RIYADH: Saudi Arabia’s growing entertainment sector is set to become a key catalyst for growth across various industries and a central pillar in the Kingdom’s broader economic diversification strategy, according to experts.

Strengthening the industry is vital as Saudi Arabia continues to shift away from its long-standing dependence on oil revenues, aligning with its ambitious efforts to build a more resilient and diversified economy.

The rapid growth of the Kingdom’s entertainment sector is underscored by recent data and forecasts, including a report by AlixPartners which revealed that 33 percent of Saudi consumers plan to increase spending on out-of-home entertainment — significantly higher than the global average of 19 percent.

Supporting this trend, data from the Ministry of Commerce showed that commercial registrations in the Kingdom’s arts and entertainment sector rose by 20 percent in 2024 compared to 2023. 

Notably, innovative arts and entertainment activities saw a 30 percent increase, reaching 4,188 registered entities, while amusement park activities grew by 26 percent, totaling 6,108 registrations.

In an interview with Arab News, Shahid Khan, partner and global head of Media, Entertainment, Sports, and Culture at consulting firm Arthur D. Little, highlighted the sector’s potential to generate a ripple effect across hospitality, tourism, and retail, as well as real estate, and technology.

“Major events and attractions are drawing both international and domestic tourists — contributing directly to the Kingdom surpassing its original target of 100 million annual visitors by 2030, an achievement reached seven years ahead of schedule,” said Khan. 

Major events and attractions are drawing both international and domestic tourists.

Shahid Khan, partner and global head of Media, Entertainment, Sports, and Culture at consulting firm Arthur D. Little

He added: “This surge in tourism fuels demand for hospitality infrastructure, including hotels, restaurants, and local transport, while extending average visitor stay and spend.”  The Arthur D. Little official added that the growth in the entertainment sector could also propel the retail industry, with entertainment-led foot traffic expected to drive commercial activity in malls, high streets, and mixed-use developments. 

Guillaume Thibault, partner and head of Sports and Entertainment at Oliver Wyman for India, the Middle East, and Africa, echoed similar sentiments, noting that Saudi Arabia’s entertainment industry will spur growth in adjacent sectors by driving demand for complementary services.

He added that emerging entertainment destinations are helping cities like Riyadh and Jeddah position themselves as lifestyle hubs with the potential to compete on a global scale.

“Large-scale events and festivals drive hotel occupancy and airline bookings, while lifestyle venues anchor foot traffic in malls and high streets. Technology adoption accelerates through the demand for ticketing, crowd management, and immersive experiences,” said Thibault. 

He added: “Entertainment is a key downstream activator for mega-events and is intricately intertwined with the urban fabric of these mega events, enhancing the hospitality, tourism, and retail sectors.” 

Looking ahead, the Ministry of Investment projects that the entertainment sector could generate 450,000 jobs and contribute 4.2 percent to Saudi Arabia’s GDP by 2030.

Impacts: retail spending, real estate and FDI 

Thibault emphasized that Saudi Arabia’s youthful population — most of whom are under the age of 35 — will be a key driver of growth in the Kingdom’s entertainment sector and could significantly boost retail spending.

He noted that for young Saudis, entertainment is not viewed as a seasonal luxury, but rather as a regular and essential part of their spending habits.

“As more venues and formats become available, consumers are reallocating discretionary income from international travel to local entertainment. This ‘localization of lifestyle’ is increasing the frequency and variety of spending, from dining and merchandise to experiential add-ons,” said Thibault. 

Khan expressed similar views and added that rising disposable income among people in Saudi Arabia is empowering consumers with the means to pursue experience-rich lifestyles. 

“This financial capacity is enabling a broader cultural shift — especially among younger Saudis — toward valuing experiences over possessions, and prioritizing social, live, and recreational activities as a core part of modern living,” he said. 

Khan added: “What was once a limited and largely outbound market is now being redirected into the local economy — creating a dynamic, self-sustaining entertainment ecosystem at home.”

Commenting on its impact on the real estate sector, Thibault stated that the entertainment industry is reshaping property demand by revitalizing underutilized land, promoting mixed-use development models, and enhancing the attractiveness and viability of secondary cities.

Thibault further noted that developers are increasingly incorporating dedicated entertainment zones and hybrid residential complexes into their plans, viewing them as key drivers of footfall and community engagement.

“This enhances land value, accelerates absorption rates, and encourages long-term leasing. Moreover, large entertainment projects are contributing to the emergence of new urban centers that align with the Kingdom’s regional development goals,” said Thibault. 

Khan pointed out that the entertainment sector has already reshaped the Kingdom’s real estate landscape, both directly and indirectly. 

He said that the entertainment boom has contributed to a rise in property values across the Kingdom, especially in areas adjacent to major attractions. 

