The Rise of the Saudi Leisure / Theme Park Market:
Opportunity Meets Reality

Recently, a video of the new Six Flags Qiddiya theme park currently under construction in Saudi Arabia was presented, and I must say I was pleasantly surprised and impressed. There is no doubt SA is diving headfirst into the theme park business with a vigor and vision that has grabbed the attention of the global attractions industry. At the heart of this movement is the much-publicized Six Flags Qiddiya project, a keystone element of the Kingdom’s ambitious Vision 2030 strategy to diversify its economy beyond its shrinking oil supply and position itself as a major player in international tourism and entertainment.

But for all the excitement, and there is plenty, I believe there are just as many questions and challenges. Foremost, can Saudi Arabia overcome the same obstacles that stunted Dubai's themed entertainment development? And does it have the IP and infrastructure to truly compete with established entertainment destinations like Yas Island in Abu Dhabi (with a Disney Park coming in the future) or Orlando in the U.S., which currently is projected to entertain over 100 million tourists in the next 10 years!?

Six Flags Qiddiya is set to be unlike anything the Six Flags brand has ever built. In fact, Six Flags only built three of its parks - the remaining 42 were purchased. Now the park promoted as the flagship attraction in Qiddiya (an entire city of entertainment, sports, and arts) is located about 40 km outside Riyadh. The park will feature record-breaking rides, expansive themed lands, and an aggressive push into extreme thrill attractions. In terms of concept and capital, it appears to rival global projects such as Disney, Universal, and Miral.

Saudi Arabia Is fearless when it comes to spending money. It isn’t just stopping there as it plans for other destination parks and experiences, such as the King Salman Park project, a Central Park like development - only 7 times larger! It is 6 square miles in size. A truly amazing undertaking.

Source:  King Salman Park

While the recent commitment by Disney to develop their major project in Abu Dhabi may not be in the Kingdom itself, it signals to the world that the Middle East is being seriously considered by major entertainment players. A Harry Potter attraction was just announced, and we are hearing rumors that several other huge concepts are currently being planned.

As we have seen, the challenges of operating parks in this part of the world are not easy. First, the climate is brutal. It is impossible to discuss a Saudi theme park industry without acknowledging that 500-pound camel in the room - the searing desert heat. For 6-8 months of the year, the temperatures soar past 100°F (38°C), often exceeding 110°F (43°C). Outdoor parks must find ways to address guest comfort with shade, misters, water attractions, or even partial indoor coverage, all of which significantly increase capital and operational costs. As we have heard with the Disney Park announcement in Abu Dhabi, it is basically going to be totally indoors to avoid the heat!

Six Flags Qiddiya

For sure, the tourism base is still in the early stages of developing and, unlike Orlando or Paris, Saudi Arabia doesn’t yet have the foot traffic or legacy international tourism appeal to fill parks on a year-round basis. Now we have seen that the country has made significant reforms, including relaxing some restrictions for visitors, but Saudi Arabia is still not seen globally as a mainstream vacation destination. Regional visitation is also complicated by geopolitical tensions that deter travel from neighboring Middle Eastern and Western countries. Geopolitics are still persistent.

There is no question that Riyadh in Saudi Arabia is rapidly modernizing. Yet, while Six Flags Qiddiya itself remains under construction, the roads, hotels, support services, and even worker housing are all being built from the ground up and are still underway with a planned opening in six months! Dubai learned the hard way theme parks are not just about the ride; they’re about a complete experience. As of now, as we have seen in the recent photos of the area, the hospitality infrastructure to support multi-day visitation in this area is minimal.

Another factor that comes into play is that the entertainment sector in Saudi Arabia still walks a cultural tightrope. We have seen where reforms have opened the door for concerts, cinemas, and co-ed public spaces, but societal expectations around behavior, dress, and family interaction still require a tailored approach to park design in the Kingdom.

Six Flags Qiddiya

It goes without saying that one of the keys to success in the modern theme park industry is intellectual property (IP). Guests today want to walk into the worlds of Harry Potter, Star Wars, Marvel, or Pixar. Six Flags, historically rooted in ride-based thrills over storytelling, is not known for owning blockbuster Intellectual property. While Qiddiya promises high-octane rides, such as the Falcons Flight roller coaster, projected to be the world’s highest, fastest, longest coaster, the question remains whether in that climate it will be enough to draw families from across the globe? This is particularly questionable when Abu Dhabi offers immersive Warner Bros., Ferrari, and soon Disney-branded experiences? Miral, which operates Yas Island’s attractions, has proven over a decade that a blend of strong IP, indoor attractions (crucial in desert climates), and luxury hospitality can produce consistent regional tourism. Warner Bros. World Abu Dhabi is often cited as the gold standard in indoor theming in the Middle East.

We saw how Dubai Parks and Resorts opened with major fanfare in 2016, featuring Motiongate, Bollywood Parks, and Legoland. Despite strong theming and a huge investment, attendance has never hit forecasted numbers. The heat, poor location choices, inconsistent marketing, and over-reliance on tourism all hurt performance. Financially, the project has underperformed and required several attempts at restructuring.

Realistically, it may take a decade or more for Saudi Arabia’s park industry to mature. The formula requires more than just stunning architecture, big rides, and spending large sums of money. It requires the following:

• A stable and growing tourism base

• Major international airlift capacity

• A robust and comfortable visitor infrastructure

• A political climate that encourages free and safe movement

• IP partnerships that can entice families, not just thrill-seekers.

The Abu Dhabi model shows it can be done, but only with patience, disciplined growth and, yes, deep pockets. The early signs of Six Flags Qiddiya are promising, but the Kingdom is still very much in the “development” phase.

The Saudi Arabia theme park industry is poised to make headlines, but the next 10 years will determine whether those headlines are about attendance records or cautionary tales of woe like Dubai. It won’t be easy, and it won’t be fast. But we know the Kingdom is spending exorbitant amounts of money on developing leisure programs unlike anything we have ever seen in our industry. We wish them well. Inshallah, it will work.

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