Saudi Arabia Event Management Market

Saudi Arabia Event Management Market Size and Share:

The Saudi Arabia event management market size was valued at USD 9,450.2 Million in 2024. Looking forward, IMARC Group estimates the market to reach USD 19,561.3 Million by 2033, exhibiting a CAGR of 8.42% during 2025-2033. The market is driven by rising tourism, government initiatives like Vision 2030, increased corporate spending, and growing demand for entertainment and cultural experiences. Advancements in event technology and social media integration further fuel growth. These factors are significantly boosting the Saudi Arabia event management market share.

The market is experiencing robust growth, fueled by the government’s Vision 2030 initiatives, which aim to diversify the economy and lessen dependence on oil. For instance, the Kingdom’s cultural evolution is positioning it as a prominent cultural center in the Middle East. High-profile events such as Riyadh Season, the Red Sea International Film Festival, and the Diriyah Biennale are drawing international attention. Additionally, the fashion industry, contributing 1.4% to the GDP, is gaining global recognition, with Riyadh Fashion Week highlighting local talent. Luxury brands, like Mytheresa, are expanding their presence by hosting exclusive events and collaborating with influencers such as Nojoud Al-Rumaihi. This cultural shift supports the Kingdom’s objective to diversify its economy and solidify its status as a luxury and leisure hub. These developments collectively contribute to the Saudi Arabia event management market growth and sophistication.

Another significant contributing factor is the increase in online and social media use, which has changed how events are advertised and consumed. Event promoters are using channels such as Instagram, Snapchat, and Twitter to communicate with audiences, drive attendance, and produce memorable, shareable experiences. Increasing popularity of experiential marketing, especially among younger generations, is leading to more interactive, personalized events hosted by brands. Additionally, advancements in technology, such as virtual platforms and hybrid event formats, have facilitated wider reach among the audience and efficiency in operations. More corporate expenditures on conferences, exhibitions, and brand activations are also a contributing factor. All these trends, along with the young and tech-savvy population of the country, are heavily influencing the market share of Saudi Arabia's event management business.

Saudi Arabia Event Management Market Trends:

Rise of Experiential Marketing and Live Engagement

Experiential marketing has become a cornerstone of Saudi Arabia’s evolving event management landscape. Brands and organizations are increasingly investing in immersive, real-world events to deepen engagement and leave a lasting impression on consumers. Between 2020 and 2024, the Kingdom hosted around 80 international events, attracting 2.5 million tourists and contributing significantly to its economic diversification goals. This shift toward interactive experiences is particularly relevant in the context of Saudi Arabia’s Vision 2030, which emphasizes culture, tourism, and entertainment. Events are no longer just promotional tools—they serve as storytelling platforms that allow brands to create meaningful interactions. As consumers prioritize emotional connections and memorable experiences, experiential marketing will remain a powerful growth engine for the Saudi event industry.

Digital and Social Media Influence

The rise of social media and digital platforms has significantly reshaped event planning and promotion in Saudi Arabia. With 35.10 million social media users 94.3% of the population as of January 2024, brands are leveraging these platforms to generate buzz, drive attendance, and create ongoing engagement before, during, and after events. Social media offers a cost-effective channel for marketing campaigns, influencer collaborations, and real-time audience feedback. Additionally, the country’s high internet penetration rate 99%, with 36.84 million users ensures near-universal digital access. This digital maturity allows for data-driven strategies, personalized marketing, and enhanced event tracking and analytics. As consumers increasingly interact with events online, social media is not just a promotional tool but a critical part of the event experience, influencing format, content, and engagement metrics.

Technological Transformation and Hybrid Event Models

Technology is playing a transformative role in creating a lucrative Saudi Arabia event management market outlook. From AI-powered planning tools to real-time attendee engagement platforms, digital innovations are enhancing the efficiency and effectiveness of event delivery. Online ticketing, virtual check-ins, event apps, and live streaming have become essential components of the modern event toolkit. At the same time, the emergence of hybrid events those that combine physical and virtual elements is gaining popularity. These models allow organizers to reach broader audiences, reduce costs, and increase accessibility. Particularly after the pandemic, hybrid formats have proved invaluable in maintaining audience connections while adhering to changing health guidelines. As businesses continue to explore flexible and scalable event solutions, the integration of digital infrastructure and hybrid capabilities is expected to remain a central growth driver for the Saudi market. For instance, in 2024, Saudi Arabia hosted numerous events that incorporated hybrid formats, blending in-person attendance with virtual participation. A prominent example was the Saudi Arabia Smart Grid 2024 Conference, held at The Ritz-Carlton in Riyadh, which included an online component. Similarly, the Saudi Green Initiatives Forum 2024 also adopted a hybrid approach.

Saudi Arabia Event Management Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the Saudi Arabia event management market, along with forecast at the country and regional levels from 2025-2033. The market has been categorized based on end user, type, and revenue source.

Analysis by End User:

• Corporate
• Individual
• Public

The corporate segment drives the Saudi Arabia event management market through rising demand for conferences, product launches, and brand activations. With Vision 2030 promoting business diversification, companies are investing in high-impact events to engage stakeholders. This has led to a surge in demand for professional planning and execution services. The individual segment contributes through personal celebrations such as weddings, birthdays, and private gatherings. As disposable income increases and social trends evolve, individuals are seeking more customized and luxurious event experiences. This fuels demand for creative design, catering, and entertainment solutions. The public segment is powered by government-backed initiatives promoting cultural festivals, sports, and tourism events. These large-scale public gatherings enhance national identity and global image, significantly supporting the Saudi Arabia event management market's expansion.

