– The first entertainment and leisure exhibition held in Saudi Arabia in 2019 –
– 19 companies from 131 countries participated, confirming the change of Saudi Arabia to become a tourist country –
Exhibition Overview
The Saudi Entertainment & Amusement Exhibition (SEA), now in its third year, was first held in 2019. This year’s exhibition, which showcased Saudi Arabia’s transformation as a hub for entertainment and leisure in the Middle East, saw the participation of 25 companies from 131 countries around the world. Starting with 2019 companies participating in the first event in 109, the number of participating companies has been increasing, reaching over 19 companies last year despite the impact of COVID-120. Saudi Arabia had the most participating companies by country with 31, but by region, Europe had 69 companies, accounting for more than half of all participating companies. In particular, Italy and the UK had 18 and 17 companies, respectively, while Taiwan was the only Asian country to participate with 1 company.
field photos
Exhibited items include companies from various fields, from construction and consulting related to amusement parks, to various amusement equipment and rescue facilities, virtual reality simulation software, water leisure games, survival games, safety equipment, and educational institutions.
It was a robot named RoboTehspian that was exhibited at the Experience UK Pavilion, which had the most visitors at this exhibition. A humanoid entertainment robot developed by British Engineered Arts, it smoothly performed various gestures such as hand gestures when we were having a conversation and gained great popularity by exchanging conversations with the audience.
RoboThespian introduction screen
In addition, Taiwan-based Brogent Technologies, the only Asian company among about 11 companies related to the development of virtual reality simulation hardware and software, is an entertainment equipment and software developer that delivers virtual flight simulation using 3D screens and moving seats in three dimensions.
The booth that drew the most attention was the Saudi Entertainment Academy (SEA), an educational institution. SEA, which opened this year, is the first educational institution related to entertainment in Saudi Arabia to offer a two-year Diploma degree program. In particular, by developing a curriculum with the University of Nice in France, it provides subdivided majors from management and design, safety, equipment maintenance, and video game-related development for amusement parks and various leisure fields. Upon completion, you can receive a bachelor's degree. All courses are free for Saudi students, and unfortunately, as the school just opened, foreign students are not accepted.
Saudi Entertainment Academy Booth Photos
A seminar called SEA Summit was also held at the exhibition hall, and various presentations were made, including visions and opinions for Saudi Arabia to develop into a global tourism nation, and development of major amusement parks. Speakers include officials from companies related to the Neom City and Red Sea projects, including Saudi Tourism Authority, the director of Al-Kohair Group, which owns many amusement parks and hotels in Saudi Arabia and the Middle East, and Sala Entertainment, which operates a children's play facility in Saudi Arabia's shopping malls. CEO of Mohamed Attia stood out. Mohamed Attia, CEO of Sala Entertainment, drew the attention of major media by announcing more than 20 amusement park projects to be further expanded in Saudi Arabia's major shopping malls this year.
Sala Entertainment CEO Mohamed Attia's presentation
Exhibition review and implications
According to the Saudi Commission for Tourism and National Heritage (SCTH), the country’s tourism regulator, tourism revenues increased from $2017 billion in 510 to more than $2019 billion in 560. Data for 2020 is not yet available, but it is expected to have an impact due to COVID-19. However, the figure is expected to increase as normal life returns. The SCTH plans to focus its investments on doubling the capacity of the tourism industry and increasing the number of hotel rooms in Saudi Arabia to 621,600, increasing the tourism sector’s contribution to GDP by 3.1% and creating 120 million direct jobs.
* In 2008, the number of tourist accommodations in Saudi Arabia was less than 800, but as of 2018, there were more than 7388.
As a non-oil economic sector in Saudi Arabia's GDP, the entertainment and leisure industry is expected to take on a larger share. The development of the industry to attract foreign tourists is essential for Saudi Arabia to develop into a global tourism nation. To this end, the Saudi government plans to invest about $2030 billion in the entertainment industry as part of Vision 640. According to MENALAC (Middle East and North Africa Leisure Attractions Association) study, massive investments in mega-tourism projects worth approximately $2 trillion will be made by 9700, turning Saudi Arabia into one of the world's most promising tourism destinations. .
Mr. S, who is in charge of the SEA exhibition, said that the number of participating companies is increasing every year. In a survey of participating companies, Saudi Arabia ranked first as the largest market in terms of sales in this sector, which is the key to the tourism industry in the Middle East. said to be central.
* [Survey] Saudi Arabia was the country with the highest sales and profits in 2019 in the survey on 'Which country has the highest or expected high sales and profits in the entertainment and leisure sector in MENA region?' 35% of companies responded, and 43% (for 2022 forecast) and 62% (for 2025 forecast) in the future forecast.
Income related to amusement parks and entertainment services
Saudi Arabia's entertainment and leisure market is expected to enable Korean companies to enter various industries. In particular, the development of software and virtual reality fields in Korea, an IT powerhouse, as well as products and technologies related to LED display, design and construction of amusement parks, etc. are open. Although Taiwan was the only Asian company to participate in this exhibition, mostly European countries, we hope that Korean companies will also be able to develop new business in Saudi Arabia by referring to this exhibition.
Source: Saudi Entertainment and Amusement 2021 official website, Euromonitor, Middle East & North Africa Leisure & Attraction Council, local media (Zawaya, Arab news, Travel&Toursim News Middle East, etc.), Engineered Arts, Al hokair Group, Sala Entertainment, Saudi Tourism and the National Heritage Committee (SCTH), dmg event, KOTRA Riyadh Trade Center data synthesis