RIYADH: The world of surfing is witnessing a strategic shift that is reshaping the sport, as surfers move from beaches to resorts with artificial waves. Recent reports have shown that 16% of surfers prefer resorts to traditional beaches, while 11% of them visit these new destinations frequently, reflecting the success of this model in providing unique experiences throughout the year, and attracting a large number of surfers.

The global surfing market, which was valued at $4.1 billion in 2022, is expected to grow to $5.5 billion by 2030, at a CAGR of 4%. This growth is driven by the advantages that specialized resorts offer in terms of comfort and stability of wave quality compared to natural beaches, opening up promising investment opportunities in this sector.

New destination

In line with achieving the goals of Vision 2030, the Kingdom has adopted innovative concepts to enhance the entertainment economy by creating new destinations that combine local culture with adventure and entertainment experiences. The collaboration between the Saudi Entertainment Ventures Company (SEVEN), a subsidiary of Qiddiya Investment Company, and Flow House, a subsidiary of Flow Rider International, to create three new entertainment areas is a vital model for this trend.

The new Flow House resorts aim to introduce a new concept in the Saudi market that combines diverse experiences including food, hosting events, and surfing. These resorts are scheduled to be established in three cities: Riyadh, Jeddah, and Al Khobar.

Entertainment experience

In this context, Marshall Merman, President of FlowRider, stressed that the partnership with Seven aims to create an innovative entertainment destination in Saudi Arabia that combines surfing culture with a distinctive hospitality experience, saying: “Our goal is to redefine the guest experience in the Kingdom, as the Kingdom’s Vision 2030 has allowed us to introduce our entertainment destinations to families across the region for the first time, as we will introduce surfing to a new audience, contributing to enhancing the entertainment scene in the Kingdom.”

He added: “This partnership represents a strategic turning point in the tourism and entertainment sectors, as it highlights the potential of surf resorts to enhance entertainment offerings.”

Water entertainment

As part of its innovative projects to support the spread of surfing, the Kingdom launched the 'Aquaria' project, the largest water park in the region, which includes the first indoor wave pool supported by the 'Endless Surf' technology, which allows waves to be customized for all levels of players through the 'Swell Studio' program. The pool includes 32 areas that provide a surfing experience that simulates natural waves, as waves are produced every 10-16 seconds, providing a unique experience according to the players' levels.

The surfing areas include a variety of options for all levels, as beginners can train in the “Beach” area, while advanced players can test their moves on the breaking waves in the “Peak” area, providing all riders with the opportunity to enjoy a unique experience in the same session.

Water shows

For his part, Jamie Charlesworth, Regional Director of Whitewater in the Middle East, pointed out that surfing is a fast-growing global sport, with more than 25 million people practicing it around the world, expressing his enthusiasm for launching this sport and spreading it in the Kingdom.

“Our advanced technology will allow surfers to push the limits of their skills, while at the same time providing an exceptional experience for spectators, who can enjoy the amazing performances from different angles surrounding the wave lagoon at the waterpark,” Charlesworth added.

The new entertainment projects contribute to strengthening the local economy through the growth of the tourism sector and the creation of new job opportunities. They also provide diverse experiences that improve the quality of life and encourage a healthy lifestyle. Through these destinations, the Kingdom seeks to expand entertainment options for citizens and visitors, and achieve its vision of becoming a leading global entertainment destination.

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