How Saudi Arabia turned events into vehicles for economic growth
Saudi Arabia is positioning itself as a year-round convening hub rather than a periodic host market, said the CEO of Tahaluf
30 July, 2026
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Today, the most successful global events compete for economic relevance, and Saudi Arabia understands that distinction better than most. Across the Kingdom, events are increasingly being treated as vehicles for accelerating investment, strengthening priority sectors and supporting long term economic diversification. Indeed, the Saudi events industry has become a clear example of how national ambition and private sector delivery can combine to build globally competitive platforms.
The scale of that opportunity is significant. According to the Communications, Space and Technology Commission, Saudi Arabia now has the largest information and communication technology market in the Middle East, valued at more than $48bn, whilst the digital economy contributes around 15 per cent of national GDP. And in tandem, the unprecedented growth of Saudi Arabia’s MICE market sits within a broader national transformation strategy focused on expanding non-oil sectors, attracting foreign investment and positioning the kingdom as a globally connected business hub.
In that context, events play a much larger role than visibility alone. They create concentrated environments where industries can engage, collaborate and accelerate more effectively.
As a result, international companies increasingly view Saudi Arabia’s leading platforms as market entry infrastructure, providing direct access to regulators, investors, partners and customers in a highly concentrated environment
That alignment also explains the pace at which the events ecosystem has expanded. In many global markets, building internationally recognised platforms takes decades. For Tahaluf, the joint venture model – underpinning events like LEAP, bringing together Informa PLC’s global operational expertise with the institutional backing of SAFCSP and EIF – has compressed those timelines significantly. Since 2022, Tahaluf’s portfolio has grown to span technology, cybersecurity, fintech, real estate, healthcare, gaming and more. This rapid growth has allowed us to respond quickly to emerging sectors and evolve formats in line with changing market expectations.
At the same time, the structure of business events is changing globally. Delegates increasingly expect environments that combine networking, content, culture and live experiences in ways that reflect how modern business relationships are built. The strongest platforms are designed around participation and engagement, creating spaces where connections are more meaningful and outcomes more tangible.
Festivalisation of business events
The shift has a name: the festivalisation of business events. The objective is to create platforms that people actively want to attend because they deliver relevance, access and genuine commercial value. The longer participants remain within an ecosystem, the more opportunities emerge for collaboration, investment and deal-making.
LEAP is one of the clearest examples of how this translates in practice. It has grown into one of the world’s largest technology events, attracting more than 200,000 attendees and generating billions of dollars in announced investments. One of the joys of building a business in a new market is that it allows for greater flexibility to shape it around regional sensibilities.
To create something that truly resonates and earns advocacy, the experience needs to be engaging and desirable. This means moving beyond tightly packed, grid-based exhibition halls towards environments designed more like considered town squares, where planning, openness and scale create a more immersive and valuable experience for attendees.
This is spirit that works so well for startups and investors. For example, Ejar – the Saudi proptech startup – met its first investor at LEAP 2023. That introduction led to a $400,000 investment, followed by further funding rounds as the company scaled. Today it operates across multiple cities in Saudi Arabia and will return to LEAP 2026 with a unicorn booth. That arc is exactly what these platforms are designed to produce.
Year-round convening hub
The wider impact extends beyond any single event. Saudi Arabia is positioning itself as a year-round convening hub rather than a periodic host market. Alongside Tahaluf’s sector-led platforms, events such as Riyadh Season and MDLBEAST have helped establish the kingdom’s credentials as a destination for large-scale live experiences.
I feel our experience at Tahaluf offers a clear lesson. When events are aligned with national priorities and designed around long-term economic outcomes, they become far more than temporary gathering points. They become platforms that continuously strengthen investment, collaboration and sector growth over time. Increasingly, Saudi Arabia’s events industry is operating at the centre of economic diversification, supporting growth that extends far beyond the events themselves.
The writer is the CEO of Tahaluf.

























