Made in Saudi Pavilion Showcases 28 Tech Firms at GITEX AFRICA

The Saudi Export Development Authority (Saudi Exports) is participating as the partner country sponsor at GITEX AFRICA 2025 in Marrakech, Morocco, from April 14 to 16, leading a “Made in Saudi” pavilion that showcases 28 national technology and communications companies. The exhibition, a premier international platform for technology and innovation, provides Saudi tech firms with a strategic gateway to African markets and global partnerships. This participation underscores the Kingdom’s commitment to expanding the global footprint of Saudi businesses and boosting non-oil exports in line with Saudi Vision 2030. The event brings together leading companies, innovators, and investors from across Africa and beyond, offering a dynamic environment for networking and deal-making.

GITEX AFRICA 2025, held in the vibrant city of Marrakech, is one of the largest technology exhibitions on the continent, attracting thousands of exhibitors and visitors from over 100 countries. The Saudi pavilion, organized by Saudi Exports, features a diverse array of companies specializing in fields such as artificial intelligence, cybersecurity, cloud computing, fintech, and digital transformation. These firms are eager to showcase their cutting-edge solutions and explore new business opportunities in Africa’s rapidly growing tech ecosystem. The participation is part of Saudi Exports’ broader strategy to empower national companies to access new markets, enhance their competitiveness, and contribute to the diversification of the Kingdom’s economy. As Saudi Arabia continues to transform into a global tech hub, events like GITEX AFRICA serve as vital platforms for Saudi innovators to connect with international partners and customers.

Context and Background

What drives Saudi Arabia’s increasing focus on technology exports and international exhibitions? The Kingdom has been aggressively pursuing economic diversification under Vision 2030, aiming to reduce its reliance on oil revenues and build a knowledge-based economy. The technology and communications sector has been identified as a key pillar of this transformation, with the government investing heavily in digital infrastructure, startups, and innovation hubs. Saudi Exports, a government agency under the Ministry of Commerce, plays a central role in this effort by supporting Saudi companies in their export endeavors. The “Made in Saudi” initiative, launched in 2021, is a national brand program designed to promote Saudi products and services globally, enhancing their reputation and credibility. The “Saudi Tech” sub-brand, introduced in 2022, specifically targets the technology sector, aiming to unify and elevate the presence of Saudi tech companies in international markets.

GITEX AFRICA, first held in 2022, has quickly become a cornerstone event for Africa’s digital economy, reflecting the continent’s burgeoning tech landscape. For Saudi Arabia, participation as a partner country sponsor is a strategic move to strengthen ties with African nations, many of which are experiencing rapid digital transformation and offer significant market potential. The Saudi pavilion at GITEX AFRICA 2025 is not just an exhibition space but a statement of intent: the Kingdom is ready to export its technological expertise and solutions, forging partnerships that can drive mutual growth. This aligns with the broader Saudi foreign policy of enhancing South-South cooperation and positioning the Kingdom as a bridge between continents. The 28 companies selected to exhibit represent the best of Saudi tech, from established players to innovative startups, all eager to make their mark on the global stage.

Key Details of the Saudi Participation

What specific opportunities does GITEX AFRICA offer to Saudi technology companies? The 28 firms at the “Made in Saudi” pavilion span a wide range of specializations, including artificial intelligence, Internet of Things (IoT), cybersecurity, cloud services, fintech, e-commerce, and smart city solutions. Notable participants include companies like Thiqah, a leader in digital solutions and business process outsourcing; Elm, a pioneer in digital security and innovative solutions; and STC, the Kingdom’s leading telecom operator, which has been expanding its international footprint. These companies are showcasing products and services tailored to the needs of African markets, such as affordable connectivity solutions, digital payment platforms, and e-government tools. The pavilion also features dedicated meeting areas where Saudi exporters can engage in B2B matchmaking with potential African buyers and partners, facilitated by Saudi Exports’ team of trade advisors.

The Saudi Export Development Authority has organized a series of activities during the three-day event, including presentations, panel discussions, and networking receptions. These activities aim to highlight the capabilities of Saudi tech companies and to foster collaborations that can lead to concrete export deals. According to Saudi Exports, the authority has been actively preparing for this participation by identifying the most promising African markets and aligning the participating companies’ offerings with local demands. The “Saudi Tech” label, under which around 100 national tech companies are now registered, serves as a mark of quality and reliability, reassuring international buyers of the standards of Saudi products. This label is part of the broader “Made in Saudi” identity, which seeks to change global perceptions of Saudi goods and services, moving beyond oil to highlight the Kingdom’s manufacturing and technological prowess.

