Saudi Arabia’s entertainment sector has recorded 320 million visitors as the kingdom’s General Entertainment Authority (GEA) marks its 10-year anniversary.
Established in 2016, the GEA has overseen more than 60 entertainment seasons and large-scale events across the kingdom, including cultural festivals, sporting events, live performances and family attractions.
Among its flagship initiatives, Riyadh Season has evolved since its launch in 2019 into an internationally recognised festival, with an estimated brand value of US$3.2 billion. High-profile visits are also on the rise, supported by events such as the Joy Awards, a celebration of regional entertainment that continues to attract Arab and international celebrities to Riyadh each year.
The authority has further expanded its global engagement through collaborations with leading global creators and entertainment brands, including the development of Beast Land in partnership with content creator MrBeast.
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Beyond events, the GEA has expanded licensing frameworks, supported private sector investment and introduced programmes aimed at developing Saudi talent across the entertainment industry.
The growth comes as Saudi accelerates tourism and economic diversification plans under Vision 2030. The kingdom is targeting 150 million tourists annually by 2030, while Riyadh Expo 2030 is expected to generate more than 40 million visits alone.
In parallel, large-scale destination projects continue to expand, including Qiddiya City, located 40 minutes west of Riyadh, which recently launched Aquarabia, described as the kingdom’s largest water theme park.
In the first quarter of 2026, Saudi recorded nearly 30 million domestic trips, up 16% year-on-year, with tourism spending reaching SAR34 billion (US$9 billion), according to the Ministry of Tourism.
For more information, visit gea.gov.sa