From No Cinemas to Mega Parks: Saudi Arabia’s Rapid Transformation
A Kingdom once defined by strict social rules is now embracing entertainment, tourism and global culture.
In just a few years, Saudi Arabia has undergone a sweeping social and entertainment transformation, rapidly reshaping public life across the kingdom. Recent reforms have expanded women’s mobility and workforce participation, loosened long-standing social restrictions, opened the country to tourism, increased skill-building opportunities, and fostered a more globally minded young generation.
A close acquaintance who recently revisited Saudi Arabia after years abroad said the country felt “almost unrecognisable” compared to her earlier years there as an expat. She recalled a time when strict social rules shaped daily life, when dress codes were closely monitored, and when many public spaces operated under far tighter restrictions. “There were no cinemas, no public entertainment options, and far more limitations,” she reflected, noting how stark the contrast is with today’s open and dynamic environment.
Fast forward to today - there’s a YouTuber launching a pop-up amusement park in Riyadh, something that would have been unimaginable just a decade ago.
Saudis are widely known for their love of entertainment and shared social experiences - a spirit increasingly visible as the country opens up after decades of social conservatism.
MrBeast, the world’s most-followed YouTuber with more than 450 million subscribers, has tapped directly into that growing appetite by launching a pop-up amusement park in Riyadh, joining the expanding roster of global celebrities engaging with the kingdom’s cultural ambitions.
Families and teenagers are now flocking to “Beast Land,” eager for a chance to get closer to the viral star whose videos have surpassed 100 billion views. The temporary attraction, running from November 13 to December 27 as part of Riyadh Season, features obstacle-course challenges inspired by the high-budget endurance competitions that made his channel a global phenomenon.
MrBeast - Jimmy Donaldson, the 27-year-old American creator known for elaborate stunts and eye-catching cash giveaways has also built a sprawling business empire beyond YouTube, including MrBeast Burger and the reality competition series Beast Games.
Saudi Arabia, previously characterized by a more conservative social landscape, is rapidly reshaping itself under Vision 2030, the national strategy to diversify the economy beyond oil by expanding entertainment, tourism, clean energy, technology and sports. The kingdom even surpassed its target of attracting 100 million annual tourists in 2023.
A major part of this push has been drawing global celebrities to boost international visibility. Football stars Cristiano Ronaldo and Karim Benzema now play in the Saudi Pro League on record-breaking contracts, while Lionel Messi has served as a tourism ambassador promoting the kingdom abroad.
Saudi Arabia’s entertainment scene has expanded just as quickly. Since lifting its 25-year cinema ban in 2018, the kingdom has welcomed Hollywood and Bollywood names including Viola Davis and Priyanka Chopra Jonas to major film and music festivals, signalling a dramatic cultural shift.
As Saudi Arabia continues its rapid transformation, megaprojects like Qiddiya - the massive entertainment city rising outside Riyadh, highlight the scale of its ambition and the stark contrast between today’s booming leisure landscape and the era when public entertainment barely existed.
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