International and Regional Impact

How does Saudi Arabia’s participation in GITEX AFRICA influence its relations with African nations and the broader global tech community? The Kingdom’s presence as a partner country sponsor signals a deepening engagement with Africa, a continent that Saudi Arabia views as a strategic partner for economic cooperation. By showcasing its technological capabilities, Saudi Arabia is positioning itself as a provider of solutions that can support Africa’s digital transformation, from smart infrastructure to digital education and healthcare. This can lead to long-term partnerships, joint ventures, and technology transfers that benefit both sides. Moreover, the participation helps to diversify Saudi Arabia’s export destinations, reducing dependence on traditional markets and opening new avenues for growth. For African countries, Saudi tech solutions offer an alternative to Western and Asian providers, often at competitive prices and with a deep understanding of local contexts.

On a regional level, the event strengthens Saudi Arabia’s leadership role in the Middle East and North Africa (MENA) region. As the largest economy in the Arab world, the Kingdom is increasingly seen as a hub for innovation and a source of investment. The “Made in Saudi” pavilion at GITEX AFRICA also serves as a platform to promote Saudi Arabia as a destination for tech investment and talent, complementing other initiatives like the LEAP technology conference held annually in Riyadh. The positive reception of Saudi companies at the exhibition can enhance the Kingdom’s soft power and build goodwill among African nations, which is crucial for broader diplomatic and economic ties. Furthermore, the participation aligns with the Saudi-African Summit held in 2023, where both sides agreed to boost cooperation in various sectors, including technology and digital economy.

Economic and Strategic Significance

What does the 8% increase in Saudi service exports in 2024, reaching SAR196 billion, signify for the Kingdom’s economic trajectory? This growth, driven in part by the communications and technology sector, demonstrates the success of Saudi Arabia’s export diversification strategy. The technology sector is particularly important because it is high-value, knowledge-intensive, and has the potential to create skilled jobs and stimulate innovation. By supporting tech companies in their export efforts, Saudi Exports is not only helping them grow but also contributing to the national goal of increasing non-oil exports as a share of GDP. The “Saudi Tech” label and the “Made in Saudi” initiative are instrumental in this regard, as they provide a unified brand that can compete globally. The participation at GITEX AFRICA is expected to generate leads and agreements that will further boost these export figures in the coming years.

Strategically, the focus on technology exports aligns with Vision 2030’s objective of building a diversified and sustainable economy. The Kingdom aims to increase the contribution of non-oil sectors to GDP and to create a vibrant private sector. Technology and innovation are seen as key enablers of this transformation, with initiatives like the National Technology Development Program (NTDP) and the Saudi Data and AI Authority (SDAIA) driving progress. By exporting Saudi tech solutions, the Kingdom not only earns foreign currency but also enhances its global reputation as a center of excellence. This, in turn, attracts foreign investment and talent, creating a virtuous cycle of growth. The strategic significance of GITEX AFRICA lies in its potential to open doors to African markets, which are projected to have a combined GDP of over $29 trillion by 2050, according to some estimates, making them a lucrative destination for Saudi exports.

Vision 2030 Alignment

How does the “Made in Saudi” pavilion at GITEX AFRICA 2025 embody the aspirations of Saudi Vision 2030? Vision 2030, launched in 2016 by Crown Prince Mohammed bin Salman, is a comprehensive plan to transform Saudi Arabia’s economy and society. One of its key pillars is economic diversification, with a target to increase non-oil exports from 16% to 50% of non-oil GDP by 2030. The technology sector is a priority area, as it drives innovation, productivity, and job creation. Saudi Exports’ efforts to promote Saudi tech companies internationally directly support this goal. The “Made in Saudi” and “Saudi Tech” brands are tools to showcase the Kingdom’s new economic identity, moving beyond oil to highlight its capabilities in advanced industries. The participation at GITEX AFRICA also supports the Vision’s aim to enhance Saudi Arabia’s global engagement and partnerships, positioning the Kingdom as a pivotal player in the global economy.

Furthermore, the event contributes to the Vision’s objective of developing a skilled and knowledgeable workforce. By exposing Saudi tech companies to international competition and best practices, it encourages them to innovate and improve, which in turn creates demand for highly skilled professionals. This aligns with the Vision’s focus on education and training, as well as the empowerment of women and youth in the tech sector. The success of Saudi companies at GITEX AFRICA will serve as a testament to the progress made under Vision 2030 and inspire further efforts to achieve the Kingdom’s ambitious goals. As Saudi Arabia continues to host and participate in global tech events, it reinforces its commitment to being a leader in the digital age and a bridge between Africa, Asia, and Europe.

20 Questions

Q1. What is the “Made in Saudi” pavilion at GITEX AFRICA 2025?

