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ֱ ‘one of India’s most valued partners, a trusted friend and a strategic ally,’ Indian PM Narendra Modi tells Arab News

Exclusive Indian Prime Minister Narendra Modi greets Saudi Prime Minister and Crown Prince Mohammed bin Salman in New Delhi in September 2023. (Supplied)
Indian Prime Minister Narendra Modi greets Saudi Prime Minister and Crown Prince Mohammed bin Salman in New Delhi in September 2023. (Supplied)
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Updated 24 April 2025

ֱ ‘one of India’s most valued partners, a trusted friend and a strategic ally,’ Indian PM Narendra Modi tells Arab News

ֱ ‘one of India’s most valued partners, a trusted friend and a strategic ally,’ Indian PM Narendra Modi tells Arab News
  • Says “delighted” to be headed to Kingdom for third visit, expresses “great pride” in India’s relations with ֱ
  • Calls Crown Prince Mohammed bin Salman “strong advocate of our bilateral ties” who is “deeply admired” by Indian diaspora
  • Welcomes deeper integration of Saudi and Indian businesses, particularly in emerging sectors like green hydrogen and technology

JEDDAH:Indian Prime Minister Narendra Modi has praised the“limitless potential” of India’s growing ties with ֱ as he arrives in Jeddahfor a two-day visit, his third to the Kingdom since 2016.

In an exclusive interview with Arab News, he described the Kingdom as “a trusted friend and strategic ally,” emphasizing how bilateral relations had expanded significantly since the creation of the Strategic Partnership Council in 2019.

“Our partnership has limitless potential,”Modi said. “In a world full of uncertainties, our bond stands strong, as a pillar of stability.”He praised Saudi Crown Prince and Prime Minister Mohammed bin Salman’s leadership, calling him “a strong advocate of our bilateral ties” and a visionary who has inspired global admiration through the reforms under Vision 2030.

“Every time I have met him, His Royal Highness has left a deep impression on me. His insights, his forward-thinking vision, and his passion for fulfilling the aspirations of his people are truly remarkable,” he said.




Indian Prime Minister Narendra Modi (R) spoke to Deputy Editor-in-Chief Noor Nugali (L) in an exclusive interview with Arab News. (AN Photo)

Highlighting shared economic ambitions, Modi noted that trade between the two countries had grown even amid global challenges, with energy, agriculture and fertilizers as key sectors. He welcomed deeper integration of Saudi and Indian businesses,particularly in emerging sectors like green hydrogen and technology.

“Indian companies have also maintained a strong presence across various sectors in ֱ,” he said.

Modi congratulated the Kingdom for winning the bids to host World Expo 2030 and FIFA World Cup 2034, describing the dual successes as a matter of “immense pride.” He also pointed to growing defense cooperation and landmark joint military exercises as signs of increasing strategic trust.

On the India-Middle East-Europe Economic Corridor (IMEEC), launched during the G20 Summit in September 2023, Modi said the project would be “a key catalyst of commerce, connectivity and growth in the entire region.”

In a statement, the Indian government said the visit “reflects the importance India attaches to its bilateral relationship with the Kingdom of ֱ.”




A handout picture provided by the Saudi Press Agency on April 3, 2016 shows Saudi King Salman bin Abdulaziz (R) welcoming India's Prime Minister Narendra Modi before a meeting in the capital Riyadh. (SPA/AFP/File Photo)

Q. Saudi-India ties are on an upswing. How do you assess the progress made in the strengthening of bilateral relations since the establishment of the Strategic Partnership Council in 2019?

A.First of all, I want to thank His Royal Highness Prince Mohammed bin Salman for his kind invitation. I am delighted to be here on my third visit. I take great pride in our relations with ֱ. The Kingdom of ֱ is one of India’s most valued partners — a maritime neighbor, a trusted friend and a strategic ally.

Our connection is not new. It is rooted in civilizational exchanges that go back to centuries. From ideas to trade, there has been a constant flow between our two great nations.

Our relations have been on an upward trajectory since 2014. I fondly recall that in 2016, I had the honor of receiving The Order of King Abdulaziz from His Majesty King Salman.

The formation of the Strategic Partnership Council in 2019 marked a major milestone. Since then, cooperation between us has expanded across many sectors. And let me tell you, this is just the beginning. Our partnership has limitless potential.

What anchors our relationship is mutual trust and goodwill. In a world full of uncertainties, our bond stands strong, as a pillar of stability. I truly believe these are promising times for India-ֱ ties. And, I must say, the Saudi leadership has played a vital role in strengthening this partnership.

India and ֱ will keep moving forward together — for peace, progress and prosperity, not just for our people, but for the entire world.

