Athar Festival 2025 opens in Riyadh with record turnout
Third edition features 3,000 delegates, 200 speakers, and 46 activations spotlighting Saudi Arabia’s fast-growing creative and digital industries
RIYADH, Saudi Arabia (MNTV) — The third edition of the Athar Festival, Saudi Arabia’s premier gathering for creative and communication professionals, opened Tuesday at the Diriyah Biennale Foundation’s headquarters in Riyadh’s Jax District, drawing record participation and global attention.
The two-day festival has tripled in scale since its debut, featuring 46 activations, five stages, and nearly 3,000 delegates, according to Arab News.
With over 200 speakers delivering 100 hours of sessions, organizers say the event reflects the Kingdom’s accelerating creative transformation.
Festival chairman Ian Fairservice said the rapid expansion highlights Saudi Arabia’s ambition to position itself as a regional hub for creativity and innovation.
“We’re occupying three times the area we had before, and we’ve achieved in three years what took Dubai Lynx about 18 years,” he told Arab News.
Leading international companies including Snapchat, Pinterest, and HungerStation are among the exhibitors, alongside interactive workshops and networking zones.
The program covers topics ranging from the future of creativity and branding to technology and business growth.
Participants can customize their experience through the Athar mobile app, which allows users to schedule sessions, track speakers, and plan visits efficiently. “If people are dedicating two days, we want to give them plenty of choices,” Fairservice said.
The festival’s session lineup was curated through an open call for proposals, attracting strong interest in emerging sectors such as artificial intelligence and gaming. “AI and gaming are major focuses this year, especially as gaming grows rapidly among Saudi youth,” Fairservice added.
The Saudi Gamer Arena is one of the key attractions, highlighting the country’s investments in esports and digital entertainment. Other sessions examine youth engagement and intergenerational gaming, emphasizing the role of creative industries in connecting communities.
With more than 70 percent of Saudis under 40, youth participation remains a central theme. Sessions like Publicis Groupe MENA’s “Vibe Check to Brand Check: What Saudi Youth Want” explore changing audience dynamics and marketing strategies.
Fairservice also emphasized that the festival’s appeal transcends age, nationality, and background. “Whether you’re 25 or 65, Saudi or international, creativity brings everyone together. The goal is to learn and stay current,” he said.
Athar’s vice chairman, Mohamed Al-Ayed, described the festival as a place for “human connection,” underscoring the importance of personal interaction in an increasingly digital era.
Fairservice agreed, noting that “AI can provide information, but it can’t replace the energy of people meeting, sharing ideas, and building relationships.”
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