The IAAPA Middle East Trade Summit 2025 concluded today (Wednesday) at Mohammed Al Ali Theater in Boulevard City, marking the second edition of the summit in the Kingdom. Held in collaboration between the International Association of Amusement Parks and Attractions (IAAPA) and Riyadh Season, the event brought together industry leaders and entertainment experts to discuss the latest trends and advancements in the sector.
The second day of the summit featured discussions on investment opportunities, the development of entertainment projects, the evolution of visitor experiences in entertainment destinations, and the role of technology in enhancing guest engagement and optimizing operational efficiency in the sector.
The day opened with the “Innovate & Invest: Exploring Upcoming Projects and Government-Funded Initiatives” session, where Majid Al Eid, Director of the Entertainment Sector at the Ministry of Investment, highlighted the crucial role of government investments in driving entertainment projects. He emphasized that collaboration between the public and private sectors is key to achieving sustainable growth in the industry.
Al Eid stated, “When we first started developing the entertainment sector under Saudi Vision 2030, it was entirely dependent on government support. However, as the sector evolved, the focus has shifted towards empowering private companies, attracting investments, and building a world-class entertainment industry that appeals to both investors and visitors.”

He further explained that Saudi Arabia has enabled foreign companies to register and obtain business licenses for entertainment ventures without requiring a local partner, thus enhancing the Kingdom’s attractiveness as a global investment destination.
Al Eid also pointed out that the entertainment sector is growing rapidly, generating approximately 150,000 new jobs, with continued collaboration between local and international companies to establish academies dedicated to training professionals in the field. He stressed that Saudi Arabia is not only focused on attracting investments but also on providing an integrated and seamless experience for investors through clear regulations and a well-structured ecosystem that supports all aspects of the entertainment industry.
Nora Okaill, CEO of The Happiness Factory, expressed her pride in the achievements of her company within the Saudi entertainment sector. She emphasized that flexible regulations and government support have significantly contributed to business growth and the delivery of exceptional visitor experiences. “Entertainment is embedded in human nature. People are always seeking unique entertainment experiences, and Saudi Arabia provides a thriving environment to meet these expectations,” she said.
She also highlighted that the synergy between the public and private sectors is accelerating the pace of development, with government support playing a key role in expanding the industry and unlocking new investment opportunities.
In the same context, Sven Versteegh, Managing Partner at ParkProfs, noted that Saudi Arabia possesses exceptional potential, making it one of the fastest-growing entertainment markets. “There is a tremendous opportunity for the entertainment sector to grow and thrive in the Kingdom, and we are witnessing this unfold thanks to innovation, a highly skilled workforce, and an investment-friendly climate driven by Saudi Vision 2030,” he remarked.
The summit also featured the “Cultural Recontextualization at Theme Parks” session, where William McCarthy, Assistant Professor of Media and Tourism at Zayed University, discussed how global entertainment brands adapt to cultural contexts in different regions. He explored the challenges of designing theme park attractions for diverse audiences and emphasized that aligning entertainment content with local traditions and cultural values enhances visitor engagement—an approach that has proven successful in global destinations like Disney and Universal Studios.
In the “From Events to Destinations: Crafting Experiences That Inspire and Endure” session, Stefania Garibaldi, Chairman and Managing Director of Balich Wonder Studio KSA, examined how temporary events can be transformed into long-term entertainment landmarks. She highlighted that emotional engagement with audiences is the key to the success of any entertainment project and emphasized that integrating storytelling with cutting-edge technology creates immersive experiences that leave a lasting impact.
During the “Data, Immersive Tech, and Digital Integration Shaping the Future of Guest Experiences” session, Kirin Sinha, CEO of Illumix, explored the increasing influence of artificial intelligence and augmented reality in the entertainment industry. She explained that digital transformation is essential for creating deeper, more personalized visitor interactions. “Emerging technologies, such as smart data analytics and virtual reality applications, offer immense potential for enhancing entertainment experiences,” she noted.
The summit concluded with the “Mastering Operations in the Middle East” session, where Mohammed Attia, CEO of Al Othaim Entertainment, and Fahad Al Obailan, CEO of BAAN Holding, shared insights on adapting to market dynamics in the region. They discussed the importance of cost management, striking a balance between innovation and profitability, and developing flexible operational models tailored to the local market.
Exhibition Highlights: Cutting-Edge Entertainment Technologies on Display
Alongside the discussions, the summit featured a highly attended exhibition showcasing the latest entertainment innovations from leading global companies. Industry giants such as MACK Rides, WhiteWater, Zamperla, Vekoma Rides, Simtec Systems, ProSlide Technology, Accesso, Semnox Solutions, Alterface, Event Lab, and Oasis Enterprises unveiled state-of-the-art solutions in amusement rides, interactive experiences, and digital technology. The exhibition provided attendees with a valuable opportunity to explore emerging trends and network with key industry players.
The exhibition also featured live interactive showcases and digital experiences, drawing significant attention from investors and entertainment professionals.
Massive Turnout at the “Happiness Creators” Pavilion One of the exhibition’s standout attractions was the “Happiness Creators” Pavilion, an initiative by the General Entertainment Authority (GEA) aimed at developing human capital in the entertainment sector. The pavilion saw high visitor engagement, where various training programs were showcased, along with success stories of industry professionals who have benefited from the initiative.
Prominent entertainment leaders who had participated in past editions of the initiative visited the pavilion, engaging with attendees and sharing their experiences. Exhibition representatives also addressed inquiries on career development and training opportunities within the sector, providing support to aspiring professionals looking to contribute to the Kingdom’s growing entertainment industry.
As the IAAPA Middle East Trade Summit 2025 came to a close, participants hailed the event as a vital platform for fostering industry collaboration and exchanging expertise. They emphasized that Saudi Arabia, with its continued commitment to the entertainment sector, is solidifying its position as a global entertainment hub, in alignment with Saudi Vision 2030.
Attendees also underscored the importance of such gatherings in facilitating connections between industry experts and unlocking new investment prospects in future entertainment projects.