Dubai event to capitalise on Saudi Arabia's entertainment boom

Prolight + Sound Middle East 2019 to be hosted as Saudi Arabia's GEA targets entertainment expansion as part of Vision 2030

Saudi Arabia is expanding its entertainment portfolio.
Pixabay
Saudi Arabia is expanding its entertainment portfolio.

The Prolight + Sound Middle East 2019 exhibition will be held on 15-17 October 2019 at Dubai World Trade Centre to capitalise on the growing entertainment market in the region as Saudi Arabia’s General Entertainment Authority (GEA) attracts investors as part of the kingdom’s Vision 2030 economic diversification mandate.

Organisers behind the exhibition said Cirque du Soleil’s first performance in Saudi Arabia pointed to “signs of what is to come” in the kingdom, where GEA has entered partnerships with event producers such as National Geographic Encounter, IMG Artists, and Luxury KSA.

Commenting on the developments, senior show manager of Prolight + Sound Middle East 2019, Dishan Isaac, said: “These agreements will require new venues to be built for these entertainment programmes, fuelling increased supply opportunities in the country.”

Dubai, however, continues to drive the market for professional lighting and AV fittings, Isaac added: “Dubai has set a new benchmark with [Coca-Cola Arena], which can comfortably host 17,000 people in the region’s largest indoor climate-controlled venue. The bar has been lifted and the stakes are getting ever higher.”

French events technology provider Roevisual, Italy’s FBT Elettronica, and electronic music artists from Berlin, Paris, and London are expected at the upcoming exhibition, the organisers added in a statement.

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