Saudi Entertainment Ventures (SEVEN) has officially opened the first destination in its ambitious nationwide entertainment programme, marking a major milestone in Saudi Arabia's efforts to expand its leisure and tourism offering under Vision 2030. Located in Abha, the new destination is SEVEN's first completed project and its debut in the Aseer region, bringing together immersive attractions, cinemas, dining and family entertainment in one integrated leisure hub. The opening also marks the start of the company's wider rollout of entertainment destinations across the Kingdom.
The destination was inaugurated by Prince Turki bin Talal bin Abdulaziz, Governor of Aseer Region and Chairman of the Aseer Development Authority, during an official ceremony attended by government officials and senior executives. A wholly owned subsidiary of the Public Investment Fund through Qiddiya Investment Company, SEVEN is investing around SAR50 billion (US$13.3 billion) to develop a nationwide network of entertainment destinations as Saudi Arabia continues to diversify its economy and strengthen its tourism and quality-of-life offerings.
Designed to reflect the culture, heritage and natural beauty of Aseer, SEVEN Abha has been developed as more than a traditional entertainment complex. Located within the Abha International Airport district, the destination is intended to immerse visitors in the region from the moment they arrive, connecting seamlessly with Aseer's cultural, tourism and entertainment attractions through the broader "Living Heritage of Aseer" initiative. To celebrate the opening, SEVEN is hosting five days of festivities inspired by the identity of Aseer. The programme begins with Aseer Roots, celebrating the region's heritage and traditional crafts, followed by Makers of the Peaks, highlighting local entrepreneurs and creative talent. Family Peaks focuses on family-friendly experiences and workshops, while Taste of Aseer showcases regional cuisine before the celebrations conclude with Aseer Nights, featuring evening performances and community gatherings.
Visitors can enjoy a wide range of attractions, including Formula E Karting alongside SEVEN-developed experiences such as Kawaken, GolFi, Cyber Bowling and Scene Cinema. The destination also offers retail, dining and social spaces designed to create an all-day entertainment experience for both residents and tourists. The opening marks the first step in SEVEN's wider expansion across Saudi Arabia. The company plans to develop entertainment destinations in cities across the Kingdom, supporting the country's ambition to become a leading regional hub for leisure, tourism and family entertainment. Across its broader portfolio, SEVEN has also partnered with global brands including Mattel, Hasbro and Warner Bros. Discovery to introduce internationally recognised entertainment concepts to Saudi Arabia.
Abdullah Al Dawood, Chairman of SEVEN, described the opening as a defining milestone for the company, saying it introduces a new model for entertainment-led destinations that combines operational excellence with immersive visitor experiences. He added that launching the first destination in Aseer reflects SEVEN's commitment to enriching quality of life while supporting the ambitions of Saudi Vision 2030.
