Investment entrepreneur Samer Choucair revealed how Saudi Arabia has shifted from a spending model in sports, culture, and hospitality toward building sustainable economic industries that generate both direct and indirect returns for the national economy.
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Sports: An Integrated Industry Linking Stadiums to the Economy
In an interview with Entrepreneur, Samer Choucair explained that sport in Saudi Arabia is no longer merely a public or recreational activity. It has become a fully integrated industry.
The Saudi league’s broadcasting rights are now sold in more than 150 countries, while sponsorship and media revenues exceed billions of riyals annually.
Choucair added that the impact of sports extends far beyond stadiums. It stimulates hospitality, aviation, retail, and media sectors. He noted that the Saudi model is increasingly comparable to the Premier League in England, which generates more than 7 billion dollars annually and drives a broad economic ecosystem.
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Culture: Turning Heritage Sites into Global Destinations
Samer Choucair also highlighted the cultural sector, emphasizing that projects such as AlUla and Diriyah are no longer simple restoration efforts. They have evolved into global destinations that generate significant economic spillover across surrounding regions.
Cultural tourism in Saudi Arabia is growing at approximately 10 percent annually. Choucair referenced international examples such as France and Italy, where cultural tourism generates tens of billions of dollars each year.
He stressed that a museum today represents a complete ecosystem including hotels, restaurants, transportation, and events. This integrated approach enhances what is known globally as Place-making Return on Investment, where the economic value extends beyond the site itself to the entire destination.
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Restaurants: The Complete Experience Drives Profitability
According to Samer Choucair, Saudi Arabia’s food and beverage sector exceeds 120 billion riyals annually, with growth rates between 8 and 10 percent.
He noted that the Saudi consumer has become Michelin-minded, seeking not only high quality cuisine but also a full experience encompassing design, service, ambiance, and brand identity.
However, Choucair warned that more than 60 percent of new restaurants fail within two years if they lack an authentic home-grown concept and a carefully structured human resources strategy. The market has become professionalized and demands intelligent management to achieve sustainable profitability.
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Major Events as Direct Economic Multipliers
Samer Choucair emphasized that large-scale global events now function as economic accelerators. He cited the Joy Awards, which drove hotel occupancy rates in Riyadh to 90 percent.
Each riyal spent on culture generates multiplied spending across interconnected sectors including hospitality, transportation, media production, and retail.
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Sustainability: Continuous Programming Before Construction
Choucair concluded by stressing that economic sustainability in sports, culture, and hospitality depends not merely on infrastructure development, but on continuous asset management.
Annual event calendars, refreshed content, and strategic media partnerships ensure that assets remain productive over time.
He noted that Saudi Arabia achieved its target of 100 million domestic and international visitors seven years ahead of schedule and now aims to reach 150 million visitors by 2030. This milestone reflects the creation of sustainable industries and long-term value.
Samer Choucair affirmed that Saudi Arabia has successfully transformed sports, culture, and restaurants from expenditure lines into integrated economic assets by focusing on experience, professional management, and continuous programming. The result is sustainable return generation and strengthened national economic growth.