Shaping the Middle East’s live entertainment boom with Proactiv

Over the past decade, the Middle East has evolved from a simple stopover for touring artists into a sophisticated, year-round hub for world-class theatre, immersive exhibitions, and family entertainment.

What was once a secondary routing option is now influencing global touring strategies, investment decisions, and IP development worldwide.

One of the companies at the forefront of this transformation is Proactiv Entertainment.

With a dual role as both a producer and a promoter for worldwide touring shows and exhibitions, it has played a vital role in introducing several regional 'firsts', from the record-breaking run of The Lion King to a hugely popular Harry Potter exhibition and the acclaimed stage production of Life of Pi.

Proactiv José Cuervo and Nico Renna

We speak with Nico Renna, CEO of Proactiv Entertainment, and José Cuervo, Middle East regional director, to discuss the growth of the region, the unique challenges of marketing to a "melting pot" population, and why the next five years will see the Middle East become a key driver of the global entertainment economy.

A new entertainment strategy in the region

Positioned between the primary touring circuits of the West and the East, the Middle East provides a logical, though logistically challenging, bridge for international productions. However, before the pandemic, the region lacked a cohesive year-round entertainment strategy.

"There was no long-term vision to bring high-quality entertainment to the region,” says Renna, noting that instead, tours and shows were more ad hoc. That began to change in 2018–2019, when Abu Dhabi set the stage to become the Middle East's family entertainment hub, with the theme parks it has built.

“As part of that strategy, musical theatre, family shows, concerts, and comedy are part of the offering they want to have for travellers and locals".

Peppa Pig's Adventure in Dubai, UAE

Unlike the European market, where promoters often operate with minimal state intervention, the Middle East’s entertainment sector is mainly driven by government support. This backing is not just a luxury; it is a financial necessity due to the high costs of transporting large productions across continents.

Although the Middle East is often viewed as a single market, Proactiv’s experience spans distinct yet increasingly interconnected hubs, including the UAE, Saudi Arabia, and Qatar.

"Saudi Arabia started to get into that race at the same time, navigating cultural aspects and opening the market up,” continues Renna. “Now, many companies and artists are fine to go to Saudi Arabia. You have festivals, new theatres, theme parks.”

Qatar, too, has expanded its horizons beyond its traditional focus on sport since hosting the World Cup in 2022. “Now they realise that football attracts one crowd, and musical theatre and concerts attract another.”

Proactiv’s role

Proactiv Entertainment is a global live entertainment company with over 35 years of experience producing and promoting large-scale shows, concerts, and immersive exhibitions worldwide.

Based in Barcelona, with offices in Madrid, Dubai and Singapore as part of its APAC expansion, it specialises in creating unforgettable experiences across live events, theatre and musicals, music concerts, and international exhibitions.

The company collaborates with top-tier intellectual property and internationally recognised brands, including Disney On Ice and The Lion King, as well as Hamilton and Harry Potter In Concert.

It also develops original concepts that appeal to diverse audiences. Proactiv merges extensive production expertise with inventive promotional campaigns to connect artists, fans, and communities.

Proactiv Entertainment has led the way in the Middle East’s burgeoning musical theatre scene. A key milestone occurred in late 2022 with the debut of Disney's The Lion King in Abu Dhabi. Despite the tail end of pandemic restrictions, the show demonstrated that the initial demand for premium Western IP was substantial.

Drawing on Proactiv’s experience launching multiple regional ‘firsts’, Renna says:

"The Lion King was the first big musical we brought in 2022. We faced a lot of complications because it was at the end of COVID. There were still measures in place, such as PCR tests and lockdowns. It was risky. But we knew The Lion King would be a blockbuster.

“Most locals are educated abroad and very familiar with our movies and shows. The same thing happened with Hamilton. Everybody knew the title".

From blockbuster titles to a dedicated audience

Building on the momentum of blockbuster titles, Proactiv began introducing more varied and niche content. Cuervo highlights how this strategy allowed them to cultivate a dedicated theatre-going community.

