The third edition of Athar – Saudi Festival of Creativity opened in Riyadh on Tuesday with more than 1,900 attendees and 150 speakers from Saudi Arabia, the region, and beyond, exploring the ideas shaping the Kingdom's creative future. With new content streams and returning flagship programs, this year's expanded edition reflected a creative economy that is broader, bolder, and more dynamic than ever. Ian Fairservice, chairman of Athar Festival and managing partner of Motivate Media Group, said: "Athar Festival continues to expand its horizons, reflecting the growing ambitions of a nation that is redefining creativity across multiple industries. By introducing new content streams focused on gaming, film, as well as luxury and lifestyle, the festival is opening new avenues to explore the intersection of regional and global interests." Mohamed Al Ayed, vice chairman of Athar Festival and CEO of TRACCS, added: "When creativity thrives, industries thrive, and societies thrive. The growth of Saudi Arabia's creative economy is not just a success story — it's a reflection of our people's resilience and imagination." Leading the opening day, the Creative Impact stream featured diverse discussions, including a fireside chat with Princess Lamia Bint Majed Al Saud on Saudi Arabia's cultural influence, authenticity, and women's leadership, and a keynote by Ellie Norman on the evolution of sport and the role of creativity and technology in shaping audience engagement. New Frontiers in Content The festival introduced new thematic tracks this year, including the Screen & Influence stream, where director Ali Ali shared behind-the-scenes insights from his most challenging ad film projects. The debut Luxury & Lifestyle stream gathered leaders from fashion, travel, and hospitality to explore Saudi Arabia's rise as a global luxury destination, focusing on authenticity, personalization, and sustainability. The Saudi Gamer Arena also made its debut, highlighting the Kingdom's fast-growing esports sector with discussions on gaming as a global business, gamevertising, and women's role in esports, featuring professional gamers Jenan Almeather, Wasayf Abdullah, Modhi Alkanhal, and Juri Alamri. Meanwhile, the Future Forward stream showcased the launch of IZZI AI — a Saudi-born innovation in customer engagement and sales automation — signaling Riyadh's growing role as a hub for future-focused technologies. Flagship Programs and Learning Initiatives Returning for the third consecutive year, Athar's flagship Young Talent Academies hosted 63 participants under 30 across three tracks, while the Maheerah Program brought together 16 senior women leaders in the creative industry. The Future CMO Academy welcomed 20 emerging marketing professionals for a one-day accelerator program, alongside masterclasses on personal branding, marketing leadership, and impactful campaign design. Collaboration and Industry Impact Collaboration remained a central theme of Day One, with the Talent Hub facilitating over 100 meetings between aspiring professionals and leading companies. "What makes Athar remarkable is not only the content on stage but the connections that happen off it," Fairservice said. "These conversations and collaborations are the foundation for long-term growth in the Kingdom's creative sector." Saudi Voices and Global Conversations The Unplugged panel series gave participants direct access to Saudi and international industry leaders through unscripted, audience-driven sessions. These dialogues fostered open conversations across strategy, marketing, and creativity, embodying Athar's mission to connect local ambition with global expertise. Al Ayed added: "I'm proud to see Saudi voices from so many sectors come together to engage and share their unique perspectives with global counterparts. This confidence, rooted in our culture and fueled by our creativity, will carry our industry forward." With 22 panel discussions, 15 presentations, five masterclasses, seven interactive sessions, two keynotes, and four fireside chats, Day One of Athar 2025 underscored the festival's unprecedented scale and impact in championing Saudi Arabia's creative economy. — SG
