SAUDI ARABIA – The fifth edition of the tourism extravaganza featuring entertainment, cultural, and sporting events, Riyadh Season 2024 has attracted 8 million visitors since it kicked off on October 12.
This season saw a significant influx of visitors from around the globe, with thousands of diverse events hosted, including concerts, art exhibitions, theatrical performances, and various entertainment activities designed to appeal to all demographics and age groups.
The Riyadh Season featured 14 entertainment zones, 11 world championships, and 10 festivals and exhibitions, spanning up to 7.2 million square meters. The season also included 4,200 contracts and 2,100 companies, with approximately 95% of the businesses being local.
This year’s edition highlights five major zones as primary tourist attractions: Boulevard World, Kingdom Arena, Boulevard City, The Venue, and Al-Suwaidi Park.
Boulevard World expanded by 30% to accommodate the growing number of visitors, adding new events and attractions.
The zone now includes five new sections representing Saudi Arabia, Türkiye, Iran, Africa, and Courchevel, bringing the total to 22 unique areas. Boulevard World also features 300 restaurants and cafés, as well as over 890 shops.
A notable event in the first month was held at Kingdom Arena, where Artur Beterbiev defeated Dmitry Bivol in a thrilling boxing match to become the undisputed light heavyweight champion.
The Riyadh Season also won the gold award at the Effie Awards Festival for its 5V5 campaign, developed in partnership with BigTime Creative Shop.
Turki Al-Sheikh, chairman of the General Entertainment Authority (GEA), expressed his gratitude for the win, thanking the Saudi people and stating on his “X” account, “I thank all Saudis because they are behind this award, and the future is stronger and better.”
The Effie Awards are considered one of the most prestigious accolades in the marketing industry, recognizing the full scope of marketing efforts, from conception to execution and impact.
With a history spanning over 50 years, the awards celebrate successful campaigns and encourage discussions on the factors that drive marketing effectiveness.
Effie Awards are now held in more than 50 programs across 125 markets, including regional programs in Asia Pacific, Europe, the Middle East, North Africa, and Latin America.
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