"Since The Lion King in late 2022, we’ve seen one of the most accelerated evolutions in building a theatre community in Abu Dhabi," Cuervo says. "We went from blockbuster titles to other popular shows like Mamma Mia, Chicago, Disney’s Magic Box, and Matilda.

“That allowed us to capture a core audience that keeps coming back.”

Hiran Abeysekera (Pi) and Richard Parker the Tiger in Life of PiPhoto by Johan Persson

This evolution culminated in the presentation of Life of Pi, the first major play of its kind in Abu Dhabi. Unlike the "instant sell" nature of a Disney musical, Life of Pi required a different approach.

"Life of Pi is beautiful, but not as well-known. So, we had to educate the audience," Renna says.

Cuervo adds that the success of such titles relies on deep community engagement:

"We involved local universities and schools to explain what that type of show can do for education and culture... We’ve held school sessions where the entire audience was children, plus workshops explaining cast, crew, production, and marketing.

"Those kids are now coming back to new productions and hopefully will carry on to do so for the foreseeable future.”

Marketing to a diverse demographic mix

One of the most distinctive aspects of the Middle Eastern market is its demographic diversity. The UAE, in particular, is a global "melting pot," requiring a marketing strategy that is far more granular than those used in more homogenous European markets.

"In Spain, where we are based, culturally, we’re 95% the same. In the Middle East, you do marketing campaigns by nationality," Renna explains.

"In the UAE, there are more than 5 million Indians and Filipinos, and they are always in our top nationalities attending musicals. For something like Harry Potter in Concert, you’ll have Brits, Filipinos, and different nationalities.

“You do general awareness campaigns, but sales conversion is targeted. That doesn’t happen anywhere else.”

Harry Potter in Concert

Cuervo emphasises that this variety of backgrounds allows for an incredibly broad programming slate.

"It has a lot to do with the variety of people. In the past five to seven years, we’ve seen incredible population growth with high purchasing power. Programming expands from Western to Asian to Latin American. You’re catering to many niches."

This diversity is reflected in Proactiv’s upcoming schedule, which Cuervo describes as a showcase of the market's capability: "We’ll deliver a purpose-built stadium in the desert for motorsports lovers, concerts by Ludovico Einaudi and Max Richter, and Peppa Pig for preschoolers.

"All of these shows sell out.”

As audiences have become more sophisticated, a key pillar of the region’s entertainment growth has been the enduring appeal of globally recognised brands and family-friendly intellectual property.

Well-known IPs provide an immediate point of trust and familiarity for audiences in a diverse market like the Middle East, where international media often shape shared cultural references.

Proactiv has capitalised on this demand by presenting titles such as Peppa Pig’s Fun Day Out! across the region, promoting the production at venues including Abu Dhabi’s Etihad Arena.

Featuring life-sized puppets, interactive storytelling, and live performance, the show demonstrated how established children’s brands can successfully transition from screen to stage, delivering high-quality, accessible experiences that resonate with families across different nationalities and age groups.

Monster Jam in Doha, Qatar

Other successes include shows like Monster Jam, which had stops at Liwa in Abu Dhabi and Sealine in Doha.

In many ways, the Middle East functions as several markets operating simultaneously, which is a challenge for marketers but a substantial benefit for programming variety.

Proactiv’s approach

Proactiv’s success is founded on its "360-degree" business model. The company does not just book acts; it also develops and owns intellectual property. This shift arose out of necessity during the European economic crisis and has since become a key element of its global strategy.

"That change started for me in 2012–2013 during the recession in Spain," Renna says.

"I didn’t want to depend only on producers. So, we expanded internationally and shifted our mindset toward owning IP or licenses. We’ve done exhibitions with FC Barcelona, the Van Gogh Museum, touring exhibitions, and shows like Mundo Pixar.

“We produce based on what we believe will work globally.”

