/ A few weeks from its closing, Riyadh Season festival’s 5th edition has already reached a record-breaking milestone of 20 million visitors /

For some time now, every year from October to March, Saudi Arabia’s capital, Riyadh, hosts one of the world’s largest entertainment festivals: Riyadh Season, established in 2019 by the government’s General Entertainment Authority as part of initiatives to develop tourism and entertainment in the nation, in line with Saudi Vision 2030, the plan launched in 2016 by Saudi Arabia to diversify its economy and move away from oil dependency.

Since its inception, the festival has proven to excel at its mission: with 12 different zones, 100 events, and about 30 restaurants, the first edition attracted 11 million visitors and generated 6 million riyals in revenue (over 1.5 million euros). From there, except for 2020 (when the festival couldn’t be held due to the pandemic), it has grown in every way: by the 2021 edition, the zones had increased to 14 and the events to 7,000, and the following year, they reached 15 zones and 8,500 events, including the first sports highlights (like a football friendly that drew global attention by pitting Lionel Messi against Cristiano Ronaldo).

The 2024-2025 edition of Riyadh Season, which began on October 12 and will close on March 1, promises to be another memorable one. By mid-February, it has already reached a record-breaking milestone of 20 million visitors, marking the highest attendance since the event’s launch. The event’s 14 zones have played a major role in its popularity, offering visitors from the Kingdom and abroad various experiences tailored to different interests. Zones like Boulevard City, Boulevard World paying homage to many countries around the world, and Boulevard Runway where visitors can explore 3 real-life Boeing 777 aircraft and a real runway transformed into a huge playground, have witnessed very high footfall, engaging guests with immersive experiences, live performances, and international cuisine.

Riyadh Season has also featured an impressive lineup of events and attractions: from amusement rides to high-profile sports tournaments (boxing, wrestling, padel, tennis, etc.), international music concerts, AI and skiing experiences, escape rooms, an exhibition dedicated to Christian Dior, themed gardens, interactive art installations, a Harry Potter-themed immersive experience, and more.

Only at the end of the festival we get to know whether revenues have also set a record attendance. What’s certain, however, is the positive impact on tourism and the local economy, further evidenced by a Visa report revealing a 47.6 year-on-year increase in international visitors in Q4 2024, and substantial growth in spending in that period (+25 percent on Food & Dining and +23 percent on Shopping & Retail).

“Riyadh Season is more than just entertainment – it is a catalyst for economic growth, and a key component of Saudi Arabia’s Vision 2030 tourism goals,” commented Ali Bailoun, Regional General Manager for Kingdom of Saudi Arabia, Bahrain, and Oman at Visa. 

Continue reading Games & Parks Industry February 2025, page 26

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