Saudi Arabia is undergoing a profound transformation in its entertainment and leisure sector.
With significant investments and a focus on developing world-class attractions, the Kingdom is positioning itself as “a global hub for entertainment,” the Global Director of Creative, Theming & Show Design at Engineering company AtkinsRéalis Bradley Caruk told Al Arabiya English in an interview.
The company is the lead design consultant for one of the biggest entertainment projects in the Kingdom – Six Flags Qiddiya theme park project – and has played a lead role in the development of other major projects in the country, such as the New Murabaa.
Rise of Saudi Arabia’s amusement industry
In line with its Vision 2030 goals, the entertainment and leisure market in Saudi Arabia has seen explosive growth.
To promote and diversify entertainment opportunities in Saudi Arabia, the government established the General Entertainment Authority (GEA) in 2016.
Since then, the country has played host to some of the biggest global entertainment events such as the Saudi Arabian Grand Prix, the Saudi Pro League and LIV Golf.
The Saudi Pro League saw its players line-up in a highly-anticipated all-star clash with Paris Saint-Germain for the Riyadh Season Cup at the King Fahd International Stadium. (Supplied)
The country will also host the inaugural Olympic Games for Esports in 2025 – a major feat given that the esports market size was valued at $1.88 billion in 2022 and is expected to grow at a compound annual growth rate of 26.8 percent through to 2030.
“All eyes are on Saudi Arabia at the moment and for a good reason. These developments not only enhance the country’s global entertainment profile but also create substantial employment opportunities and stimulate domestic tourism,” Caruk told Al Arabiya English.
Bradley Caruk, Global Director of Creative, Theming and Show Design at AtkinsRéalis. (Supplied)
Saudi Arabia’s entertainment and leisure market size is estimated at $2.55 billion in 2024, and is expected to reach $4.20 billion by 2029, growing at a compound annual growth rate (CAGR) of 10.44 percent during this period.
Six Flags Qiddiya
One project that is expected to transform the leisure industry is Six Flags Qiddiya – a project that AtkinsRéalis has been behind.
The park will be Saudi Arabia’s first theme park and is expected to open its doors in 2025.
“As part of the larger Qiddiya entertainment city, [Six Flags Qiddiya] aims to be the largest theme park in the Middle East, spanning 79 acres. The park will feature a variety of attractions, including the world’s fastest, tallest, and longest roller coaster and the world’s tallest drop tower ride, along with attractions that reflect the cultural heritage and aspirations of Saudi Arabia,” Caruk said.
Six Flags Qiddiya. (X)
“There’s a real focus on theme parks, driven by a high expectation by consumers,” he added.
The global amusement parks market was valued at $49.25 billion in 2023 and is estimated to reach approximately $93.15 billion by 2032, at a CAGR of 7.3 percent through to 2032.
“It takes something special to compete in this space, and Six Flags Qiddiya City will set a new precedent for this region,” the global director noted.
“This is unlikely to be the last announcement on theme parks, so it is an exciting space to be involved in, as the bar is set high to realize on some of the coolest experiences one could imagine,” he said.
As the lead design consultant for the Six Flags Qiddiya theme park project, AtkinsRéalis began with the first stage of RIBA (Royal Institute of British Architects) development.
Having spent more than $1.25 trillion since the launch of Saudi’s National Transformation Program in 2016, there is an ongoing requirement to develop the infrastructure needed to support these large-scale projects.
The engineering company’s scope of work includes public realm and necessary infrastructure within the plot area along with validation of the pre-concept design, as well as the development of sustainability and environmental assessment methods, design criteria, and standards of the project.
“As part of this process, we championed a highly experienced in-house creative group to ensure the story comes first, and in support of that vision we are able to act as guardians of the design all the way through to opening day.”
“This is integral to building a world-class experience. We are very focused on aligning with Vision 2030, focusing on economic diversification, job creation, and sustainable development,” Curak said.
The company also uses digital tools and technologies to enhance project delivery, together with a collaborative delivery model that connects people, data, and technology.
These strategies enable them to deliver high-quality, efficient, and innovative solutions, contributing to the country’s transformation and development.
