SEA (Saudi Entertainment and Amusement) Expo, the Middle East’s largest gathering of leisure and entertainment professionals, has shared key outcomes from the 2025 edition, including the signing of strategic memoranda of understanding (MOUs) and global alignment of the sector, cementing the event’s position as a strategic anchor for the entertainment industry.
The three-day event is now in its seventh edition. It welcomed participants from 36 countries, including Saudi Arabia, the UK, the US, Germany, and the UAE, with decision-makers continuing to attend SEA Expo to connect with Saudi Arabia’s rapidly growing leisure and attractions market.
SEA Summit
SEA Expo offers direct access to trade intelligence, collaboration opportunities, and actionable insights.
At its heart is the SEA Summit, supported by leading sponsors BAAN Holding, Al Othaim, RWS Global, Storyland Studios, RC Almana, and TAIT. This year, sessions covered immersive technology, AI, esports, and the design of sustainable, future-ready entertainment destinations.
The Summit opened with a keynote with leaders from the public and private sector, Partnership in Practice: Building Saudi’s Next Entertainment Hubs. They discussed how new investments impact the physical and creative environment of Saudi Arabia’s advanced venues.
Driving long-term development
SEA Expo 2025’s success is evident in its industry backing. The event sponsors are all committed to realising the region’s vision for entertainment, and include Al Othaim Leisure, Al BAAN Holding, Embed, Nemetschek, Storyland Studios and RWS Global.
In addition, several major agreements were signed at the Expo, which will bolster the Kingdom’s entertainment infrastructure.
The organisations include:
- Mack Rides, SPARKS, and Fawasel, which are finalising an exclusive sales agreement facilitating the delivery of advanced amusement rides across the country.
- INFINIA and BLOCKS, which signed an MOU to co-develop digital theming, smart experiences and immersive design for public and private settings.
These collaborations signify the industry’s ongoing shift toward customised, high-impact
solutions and long-term project development, drawing from international expertise and local knowledge.
Sarkis Kahwajian, associate vice president at dmg events, says: “SEA Expo is an important working platform, and it continues to deliver on its purpose: bringing together the right people to move from vision to implementation.
“The outcomes we’re seeing here will define the next phase of growth.”
SEA Expo, which is co-located with the Saudi Light & Sound (SLS) Expo, is supported by the Kingdom’s General Entertainment Authority (GEA) and the Ministry of Investment, Saudi Arabia (MISA). This reflects the event’s direct alignment with the Kingdom’s Vision 2030 objectives, to build an internationally competitive entertainment industry, expand employment opportunities, and diversify the economy through leisure and tourism.
The 2025 SEA Expo was the most ambitious edition yet, featuring over 300 local and international brands and an agenda with more than 75 global thought leaders and industry influencers.
