My first night in Riyadh, I fought off jet lag to go to what sounded like the most exciting new thing happening, a visit to Boulevard City and Boulevard World. Part of Saudi’s Vision 2030 is an effort to broaden entertainment opportunities for its majority under 30 population. Prior to 2016, the more conservative rules left little room for public gathering fun activities. In those days the sexes were strictly segregated and the one common area, malls, were monitored by the religious police. Sporting events were for men only and most gatherings happened in private. Music was discouraged and movie theaters were banned.
Starting in 2016 things began to change and in very quick order activities began popping up all over the country. Boulevard World and Boulevard City are colossus amusement parks that have every entertainment activity you can think of from anywhere in the world. They combine dancing fountains, light shows, international food, amusement park rides, shopping, … really, everything!!!
Boulevard City aims to mimic Times Square with its billboards and use of them for ads and fun light displays. Look closely and you will see the TKTS steps, buskers and costumed characters. Since Saudi likes to build everything bigger BC has TWO Times Squares on either end!! You all know how much I love brand activations, so of course I ran right up to get free drinks and take selfies.
Boulevard World is nearby separated by a large parking lot. To get there I hopped on a gondola and floated over the cars to descend into Saudi’s version of Epcot, but bigger and better.
Boulevard World (BLVD World) opened in 2022 with the goal of “bringing the world together in one integrated destination and offering visitors a unique experience that blends cultures, adventures, and global flavors in a single place.” Today the zone features more than 1,600 stores, 350 restaurants and cafés, and 40 games and entertainment experiences dispersed in 24 country zones and it keeps growing every year.
In travel one can chose to approach slowly with a critical eye or instead just rush towards new places and experiences with reckless abandon. This was my first few hours in Saudi and I knew there was some craziness to idea of this place, but I opted to act like a little kid on Christmas morning and just embrace the miracle before my eyes. I raced from each fun activity to the next and through the country zones trying to embrace them like I actually was in Egypt or India or China… (Sadly I somehow missed the United States!?) The bright lights were so fun. And the people watching was incredible. This was my first real chance to experience Saudi life and gosh darn it, I had fun!
Look through the pictures to get a fuller idea of these places, but as you look try to remember just how new this is and not just another amusement park in the US that we all have been going to all our lives.
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