Disney's Magic Box in Abu Dhabi, UAE

In the Middle East, this producer-promoter hybrid allows Proactiv to tailor experiences to local tastes while maintaining the high standards expected of global brands. A prime example is Disney’s Magic Box, a co-production with Fever that was promoted across Abu Dhabi and Doha.

Renna adds that for exhibitions, the brand must be iconic: "Exhibitions in the Middle East need to be blockbusters. That’s why Harry Potter worked. We’re exploring more options, but the title needs to be strong".

See also: Bringing stories to life with Proactiv Entertainment

Flexible infrastructure enables more touring entertainment

For years, the Middle East was a seasonal market, constrained by the intense heat of the summer months. The industry had to halt operations when the weather became too extreme for outdoor or temporary venues. The construction of modern, permanent arenas has entirely rewritten the rulebook.

What followed was a second phase of development. "The introduction of arenas like Etihad Arena and Coca-Cola Arena changed everything. It allowed year-round programming," says Cuervo.

"It allowed us to bring The Lion King without building temporary venues and to present both large shows and intimate plays like Life of Pi."

A fan photo op on the Chicago tour

As the market has matured, the role of government has shifted from initial financial backing to strategic partnership. Beyond the physical buildings, the "pro-business" environment and streamlined communication with government entities have accelerated growth.

"The infrastructure is built and run by capable entities, and there’s strong coordination. You’re always a phone call away from solving issues together," Cuervo says.

Renna agrees, noting that "There’s less bureaucracy than in Europe, and a quicker turnaround. That helps everything move forward.”

What’s next for Proactiv?

Looking ahead to 2026 and beyond, Proactiv sees the Middle East shifting from a secondary to a primary revenue driver.

"Years ago, it was maybe 20–30% of our footprint. Now it’s closer to 40–50% in 2026," Renna says. "Around 40% of our total revenue in 2026 will come from this part of the world. That’s not because the other areas are slowing down, but because this region has grown so much.”

Harry Potter: The Exhibition in Abu Dhabi, UAE© Mario Wurzburger

Looking ahead, the trends point toward more live music, touring exhibitions, and the creation of original IPs specifically for the region.

Cuervo anticipates a continued shift toward exhibitions and experiences touring the region, adding: “There’s also a massive appetite for self-produced events and festivals. The Middle East is known for its support of art, and that’s reflected in museums and immersive experiences.

“We’re seeing increased requests to create new IPs and productions for the region.”

While many future projects remain under wraps due to the nature of major IPs like Disney, the pipeline is full. Mary Poppins and Cats have already been announced for Doha, with more AAA musicals and blockbuster exhibitions planned for Abu Dhabi.

A powerhouse for entertainment

Ultimately, Proactiv’s work is part of a much larger narrative of regional development. As Renna points out, the surge in live entertainment is intrinsically linked to the massive investments in tourism and theme parks.

“It’s not a coincidence that exhibitions and Disney shows came before the Disney Abu Dhabi announcements. It’s all part of the same strategy," Renna says. "We’re one arm executing that vision and helping change the landscape.”

As the Middle East continues to redefine its role on the global touring map, it is clear that the region is no longer merely hosting international entertainment; it is actively shaping it.

Paw Patrol in Abu Dhabi, UAE

With government-supported infrastructure, increasingly sophisticated audiences, and a population that demands both global blockbusters and culturally significant experiences, the market has reached a new level of maturity.

For companies like Proactiv Entertainment, this evolution offers both opportunity and responsibility.

By combining international production standards with local insight and investing in audience development alongside headline titles, the company has laid the groundwork for a sustainable, year-round entertainment ecosystem.

What emerges is a region that is not just importing culture but cultivating it, building communities around theatre, exhibitions, and live performance that will define the next generation of audiences.

As touring routes expand and original IP spreads both outward and inward, the Middle East’s role in the touring entertainment economy looks poised to shift from a strategic stop to a creative powerhouse.