Minister of Media Salman Al-Dossary has announced LIONS Riyadh, a new regional festival within the global LIONS network for creative marketing effectiveness. Tahaluf is organizing it in partnership with the Ministry of Media and the LIONS network, and it will take place at the King Abdullah Financial District (KAFD) in Riyadh from December 6 to 8, 2027.

The festival will gather chief marketing officers, creative leaders, agencies, brands and young talent from the region and beyond, with a program on creative excellence, effectiveness, culture and the industry's future that gives Middle Eastern ideas and storytelling a global stage. It is also meant to grow the Kingdom's creative economy by drawing in international expertise, transferring knowledge, building national capabilities and opening doors to investment, partnerships and quality jobs, while linking Saudi creatives to international networks and markets.

"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," Al-Dossary said, describing the festival as a reflection of progress in the creative industries and a chance to celebrate the region's creativity and strengthen its contribution to the economy and culture.

Faisal bin Saud Al-Khamisi, Co-Chairman of the Board of Tahaluf and Chairman of the Saudi Federation for Cybersecurity, Programming and Drones (SAFCSP), said the Kingdom had become one of the world's leading destinations for major international events since the launch of Saudi Vision 2030, and that the LIONS network's decision "is another important milestone on that path." LIONS Chair Philip Thomas said "The Middle East is entering a remarkable new creative era," adding that LIONS Riyadh would open access to global benchmarks, insight and learning for the region's talent.

LIONS Riyadh is one of a series of regional platforms complementing Cannes Lions, which remains the heart of the network. In the Middle East, Dubai Lynx stays the established awards platform for the MENA region, with LIONS Riyadh designed to complement both by bringing together the Kingdom's wider marketing ecosystem. The program, speakers and participating brands will be announced in the coming months.

Riyadh-based Tahaluf, which runs a portfolio of exhibitions and digital platforms, is a joint venture of Informa PLC, SAFCSP and the Events Investment Fund (EIF).