Saudi festival on track to be Kingdom’s biggest creative marketing industry gathering, predicts event chairman

Saudi Arabia’s Athar Festival will take place from Nov. 13 to 16 at the Crowne Plaza hotel in Riyadh. (Athar)
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Updated 23 October 2023
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Saudi festival on track to be Kingdom’s biggest creative marketing industry gathering, predicts event chairman

  • The festival aims to serve as a platform to showcase the best of Saudi creativity, forge bonds, and nurture collaboration between stakeholders

RIYADH: Saudi Arabia’s Athar Festival has the potential to be the largest gathering of the creative marketing industry ever staged in the Kingdom, the event’s chairman has predicted.

Set to take place from Nov. 13 to 16 at the Crowne Plaza hotel in Riyadh, around 1,500 delegates are expected to attend and the festival will feature 12 academies for young professionals.

Festival chairman and managing partner and group editor-in-chief of Motivate Media Group, Ian Fairservice, said: “We aim to amplify engagement in cultural, entertainment, and urban activities while also developing and showcasing Saudi talent on a global stage.”

He pointed out that the Kingdom had witnessed a growth in demand for content in recent years and advertising had become an integral part of that.

“Given the high rates of content consumption and a tech-savvy population, the advertising industry in Saudi Arabia is prime for growth, with statistics projecting the market to grow by 6.81 percent between 2023 and 2027, resulting in a market volume of $2.79 billion in 2027,” he added.




Festival chairman and managing partner and group editor-in-chief of Motivate Media Group, Ian Fairservice. (Supplied)

The festival aims to serve as a platform to showcase the best of Saudi creativity, forge bonds, and nurture collaboration between local and international stakeholders.

Fairservice said: “Creativity is the crucible of innovation, igniting productivity and bolstering competitiveness. It serves as the source and inspiration for novel ideas that are then forged into groundbreaking products, services, and marketing campaigns that captivate.

“History has shown that companies who observe the world, discover what makes them special, and then express that in their own way, are able to be the most successful in the long run,” he added.

The festival will offer a platform for experiential learning, featuring workshops, masterclasses, and sessions led by industry professionals.

Fairservice noted that Saudi Arabia’s majority population was aged under 40, and with that in mind the Athar Festival team had “meticulously designed a range of initiatives and programs tailored to specifically empower young talent.”

He said: “The festival will run a series of academies which encompass various creative sectors, such as design, marketing, PR, and more, crafted for individuals under the age of 30.

“Through 12 focused academies, we will furnish younger attendees with hands-on training and development opportunities, fostering their growth and nurturing their potential.”

An executive marketers’ program, aimed at mid-level marketers seeking comprehensive career development insights, will provide sessions with industry leaders and practical knowledge sharing to speed up career progression.

And a mentorship initiative for women working in the Kingdom’s marketing communications industry will also be run.

The festival was established following the launch of the Dubai Lynx Advertising Awards and Festival of Creativity in 2007, set up to recognize creative talent throughout the Middle East and North Africa region.

“Since its foundation, we’ve seen remarkable growth within the industry at a regional level, which was demonstrated recently by Saudi Arabia’s reception of the first-ever Grand Prix Award at the prestigious Cannes Lions International Festival of Creativity,” Fairservice added.


Jeddah Book Fair 2025 opens with expanded cultural program

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Jeddah Book Fair 2025 opens with expanded cultural program

  • Bassam Al-Bassam: Since the Literature, Publishing, and Translation Commission began organizing Saudi book fairs in 2021, we have witnessed a significant increase in visitor numbers, as well as a noticeable rise in publishing-house sales
  • Al-Bassam: The commission provides a package of supportive initiatives across literature, publishing, and translation to support the sector, improve quality, and elevate outcomes

JEDDAH: Under the slogan “Jeddah Reads,” the Literature, Publishing, and Translation Commission inaugurated the Jeddah Book Fair 2025 on Thursday at the Jeddah Superdome, launching one of the city’s largest annual cultural gatherings. 

This year’s edition brings together more than 1,000 local and international publishing houses and agencies from 24 countries, spread across 400 booths, reinforcing the fair’s position as a major regional hub for creativity, knowledge exchange, and cultural engagement. 

Bassam Al-Bassam, general manager of the Publishing General Department, praised the steady development of the fair since the commission assumed responsibility for organising Saudi book fairs in 2021. 

“Since the Literature, Publishing, and Translation Commission began organizing Saudi book fairs in 2021, we have witnessed a significant increase in visitor numbers, as well as a noticeable rise in publishing-house sales,” he told Arab News. 

Commenting on the broader publishing landscape in the Kingdom, Al-Bassam said the sector is undergoing structural improvements. 

“The commission provides a package of supportive initiatives across literature, publishing, and translation to support the sector, improve quality, and elevate outcomes.” 

He also highlighted the commission’s work on regulatory reforms. “We are currently developing the sector’s core regulations and policies to facilitate the publishing process in Saudi Arabia … and enhance the sector’s overall value.” 

Regarding international partnerships, Al-Bassam said: “We provide proper infrastructure and host book fairs across various regions of the Kingdom ... opening doors for Saudi publishers to pursue international cooperation and partnerships, ultimately exporting Saudi culture abroad.” 

He added that the commission’s participation in leading global book fairs further supports the global presence of Saudi publications. 

For the first time, the fair is hosting a dedicated program for local film production, featuring daily screenings of acclaimed Saudi films supported by the “Dhaw” Film Support Program and organized in collaboration with the Film Commission. 

The initiative highlights the rise of Saudi visual storytelling and strengthens the integration between cultural and artistic sectors. 

With more than 170 cultural events, including panel discussions, lectures, poetry evenings, and specialized workshops, the fair continues to expand its role as a full-spectrum cultural platform. 

A dedicated children’s area offers interactive activities that nurture creativity and foster a love of reading among young visitors. 

Cultural institutions, universities, and community organizations are also showcasing their latest publications and initiatives during the fair. 

Other features include a manga and anime zone, a discounted books section, and a Handicrafts Corner celebrating the 2025 Year of Handicrafts by introducing visitors to traditional crafts and supporting Saudi artisans. 

Among participating publishing houses is Kadi and Ramadi, a Saudi specialist in children's books, which celebrates its 20th anniversary this year. 

Founder Thuraya Batarji expressed her joy at returning to the fair during such a milestone. 

She said the publishing house has released special anniversary editions of key titles, noting their continued commitment to both the Jeddah and Riyadh book fairs. 

As a prominent figure in children’s literature, Batarji emphasized the importance of reading from infancy. “The secret to instilling the value of reading in children is to start at a very early age, even from three to six months.” 

She added that shared reading sessions between parents and children strengthen their bond with books and foster critical-thinking skills as young readers grow. 

The opening day also drew young visitors who had grown up attending the Jeddah Book Fair. 

Sara Al-Malki, 16, from Jeddah, described the event as an essential part of her life. 

“I’ve been coming to this fair since I was a little girl,” she said. “Starting the weekend here feels special. The atmosphere, the books, the publishers I love, it all brings back memories and makes me excited for what’s new.” 

She said that visiting her favourite publishing houses on opening day has become a personal tradition, adding that the fair has influenced her love of reading and her dream of becoming a writer. 

“This fair feels like home,” she said. “Every year it grows, and every year I grow with it.”