KSA عربي
KSA عربي
Global عربي
When Riyadh Season began a few years ago, it was viewed as only concerts, sports games and cultural shows to keep locals and visitors entertained. Today, as the Kingdom of Saudi Arabia believes in it, it has become a powerful economic driver that captures the true essence of Vision 2030.
In 2025, Riyadh Season returned to attract more than 20 million visitors, which represented a 47.6% increase compared with the previous year, when visits were primarily from outside the kingdom.
This creates good momentum and enables expansion for new industries, companies and investors. Most professional investors still see these as short-term events, not long-term relationships.
The nature of global financial markets is changing. People are moving away from investing in traditional assets such as homes, stocks, and oil. Due to the volatile nature of markets, investors focus on growing sectors that address real needs and day-to-day lifestyle.
In Saudi Arabia, this growth is based on entertainment, tourism and lifestyle industries. These sectors have been the pillars of the country's non-oil economy, which expanded at an annual rate of 4.2% in the first quarter of 2025.
This is where Riyadh Season is not just a festival, but an investment story. Each year it supports thousands of businesses, generates more than 187,000 jobs, both direct and indirect, and generates record revenue in hospitality, transport and retail. It aligns with the ambitious target of 150 million visitors a year by 2030.
It turns experiences into a kind of economy, culture into capital. For forward-thinking investors, it's not just another event to watch; it's a real example of entertainment being a new asset class, giving both financial returns and social impact. The Riyadh Season of 2025 to 2026 is changing the way that we invest.
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The Riyadh Season 2025-2026 will begin in October 2025 and end in March 2026. It runs for nearly six months to cover the cooler seasons when residents and tourists enjoy outdoor activities.
This schedule allows organizers and investors to plan for long-term business and other entertainment events rather than short-term events.
The GEA has been operating on this schedule for years to build stability and draw partners globally. By announcing dates far in advance, the Government allows investors and vendors the time they need to work on logistics, supply chains, and staffing to make the season a well thought out business window.
Riyadh Season 2025-2026 will be sports, cultural, global entertainment and lifestyle-oriented. Each year, the festival introduces new areas that represent other countries and cultures, such as Boulevard World, which features South Korea, Kuwait, and Indonesia.
These concepts draw the crowds and help generate local and international brand collaborations and partnerships.
It also fits Saudi Arabia's Vision 2030 plan to diversify its economy through tourism and entertainment. With such themes, the event draws everyone from families to investors and generates substantial seasonal spending in hotels, food, transport, and retail.
The central locations are near Boulevard city and Boulevard World, located in Riyadh's Hattin district. These zones are the core of the festival, providing room for concerts, food stalls, games and commercial exposition.
Other zones will be added around Riyadh to disperse economic activity and manage visitor flow.
These core locations are more easily accessible to high-traffic investors and vendors with consistent steps.
Being in one of the world's fastest-growing cities, the festival's layout will allow restaurants, stores, and providers to reach both local and international audiences in one place.
The Investment opportunities include event sponsorships, retail spaces, food and beverage outlets, entertainment venues and infrastructure services.
The GEA recently announced 29 new investment opportunities across the Kingdom, demonstrating the government's strategy to increase private-sector participation.
In 2025, Riyadh Season was valued at about USD 3.2 billion, indicating rising commercial importance.
Investors can explore opportunities ranging from pop-up stores and franchise stalls to large-scale partnerships in hospitality, transport and digital marketing, making the event a harmonious convergence of fun and commerce.
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Yes, small investors and start-ups can also participate. The GEA has SME management programs to provide funds and partnerships to SME.
About 2,100 local companies took part in the 2025 festival, primarily small and medium-sized businesses, showing that the season is not reserved for the big brands.
The entertainment industry is set up to help both new and experienced entrepreneurs. The startups in food, technology, events or logistical services can participate through the vendor slots, pop-up kiosks or digital services. This strategy is user-friendly and enables smaller players to expand with large brands.