Khan further said that large-scale entertainment destinations — such as those under Qiddiya, Diriyah, AlUla, and others — are also catalyzing new hospitality and retail clusters, creating demand for hotels, serviced apartments, dining spaces, and lifestyle-driven real estate. 

“In addition, the rise of cultural and live event venues across second-tier cities and emerging districts is stimulating regional real estate development, encouraging urban sprawl and infrastructure investment beyond the major metropolitan areas,” said Khan. 

In terms of the potential of attracting foreign direct investments, Thibault said that the Kingdom’s entertainment sector presents a “rare greenfield” opportunity in a G20 economy, supported by policy backing, untapped demand and significant scale. 

“As regulatory clarity improves and exit mechanisms mature, we anticipate a rise in joint ventures, venture capital deployment in entertainment startups, and the entry of global operators, making entertainment a cornerstone of the Kingdom’s FDI narrative,” said the Oliver Wyman official. 

Khan said that Saudi Arabia’s sovereign wealth fund is playing a catalytic role — both directly and through its giga-projects and portfolio companies — by investing in and forming strategic partnerships with foreign players across the entertainment spectrum. 

He added that the efforts of PIF are facilitating market entry and localization of globally leading companies in key areas such as theme parks, live entertainment, attractions, and hospitality. 

Large-scale events and festivals drive hotel occupancy and airline bookings.

Guillaume Thibault, partner and head of Sports and Entertainment at Oliver Wyman for India, the Middle East, and Africa

In September, the PIF launched the National Interactive Entertainment Co. to create immersive storytelling experiences rooted in the Kingdom’s heritage and Islamic history. 

The newly established firm, known as QSAS, will focus on developing, owning, and operating world-class interactive exhibitions throughout the Kingdom, the wealth fund said in a statement at that time. 

“The entertainment sector is emerging as a key gateway for FDI in Saudi Arabia, underpinned by strong market fundamentals, government-backed infrastructure, and a robust regulatory push aligned with Vision 2030,” said Khan. 

In January, Saudi Arabia’s General Entertainment Authority unveiled 29 investment opportunities targeting six key sectors of the industry. 

The targeted sectors include facilities, destinations, water parks, adventure parks, virtual reality parks, and e-gaming centers.

Cinema and journey beyond 

Speaking to Arab News, Thibault noted that Saudi Arabia has rapidly emerged as one of the fastest-growing cinema markets in the world. 

He added that this momentum could pave the way for a new wave of industry growth by encouraging local content creation, supported through public-private co-investment models and enhanced by regulatory incentives for film production and post-production infrastructure.

“Elevating local narratives while attracting international studios can simultaneously boost soft power and develop a self-sustaining film economy,” said Thibault. 

Khan echoed similar views and said that Saudi Arabia currently has more than 600 screens and has witnessed a doubling of both ticket sales and box office revenues between 2019 and 2024.

“Expanding cinema access to underserved regions and enhancing operators’ business models — by tapping into diversified revenue streams such as F&B, experiential offerings, and advertising — will be essential for long-term profitability and sector sustainability,” said Khan. 

He added: “Additionally, forging international partnerships through co-productions, location incentives, and distribution alliances would further strengthen the overall industry while enabling knowledge transfer and job creation.” 

Thibault emphasized that Saudi Arabia should ambitiously expand its entertainment landscape beyond traditional formats such as cinema by investing in immersive, experience-driven offerings. 

These include esports arenas, mega-theme parks like those planned in Qiddiya, mixed-reality shows, adventure tourism, and platforms centered around heritage-based storytelling.

RIYADH: Saudi Arabia is poised to emerge as one of the world’s most dynamic sleep technology markets, reflecting the rapid expansion of its fitness sector, an expert told Arab News. 

In 2024, Saudi Arabia ranked third globally for the shortest sleep duration, with most Saudis sleeping only 6 to 7 hours per night, according to Mana Al-Shahrani, a consultant in Sleep Medicine at King Fahad Medical City.  

This presents a lucrative opening for innovators, as global demand for sleep solutions surges. 

The global sleep aids market grew from $59.32 billion in 2023 to $64.15 billion in 2024, and it is expected to continue growing at a compound annual growth rate of 5.98 percent, reaching $89.11 billion by 2030, according to a report by Research and Markets. 

Now, companies such as Eight Sleep, a US-based firm which provides an intelligent, fully integrated system that personalizes sleep using real-time biometric data, are eyeing Saudi Arabia as a top future market. 

With Vision 2030 pushing a healthier lifestyle agenda, sleep is set to become the next big wellness frontier. 

“We believe Saudi Arabia is uniquely positioned to become one of the world’s most dynamic sleep tech markets and Eight Sleep is investing with that long-term vision in mind,” co-Founder and CEO of Eight Sleep, Matteo Franceschetti, told Arab News.

“Even before our official launch, we already have over 100 Pods in active use and a waitlist of more than 500—a strong signal of organic demand and unmet need,” the CEO added.

