In recent years, Saudi Arabia has seen a surge in events and entertainment options,
offering citizens exciting activities to enjoy across the Kingdom.
According to a survey conducted among Saudi residents
6 out of 10 people in Saudi
have attended events organized in the Kingdom in previous years.
Among the most popular events in Saudi, Riyadh Season stands out as the top entertainment event,
with 79% of Saudi residents claiming that they have attended it in the past.
The city's grand event significantly outperforms other events, ranking far ahead with 79%,
compared to the Saudi Cup at 34% and Formula 1 at 29%
Furthermore, Riyadh Season is the event most people are eager to visit again.
Analysis reveals that among those who had previously attended Riyadh Season, 7 in 10 people show an interest in experiencing it again in the coming years (69%). Such a rate of return interest indicates strong satisfaction and a positive reception.
The strong interest in returning to Riyadh Season underscores its success. Overall satisfaction with the event is high, with
89% of attendees expressing satisfaction
58% being very satisfied
A deeper look into the data reveals that females from the younger generation (Gen Z) are more likely to be satisfied with their experience at Riyadh season compared to males from older generations.
People's satisfaction with the event was also reflected in their recommendations, as 79% of respondents recommend it to their friends and family.
What might have driven this satisfaction?
The event's diverse range of activities likely play a key role in driving satisfaction.
Entertainment shows are a major attraction at Riyadh Season, drawing 73% of attendees.
Shopping bazaars and concerts also see significant participation, with 51% and 50% respectively.
Food Festivals rank fourth with a 45% share.
These attractions also emerge as the top favorites among visitors in the same order.
Those who have not yet attended Riyadh Season are mostly younger males (aged 18 to 29) living outside Riyadh. This may be due to their inability to travel alone from other cities to Riyadh for the event given their age. In contrast, females appear to be more attracted to Riyadh Season.
However, not everyone living outside Riyadh has missed the event. The survey’s results reveal that 3 out of 10 people from outside Riyadh travel to the city to attend Riyadh Season at least once (33%).
This influx appears to boost the hospitality sector.
In fact, more than half of these visitors opt to stay in hotels (54%), or to a lesser extent in home rentals such as Airbnb (5%). Others choose to stay at family members or friends’ places. Gender differentiations show that when attending Riyadh Season, females choose to stay in hotels or in family members’ houses, while males tend to rent houses or stay at a friend’s house.