IAAPA Middle East Summit 2025 kicked off today Tuesday at Mohammed Al-Ali Theater in Boulevard City marking its second edition in Saudi Arabia in collaboration between the International Association of Amusement Parks and Attractions IAAPA and Riyadh Season with a prominent presence of global entertainment industry leaders and experts
The summit opened with a speech by Mr Muhannad Al-Abbad Executive Vice President for Investment Stimulation and Business Development at the General Entertainment Authority who emphasized the advanced position that the Kingdom has reached in the entertainment industry and hosting global events stating that this summit represents an exceptional opportunity to exchange ideas and expertise and to showcase the latest innovations that contribute to the development of the entertainment sector which has become today one of the key drivers of the economy and a catalyst for creativity and investment
He added that Riyadh Season is proud to support this summit as part of its commitment to fostering creativity attracting global expertise and offering unprecedented experiences that enhance the Kingdom’s position as a global hub for entertainment and tourism and that through this summit they look forward to strengthening partnerships exploring new opportunities and introducing innovative visions that contribute to the sector’s growth as collaboration and integration among stakeholders is the key to continued success
The first day of the summit featured panel discussions on the growing investment opportunities in Saudi Arabia’s entertainment sector where experts confirmed that Saudi Arabia thanks to Vision 2030 and its major entertainment projects has become a key driver in the development of the sector globally
Jacob Wahl CEO of IAAPA praised the great development witnessed by the Kingdom saying that Saudi Arabia is showing exceptional intelligence in developing the entertainment sector and that they are proud to partner with Riyadh Season and the General Entertainment Authority to host this global event
In the first panel session of the summit titled Global Integration Innovation and Growth in Attractions in the Middle East and Europe Michael Kreft von Byern General Manager of Rulantica explained that young Saudi talent is a key factor in the development of the entertainment sector citing projects such as Boulevard World which blends heritage and modern experiences and he also pointed out that the Kingdom offers a promising investment environment supported by strong strategic partnerships with global brands
Stephanie Semaan from Boston Consulting Group confirmed that the Kingdom possesses huge investment opportunities in the entertainment sector benefiting from its dynamic society ambitious youth and major projects that we see today which are clear evidence of the rapid growth in this sector and that opportunities remain open for more investments and international partnerships
The session The Power of People Overcoming Human Resources Challenges in the Saudi Entertainment Industry highlighted the importance of developing national talents where Hisham Al-Ali Vice President of Human Resources at Six Flags Qiddiya stated that Saudis naturally possess hospitality skills which are among the most important qualities sought in the entertainment sector pointing to the important role of the programs launched by the General Entertainment Authority to qualify local talent such as the Happiness creators Program and the Entertainment Fellowship Program
Meanwhile the session Customer Experience The Last Frontier in Market Differentiation focused on the importance of visitor experience in the entertainment sector where Daryl Michael Spych CEO of SEVEN emphasized that the Kingdom offers the greatest customer experience that any visitor can have because Saudi hospitality is deeply rooted in the local population adding that the simplicity and smoothness of the entertainment experience are crucial in achieving visitor satisfaction
The first day of sessions concluded with a panel discussion titled Women and Their Role in Developing the Entertainment Industry in the Middle East which addressed the role of female leadership in enhancing work environments stimulating innovation and advancing the sector with a distinguished group of female leaders in the entertainment industry presenting inspiring insights on building confidence motivating teams and adapting to changes with agility
On the sidelines of the summit the accompanying exhibition kicked off showcasing the latest technologies in the entertainment sector with the participation of approximately 60 global and local companies presenting advanced solutions in entertainment games interactive experiences and digital technologies
Tomorrow the summit will feature more sessions highlighting the significant transformation witnessed by the Kingdom reinforcing its position as a global center for the entertainment industry