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A post-pandemic surge in tourist arrivals to the Middle East is fuelling a shift towards experiences over products, with destinations such as the upcoming Six Flags Qiddya and the SEVEN entertainment destinations predicted to net the region a combined US$14bn (€12.79bn, £11.89bn) annually by 2028.
Tom Anstey | Planet Attractions | 27 Nov 2023
A post-pandemic surge in tourist arrivals to the Middle East is fuelling a shift towards experiences over products, with destinations such as the upcoming Six Flags Qiddya and the SEVEN entertainment destinations predicted to net the region a combined US$14bn (€12.79bn, £11.89bn) annually by 2028.
A surge in footfall at theme parks, waterparks and other visitor attractions have contributed to a doubling of international visitors in Saudi Arabia alone compared to those pre-pandemic. Around 30 million people now visit the kingdom each year, with the UAE following closely in second with 25 million visitors.
According to the study by RedSeer, the MENA leisure and entertainment sector is expected to see about 250 million visitors by 2028, with Saudi Arabia in particular investing in one of the fastest-growing leisure and entertainment markets in the world. For the kingdom alone, 85 million visitors will contribute around US$5bn (€4.57bn, £3.96bn) to the country’s economy in 2028.
Beyond ticketed experiences, F&B offers the largest financial opportunity for the MENA region, while souvenir merchandise has been predicted to be worth around US$350m (€320.2m, £277.3m) a year.
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