Tourism and the economy
The expansion of the entertainment and leisure industry is vital to boosting Saudi Arabia’s diversification plans, the Global Director of Creative, Theming & Show Design at AtkinsRéalis told Al Arabiya English.
“With so many project developments underway and so many more announcements to come, the world perhaps now understands that this is something that rarely happens in one’s lifetime,” Curak said.
Saudi Arabia received 60 million tourists in just the first half of 2024 – a 10 percent growth compared to the same period last year, according to the Kingdom’s Minister of Tourism Ahmed al-Khateeb.
Spending by tourists totaled over $38 billion during that period, according to the minister.
Visitors to Boulevard World watch fireworks during the 2022 Riyadh Season, in Riyadh, Saudi Arabia, November 23, 2022. (File photo: Reuters)
Tourists from the Gulf Cooperation Council countries alone accounted for more than $3.9 billion in expenditures during their travel to Saudi Arabia, the tourism ministry said in an August report.
Additionally, the vast array of entertainment options is encouraging more of the sizeable domestic market – 37.4 million people – to spend more on local leisure activities.
Local tourists spent $30.5 billion last year, bringing the total tourism expenditure to $68.14 billion in 2023.
All this comes as Saudi targets 150 million visitors annually by 2030, with a 15 percent contribution to its economy by 2030.
“Approximately 50 percent of the world’s population lives within a five-hour flight of Saudi Arabia. The potential is vast, and it makes me very positive for the future of this country. It’s an incredible time to be here. We are all very lucky to be a part of this progression,” Curak said.
The world’s first theme park devoted to the “Dragon Ball” universe of comics, movies, and games will be built in Saudi Arabia. (X)
According to Curak, building new entertainment cities, theme parks, and luxury resorts also requires substantial investment in supply chains, transportation, utilities, and hospitality services.
The Saudi government has tackled this by investing heavily in infrastructure through its Public Investment Fund (PIF) and partnering with international companies, such as AtkinsRéalis, to bring expertise to the Kingdom and help build local talent.
“There is a requirement for talent resources, both local and global, to build so many projects at the same time. To meet these demands more generally, AtkinsRéalis is leveraging global engineering expertise with in-depth local knowledge and local talent development to support Saudi Arabia’s ambitious projects, such as Six Flags Qiddiya City,” the global director said.
The influx of tourists has created numerous job opportunities in the hospitality and service sectors. In 2023, Saudi Arabia added 436,000 jobs to exceed 2.5 million jobs, accounting for almost one in five jobs in the country.
Future trends
According to Curak, the development of world-class mega-projects in the Kingdom will completely reshape the entertainment and leisure sector in Saudi Arabia in the coming years.
There are several key trends to look out for as these development projects are underway, he added.
The integration of cutting-edge technology – like virtual and augmented reality – into projects, such as The New Murabba, NEOM, Qiddiya, and the Red Sea Project, will enhance visitor experiences, making them more immersive and interactive, he said.
Additionally, the emphasis on sustainability and eco-tourism will attract a global audience interested in unique and environmentally conscious travel experiences, the global director at the engineering company noted.
Aerial view of a project under the development of Red Sea Global in Saudi Arabia. (RSG)
Another significant trend is the liberalization of social norms “which has already begun to reshape the cultural landscape.”
Aside from more international artists and events making their way to Saudi Arabia, the growth of the local film, arts, and music industries will also play a crucial role, providing a platform for Saudi talent.
The rise of e-sports and gaming will also play a major role in reshaping the entertainment industry, supported by state-of-the-art facilities and infrastructure.
Spectators watch video games as gamers from different countries play during an esports and gaming festival Gamers8 at Boulevard Riyadh, Saudi Arabia, July 9, 2023. (Reuters)
“This will cater to the younger population, positioning Saudi Arabia as a regional hub for digital entertainment,” Curak told Al Arabiya English.
The focus on creating culturally appropriate family-friendly entertainment options will be another key trend.
“The development of new amusement parks, water parks, and family-oriented resorts will provide a wide range of activities for all age groups. The same can be said for educational and cultural attractions that offer enriching experiences for visitors,” he added.
“At AtkinsRéalis, we design for that future, including the infrastructure that supports these goals. Even though we are working on developments today, we have the foresight to envision what will be needed in tomorrow’s world,” Curak said.