A1. The “Made in Saudi” pavilion is an exhibition space organized by the Saudi Export Development Authority at GITEX AFRICA 2025, showcasing 28 Saudi technology and communications companies to promote their products and services internationally.

Q2. Where and when is GITEX AFRICA 2025 taking place?

A2. GITEX AFRICA 2025 is being held in Marrakech, Morocco, from April 14 to 16, 2025, bringing together tech companies and innovators from across Africa and the world.

Q3. How many Saudi companies are participating in the pavilion?

A3. A total of 28 leading Saudi technology and communications companies are participating in the “Made in Saudi” pavilion, representing various specialties such as AI, cybersecurity, and fintech.

Q4. What is the role of the Saudi Export Development Authority in this event?

A4. The Saudi Export Development Authority (Saudi Exports) is the partner country sponsor of GITEX AFRICA 2025 and has organized the pavilion to support Saudi companies in accessing new markets and expanding their export reach.

Q5. What is the “Saudi Tech” label?

A5. “Saudi Tech” is a sub-brand of the “Made in Saudi” identity, aimed at supporting national tech products and companies while expanding their local and international reach. Around 100 companies are registered under it.

Q6. How much did Saudi service exports grow in 2024?

A6. Saudi service exports, including the communications sector, recorded an 8% increase in 2024 compared to the previous year, reaching SAR196 billion.

Q7. What types of companies are showcased at the pavilion?

A7. The pavilion features companies specializing in artificial intelligence, cybersecurity, cloud computing, fintech, e-commerce, IoT, and smart city solutions, among other tech fields.

Q8. What is the significance of GITEX AFRICA for Saudi Arabia?

A8. GITEX AFRICA provides a platform for Saudi tech companies to connect with African markets, showcase their innovations, and forge partnerships that support economic diversification and non-oil export growth.

Q9. How does this participation align with Saudi Vision 2030?

A9. It aligns with Vision 2030’s goals of economic diversification, increasing non-oil exports, and positioning Saudi Arabia as a global tech hub, thereby reducing dependence on oil revenues.

Q10. What benefits do Saudi companies expect from the event?

A10. Saudi companies expect to gain market insights, establish business contacts, sign agreements, and enhance their brand visibility in Africa, leading to increased exports and collaborations.

Q11. Are there any specific agreements or deals expected to be signed?

A11. While specific deals are not disclosed, the event is designed for B2B matchmaking, and Saudi Exports facilitates meetings that could lead to concrete export agreements and partnerships.

Q12. What is the “Made in Saudi” initiative?

A12. The “Made in Saudi” initiative is a national brand program launched in 2021 to promote Saudi products and services globally, enhancing their reputation and competitiveness in international markets.

Q13. How does Saudi Exports support tech companies?

A13. Saudi Exports provides streamlined pathways to new markets, organizes participation in global exhibitions, offers trade advisory services, and promotes the “Saudi Tech” label to boost credibility.

Q14. What is the target for non-oil exports under Vision 2030?

A14. Vision 2030 aims to increase non-oil exports from 16% to 50% of non-oil GDP by 2030, with technology and communications as key sectors contributing to this goal.

Q15. How does the participation reflect Saudi Arabia’s global engagement?

A15. It demonstrates Saudi Arabia’s proactive approach to international cooperation, strengthening ties with African nations and positioning the Kingdom as a reliable partner in technology and innovation.

Q16. What are the key features of the Saudi pavilion?

A16. The pavilion includes exhibition booths, meeting areas for B2B discussions, presentation zones, and networking spaces, all designed to facilitate interactions between Saudi exporters and potential buyers.

Q17. Which Saudi companies are notable participants?

A17. Notable participants include Thiqah, Elm, and STC, which are leaders in digital solutions, cybersecurity, and telecommunications, respectively, showcasing Saudi tech excellence.

Q18. How does GITEX AFRICA benefit the African tech ecosystem?

A18. GITEX AFRICA brings together global tech players, fostering innovation, investment, and knowledge transfer, which helps accelerate digital transformation across African countries.

Q19. What is the expected impact on Saudi Arabia’s non-oil exports?

A19. The event is expected to generate new export opportunities, leading to increased non-oil exports, particularly in the technology sector, and contributing to the national goal of economic diversification.

Q20. How can international companies engage with Saudi tech firms?

A20. International companies can engage with Saudi tech firms by visiting the “Made in Saudi” pavilion at GITEX AFRICA, participating in B2B meetings, and contacting Saudi Exports for matchmaking services and partnership opportunities.

Reader Feedback

We value your thoughts. Please share your feedback on this article.

Name *

Message *

Your feedback helps us improve our coverage.