The fifth annual Riyadh Season has received a record-breaking 20 million visitors, marking an unprecedented milestone since the event’s inception in 2019, announced the Saudi General Entertainment Authority‘s (GEA) chairman of the board of directors advisor Turki bin Abdulmohsen Al Al-Sheikh.
Riyadh Season has solidified its position as a global entertainment hub, attracting visitors from across the Kingdom and beyond. Popular destinations such as Boulevard World, Boulevard City and Boulevard Runway saw particularly high foot traffic this year, offering a diverse range of artistic performances, international games, fine-dining experiences and immersive cultural exhibits.
Key attractions drive visitor growth
The mild winter weather and public holidays further fueled attendance, with adventure seekers flocking to the Dunes of Arabia for camping and outdoor activities. Meanwhile, the “Christian Dior: Designer of Dreams” exhibition at the Saudi National Museum captivated fashion and art enthusiasts. The Groves also emerged as a prime attraction, featuring international cuisine, live music and a unique ambiance.
Additionally, major sporting events—including boxing matches, martial arts competitions and padel tournaments—drew significant crowds, alongside concerts featuring renowned artists from around the world.
Attracting over 20 million visitors, Riyadh Season continues to cement its status as one of the world’s largest and most dynamic entertainment events, reinforcing Riyadh’s position as a premier global entertainment destination.
Riyadh Season 2025 supports major tourism expansion
In a recent report, Visa examined Riyadh Season 2025’s impact on inbound tourism and the local economy, revealing a 47.6 percent annual increase in international visitors and substantial growth in spending. Riyadh welcomed over 500,000 Visa cardholders from around the world in the fourth quarter of 2024, marking an impressive 47.6 percent annual increase. Of these, 20,000 visitors attended Riyadh Season events.
Key cultural events such as the Amr Diab Concert, the Ana Arabia and Harry Potter Experience and Rabeh Saqer Night contributed to the surge in visitors. Major sporting spectacles, including WWE and the WTA Finals also played a significant role in attracting tourists to Riyadh. Additionally, COP16 further boosted visitor numbers and spending in the city.
“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,” said Ali Bailoun, regional general manager for Kingdom of Saudi Arabia, Bahrain and Oman at Visa.
These insights underscore Riyadh Season 2025’s pivotal role in accelerating Saudi Arabia’s transition into a world-class tourism and entertainment hub, reinforcing the Kingdom’s drive to attract 150 million visitors annually by 2030.
Read: Riyadh Air reveals sonic brand ‘Sound of a New Era’ ahead of 2025 launch
Entertainment sector to contribute 4.2 percent of GDP by 2030
According to a recent report from the Ministry of Investment, the entertainment sector is expected to create 450,000 jobs by 2030 and contribute 4.2 percent of the gross domestic product. The sector has seen several record highs in the last five years, including attracting over SAR1 billion in total revenues and more than 75 million event attendees.
In line with Saudi Vision 2030, Saudi Arabia aims to diversify its economy and enhance the quality of life by promoting tourism and Saudi culture internationally to attract visitors. The entertainment sector is a crucial pillar in achieving these ambitious goals, with a focus on enhancing the quality of life through a variety of cultural and entertainment activities.
