More than 7,200 companies operate in the Saudi market, 2,500 new licences were issued, and visitor satisfaction reached 96% during the first half of 2026

Riyadh | BETH

Entertainment events and activities across Saudi Arabia recorded 45.7 million visits during the first half of 2026, reflecting the expanding audience base and the transformation of entertainment into an integrated economic sector encompassing events, investment, regulation, and quality of life.

The General Entertainment Authority issued more than 2,500 licences for entertainment and supporting activities, while the number of companies operating in the sector exceeded 7,200, reflecting the market’s growing investment appeal and the entry of more investors and service providers.

A Regulated Market

The sector’s growth was not limited to an increase in events and visitor numbers. The Authority conducted more than 8,500 inspection visits across the Kingdom to verify compliance with regulatory requirements and improve safety, operational standards, and service quality.

It also issued 1,127 classification certificates to entertainment establishments and activities under a system designed to standardise quality criteria, encourage establishments to improve their performance, and help visitors distinguish between different levels of service.

The Authority coordinated its procedures with 29 government entities in a move aimed at streamlining the investor journey, reducing overlapping requirements, and accelerating approvals and licences related to entertainment activities.

Visitors Evaluate the Experience

The overall satisfaction rate for the activities covered by performance measurements reached 96%. The Authority also enabled more than 400 investors to benefit from visitor-experience measurement tools, allowing them to analyse audience behaviour, identify strengths and shortcomings, and make development decisions based on data.

It prepared more than 900 reports on visitor satisfaction and experiences, creating an information base that supports the development of products and events and improves operational performance.

During the second quarter, the Authority also handled 586 complaints through follow-up, response, and resolution mechanisms intended to enhance transparency and promote continuous improvement.

From Events to Economic Value

Majid bin Khalid Al-Gharabi, Head of the Regulatory Affairs Sector at the Authority, said its role was not limited to issuing licences but also included developing regulations, strengthening oversight, improving service quality, measuring performance, and empowering investors.

He said the Authority, under the direction and supervision of its Chairman, Adviser Turki bin Abdulmohsen Alalshikh, was working to create a regulatory environment that supports the private sector, attracts local and international investment, and contributes to achieving the objectives of Saudi Vision 2030.

Beyond the Figures

The most important figure is not the 45.7 million visits alone, but the ecosystem taking shape behind it.

The presence of 7,200 companies means entertainment is no longer a series of seasonal events. It has become a market generating opportunities in production, technology, marketing, hospitality, transport, security, retail, and crowd management.

Issuing licences alone is not enough to measure the sector’s maturity. Classification, inspection, and visitor-satisfaction indicators are equally important because they shift competition from the number of events to the quality of the experience.

Entertainment in Saudi Arabia has moved beyond the question: What do we offer the public?

It now poses a larger question: How do we build a sustainable industry that benefits the economy, the city, and quality of life?