Film and television have long been powerful tools for promoting tourism, providing audiences worldwide with vivid glimpses into a destination’s landscapes, culture, and character. Recognising this potential, NEOM Media and Hakawati Entertainment have forged a partnership that not only aims to strengthen Saudi Arabia’s media industry but also positions the Kingdom as a global hub for creative content production.
This landmark collaboration will see up to nine feature films produced at NEOM, leveraging its cutting-edge facilities, including state-of-the-art soundstages, diverse shooting locations, and an extensive production support network. Two films are already set to begin production in early 2025, with additional projects under review. This is a bold step toward making NEOM a premier destination for filmmakers, complementing efforts already underway in AlUla and bolstering Saudi Arabia’s growing reputation as a creative powerhouse.
Creating a world-class media hub
Hakawati Entertainment, a Saudi-based leader in film, television, and literary management, will establish a production services division at NEOM to cater to local, regional, and international productions. By connecting Saudi talent with opportunities at NEOM Media, the partnership aims to elevate filmmaking standards and attract global attention to Saudi Arabia’s creative potential.
Michael Lynch, NEOM’s Sector Head of Entertainment, Culture, and Media, explains, “This partnership with Hakawati marks an important milestone in our shared commitment to advancing Saudi Arabia’s media industry. NEOM Media has rapidly become a prominent production destination in the region, offering state-of-the-art facilities and a skilled workforce. Together, we are unlocking significant opportunities, driving the Kingdom’s creative ambitions forward, and establishing a world-class media ecosystem.”
Film and tourism: a perfect match
Saudi Arabia has already demonstrated the power of film and television in promoting its tourism offerings. AlUla, with its striking desert landscapes and rich cultural history, has hosted productions like Kandahar and Cherry, drawing global attention to its unique attractions. Similarly, the Red Sea International Film Festival, held annually in Jeddah, has become a major platform for showcasing the region’s creative talent and fostering collaborations between global and local filmmakers.
NEOM’s partnership with Hakawati builds on this momentum, offering filmmakers access to diverse and futuristic shooting locations, from dramatic mountain ranges to cutting-edge urban environments. Productions filmed at NEOM will not only elevate the Kingdom’s media presence but also inspire audiences to explore these locations in person.
Hakawati CEO Osama Al Khurayji emphasises this dual impact: “While film and television production remain at the heart of our business, this partnership goes beyond content creation. Together with NEOM, we are committed to building a sustainable, world-class film-making ecosystem that supports our industry’s expansion and contributes to Saudi Arabia’s ambitious vision of becoming a global leader in entertainment and media.”
Empowering local talent
To ensure lasting impact, the partnership will prioritise Saudi talent development through training programmes, workshops, and job placements. In collaboration with NEOM Media’s Industry Learning Department, a dedicated Hakawati community will be established in 2025, nurturing the next generation of Saudi creatives. By the end of 2025, at least three new training initiatives will be in place, providing local talent with opportunities to thrive in the global media landscape.
A catalyst for Saudi tourism growth
As Saudi Arabia opens its doors to the world, its growing media industry plays a crucial role in shaping perceptions and inspiring visitors. Just as productions filmed in AlUla have showcased the beauty of its heritage sites, or the Red Sea Film Festival has highlighted the vibrancy of Jeddah, NEOM’s projects will spotlight the Kingdom’s dramatic landscapes and innovative ambitions.
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Photo – top of page – Michael Lynch and Osama Al Khurayji at signing ceremony
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