Amr Banaja, CEO of the General Entertainment Authority (GEA), unveiled a series of entertainment programmes to be witnessed in the Kingdom in the coming period, within a plan to recover USD6bn spent annually abroad for tourism and entertainment. Addressing the second day of the Euromoney Conference, Banaja said, “the GEA seeks to strengthen its mechanisms and build an integrated sector through three axes: creating a legislative environment around quality, standards, and inspections; strengthening funding, especially for the SMEs [that] play a pivotal role in the Saudi entertainment sector; and building capacity and developing expertise.”