Happiness Creators Initiative

In line with Saudi Vision 2030, the General Entertainment Authority was established to regulate and develop the entertainment sector in the Kingdom, and to provide diverse entertainment options and opportunities for all segments of society-enriching lives and spreading joy. Additionally, the Authority works to encourage the private sector's role in building and expanding entertainment activities.

Since July 1st, 2023, the General Entertainment Authority's Happiness Creators Initiative has addressed a significant challenge in the Kingdom's rapidly expanding entertainment sector. The sector's growth has outpaced the availability of job-ready talent, established career pathways, and experienced leadership. Traditional public sector training approaches, which are often supply-driven and disconnected from actual hiring needs, have proven inadequate for a sector developing at this rate and magnitude.

In response, the initiative implemented a demand-driven, employment-focused workforce development model that integrates skills identification, program design, international exposure, and hiring outcomes within a unified system. The emphasis shifted from providing training activities to fostering practical workforce readiness and ensuring effective integration of talent within entertainment companies.

This approach is exemplified by the Development Program Ending with Employment. In contrast to conventional training programs, candidates are interviewed and selected by entertainment companies prior to enrollment, ensuring employer commitment from the beginning. The one-year program integrates English language preparation, sector-specific technical training, and structured on-the-job placements. Since July 2023, four cohorts comprising 140 participants have graduated, all of whom secured employment upon completion, resulting in a 100% employment rate.

Additional participants are currently enrolled, demonstrating the model's ongoing relevance and sustainability.

At the leadership level, the Entertainment Leadership Program was established to meet the increasing demand for qualified senior leaders and CEOs in the entertainment industry. Delivered across three cohorts, the program combines executive workshops, individualized coaching, applied graduation projects, and international site visits to the United States and the United Kingdom. To date, 90 senior leaders have completed the program, creating the first structured leadership pipeline dedicated to the entertainment sector.

For junior and mid-level professionals, the Entertainment Fellowship Program introduced targeted reskilling tracks aligned with workforce gaps identified through sector surveys and research. Over three cohorts, 120 professionals completed structured six-month learning programs that combined in-person workshops, virtual sessions, international exposure, and ongoing access to digital learning resources. This approach enhanced operational capabilities in key areas such as destination management, experience design, and event operations.

Beyond cohort-based programs, the initiative broadened nationwide access to skill development. Over 100 specialized training courses were delivered in more than 10 cities, reaching over 3,000 beneficiaries. Concurrently, a free public e-learning platform provided entertainment-focused courses in multiple languages to more than 56,000 learners.

The initiative also focuses on identifying and developing young talent. A nationwide roadshow competition was launched to discover promising individuals across the kingdom. City winners receive field-specific development programs. After completing these programs, they compete in a final round, where three main winners are selected.

As part of the initiative, strategic partnerships were established with more than 5 universities to support talent development through academic and practical pathways. These collaborations have focused on developing specialized diploma programs, training students, and allocating dedicated seats in selected programs.

Collectively, these initiatives shifted workforce development in the entertainment sector from isolated training activities to a structured system that links skills development directly to employment, leadership readiness, and long-term pipeline sustainability.