RIYADH — Entertainment activities and events across Saudi Arabia witnessed a significant surge in popularity during the first half of 2026, attracting 45.7 million visitors. The overall visitor satisfaction rate reached an impressive 96 percent as the General Entertainment Authority (GEA) continued to strengthen the sector’s regulatory and oversight framework in support of the objectives of Saudi Vision 2030.The GEA announced that it issued more than 2,500 licenses for entertainment and related activities during the period and carried out over 8,500 inspection visits across the Kingdom to ensure compliance with regulatory requirements while enhancing service quality, safety standards, and operational efficiency.The authority also coordinated with 29 government entities to unify procedures related to the entertainment sector and streamline the investor journey. In addition, it issued 1,127 classification certificates for entertainment activities, applying unified standards aimed at further improving service quality.Indicators highlighted the sector’s continued expansion, with the number of operating companies surpassing 7,200. More than 400 investors were enabled to utilize visitor experience measurement tools, while over 900 reports were prepared to assess visitor satisfaction and analyze performance indicators, supporting the continuous development of entertainment activities and events.As part of its ongoing efforts to enhance the visitor experience, the GEA addressed 586 complaints during the second quarter of this year through dedicated follow-up mechanisms designed to improve service quality and strengthen communication with users.Majed Al-Gharabi, head of regulatory affairs sector at the GEA, said the results reflect the authority’s success in establishing a comprehensive regulatory system encompassing legislative development, enhanced oversight, performance measurement, and investor empowerment. These efforts have reinforced Saudi Arabia’s position among the world’s fastest-growing entertainment markets while increasing the sector’s contribution to the national economy and quality of life, he pointed out.Al-Gharabi said that the authority continues to foster a supportive regulatory environment that attracts investment and advances the goals of Saudi Vision 2030, thanks to the guidance of the Saudi leadership and the close follow-up of the Chairman of the Board of the GEA Advisor Turki Al-Sheikh.