SMEs can apply directly through GEA's official website or via the "Tarfeeh" portal, which handles entertainment licenses and vendor registrations.
These portals provide guidelines about documents, safety standards and product approvals before businesses can begin.
The GEA holds workshops and provides financial training assistance. Small companies should get in early, as it’s very competitive to become a vendor, and the official channels would assure to provide equitable selection and access to government-sponsored opportunities.
Yes, Riyadh Season provides an opportunity for businesses, whether Saudi or international, to expand and establish franchise partnerships.
In many areas, such as Boulevard World, which is run by private companies that provide attractions, restaurants or shops, but are supervised by the General Entertainment Authority.
Partnerships introduce new experiences and provide an existing crowd to investors. Brands or companies can discuss with the GEA or zone operators, franchises, brand events or joint initiatives aligned to sport, culture or entertainment.
The most profitable businesses are directly related to human activity, such as food and beverages, retail, logistics, and technology sectors, with millions of visitors each year who need food, entertainment, shopping and services.
In 2023, over 13 million people have come in the first ten weeks, which gives us a big opportunity.
They all work together as one ecosystem.
When individuals consume or purchase items and services, money circulates to restaurants, suppliers, and the technologies used for social connection. There are local food stalls and tech companies that do e-payments or deliveries, so they benefit too.
If you would like to invest in Riyadh Season indirectly, you can do so without opening a shop or food stall.
You can do this by becoming a vendor, sponsoring, or leasing pop-up spaces. They can also sponsor event items, food or a pop up store for guests to rent in order to market their brand. The GEA usually advertises these opportunities on its website.
This way, investors can participate in the growth at a lower cost. Some sponsors significant events or family areas to reach customers. Others collaborate with local vendors for food, logistics, or decorations. Both smaller and larger investors can benefit.
Yes, foreign investors are permitted to participate in Riyadh Season and other Saudi projects. In many areas, such as hospitality, events and digital services, MISA allows 100% foreign ownership in several activities.
This expansion seeks to advance Saudi Vision 2030’s goals of drawing international investors and diversifying the economy.
For investors to participate, they will have to obtain their MISA license and a Commercial Registration from the Ministry of Commerce. They also have to comply with local labor, tax and safety regulations before starting. These rules ensure that all of the participants operate fairly.
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The amount of funding necessary for a small vendor or pop-up shop depends on what you are selling.
Usually, you need money to pay for booth-rented space, equipment, staff, and permits. The vast majority of small shops require a few thousand to tens of thousands of Riyals. The costs vary depending on the destination and the duration of stay.
Due to the large number of visitors, vendors recoup their costs through daily sales. Small businesses such as coffee stands or fashion shops often work well in areas with a high concentration of companies. With proper planning and budgeting, it can be well worth doing.
Food trucks and shops pay different amounts to join depending on size, location and type. There are differences between the prices of central areas, such as Boulevard Riyadh city and small areas.
Rents usually cover the costs of electricity, cleaning and sometimes marketing. There may be additional charges for advertising and for longer hours.
The GEA or zone managers are a good source of current price information and they typically release rate cards before the start of the season. Vendors may rent on a day-to-day, weekly or full-season basis. This option allows the small business to participate even if they feel they can only join for a few months.
Yes. The GEA requires all vendors or companies to have a Commercial Registration and an entertainment license before starting. This rule provides safety and quality while requiring food businesses to obtain additional permits, both health and municipal.
Licenses are needed to keep owners and customers safe. Vendors will do business with confidence and without fear of fines or closures with accurate documentation. It further establishes trust and individuals want to support legitimate and compliant companies during the big event.
It is very easy to get approval from the GEA but you must make a document properly. Applicants go to the GEA licensing portal, select the activity, and submit the necessary documents (Commercial Registration, ID, and company information). After submission, the GEA will review it and may request additional information.