Saudi Arabia has already demonstrated progress in key quality-of-life indicators, as highlighted in its 2024 Vision 2030 performance report. The Kingdom’s World Happiness Index score held steady at 6.6 in 2024 — surpassing both global and Gulf averages — while life expectancy rose to 78.8 years, ranking 11th among G20 nations, underscoring the government’s focus on well-being, creating fertile ground for sleep tech innovation.

Saudi Arabia as a global sleep tech hub 

The sleep technology market in Saudi Arabia is expanding rapidly, valued at $117.4 million in 2023 and projected to reach $243.1 million by 2030 — an 11 percent CAGR. 

The broader Middle East and North Africa smart bed market is expected to hit $87.7 million by 2027, according to Franceschetti.

“We view Saudi Arabia — and the wider GCC — as a strategic priority for Eight Sleep, with the region bearing the potential to become our second-largest market globally after the US,” Franceschetti said. 

While GCC spending on sleep aids remains modest — $26.42 million in 2025 versus $2.18 billion in the US — growth rates are strong. 

“While sleep still lags behind fitness and wearables in terms of total spend, it’s following the same adoption curve. Sleep is underpenetrated, but it’s not underperforming,” Franceschetti noted, adding: “As awareness for sleep as the foundation of long-term health, we expect its share of the wellness wallet to expand dramatically.”

Will sleep become a national priority? 

With Vision 2030 promoting wellness, sleep health is gaining attention — but experts say more policy focus is needed. 

Diet and exercise are prioritized, but sleep’s impact on diabetes, heart disease, and neurological disorders is still underrecognized, Vikas Kharbanda, partner at Arthur D. Little told Arab News. 

“Increasing diabetes, cardiovascular disorders, obesity and even neurological dysfunctions have been linked with sleep-related disorders,” he said, adding: “While there are some efforts underway through publishing registries and statistics on sleep disorder prevalence, significantly more awareness is needed about these linkages and their negative impacts.”

Franceschetti tied sleep to national goals, saying that Vision 2030’s focus on quality of life creates fertile ground for sleep tech. “Saudi Arabia’s greatest opportunity to overcome its national sleep deficit lies in embracing personalized sleep environments tailored to individual needs,” he added.

Late nights, high stress, and rising demand 

The CEO further explained that Saudi Arabia has the lowest average sleep score among more than 30 global markets where Eight Sleep is active. “Saudi users also report the latest bedtime and wake time — typically sleeping from 1am to 9am,” he revealed.

The UAE follows closely behind, ranking fourth in sleep deprivation, with users averaging sleep from 12am to 8am. 

GCC cities dominate global rankings for the least sleep, with Sharjah, Doha, Jeddah, Abu Dhabi, Riyadh, and Dubai claiming the top six spots for lowest total sleep. Sharjah, Jeddah, and Dubai also recorded the world’s worst sleep performance scores, the CEO said, citing data from US technology company, WHOOP.

Key drivers of the sleepless trend

Multiple factors contribute to this trend, said Franceschetti, adding: “A deeply ingrained late-night culture in the region contributes to disrupted circadian rhythms and reduced recovery.”

Cities like Jeddah, Riyadh, and Sharjah — some of the most sleep-deprived globally — also report high stress levels, indicating a strong link between late night schedules and poor health. Temperature is another major challenge, as Saudi Arabia ranks fifth globally for users seeking to cool their sleep environment. 

Franceschetti noted that “managing heat during the night is essential for comfort and uninterrupted sleep.” 

He also highlighted lifestyle and environmental stressors, stating: “Ambitious lifestyles, demanding work schedules, and extreme weather conditions further affect residents’ ability to get sufficient quality sleep.”

In the UAE, 40 percent of residents are sleep-deprived, with stress and temperature cited as the top disruptors.

Arthur D. Little’s Kharbanda expanded on cultural influences: “Late-night social activities, religious practices, high caffeine consumption, and excessive blue light exposure from devices all contribute — alongside low physical activity levels.”

Saudi Arabia is actively working through the Sports for All Federation to increase the percentage of physical activity participation to 40 percent of the Kingdom’s population by 2030.

The sleep tech revolution, tracking to intervention 

Kharbanda categorized sleep solutions into three types. The first includes monitoring devices such as wearables and apps. “These help users understand sleep patterns and are likely to see the highest demand due to affordability and accessibility,” he explained.

The second category consists of interventional tools like smart mattresses and sleep monitors. “These ensure better sleep quality but face higher cost barriers,” he noted. 

The third type covers medical solutions for severe cases, though adoption depends on health care integration. “Of these, monitoring and lifestyle management devices will dominate,” Kharbanda predicted.

As the Kingdom wakes up to sleep’s role in long-term health, the wellness industry is racing to turn this crisis into its next billion-dollar opportunity.