Q. Given your previous seven meetings with Crown Prince and Prime Minister Mohammed bin Salman, how would you characterize the personal rapport between the leadership of both countries? Has his rapport influenced the bilateral relationship in any way?

A. Every time I have met him, His Royal Highness has left a deep impression on me. His insights, his forward-thinking vision, and his passion for fulfilling the aspirations of his people are truly remarkable.

Under his leadership, ֱ has undergone tremendous social and economic transformation. The reforms he has undertaken have not just inspired the region, but also caught the attention of the entire world. One can see the transformational changes in the country under Vision 2030 in a very short period.

I value the personal warmth and trust we share. And, yes, this personal rapport has naturally translated into how both countries give priority to our partnership. He is a strong advocate of our bilateral ties. He has been a great supporter of the Indian diaspora in ֱ and our people living in ֱ deeply admire him.

When we talk, we focus on making this partnership future-ready. Jeddah has had a special connection with India. For centuries, this famed city has been one of the principal arteries for our trade and people-to-people exchanges. As a gateway to Makkah, for ages, our pilgrims have walked the by-lanes of Jeddah on their holy journey for Hajj and Umrah.




Indian Prime Minister Narendra Modi is seen on a screen as he attends the Future Investment Initiative conference in Riyadh. (Reuters/File Photo)

Q. ֱ is India’s fifth-largest trading partner. What initiatives are being considered to further diversify and expand this economic partnership so that both countries can better face challenges together?

A.Our economic ties are as old as the monsoon winds. Given the proximity of our nations and the complementarity of our economies, there is a natural connect. That is why even during global challenges, our trade ties have not just survived, but they have grown.

While sectors like energy, agriculture and fertilizers are the main areas of our trade, efforts at diversification have borne fruits. Indian businesses and Saudi industry are building stronger connections.

Building stronger connect between our businesses and industry and enhancing investment partnership is adding resilience to this relationship. ֱ is a leading energy partner for India. Likewise, India is contributing to food security in ֱ. I am told people in ֱ prefer Indian rice! India too loves Saudi dates.

I also see several complementarities between Saudi Vision 2030 and India’s Viksit Bharat 2047 (Developed India 2047 initiative).

Bilateral investments between our countries have also been increasing. Today, the Indian growth story offers immense opportunities for Saudi majors to invest and partner, from space economy to global supply chain collaborations.

Indian companies have also maintained a strong presence across various sectors in ֱ. They are playing a crucial role in the realization of Saudi Vision 2030.

Our goal is to enhance this connect.

India and ֱ are working on a Bilateral Investment Treaty. The proposed Free Trade Agreement between India and GCC has immense potential to transform the economic relationship between India and ֱ, and the region in general.




During the interview,Deputy Editor-in-Chief Noor Nugali (L) presented Indian Prime Minister Narendra Modi with a copy of the first edition of Arab News to mark the newspaper's 50th anniversary. (AN Photo)

Q. With ֱ’s Vision 2030 emphasizing infrastructure development, what opportunities do you see for Indian companies to contribute to and benefit from these projects, including Riyadh Expo 2030 and Saudi FIFA World Cup 2034?

.As a close friend, India rejoices in ֱ’s stellar achievements. I would like to congratulate the people of ֱ and its leadership for being chosen as the host for World Expo in 2030 and FIFA World Cup in 2034.

It is a matter of immense pride for any country to host two marquee global events within a span of four years. It speaks volumes of the leadership of His Royal Highness and his vision.

These mega events will boost the local economy. They offer opportunities for Indian companies as well. Our companies, as you are aware, have built a global reputation for their quality, competitiveness and efficiency.

I understand that the Indian companies already have a strong participation in Saudi infrastructure and technology sectors. They are also creating value in various mega and giga projects as part of ֱ’s Vision 2030.

I also invite Saudi companies to take advantage of the remarkable opportunities in India as part of our Viksit Bharat journey. They can participate in the growth of India’s next-generation infrastructure, logistics, renewable energy, healthcare, utilities, innovation, start-ups and “blue economy” sectors.

Deeper engagements and two-way collaborations between companies of both countries will go a long way in strengthening the bilateral economic partnership.




A handout picture provided by the Saudi Press Agency on April 3, 2016 shows Indian Prime Minister Narendra Modi (R) looking at a portrait of King Abdulaziz bin Abdul Rahman al-Saud, first monarch and founder of ֱ, during his visit to the Al-Masmak Castle in Riyadh on April 2, 2016. (SPA/AFP/File Photo)

Q: Given ֱ’s role as a key supplier of crude oil and petroleum products to India, how do you envision the future of energy collaboration between the two nations, especially in the context of global energy transitions?

