Athar Festival 2026 will return to Riyadh for its fourth edition from November 24 to 25. The event, which takes place at the Crowne Plaza Riyadh RDC, will address current challenges in the creative marketing industry. Consequently, local and international leaders will gather to discuss the growth of the regional economy.
New Content Streams for Athar Festival 2026
This year, Athar Festival 2026 is presented by Motivate Media Group and TRACCS. The organizers have structured the main conference around four distinct content streams. Specifically, these tracks include ‘Future Forward’, ‘Screen & Influence’, ‘Strategic Creativity’, and ‘Decoding Saudi’. Furthermore, these sessions will explore how technology and culture affect brand development and social media strategies in the Kingdom. Attendees will also examine real-world challenges that are currently shaping the local market.
Support for Women Leaders
Alongside the main conference, the Maheerah Programme will run from November 23 to 25. This initiative provides specialized education sessions for high-performing women in the marketing sector. In addition, participants will receive networking opportunities to assist their transition into leadership roles. Therefore, the programme serves as a practical platform for professional development.
Ian Fairservice, Chairman of the festival and Managing Partner of Motivate Media Group, stated that the event aims to deliver a focused and curated experience. He noted that the updated awards framework creates greater opportunities for recognition across the creative sector. He also emphasized that every aspect of this year’s edition has been shaped to create value for the community.
Meanwhile, Mohamed Al Ayed, Vice Chairman of the festival and CEO of TRACCS, stated that the platform connects different stakeholders to encourage industry growth. He explained that the festival provides spaces where people from all backgrounds can grow and build a sense of community. Consequently, the event serves as a connector for an industry that continues to change.
Refreshed Awards Framework
The Athar Awards return with a revised format to reflect the diversification of the local market. For the first time, independent agencies and brands can enter across nine campaign categories. Additionally, a new points-based system will credit the agencies and production partners behind each winning entry. This system will determine major honors including Creative Team of the Year, Production House of the Year, and Brand of the Year.
Alignment with Vision 2030
The previous edition of the event attracted more than 3,000 industry professionals and 250 speakers who delivered over 100 hours of content. The organizers of Athar Festival 2026 confirmed that the event continues to drive conversations that shape the local marketing landscape. Ultimately, the festival aims to align its activities with the goals of Saudi Vision 2030 by connecting talent with policymakers.