After approval, the applicant receives an entertainment license to operate at Riyadh Season. The process is faster, apply early because seats are made available in limited quantities and avoid last-minute delays or rejection of application because of missing documents.
Foreign companies and freelancers must obtain a special permit to work during Riyadh Season. They must apply for a Service Investment License issued by the Ministry of Investment (MISA). Then they require a licence for entertainment work issued by the General Entertainment Authority (GEA).
This makes sure that all foreigners are working legally and in accordance with Saudi Arabia's entertainment and commercial trading laws.
For freelancers, that often involves doing business through local sponsors or licensed Saudi partners.
They must also have their work permits, commercial registration and tax payments approved before taking on an event. These are steps to maintain transparency in the process and protect both the worker and organizer.
During Riyadh Season, Saudi law protects intellectual property and brand rights through the Saudi Authority for Intellectual Property (SAIP).
The GEA is working together with SAIP to inform vendors and brands of their rights. They also provide on-site workshops and support on trademark, copyright, and patent protection at events.
These rules allow each brand to register its logo, content or ideas, and prevent them from being misused.
The details indicate that supplier contracts should include IP protection clauses and that brands should register trademarks before starting business. This avoids ownership breakdowns, disputes, and duplication among people regarding designs or ideas.
There are clearly defined contracts that determine all the terms between a vendor and the event organizer.
They typically include booth size, rent, days of operation, payment schedule and the duties of each side. They also include brand use, intellectual property (IP), liability, and safety.
These types of agreements avoid any misunderstandings during the festival and ensure all vendors enforce the same rules.
Vendors should also read their contracts carefully and make sure things like power, waste handling and refunding policies are clear. This allows protecting both sides and having business go smoothly.
To participate in Riyadh Season, vendors must have liability insurance. This insurance covers accidents, injuries or property damage that occurs while they are in operation. Certain events may require additional coverage, such as equipment or workers' compensation insurance, depending on the type of event.
Insurance will protect the vendors and visitors in the event of an emergency. Organizers may require proof of insurance before they can open the vendor. Getting coverage early is valuable to avoid delays or being dropped at the last minute.
To book a booth or space, vendors follow a process. And they can either apply via the official GEA vendor portal or contact the zone managers directly. It asks for the type of business, the space needed, the product type, and the dates.
After approval, vendors sign a contract including documents such as commercial registration, insurance and pay a deposit or rent. The organizers subsequently give the vendor a stall in a specific location. This process-based system is fair and ensures that every vendor is licensed before they open up for business.
The organizers have agreed with official logistics partners. These partners are made responsible for transport, storage, delivery, and waste throughout the zones.
They also help keep operations running smoothly by adhering to the safety and timing rules set by the GEA.
Vendors must work with approved providers for the movement and setup of goods, stall layout and maintenance. This reduces traffic, maintains quality and observes safety rules. This makes it easier for vendors to plan and avoid penalties by checking the approved logistics list in advance.
The entertainment industry will continue to witness the expansion of public-private partnerships and Riyadh Season is at the forefront.
The GEA recently announced 29 new investment opportunities with MISA. These are parks, game zones, and digital spaces that invite private investors to engage.
These alliances are designed to bring both local and global investors into the emerging entertainment economy. They diversify economic risks, offer a consistent stream of return and support a Saudi goal to generate 4.2% of GDP from entertainment industry by 2030.
The GEA has several plans to encourage private firms to invest in entertainment. They back this up with priority licensing, unlocking new spaces and collaboration opportunities for the long term.
The GEA also cooperates with other agencies to reduce barriers to entry and facilitate business for private companies.
GEA has several initiatives to incentivize private companies to invest in the entertainment industry. And they enable the deal with preferential licensing, opening up new areas and collaborative opportunities in the long term. Over time, the GEA also do collaboration with other agencies to slash red tape and simplify things for private companies.
Disclamer:
This post is for educational purposes only, and does not constitute investment advice or a solicitation to take any financial action. It should not be relied upon when making investment or financing decisions.