.Energy has been an important pillar of our economic partnership. ֱ has been a strong and reliable energy partner for us. It is one of our top suppliers of crude and other petroleum products. As India seeks to become a developed country, our energy demands will continue to grow. And ֱ will remain a close partner in our energy security. As strategic partners we agree that our energy cooperation is not limited to mere buyer-seller relationships. We are also exploring joint projects in refineries and petrochemicals.

The world is also witnessing a gradual shift toward cleaner and more sustainable energy resources. India is moving ahead with an ambitious target for green transition. We are confident of achieving 500 GW renewable energy target by 2030.

Even in this journey, there is an immense scope of collaboration with ֱ. This includes the areas of supply chains, circular economy, energy efficiency and green hydrogen. As partners in the International Solar Alliance, both countries can work toward innovative solutions for future energy needs.

During the New Delhi G20 Summit in 2023, along with His Royal Highness, we launched the India-Middle East-Europe Economic Corridor (IMEEC) initiative. We are now working on feasibility studies for electricity grid interconnectivity between India and ֱ and the wider region. As you can see, we are moving ahead with the vision of a comprehensive energy partnership between our two countries.

Q. Saudi-India defense engagements and joint exercises have been steadily increasing. What are the key areas of focus for defense and security cooperation in the coming years?

A.We consider ֱ as a force of positivity and stability in the region. As maritime neighbors, India and ֱ share a natural interest in safeguarding peace and stability in the region.

The growing defense and security engagement and collaboration between the two countries is a reflection of deep mutual trust. It is also a testament to our shared commitment to regional stability, and our mutual resolve to address the evolving challenges in our extended neighborhood.

We have seen steady progress in security cooperation. This includes areas such as counterterrorism, combating extremism, disrupting terror financing and tackling drug trafficking. We are also exploring new frontiers of cooperation in cybersecurity, recognizing its growing importance in today’s interconnected world.

Last year, we achieved an important milestone: the first-ever joint exercises between the two land forces. These were complemented by two successful rounds of the joint naval exercise Al-Mohed Al-Hindi, which were held in 2021 and 2023.

Both of us support deeper defense-industry collaboration. Over the past decade, defense manufacturing has taken deeper roots in India. Today, there is a strong military industrial complex with the ability to manufacture quality ammunition, small arms, tanks, armored carriers. For the air force, we are building drones, advanced light helicopters and fighter jets. For the navy, we have the capacity to build patrol boats, submarines, and even aircraft carriers.

We are not just fulfilling our own needs. India has also emerged as an important supplier of defense equipment to more than 100 countries around the world.

I am glad that we have been able to meet some needs of the armed forces in ֱ. We support deeper engagement between private-sector players from both countries. We would welcome Saudi investment into the defense manufacturing sector in India that has been opened for private investment.




This handout photograph released by India's Press Information Bureau (PIB) on October 29, 2019 shows India's Prime Minister Narendra Modi (R) and ֱ's Crown Prince Mohammed bin Salman shaking hands in Riyadh. (PIB/AFP/File Photo)

Q. The IMEEC initiative that was announced in September 2023 in New Delhi is an ambitious project to connect India and Europe through the Middle East. What are the key elements of IMEEC, and how is India working with ֱ to achieve the goals envisioned under this initiative?

.India and ֱ, along with European Union, the UAE, France, Germany, Italy and the US, jointly launched the India Middle East Europe Corridor initiative in New Delhi in September 2023.

This corridor will define the future of connectivity in all forms for centuries to come. It will become the key catalyst of commerce, connectivity and growth in the entire region. The corridor will enhance connectivity in all its forms, be it physical or digital.

It will facilitate development of resilient and dependable supply chains, increase trade accessibility and improve trade facilitation. The corridor will increase efficiencies, reduce costs, enhance economic unity, generate jobs and lower greenhouse gas emission, resulting in a transformative integration of Asia, Europe and the Middle East.

Both India and ֱ have a key role to play in the success of this corridor. We are committed to working with our Saudi partners to realize the vision of connectivity, including multi-modal logistic connectivity, data connectivity and electrical grid connectivity. We are working on clean and green hydrogen and related supply chains under this initiative.

I visualize this initiative has a transformational potential for humanity. It can be the new Silk Route of the 21st century that will bring benefit to the generations to come.

Q. The Indian community of 2.7 million in ֱ has been praised by you as a binding force in bilateral ties. How does your government plan to further support and engage with the Indian diaspora in the Kingdom?

