Saudi targets US$70 billion market...

Partnerships to be established with attractions including Transformers, Hot Wheels and Six Flags

Theme parks are seeing rapid growth in Saudi Arabia, with 10 new attractions in the pipeline. Not only will these parks serve high domestic demand, they will also help to position the kingdom as an international tourism destination for thrill seekers.

A recent report from Boston Consulting Group (BCG) called Entertainment Parks Industry: Trends & Opportunities for Saudi Arabia says there is high interest in theme parks among Saudi residents, with two-thirds eager to visit these attractions, and 60% visiting one when travelling.

Survey data shows 90% of people would visit a theme park or water park at least once a year if available in their city, with 67% willing to attend more than once.

BCG Partner Devanshu Mathur describes the local enthusiasm for theme parks within Saudi as “extreme”, marking a promising future for the kingdom’s entertainment industry.

“With 10 new parks in development, many in partnership with global brands, Saudi is creating world-class experiences, positioning the kingdom as a top-tier destination for visitors from around the globe.”

The global entertainment park industry is valued at US$70 billion and is expected to grow at 5% CAGR over the next 10 years.

These parks have evolved to become much more than the staple rides and slides. BCG says entertainment parks are using sophisticated and gamified experiences, and leveraging partnerships with big brands, to improve guest experiences. Saudi is taking the same strategy across its emerging sector.

Park partnerships will be established with brands including Transformers, Hot Wheels, Six Flags and Dragon Ball.

Mathur said Saudi is capitalising on global trends by partnering with renowned IPs (Intellectual Property) and diversifying offerings with retail and hospitality to go beyond traditional entertainment.

“This aligns with a global shift, as IP-themed hospitality has grown at a 20% CAGR over the past 20 years, enhancing both in-park and nearby offerings. Survey data also supports this, with 40% of respondents expressing strong interest in staying overnight at nearby hotels after a full day at the park."

New parks in Saudi, such as Six Flags and Aquarabia at Qiddiya City, an entertainment city in the Tuwaiq Mountains 40 minutes from Riyadh, will include an array of attractions, immersive experiences and dining and retail options aimed at both local and international audiences. The world's only Dragon Ball theme park will also open in Qiddiya, offering anime fans an immersive journey into this universe.

Dragon Ball, Qiddiya, Saudi

Saudi Entertainment Ventures (SEVEN), part of Qiddiya Investment Company (QIC), a wholly owned Public Investment Fund (PIF) entity, is investing more than SAR50 billion (US$13.3 billion) to build 21 entertainment destinations in 14 cities across the kingdom, with six locations opening Hot Wheels e-karting venues.

SEVEN has also signed an agreement with Hasbro to develop Transformers-themed indoor entertainment parks in Riyadh and two other locations; with Flow House for three venues celebrating surf culture and flow boarding; and to build the world’s first Formula E branded indoor karting attraction.

Mathur said that while the entertainment parks industry in Saudi is experiencing rapid growth, it remains underdeveloped in certain regions, creating an “ideal opportunity” to expand accessibility and reinforce the kingdom’s standing on the global stage.

“This momentum is set to drive economic growth, stimulate local tourism and firmly position the kingdom as a premier leisure destination, delivering unparalleled experiences for a diverse and growing audience.”

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