Media Minister Launches LIONS Riyadh to Empower Creative Talent

Riyadh, September 17, 2026 — The Minister of Media, Salman Al-Dossary, announced the launch of LIONS Riyadh, a specialized regional festival within the global LIONS network for creative marketing effectiveness. Organized by Tahaluf in partnership with the Ministry of Media and the global LIONS network, the festival is set to take place from December 6 to 8, 2027, at the King Abdullah Financial District (KAFD) in Riyadh. This landmark event will bring together chief marketing officers, creative leaders, agencies, brands, and emerging talent from the region and around the world, marking a significant step in Saudi Arabia’s journey to become a global hub for creativity and innovation.

Context and Background

Saudi Arabia has a rich heritage of storytelling and creativity, deeply rooted in its culture and that of the Middle East. Under the leadership of the Kingdom, a new generation is building on this legacy with confidence and ambition. The launch of LIONS Riyadh reflects the progress in Saudi Arabia’s creative industries and the Kingdom’s commitment to nurturing talent and ideas. This initiative aligns with the broader goals of Saudi Vision 2030, which seeks to diversify the economy and promote cultural exchange. As Minister Al-Dossary stated, “Creativity and storytelling have deep roots in Saudi Arabia and in Middle Eastern culture, and today a new generation is building on that legacy with confidence, capability, and the ambition to shape the future of this story.”

Key Details

The festival will feature a comprehensive program covering creative excellence, effectiveness, culture, and the future of the sector. It aims to provide a platform for Middle Eastern talent, ideas, and storytelling to shape the global creative conversation. Faisal bin Saud Al-Khamisi, Co-Chairman of the Board of Tahaluf and Chairman of the Saudi Federation for Cybersecurity Programming and Drones, highlighted Saudi Arabia’s rapid establishment as a leading destination for major international events, including Formula 1 races, the 2034 FIFA World Cup, Riyadh Season, MDLBEAST, Expo 2030, LEAP, and the Future Investment Initiative. He noted, “The decision by the LIONS network to launch LIONS Riyadh is another important milestone on that path.” Philip Thomas, Chairman of Cannes Lions International Festival of Creativity, added, “The Middle East is entering a remarkable new creative era… LIONS Riyadh opens access to global benchmarks and connects regional talent with global expertise.”

Implications and Impact

The launch of LIONS Riyadh is expected to have significant implications for the region and beyond. By attracting international expertise and talent, the festival will support knowledge transfer, develop national capabilities, and open new avenues for investment, partnerships, and high-quality jobs. It will also empower Saudi creatives by connecting them with international networks and markets, fostering the localization of creative industries and the growth of local enterprises. This, in turn, will contribute to diversifying the national economy and reinforcing Riyadh’s position as a creative capital and a global destination for decision-making and opportunities. Furthermore, the festival will complement existing platforms like Cannes Lions and Dubai Lynx, strengthening the LIONS network’s year-round engagement and bridging local communities with the global stage.

Vision 2030 Alignment

LIONS Riyadh is a testament to Saudi Arabia’s unwavering commitment to Saudi Vision 2030, which aims to transform the Kingdom into a global investment powerhouse and a hub for cultural and creative exchange. The event directly supports the growth of the creative economy, a key pillar of Vision 2030’s economic diversification goals. By nurturing local talent and attracting international collaboration, LIONS Riyadh will help create a vibrant creative sector that contributes to the Kingdom’s GDP and enhances its global standing. As Saudi Arabia continues to host world-class events and initiatives, it solidifies its role as a leader in fostering innovation, culture, and sustainable development, aligning with the forward-looking vision of its leadership.

20 Questions

Q1. What is LIONS Riyadh?

A1. LIONS Riyadh is a specialized regional festival within the global LIONS network for creative marketing effectiveness, organized by Tahaluf in partnership with the Ministry of Media and the global LIONS network. It aims to bring together creative talent from the region and around the world.

Q2. When and where will LIONS Riyadh take place?

A2. The festival will be held from December 6 to 8, 2027, at the King Abdullah Financial District (KAFD) in Riyadh, Saudi Arabia. This prestigious location reflects the Kingdom’s modern infrastructure and its capacity to host major international events.

Q3. Who announced the launch of LIONS Riyadh?

A3. The launch was announced by Salman Al-Dossary, the Minister of Media of Saudi Arabia. His announcement underscores the Kingdom’s commitment to advancing its creative industries and supporting Vision 2030 objectives.

