Turki Alalshikh, Chairman of the General Entertainment Authority (GEA), revealed groundbreaking plans for “Najran Destination,” a premier 100,000-square-metre leisure complex opening in 2027.
Driving the news: Alalshikh shared a teaser video on his official X account to announce the complex. The venue integrates restaurants, retail stores, multi-purpose event spaces, cinemas, bowling alleys, and karting tracks into one permanent development.
Why it matters: Consequently, the venue strengthens Saudi Arabia’s nationwide push to build permanent entertainment infrastructure outside major metropolitan centers. This initiative delivers year-round recreation to southern communities while accelerating regional economic diversification.
The big picture: Under Saudi Vision 2030, the Kingdom actively diversifies its economy away from oil reliance. Therefore, tourism and entertainment serve as foundational pillars of this economic transformation.
Expanding Entertainment Infrastructure Beyond Mega-Cities
Historically, mega-cities like Riyadh and Jeddah hosted the vast majority of high-profile entertainment projects. However, the GEA now channels substantial investment capital into secondary provinces like Najran, Asir, and Jizan.
This strategic shift marks a turning point for regional development. Previously, Najran hosted temporary events during the GEA’s successful “Kingdom’s Tour 2023,” which spanned 17 cities. Now, the upcoming destination gives the southern region a permanent home for major leisure activities and culture.
Specifically, the 100,000-square-metre complex gathers diverse commercial, culinary, and social amenities under one roof. Visitors will access international dining venues, local retail shops, modern movie theatres, bowling alleys, and high-speed karting tracks. Furthermore, multi-purpose event spaces will host live shows and theatrical performances throughout the year.
What they’re saying: Alalshikh highlighted the decisive support of the national leadership in bringing this landmark project to fruition:
“I extend my sincere thanks to the Custodian of the Two Holy Mosques, King Salman bin Abdulaziz, and Crown Prince Mohammed bin Salman, the ‘Architect of the Vision,’ for their unlimited support for the entertainment sector and their generous guidance in launching an exceptional destination in the heart of Najran.”
In addition, the project creates hundreds of direct jobs for young Saudi professionals in event management, hospitality, operations, and commercial retail. Local entrepreneurs will also secure commercial space within the venue to launch new dining and retail businesses. Consequently, the hub stimulates private sector investment throughout the southern region. By blending modern leisure amenities with Najran’s rich archaeological heritage, the GEA crafts a distinctive destination for domestic and international travelers alike.
Powering Vision 2030 Tourism and Economic Growth
Saudi Arabia created the GEA in May 2016 to establish a vibrant domestic entertainment sector capable of attracting private investment. Since its inception, the sector has expanded at an extraordinary pace.
Furthermore, official national statistics confirm this rapid growth. Entertainment venues across the Kingdom welcomed over 89 million visitors in 2025, according to the GEA’s annual regulatory report. During that single year, the sector hosted 1,690 events with the active participation of 6,778 companies. Active entertainment destinations surged to 975 venues in 2025, rising sharply from 513 venues in 2024. Furthermore, the GEA licensed 472 new destinations in 2025, reflecting a 12% increase year on year.
In parallel, overall tourism metrics demonstrate impressive momentum. Preliminary data from the Ministry of Tourism shows that Saudi Arabia attracted approximately 122 million domestic and international tourists in 2025, representing a 5% rise over 2024 figures. These visitors spent roughly SAR 300 billion ($80 billion), representing a 6% increase year on year.
Moreover, international organizations recognize the Kingdom’s rapid rise. In May 2025, UN Tourism reported that Saudi Arabia led the world in international tourism revenue growth. The agency also ranked the Kingdom third globally for overall growth in visitor arrivals.
By the numbers:
- 100,000 sq m: The total land area that the new Najran Destination project occupies.
- 2027: The scheduled opening year for the complete commercial launch of the complex.
- 89 million+: Total visitor volume recorded across Saudi entertainment venues in 2025.
- 1,690: Total number of official entertainment events hosted across the Kingdom in 2025.
- 975: Active entertainment destinations in 2025, expanding from 513 in 2024.
- 472: New entertainment destinations licensed in 2025, representing a 12% rise over 2024.
- 122 million: Domestic and international tourists visiting the Kingdom in 2025, a 5% increase.
- SAR 300 billion ($80 billion): Total visitor expenditure recorded in 2025, reflecting a 6% increase.
- SAR 1.5 trillion ($400 billion): Total capital committed to national tourism and infrastructure projects to date.
- SAR 240 billion ($64 billion): Total capital allocation directed into entertainment infrastructure under Vision 2030.
- SAR 100 billion ($26.6 billion): Projected annual economic output from the Kingdom’s entertainment sector over the coming decade.
- 150 million: Target number of annual visitors by 2030, comprising 70 million international and 80 million domestic travelers.
- 10%: Targeted contribution of tourism to total national GDP by 2030.
- 17: Cities that participated in the GEA’s Kingdom’s Tour 2023, including Najran.
Establishing Saudi Arabia as the Premier Middle East Tourism Hub
Saudi Arabia achieved its initial milestone of 100 million annual visitors in 2023, surpassing the target six years ahead of schedule. Consequently, government leadership raised the national goal to 150 million annual visitors by 2030. Authorities plan to welcome 70 million international tourists and 80 million domestic travellers. At the same time, the Kingdom aims to raise tourism’s contribution to national GDP to 10%.
Meanwhile, regional developments like Najran Destination play a central role in achieving these long-term targets. By developing attractions outside primary urban centers, the GEA spreads visitor traffic and economic spending across every region. Furthermore, regional entertainment hubs encourage visitors to extend their stay, thereby increasing average spending per trip.
Additionally, streamlined e-visa systems enable international travelers from dozens of countries to explore historical Saudi sites with unprecedented ease. At the same time, top-tier domestic venues persuade Saudi families to spend vacations locally rather than traveling abroad. By retaining domestic leisure expenditure, the Kingdom strengthens its internal economy significantly.
Highlighting the long-term strategic vision behind these developments, Alalshikh previously noted:
“We are developing permanent, sustainable destinations that bring joy and economic opportunity to every corner of Saudi Arabia.”
His statement underscores the GEA’s determination to deliver modern, permanent infrastructure across all provinces. Although official reports do not yet state the exact construction cost or specific opening date within 2027, the Najran project marks another vital step forward. Ultimately, as new regional destinations open across the Kingdom, Saudi Arabia firmly establishes itself as the leading tourism and entertainment hub in the Middle East.
