The entertainment sector is booming in Saudi Arabia undergoing a deep transformation as part of the Kingdom’s Vision 2030. This ambitious plan aims to diversify the economy and reduce dependence on oil revenues by developing various sectors, including entertainment. French cultural industries, known for their global influence and innovation, are uniquely positioned to contribute to and benefit from this transformation.

The Rise of Saudi Arabia’s Entertainment Sector

The entertainment sector is a cornerstone of the Saudi Vision 2030, with the objective of increasing household spending on cultural and entertainment activities from 2.9% to 6% by 2030. One of its primary goals is to enhance the quality of life for Saudi citizens by providing a wide array of entertainment options. The General Entertainment Authority (GEA), established in 2016, plays a pivotal role in this transformation.

The GEA is responsible for regulating and developing the entertainment sector, creating investment opportunities, and supporting local and foreign enterprises. It has pledged to invest up to $64 billion by 2028 to develop the domestic entertainment sector. Already since 2019, over 120 million attendees have participated in entertainment events, with the sector projected to contribute $23 billion, or 3% of GDP, by 2030. And the entertainment market is expected to grow at a compound annual growth rate (CAGR) of 10.44% from 2023 to 2028, reaching $3.80 billion.

Several high-profile projects are at the forefront of Saudi Arabia’s entertainment expansion, each contributing to the Kingdom’s ambitious vision.

First is Qiddiya, positioned as the Kingdom’s capital of entertainment, sports, and the arts. Covering 334 square kilometres and located 40 kilometers from Riyadh, it aims to attract 17 million visitors annually by 2030. The total budget for the project is estimated at a staggering $40 billion. It includes theme parks, water parks, sports arenas, and cultural venues. It is set to be about three times larger than Disney World Florida, making it the world’s largest entertainment centre. Qiddiya will offer various customized experiences under five themes: Sports & Wellness, Parks & Attractions, Motion & Mobility, Art & Culture, and Nature & Environment.

Beside Qiddiya, the UNESCO World Heritage site Diriyah is being transformed into a cultural and lifestyle destination. This $63 billion 100% walkable city, a giga-project under the Public Investment Fund (PIF), offers a unique opportunity to visit, live, work, shop, dine, and celebrate the wonder of the Kingdom’s rich heritage and culture. The project, which will create 178,000 direct jobs, includes 9 museums, 8 public parks, 10 iconic landmarks, and other leisure related infrastructures and facilities. It is expected to attract 27 million visitors by 2030 and is designed to be financially sustainable while preserving culture and heritage. The return on commercial assets is expected to exceed 9%, with the project likely to be completed between the end of 2028 and 2029.

Other giga projects with large parts dedicated to leisure and entertainment are Red Sea and Amaala. With 200 kilometers of coastline, The Red Sea Project aims to leverage some of the Kingdom’s most unique natural treasures. Situated on a 90-island archipelago on the coast of the Red Sea between the cities of Umluj and Al Wajh, it is roughly the size of Belgium and stretches across 28,000 square kilometers. Offering various inland and offshore hospitality options, coupled with leisure and recreational facilities, this $200-billion project aims to become one of the world’s best dive sites.

200 km from The Red Sea project, Amaala, which derives from the Arabic word for ‘Hope,’ will feature three masterplans: Triple Bay, The Island, and The Coastal Development. These plans are centered on themes of wellness & sports, luxury art residences, and sea, sun & lifestyle. Stretching 12 kilometers along the northwestern coast, the $15-billion project aims to become a premier destination for luxury tourism and cultural experiences.

In addition to these giga projects, Saudi Entertainment Ventures (SEVEN), a company fully owned by the Public Investment Fund (PIF), is at the forefront of transforming Saudi Arabia’s entertainment landscape, tasked with developing state-of-the-art entertainment complexes across the Kingdom. It has pledged to invest $13.3 billion to develop 21 integrated entertainment destinations across 14 cities in Saudi Arabia. These destinations will feature over 150 innovative attractions, ranging from immersive rides and adventure parks to world-class dining and retail outlets. The company has already begun construction on its first entertainment destination in the Al Hamra district of Riyadh, marking a significant milestone in its ambitious development plan.

One of SEVEN’s flagship projects is the entertainment destination in Almadinah, with an investment of SAR 1.3 billion. This project is set to transform the region’s entertainment landscape, offering unique experiences such as a 4,000-square-meter family entertainment centre, an e-karting track, and a Discovery Adventures centre. There is also the Obhur Entertainment Complex in Jeddah, designed to be a mixed-use development featuring a large water park, a four-star hotel, a snow park, a sports arena, extensive retail and dining options, a family entertainment centre, and a marina with a yacht club. The total budget for this project is estimated at $1 billion.

To ensure the highest quality of entertainment experiences, SEVEN has already partnered with leading global brands and companies, like Warner Bros. Discovery, Mattel and Hasbro.

Finally, Saudi Arabia has rapidly become a hub for major international events and festivals, attracting visitors from around the world. One of the most prominent examples of Saudi live entertainment is the annual Soundstorm festival, conducted by MDL Beast since 2019. In 2023, Soundstorm attracted over 600,000 attendees just outside Riyadh, and featured more than 200 artists from around the world, including major bands like Metallica, the Black Eyed Peas and Eminem. The festival not only entertains audiences but also promotes intercultural dialogue and showcases Saudi Arabia’s openness to global cultural trends.

