Date: Dubai, UAE: Middle East and North Africa Leisure Attractions Council (MENALAC), the leisure and entertainment industry council representing the Middle East’s dynamic leisure attractions sector, announces a three-year partnership with dmg events for Saudi Entertainment and Amusement (SEA) expo as their official Knowledge Partner.

The next edition of the Saudi Entertainment and Amusement (SEA) expo will be held from June 1-3, 2021 at the Riyadh International Convention and Exhibition Centre. More than 200 exhibitors from 25 countries are expected to showcase their latest products, services and technologies ensuring all – operators and investors in the MENA region can source the best products and services for their projects and venues.

As part of the partnership, MENALAC will host a one-day conference at the SEA expo which will focus on important issues and developments across the MENA leisure entertainment and amusement industry. In addition, MENALAC is pleased to have secured an extension of an ‘Early Bird’ 10 percent discount for all its members who have not yet registered to exhibit at the SEA expo. MENALAC members could avail the discount by booking their participation on or before December 31, 2020, along with a host of other benefits.

MENALAC members who would like to avail the extended 10 percent discount to register via this link after which the team at dmg events will follow up with them.

In the years since its inception, SEA expo has already established itself as the largest platform for international and local suppliers of entertainment and leisure products and services to interact and do business with 5000+ key buyers who play an integral role in Saudi Arabia’s US$64 billion emerging leisure market.

Rosa Tahmaseb, Secretary General of MENALAC, said, “I am very excited to announce this partnership that will help the region’s leisure, entertainment and amusement operators. The SEA expo will display the latest technologies and innovative products for the leisure industry from which all stakeholders will benefit.

“Our partnership will help MENALAC members to actively engage with buyers and sellers at the SEA expo and benefit from the phenomenal growth that we expect to see in Saudi Arabia in the next few years.”

Saudi Arabia expects tourism to significantly contribute to the kingdom’s gross domestic product as the most growing non-oil economic sector. The tourism revenues increased from SR193 billion ($51 billion) in 2017 to more than SR211 billion ($56 billion) in 2018, according to Saudi Commission for Tourism and National Heritage (SCTH), the country’s tourism regulator.

SCTH plans to facilitate investment SR171.05 billion that will boost the tourism industry capacity and the number of hotel rooms to 621,600 rooms and boost the tourism sector’s contribution to the GDP by 3.1 percent, and increase direct employment to 1.2 million jobs.

Tourist facilities licensed by SCTH have achieved massive growth over the past 10 years.  In 2008, the number of tourist accommodation did not exceed 800 hotels and hotel apartments. In 2018 the number increased to 7,388.

Massive investment in mega tourism projects to the tune of US$810 billion (Dh2.97 trillion) is expected to transform Saudi Arabia as one of the largest leisure tourism industries in the world between now and 2030, according to research conducted by MENALAC.

With hundreds of entertainment centres, cinemas, and theme parks already under construction, not to mention the mega projects, the demand for suppliers and manufacturers to cater to this demand is at an all-time high.

The three-day annual event allows suppliers the rare opportunity to interact face-to-face with a steady flow of engaged industry professionals. It serves as a platform to increase brand awareness, attract new clients, generate leads and network with the industry to deliver real return on investment.

Sarkis Kahwajian, Event Director for SEA expo, says, “This partnership with MENALAC is important  because it will bring major players in the leisure industry to Riyadh where we look forward to putting up a successful event and offering great knowledge sharing and networking at the conferences.

“Saudi Arabia’s leisure tourism sector, especially entertainment and amusement, is set for unprecedented expansion as the Kingdom diversifies its economy to allow greater leisure traffic. Massive mixed-use projects that are currently in the design and early construction phases, will change the economic landscape of the country, which is set to take the center stage in the region’s tourism industry.”

Headquartered in Dubai, UAE since 1989 and with operations in Saudi Arabia, Egypt, Singapore, Canada, South Africa and the UK, dmg events is an international exhibitions and publishing company. It attracts more than 425,000 visitors to its portfolio of 84 exhibitions each year held in the UAE, Saudi Arabia and other parts of the world.

Tourism and entertainment are an essential part of the Saudi Vision 2030 which is aimed at diversifying the Saudi economy by reducing its dependence on oil. The Kingdom intends to develop versatile tourism destinations, which include several coastal sites, marvellous islands and distinguished heritage areas, all of which will require a high level of expertise, support and the most innovative attractions, technology and experiences to ensure the Kingdom becomes one of the top tourist and entertainment destinations in the Middle East within the next few years.


Middle East and North Africa Leisure and Attractions Council (MENALAC) is a not-for-profit platform representing the Leisure, Entertainment and Attractions industry in the Middle East and North Africa.

With over 470 operations and 150 brands from 22 countries in the Middle East North Africa (MENA) region including Pakistan and Afghanistan, MENALAC offers great benefit to the industry as a platform for stakeholders to interact and stay informed.

It has been set up under the aegis of the Dubai Chamber of Commerce and Industry (DCCI) and the Dubai Association Centre in 2016 when leading companies within the region’s entertainment industry, including Theme Parks, Visitor Attractions, Water Parks and Family Entertainment Centres companies joined forces to form a council to support the growth and development of the industry.

The Council was established as a platform to promote a safe operations, regional development, professional growth and commercial success of the amusement industry and to be an indispensable resource for the Council’s members and an international authority for the attraction industry.

The Annual MENALAC Awards, the biggest awards in the leisure attractions industry in the Middle East, celebrates the industry achievements, reward excellence and outstanding performance in various facets of the leisure and entertainment industry.

MENALAC also organises several conferences and events throughout the year to provide continuing education and training in amusement facility operations, facilitates networking opportunities to its members and support the Leisure and Entertainment industry.

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