Riyadh Season: How has entertainment become a tool for reshaping the Saudi economy?

Not only as a creator and supervisor of major events, but also as a symbol of the profound cultural and economic change the country is undergoing. His rise in the world of international boxing and his recent public recognition reflect the magnitude of this process.

Alalshikh emerged in a society that longed for entertainment that respected its identity, traditions, and hospitality, while projecting a modern image open to the world. Thus was born “Riyadh Season,” an initiative that has transformed the events industry in Saudi Arabia, the Gulf, and the entire Middle East, offering a new global vision on how to design innovative leisure experiences under international standards.

During this week's press conference, which presented the 2025 edition of the event, Alalshikh revealed figures that demonstrate its economic impact. The Riyadh Season brand reached an estimated value of $3.2 billion, attracting more than 20 million visitors from 135 countries, while the media recorded more than 110 billion views and 3,300 live international broadcasts.

The new edition includes 11 main entertainment zones, 15 international competitions, and 34 exhibitions and festivals, with the participation of more than 2,100 companies, 95% of which are local. The event generated 25,000 direct jobs and 100,000 indirect jobs, consolidating its role as an economic driver and catalyst for employment.

According to official forecasts, the entertainment sector will account for 4.2% of Saudi Arabia's GDP in 2030, creating more than 450,000 new jobs. In addition, the Saudi leisure market will grow from $2.46 billion in 2024 to $6.1 billion in 2033, with annual growth of more than 10%.

In the tourism sector, the country recorded a 148% increase in international revenue compared to 2019, ranking among the G20 economies with the highest growth in the sector. Tourism spending reached $37.6 billion in 2023, with a year-on-year increase of 44%, and more than 62 million domestic and international passengers in the first half of 2024, 17% more than the previous year.

These figures reflect not only the success of an entertainment event, but also a comprehensive national strategy that is reshaping the Saudi economy and transforming leisure into a productive sector capable of attracting investment, boosting tourism, and strengthening the country's image on a global scale.

The Saudi experience is an inspiring example of how countries can reinvent themselves, diversify their economies, and change international perceptions through cultural and creative projects. Saudi Arabia seeks to identify sectors with a multiplier effect, such as hospitality, transportation, media, technology, and real estate. When managed with strategic vision, entertainment becomes a laboratory for economic and social innovation.

The key lies in a clear government vision and a solid institutional framework, where the General Entertainment Authority acts not only as a regulator but also as an executor in partnership with the private sector and other agencies.

One of the factors for success has been the creation of events with a global impact, such as the Riyadh festivals, international boxing championships, and immersive experiences such as Flying Over Saudi Arabia. These projects position the country as a leading global destination. All of this is complemented by investments in tourism, hotel, and transportation infrastructure, as well as the introduction of electronic visas for many countries.

The Saudi formula does not replicate Western models: it combines local culture and heritage with global spectacles, creating an authentic and unique experience.

In the field of communication, the country has managed to build an international dissemination network based on digital media, influencers, and streaming platforms, consolidating the Riyadh Season brand as a globally recognized label. The participation of the private sector and international investors guarantees the sustainability of the industry, reducing dependence on public spending and promoting competition and innovation.

In the midst of a technological revolution, Saudi Arabia is committed to tools such as artificial intelligence and augmented reality to expand the reach of its entertainment experiences and attract a global audience through interactive digital environments.

Ultimately, programs such as these confirm that survival belongs to the strongest and that cooperation between government, business, and civil society is the surest path to success. Although many countries encounter obstacles such as bureaucracy or lack of funding, the Saudi experience shows that economic and cultural transformation requires boldness, collective vision, and a willingness to change.

In the era of digital globalization, it is not the countries with the most resources that succeed, but those with imagination and the ability to innovate, transforming entertainment and culture into a powerful economic and diplomatic force that redefines their role in the world.

Dr. Hasan Alnajrani. Saudi journalist and academic