Riyadh Season and Jeddah Season are other examples of Saudi seasonal events that provide a series of diverse activities for residents and international visitors. Their programs include concerts, food festivals, art exhibitions, and sporting events, fostering a sense of community pride and contributing to the local economy. In 2023, Riyadh Season gave way to 8,500 activity-days spread across 15 diverse zones, including friendly football games with world class clubs like Paris Saint-Germain, or cultural shows like Le Cirque du Soleil, Winter Wonderland, Broadway shows, 150 concerts, the first Saudi opera, and many others, for more than 20 million spectators.

French Cultural Diplomacy and Creative Industries

Now, France has long leveraged its cultural and creative industries (ICC) as a tool for diplomacy, enhancing its global influence and economic impact. The Ministry for Europe and Foreign Affairs, along with the Institut Français, spearheads efforts to promote French culture internationally. French ICCs are a significant economic driver, contributing €91 billion to the national economy and employing over 1.3 million people. The sectors include cinema, music, video games, and publishing, each with a robust global presence.

France is universally recognized as the birthplace of cinema, thanks to the pioneering work of the Lumière brothers in the late 19th century. Today, the country continues to be a global leader in film production and distribution. The French film industry is renowned for its artistic innovation and quality, producing over 300 films annually.

Now, the Saudi film industry, still in its nascent stages, presents a wealth of opportunities for French filmmakers and studios. The Red Sea International Film Festival, launched in 2019, has become a significant platform for showcasing international and Saudi films. French films and filmmakers have been prominently featured, fostering cultural exchange and industry connections. For example, the festival has screened critically acclaimed French films such as “Les Misérables” by Ladj Ly and “Portrait of a Lady on Fire” by Céline Sciamma, highlighting the global appeal of French cinema.

Moreover, French film production companies like Pathé and Gaumont are exploring co-production opportunities with Saudi counterparts, aiming to bring high-quality cinematic experiences to Saudi audiences. Training programs and workshops led by French industry experts are also being organized to nurture local talent and enhance the skills of Saudi filmmakers.

Moreover, French music, spanning genres from classical to contemporary, has found a receptive audience in Saudi Arabia. The Kingdom’s new entertainment venues, such as the King Abdullah Economic City (KAEC) and the Riyadh Season events, have hosted numerous French artists and cultural events. The Fête de la Musique, an annual music festival originating in France, has been celebrated in Saudi Arabia, featuring performances by both local and French musicians.

Cirque du Soleil, the renowned French-Canadian entertainment company, has also performed in Saudi Arabia, showcasing the appeal of high-quality international entertainment. Their performances have been met with enthusiastic responses, demonstrating the Kingdom’s appetite for diverse cultural experiences.

France is also a powerhouse in the video game industry, home to leading companies like Ubisoft and Quantic Dream. Ubisoft, known for blockbuster franchises such as “Assassin’s Creed,” “Far Cry,” and “Just Dance,” has studios around the world and is a major player in the global gaming market. Quantic Dream, renowned for its narrative-driven games like “Heavy Rain” and “Detroit: Become Human,” continues to push the boundaries of interactive storytelling. These two companies are already exploring the burgeoning Saudi market for video games, virtual reality (VR), and augmented reality (AR).

Additionally, French companies specializing in VR and AR technologies, such as iOasis, are introducing their innovative products to the Saudi market. These technologies are being integrated into various entertainment projects, including museums, amusement parks, and educational institutions, enhancing the overall visitor experience.

Finally, several French Saudi partnerships illustrate the potential for successful collaboration in the culture and entertainment sectors. The most emblematic one is, of course, AlUla, for which the Royal Commission for AlUla (RCU) has partnered with the French Agency for the Development of AlUla (AFALULA) to transform the region into a world-class cultural and tourism destination. In the same way, Memorist, a French company specializing in the preservation, restoration, digitization, and transmission of heritage, has been actively involved in Saudi Arabia. The company has collaborated with Saudi institutions to restore historical documents and artifacts, leveraging its unique expertise in heritage conservation.

Another French success story in the entertainment sector is that of The Snow Company, a French firm specializing in artificial snow and winter attractions, which is contributing to Saudi Arabia’s snow parks and the ambitious Trojena project, part of the NEOM megacity, which will feature a futuristic ski resort in the desert, utilizing sustainable snowmaking technologies.

Opportunities for Further Collaboration

The opportunities offered by the Saudi entertainment sector to French companies is not limited to these examples of success stories. The Saudi entertainment sector offers numerous opportunities for additional French companies to enter the market and contribute to its growth.

For instance, French companies specializing in museum design, curation, and management can find ample opportunities in Saudi Arabia, since the Kingdom is investing heavily in developing new museums and cultural institutions, such as the King Abdulaziz Center for World Culture (Ithra) and the Diriyah Gate project. In the same way, French companies with experience in designing and operating amusement parks, such as Compagnie des Alpes and Puy du Fou, can also bring their expertise to Saudi Arabia. Finally, the Saudi culinary scene is evolving, with a growing interest in international cuisines and dining experiences. French culinary arts, known for their excellence and innovation, can play a significant role in this transformation. French chefs, restaurateurs, and culinary schools can collaborate with Saudi counterparts to introduce new culinary concepts and elevate the local dining culture.

To conclude, as Saudi Arabia continues to invest in its cultural and entertainment infrastructure, the Kingdom offers a wealth of opportunities for French companies to expand their presence and influence. By leveraging their unique strengths and building on the existing partnerships, they can play a pivotal role in shaping the future of Saudi Arabia’s entertainment industry.

For more information on the Saudi market and the opportunities that it offers, Contact Artemis Business Care.