Q4. What is the purpose of LIONS Riyadh?

A4. The festival aims to empower creative talent, showcase Middle Eastern creativity, and connect regional ideas with global networks. It also supports the growth of Saudi Arabia’s creative economy and enhances its contribution to economic diversification.

Q5. Who will attend LIONS Riyadh?

A5. The festival will bring together chief marketing officers, creative leaders, agencies, brands, and emerging talent from the region and around the world. This diverse gathering will foster collaboration and knowledge exchange.

Q6. What does the festival program cover?

A6. The program covers creative excellence, effectiveness, culture, and the future of the sector. It is designed to give Middle Eastern talent a platform to shape the global creative conversation.

Q7. How does LIONS Riyadh support Saudi Vision 2030?

A7. It supports Vision 2030 by growing the creative economy, attracting international expertise, developing national capabilities, and creating high-quality jobs. It also reinforces Riyadh’s position as a global creative capital.

Q8. What did Minister Al-Dossary say about the festival?

A8. He said that creativity and storytelling have deep roots in Saudi Arabia and the Middle East, and that LIONS Riyadh embodies the progress in Saudi creative industries and the commitment to nurturing talent and ideas.

Q9. What is Tahaluf’s role in LIONS Riyadh?

A9. Tahaluf, headquartered in Riyadh, is organizing the festival in partnership with the Ministry of Media and the LIONS network. It is a joint venture between Informa PLC, SAFCSP, and the Events Investment Fund.

Q10. Who is Faisal bin Saud Al-Khamisi?

A10. He is the Co-Chairman of the Board of Tahaluf and Chairman of the Saudi Federation for Cybersecurity Programming and Drones. He highlighted Saudi Arabia’s success in hosting major international events.

Q11. What did Philip Thomas say about the Middle East?

A11. Philip Thomas, Chairman of Cannes Lions, said the Middle East is entering a remarkable new creative era, driven by a young population and expanding creative sectors. He noted LIONS Riyadh will connect regional talent with global expertise.

Q12. How does LIONS Riyadh complement Cannes Lions and Dubai Lynx?

A12. LIONS Riyadh complements Cannes Lions and Dubai Lynx by bringing together the Kingdom’s marketing ecosystem, developing talent, and connecting regional ideas with global networks, while Cannes Lions remains the global benchmark and Dubai Lynx the MENA awards platform.

Q13. What economic benefits will LIONS Riyadh bring?

A13. It will attract investment, foster partnerships, create high-quality jobs, and support the localization of creative industries. This contributes to diversifying the national economy and enhancing Saudi Arabia’s global competitiveness.

Q14. How will LIONS Riyadh empower Saudi creatives?

A14. It will connect them with international networks and markets, provide access to global benchmarks, and support the creation of Saudi content capable of competing globally. This empowers local talent to excel on the world stage.

Q15. What other major events has Saudi Arabia hosted?

A15. Saudi Arabia has hosted Formula 1 races, Riyadh Season, MDLBEAST, Expo 2030, LEAP, and the Future Investment Initiative, and will host the 2034 FIFA World Cup. These demonstrate the Kingdom’s capability to deliver world-class events.

Q16. When will further details about LIONS Riyadh be announced?

A16. Further details, including the program, speakers, participating brands, and creative leaders, will be announced in the coming months. This will provide more opportunities for engagement and participation.

Q17. What is the significance of hosting LIONS Riyadh in Riyadh?

A17. Hosting in Riyadh reinforces the city’s position as a creative capital and a global destination for decision-making and opportunities. It showcases the Kingdom’s modern infrastructure and its ability to attract international events.

Q18. How does LIONS Riyadh support knowledge transfer?

A18. By attracting international expertise and talent, the festival facilitates the exchange of best practices and insights, helping to develop national capabilities and raise the standards of the local creative industry.

Q19. What is the LIONS network?

A19. The LIONS network is a global platform for creative excellence and marketing effectiveness, centered around Cannes Lions. It includes regional festivals like LIONS Riyadh that extend its reach and impact throughout the year.

Q20. How does LIONS Riyadh reflect Saudi Arabia’s global role?

A20. It reflects Saudi Arabia’s growing international standing and its commitment to fostering creativity, culture, and innovation. By hosting such events, the Kingdom strengthens its role as a global leader in shaping the future of creative industries.

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