Analysis by Type:

• Music Concert
• Festivals
• Sports
• Exhibitions and Conferences
• Corporate Events and Seminars
• Others

Music concerts attract youth and international performers, boosting tourism and entertainment spending. Initiatives like Riyadh Season feature high-profile acts, enhancing cultural appeal. Festivals like Janadriyah and the Red Sea Film Festival celebrate heritage, drawing local and global audiences and driving large-scale event needs. Sports events such as Formula E and boxing raise Saudi Arabia’s international profile and infrastructure, further boosting the events sector. Exhibitions and conferences aligned with Vision 2030 support business and knowledge exchange across sectors like tech and healthcare, encouraging B2B engagement. Corporate events and seminars grow as firms expand and connect with stakeholders, driving demand for tailored planning and branding experiences. Together, these segments strengthen the Saudi Arabia event management market and fuel its dynamic growth.

Analysis by Revenue Source:

• Ticket Sale
• Sponsorship
• Others

Ticket sales are a major driver of the Saudi Arabia event management market, reflecting the growing public interest in entertainment, sports, and cultural events. With high-profile concerts and international sports matches gaining traction, consumers are increasingly willing to spend on live experiences. This direct revenue supports event sustainability and encourages more frequent and larger-scale events. On the other hand, sponsorship fuels the market by providing financial backing from brands eager to align with popular events and target audiences. Sponsors benefit from wide exposure, while event organizers gain resources to enhance production quality and audience engagement. This partnership model strengthens the overall event ecosystem, making it more attractive for global talent and investments, and plays a crucial role in shaping the event management landscape in Saudi Arabia.

Regional Analysis:

• Northern and Central Region
• Western Region
• Eastern Region
• Southern Region

Riyadh, the capital and administrative hub. With frequent government, corporate, and international events, demand for professional event services is high. Riyadh Season and business conferences further elevate this region's role. For instance, in November 2024, Riyadh Exhibitions Company Ltd. (REC) took part in the IMEX Frankfurt exhibition, a leading global event for incentive travel, meetings, and events. This involvement supported Saudi Arabia's Vision 2030, which seeks to diversify tourism by expanding beyond religious visits to encompass business, conferences, and exhibitions. Western Region, home to Jeddah and Makkah, is a cultural and tourism hotspot. Events linked to religious tourism, festivals, and entertainment attract both locals and international visitors. Jeddah Season and film festivals significantly boost event activity. Eastern Region thrives due to its industrial base and expatriate population. Cities like Dammam and Khobar host trade shows, corporate events, and cultural programs. Its economic diversity supports varied event types. Southern Region contributes through community events and emerging tourism. Natural landscapes attract eco-tourism and local festivals, gradually expanding event opportunities.

Competitive Landscape:

The Saudi Arabia event management market forecast anticipates the market to maintain its dynamism, driven by increasing demand and a competitive environment where both local and international firms actively innovate and expand their offerings to cater to diverse event needs across sectors. Key factors driving competition include innovation, service quality, and the ability to handle large-scale, complex events. Companies differentiate themselves through technological advancements in event management tools, including virtual and hybrid platforms, ticketing solutions, and real-time engagement systems. Additionally, a focus on personalized services and tailored event experiences is critical. The market sees significant activity in high-profile events such as concerts, festivals, conferences, and corporate functions, leading to an increasingly competitive environment. Strategic partnerships, strong relationships with local authorities, and effective marketing strategies further enhance market positioning for firms vying for market share. For instance, in October 2024, Dmg events launched two new events in Saudi Arabia: the Saudi Sports & Leisure Facilities Expo and the Sports Build Show at Riyadh Front Exhibition Centre. These events aim to support Saudi Arabia’s growing sports and leisure sectors, aligning with Vision 2030 goals. The country plans to host 400 annual sports events, with the sports industry projected to reach SAR84 billion by 2030. These events will connect global and local suppliers with over 7,000 key buyers, driving investment and economic growth.

The report provides a comprehensive analysis of the competitive landscape in the Saudi Arabia event management market with detailed profiles of all major companies.

Latest News and Developments:

• April 2025: The Kingdom of Saudi Arabia Pavilion at Expo 2025 Osaka opened, designed by Foster + Partners. It highlighted Saudi culture through sustainable architecture, inclusive design, and a focus on heritage and innovation, achieving Japan's highest green building rating and WELL Health and Safety certification.
• March 2025: TKO Group Holdings, the parent company of UFC and WWE, partnered with Saudi Arabia's General Entertainment Authority to expand into boxing. WWE also announced that the 2026 Royal Rumble would be held in Riyadh, marking the event's first time outside North America.
• February 2025: Toyam Sports Limited, through Pacific Star Sports, collaborated with the Saudi Arabian Cricket Federation to launch Saudi Arabia’s first domestic T20 tournament, the Saudi Foundation Day Cup 2025, held in Dammam from February 14-22, featuring 19 matches.
• January 2025: ATPI Group partnered with Arjaa Travel to expand in the Middle East, providing end-to-end travel management services by combining Arjaa’s local strength and ATPI’s global expertise.
• December 2024: SMC and Ajlan & Bros Holding Group formed a strategic partnership to create an event and conference management company in Saudi Arabia, supporting Vision 2030 and positioning the country as a global hub for innovation-driven conferences and entertainment.
• December 2024: Abante Integrated Facility Management expanded into the hospitality sector with Lusso Hospitality, focusing on high-end clubs and F&B operations, alongside launching an event management division for organizing community events in high-rise societies.

Saudi Arabia Event Management Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the Saudi Arabia event management market from 2019-2033.
• The Saudi Arabia event management market research report provides the latest information on the market drivers, challenges, and opportunities in the regional market.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the Saudi Arabia event management industry and its attractiveness. 
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.