– 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 third Saudi Entertainment & Amusement Exhibition (SEA) was held in 2019 for the first time. 25 companies from 131 countries around the world participated in this exhibition, which could see the change of Saudi Arabia to emerge as the hub of entertainment and leisure in the Middle East. Starting with the first 2019 companies participating in 109, the number of participating companies is increasing, with more than 120 companies participating in the aftermath of last year's corona virus. By country, Saudi Arabia had the largest number of participating companies with 31 companies, but by region, 69 companies from Europe participated, accounting for more than half of the total participating companies. In particular, 18 companies and 17 companies from Italy and the UK participated, respectively, and Taiwan was the only company in Asia to participate.
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 Saudi tourism regulatory body, tourism revenues rose from $2017 billion in 510 to more than $2019 billion in 560. Data for 2020 have not yet been released, but it is predicted that there will be an impact due to the corona virus. However, if the old daily life returns, it is expected that the number will gradually increase. SCTH plans to focus its investments on tourism, such as by doubling the tourism industry's capacity and increasing the number of Saudi hotel rooms to 621,600, contributing 3.1% to GDP in the tourism sector, and adding 120 million jobs through direct employment.
* 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