OUR
STORY
Believe in Dreams
Founded in 2019 by Saudi dreamers, PASSION Experience transforms imagination into reality. Guided by our belief، Believe in Dreams، we merge Saudi authenticity with global innovation to create destinations, performances, and attractions that inspire and delight.
We are storytellers who build worlds، blending culture, innovation, and unforgettable experiences.
Our Mission
Creating tailored experiences that spread happiness.
Our PASSION
Craft a unique moment that brings joy and leaves a lasting emotional impact.
OUR
JOURNEY
2019 — Founded
A dream took shape in Riyadh
PASSION Experience began with five people and one belief: that experiences could be designed like stories, built with purpose, felt by people, and remembered long after they end.
2019
An award-winning start at Souq Okaz
Only three months after launch, PASSION Experience designed, built, and operated one of the largest zones in Souq Okaz. Welcoming more than 500,000 visitors in three months and winning an award as one of the most visited zones in the entire festival.
2019
Riyadh Season began and PASSION helped build the magic
With the first edition of Riyadh Season, PASSION Experience became part of a new entertainment chapter in Saudi Arabia, planning, activating, and operating more than four zones.
2020
A yearly collaboration with GEA began
PASSION Experience started a yearly collaboration with the General Entertainment Authority, beginning with the first annual Eid Celebration for Orphans and Children of Martyrs of Duty. a meaningful partnership that continues to this day.
2021
Designing immersion in motion
PASSION Experience pushed its experience design capabilities further with its first dark ride: Masameer Ride. Designed, built, and operated by PASSION, and visited by more than 1 million people.
2022
Designing a celebration of Saudi identity
For the first edition of Founding Day, PASSION Experience designed, built, and operated Souq Nijnaj. The biggest celebration zone in the Kingdom created to bring Saudi history, culture, and identity to life.
2023
Our first owned IP experience came to life
PASSION Experience brought its own world to life with Zeela House. Our first fully in-house designed, built, invested, and operated IP experience. Today, it continues to welcome visitors with more than 2 million visitors and counting, was featured in Netflix’s I Am Georgina, and expanded to Dubai.
2024
Scaling fear into a citywide experience
With Horror Weekend in BLVD City, PASSION Experience transformed entertainment into a large-scale visitor journey, reaching more than 80,000 daily visitors.
2025
From city streets to the open sea
PASSION Experience became the first Saudi company to offer full cruise entertainment for Aroya Cruise, taking Saudi-designed experiences beyond land and onto the sea.
2026
Designing one of the world’s largest historical reenactment experiences
For Ala Khutah, PASSION Experience was honored to create and design the project’s opening ceremony, along with more than 200 stories and sketches across the project’s zones, commemorating the Prophet’s journey and the historical and spiritual aspects of the Hijra, while managing more than 120 actors across 470 km.
MEET OUR
DREAMERS
Reem Almutairi
Co-Founder / Chief Imagination Officer
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Eyad Alkhayat
Co-Founder / CEO
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Alhanouf Alqthami
Senior Concept Creator
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Nawaf Aloraini
Business Developer
Be Part of the Story
join our team
