Saudi Entertainment Ventures (SEVEN) has opened its first entertainment destination in Abha, a milestone in the Kingdom's push to diversify its tourism and leisure offerings. The new hub, located in the Aseer region, is the first of many planned under SEVEN's nationwide programme, backed by a SAR50 billion (US$13.3 billion) investment from the Public Investment Fund through Qiddiya Investment Company.
The opening ceremony was led by Prince Turki bin Talal bin Abdulaziz, Governor of Aseer Region and Chairman of the Aseer Development Authority, with government officials and senior executives in attendance. The destination is situated within the Abha International Airport district, designed to greet visitors with a taste of Aseer's culture and natural beauty from the moment they arrive.
Aseer-inspired attractions and experiences
SEVEN Abha goes beyond a typical entertainment complex, integrating local heritage into its design and programming. The venue features a mix of attractions, including Formula E Karting, as well as SEVEN-developed experiences such as Kawaken, GolFi, Cyber Bowling, and Scene Cinema. Retail, dining, and social spaces round out the offering, aiming to create an all-day destination for residents and tourists alike.
To mark the launch, SEVEN is hosting a five-day festival themed around Aseer's identity. The programme includes Aseer Roots, celebrating traditional crafts; Makers of the Peaks, spotlighting local entrepreneurs; Family Peaks, with workshops for all ages; Taste of Aseer, showcasing regional cuisine; and Aseer Nights, featuring evening performances and community gatherings.
Abdullah Al Dawood, Chairman of SEVEN, described the opening as a defining milestone for the company. “This destination introduces a new model for entertainment-led venues that combine operational excellence with immersive visitor experiences,” he said. “Launching in Aseer reflects our commitment to enriching quality of life while supporting the ambitions of Saudi Vision 2030.”
The Abha opening is just the beginning. SEVEN plans to roll out entertainment destinations across multiple Saudi cities, with partnerships already in place with global brands including Mattel, Hasbro, and Warner Bros. Discovery to bring internationally recognised concepts to the Kingdom.
For travel professionals, the development signals a growing opportunity in Saudi Arabia's leisure sector, which is a key pillar of the country's tourism strategy. The data-driven visitor push by the Saudi Tourism Authority and Mastercard underscores the broader momentum in the market.
As SEVEN expands, it will likely attract attention from tour operators, hoteliers, and destination management companies looking to tap into the Kingdom's evolving entertainment landscape. The Abha hub, with its airport proximity and regional focus, could become a model for future developments.
With the rail expansion reshaping Middle East travel, connectivity improvements are expected to boost domestic tourism, making destinations like Abha more accessible. SEVEN's investment in Aseer aligns with these infrastructure developments, positioning the region as a viable leisure hub.
For now, SEVEN Abha stands as a proof point for the Kingdom's entertainment ambitions, offering a glimpse of what travellers can expect as more destinations come online.
