A new IAAPA study says the region’s attractions business is already massive, and still has plenty of runway left.
Big Crowds, Bigger Revenue
IAAPA’s 2025 Middle East & Africa Economic Impact Study lands on a simple point: people across the region are still turning up for leisure, and in huge numbers.
The report, based on 2024 performance across 17 countries, says attractions in the Middle East and Africa drew 738 million visits and produced $19.2 billion in direct revenue. That activity directly supported more than 520,000 jobs.
Entertainment centres led the way, making up 42% of all attractions covered in the study. Museums and science centres were next at 25%, giving the market a split between pure fun and more culture-led days out.
That balance matters. This is not just a story about rollercoasters and family venues. It is about a broader regional appetite for paid experiences, which is exactly the kind of consumer behaviour investors like to see.
The Real Story Sits Beyond the Ticket Booth
The headline revenue figure is strong on its own, but IAAPA’s wider estimate is where the scale really comes into view.
When indirect and induced effects are added, the attractions sector generated $40 billion in total economic impact and supported more than 833,000 jobs in 2024. In plain English, that means attractions are feeding business far beyond their own gates, from hotels and transport to food, retail, and local suppliers.
IAAPA President and CEO Jakob Wahl said the report reflects solid momentum from operators and investors alike. He also pointed to tourism recreation spending in the region rising 19% by 2030, reaching $35.6 billion.
That forecast gives the market a longer tail than a one-year spike. The Middle East is not merely opening shiny new venues. It is building an ecosystem around them.
This Is Why the Market Keeps Getting Attention
There is a reason global operators keep circling the region.
Governments are still pouring money into tourism infrastructure, developers are pushing large-scale destination projects, and consumers are still spending on in-person entertainment. Put that together and you get a market that feels less like a passing boom and more like a calculated long game.
For the average player watching the wider leisure space, the takeaway is pretty simple: when spending on entertainment keeps climbing, it usually points to stronger confidence in the wider hospitality and tourism economy too.
Neil Dwyer Steps Into a New MENA Role
Alongside the report, IAAPA announced Dr. Neil Dwyer as its first Regional Advisory Board Chair for the Middle East and North Africa.
Dwyer brings more than 20 years of experience in attraction operations and leadership. He is currently Vice President of Operations at Six Flags Qiddiya City, one of the region’s biggest entertainment projects still taking shape.
His past roles include Blackpool Pleasure Beach, IMG Worlds of Adventure, and Global Village. IAAPA said his background covers attraction development, operations, commercial planning, and guest experience, which makes him a fairly logical pick for a region trying to scale quickly without losing control of standards.
He also has deep ties to the association itself. Dwyer holds IAAPA’s Certified Attractions Executive designation, sits on the IAAPA Board of Directors, and serves on the Global Safety & Security Committee.
A Leadership Move That Fits the Moment
IAAPA said Dwyer will work with leadership and regional stakeholders to push its priorities across MENA, strengthen member ties, and encourage more collaboration.
Board Chair Luciana Periales called his experience and operational background a strong fit for the role. He officially starts on July 1, 2026.
Taken together, the study and the appointment tell the same story from two angles. The Middle East’s attractions business is already delivering scale, jobs, and revenue, and IAAPA is now putting structure around what comes next.
