SUN & SAND TO SEE

n 2019, the Saudi entertainment industry took a remarkable jump with a great variety of events, many of which were an exclusive premier for the conservative Kingdom. Under the umbrella of Vision 2030’s Quality of Life Program, a comprehensive master plan was designed, with dedicated authorities for entertainment and sports and a range of project-focused development teams to work on megaprojects around the country. On top of that, the Saudi Seasons were launched, 11 tourism seasons that will each take place in a different region.

Some of these projects build on the cultural heartlands of the Kingdom, in the case of AlUla tracing back to earlier civilizations of around 2,000 years ago when the Wadi Al-Qura (Valley of Villages) was important crossroads of people. The most notable landmark here in Saudi’s first UNESCO World Heritage Site, is the ancient city of Mada’in Salih. Due to the efforts of the Royal Commission for AlUla, visitors will be able to take an air balloon trip to watch the more than 100 preserved tombs and rock formations from above, followed by a visit to mirror-facaded opera house.

In addition, the Diriyah Gate Development Authority is tasked with the preservation and redevelopment of the Ad Diriyah area, the historic heartlands of the current, Third Kingdom of Saudi Arabia, and which has played a significant role

Iin the last 90 years of the history of the Arabian peninsula. The authority works to develop the site into a place that people can visit, while also preserving its unique heritage.

Greenfield megaprojects, including both Amaala and the Red Sea Project, are large-scale development projects under the PIF and aim to develop leisure and hospitality venues on the Red Sea. The goal is to advance the region and attract domestic and international tourists. NEOM and Qiddiya are the other two, the first one a complete city to be build on the shores of the Red Sea, while the latter is a leisure and entertainment city not far from Riyadh. The last new entity under the PIF is Saudi Entertainment Ventures (SEVEN), which aims to build family entertainment centers across the country, further opening up opportunities for the private sector. In addition, Arabian Centers and Alkhozama Hospitality have announced their growth ambitions in this field.

In the field of sports, the Quality of Life program is making a big push for a healthier lifestyle—including healthy food and more exercising. Leejam has been one of Saudi’s success stories, and following an IPO in September 2018, the company has rapidly expanded its gym network across the entire Kingdom. Following the approval for female gyms in 2017, the market grew by 50%, and Leejam subsequently opened 29 woman-only gyms in a span of two years. ✖