LIONS Riyadh brings global creative industry to Saudi Arabia in 2027

Saudi Arabia is set to add another major international event to its calendar with the launch of LIONS Riyadh, a new regional festival focused on creative marketing, culture and industry innovation.

Organized by Tahaluf in partnership with LIONS and the Saudi Ministry of Media, the three-day event will take place from December 6 to 8, 2027, at King Abdullah Financial District in Riyadh.

The festival will bring together CMOs, creative leaders, agencies, brands and emerging talent from the Middle East and around the world. Its program will focus on creative excellence, marketing effectiveness, culture and the future of the industry, while giving regional talent and ideas a larger platform within the global creative sector.

The launch comes as Saudi Arabia continues to invest in its creative industries as part of its wider economic diversification agenda, spanning areas such as film, fashion, gaming, entertainment, design and advertising.

Saudi Minister of Media Salman bin Yousef Al-Dossary said the festival reflects the growth of the kingdom’s creative industries and its ambition to support local talent, attract international expertise and create new opportunities for investment and employment.

He added that LIONS Riyadh could help connect Saudi creatives with global networks and markets, support the development of local businesses, and strengthen the contribution of creative industries to the economy.

Saudi Arabia has increasingly positioned Riyadh as a destination for major global events, including Formula 1, Riyadh Season, LEAP, and the Future Investment Initiative, as well as upcoming events such as Expo 2030 and the 2034 FIFA World Cup.

Faisal Al-Khamisi, co-chairman of Tahaluf and chairman of the Saudi Federation for Cybersecurity, Programming and Drones, said the launch of LIONS Riyadh reflects Saudi Arabia’s growing international profile and the creative potential of the wider Arab region.

“The decision by LIONS, the world’s most prestigious platform for creative marketing, to launch LIONS Riyadh is another important milestone in that journey,” he said.

Philip Thomas, chair of LIONS, said the Middle East is entering a new phase of creative growth, driven by a young population and expanding sectors including gaming, fashion, film, entertainment and brand storytelling.

“Through LIONS Riyadh, we’re providing access to global benchmarks, intelligence and learning, while connecting regional talent and ambition with global experience and opportunity,” he said.

LIONS Riyadh will form part of a wider network of regional platforms designed to extend LIONS’ programming and expertise beyond Cannes Lions throughout the year.

Cannes Lions will remain the organization’s flagship global event, while Dubai Lynx will continue to serve as its established awards platform and creative benchmark for the Middle East and North Africa.

LIONS Riyadh, meanwhile, will focus on bringing together Saudi Arabia’s broader marketing and creative ecosystem, developing talent and connecting regional businesses and ideas with international networks.