones across the capital, 15 international championships, and 34 exhibitions and festivals, with the participation of more than 2,100 companies across various fields.
Local companies accounted for 95% of the total, through 4,200 contracts signed with the private sector, reflecting the empowerment of national talent and the growing contribution of the private sector to the local economy.
Tourism economy
In this context, the World Travel and Tourism Council, WTTC, recently said Saudi Arabia’s tourism sector was the largest in the Middle East.
It said the total contribution of travel and tourism to the kingdom’s economy reached about $178 billion in 2025, accounting for 46% of the Middle East’s tourism economy, according to the council’s methodology, which includes the sector’s direct and indirect contribution to gross domestic product.
The economic impact report said the total contribution of travel and tourism to Saudi Arabia’s GDP grew by about 7.4% in 2025, nearly double the global average growth rate of 4.1%.
At the regional level, Saudi Arabia exceeded the Middle East average growth rate of 5.3%, reinforcing its position as the fastest-growing tourism market in the region.
The figures underscore Saudi Arabia's regional leadership in tourism and its rapid growth since the start of the comprehensive transformation path outlined by Vision 2030.
The report pointed to business travel as one of the key enablers of growth in Saudi tourism, noting the kingdom’s emergence as a central hub for conferences, exhibitions and major international events. This strengthens its position as a leading global tourism destination with diverse demand drivers.
The WTTC report confirms the continued growth of Saudi Arabia’s tourism sector, a trend reflected in various global and local reports.
Saudi Arabia recently issued the Vision 2030 annual report for 2025, which showed strong performance in the tourism sector last year. The total number of domestic and inbound tourists reached about 123 million, further strengthening the kingdom’s position as a leading global tourism destination.
