IAAPA is headed back to Riyadh for the third edition of the Middle East Trade Summit, taking place from February 17 to 19. The global association continues to make strides in the region, inviting professionals to connect with local stakeholders, learn from industry experts, and experience cutting-edge products and services shaping the entertainment industry.
The three-day summit will feature exclusive EDUTours, offering attendees a rare glimpse into Six Flags Qiddiya City. Currently under construction in Saudi Arabia, this park is set to boast record-breaking rides and six immersive lands, providing a first-hand look at the future of entertainment innovation in the region.
The summit’s opening day will provide attendees with an exclusive opportunity to engage with park representatives, gaining insights into their operational strategies, planning processes, and logistics. Attendees will also explore select themed lands under development at Six Flags Qiddiya City and visit Aquarabia Qiddiya City. On the second day, participants will embark on EDUTours to Boulevard Riyadh City and Riyadh Boulevard World, which recently expanded its footprint with five new areas like Africa, Saudi Arabia and Turkey.
“Saudi Arabia is experiencing a remarkable surge in the attractions and entertainment industry, making the Middle East one of the fastest-growing regions for development,” said Peter van der Schans, vice president and executive director for IAAPA Europe, Middle East, and Africa. “As we expand our membership base, this event provides an invaluable opportunity to connect more deeply with our members in Saudi Arabia while solidifying IAAPA’s role as a thought leader in the sector.”
As with any IAAPA event, education will also be a cornerstone of the summit. The summit will feature several thought-provoking EDUSessions with industry experts from all over the globe. One of the most notable education sessions includes Global Synergies: Innovation and Growth in the Middle East and European Attractions, with Devanshu Mathur, Managing Director and Partner, Boston Consulting Group; Thorsten Koebele, Chief Officer Sales & Marketing, Mack Rides; Michael Kreft von Byern, General Manager Rulantica (Europa-Park); and IAAPA’s own Jakob Wahl, CEO and president. This session will present market research on the Middle East as it compares to other regions.
The summit will also feature sessions on key topics, including the vital role of customer experience in the entertainment industry, the impact of women in workplace culture, and a distinguished panel of industry leaders sharing strategic insights into successfully operating attractions in the Middle East region. Exhibiting companies will also be present at the summit, showcasing their products and services to key decision-makers in the market.
IAAPA continues to deepen its commitment to the Middle East through its ongoing partnership with the General Entertainment Authority (GEA) to support and organize this event. The association has been steadily expanding its presence in the region, marked by the opening of a new office in Dubai last year and the announcement of IAAPA Expo Middle East, set to debut in 2026.