A.First of all, let me put it on record that we are deeply grateful to Their Royal Highnesses, King Salman and Crown Prince Mohammed bin Salman, for the patronage they have provided to the Indian community in ֱ. We can never forget how they took care of the Indians as one of their own during the difficult times of the COVID pandemic.

Indians have a very important character — whichever country they go, they make it their home. They are law abiding, dedicated and professional to the core. They carry with them the values of empathy, compassion and care.

This very nature earns them respect of their host country. ֱ is no exception. Whenever I have met His Royal Highness Crown Prince Mohammed bin Salman, he has praised the Indian community and appreciated their significant contribution to the economic growth of the Kingdom. He has even said that they are part of the Saudi family. These words of praise always fill my heart with pride and joy.

For my government, the members of the Indian diaspora are the “rashtradoots” (national ambassadors). The 4Cs — Care, Connect, Celebrate and Contribute — is the motto of our engagement with our diaspora. Their safety, welfare and well-being is paramount for us.

Over the past decade we have launched many initiatives, including insurance schemes, scholarships for their children, and skilling programs. We have established mechanisms for safe and legal migration. The 2.7 million vibrant Indian community in ֱ is a living bridge connecting our two countries. I commend them for not only preserving their values and traditions, but also promoting them.

I eagerly look forward to reconnecting with the Indian diaspora during this visit.




Narendra Modi at FII 2019 in Riyadh, ֱ. (X/File Photo)

Q: How do you see religious tourism, cultural and educational exchanges developing as a component of Saudi-India bilateral relations? Do you foresee India’s IITs and IIMs opening campuses in ֱ, along the lines of IIT Delhi, Abu Dhabi campus?

A.Our people have interacted with each other since the days of “Kalila wa Dimna.” The growing cultural connect between our countries is indicative of the understanding and appreciation for each other.

As far as religious tourism is concerned, as you know we have a large Muslim population and they visit your beautiful country each year for Umrah and Hajj pilgrimage. We are grateful to the Saudi leadership for the continued assistance provided to Indian pilgrims. Yoga has gained considerable popularity in ֱ over the recent years, thanks to the encouragement and support of the Saudi government. We are also noticing a growing interest in cricket.

I am told that Arab broadcasters run dedicated channels with Indian content that are very popular in the Kingdom. There is also a wide following for Indian films and actors. India is hosting the first edition of the World Audio Visual and Entertainment Summit in Mumbai during May 1-4. We look forward to a strong participation from ֱ at the summit so that we can give new wings to our cultural and entertainment collaboration.

Educational cooperation is another promising area. Indian higher education institutions are recognized globally. They are ready to take up opportunities, as and when those arise in ֱ as well.

Finally, let me congratulate Arab News as it completes 50 years of its publication this year. I know Arab News has a special connection with Indians living in the Kingdom. Your media outlet is a strong symbol of our people-to-people ties. My best wishes to you as you continue to nourish India-ֱ friendship.


Saudi crown prince, French president discuss situation in Palestine

Saudi crown prince, French president discuss situation in Palestine
Updated 27 sec ago

Saudi crown prince, French president discuss situation in Palestine

Saudi crown prince, French president discuss situation in Palestine

RIYADH: Saudi Crown Prince Mohammed bin Salman and French President Emmanuel Macron discussed the situation in Palestine, the Saudi Press Agency reported early on Wednesday.
The crown prince, who received the call from Macron, reiterated the Kingdom’s position, which seeks an immediate end to the war in Gaza and a just, secure and comprehensive peace in the Middle East, and condemns any measure aimed at undermining a two-state solution to the Israeli-Palestinian conflict.
The pair also discussed issues of mutual cooperation between France and the Kingdom, and measures to enhance them.


The changing face of Riyadh summers

Malls and cafes are major social hubs for residents and professionals looking to socialize and network in Riyadh. (Supplied/File
Malls and cafes are major social hubs for residents and professionals looking to socialize and network in Riyadh. (Supplied/File
Updated 02 September 2025

The changing face of Riyadh summers

Malls and cafes are major social hubs for residents and professionals looking to socialize and network in Riyadh. (Supplied/File
  • From mall meetups to cafe culture, residents are reinventing socializing in ֱ

RIYADH: With summer temperatures in Riyadh soaring above 40 C, outdoor gatherings have become rare. While some say the heat makes it impossible to socialize, others believe the right cooling provisions can make any spot appropriate.

And, despite the weather and shifting social norms, some see little change in our socializing habits.

Ali Sowaileh, a visitor from the Eastern Province, said: “The cultural change overall is small. Gatherings were and still are being hosted at homes … with light conversation and Saudi coffee and tea.”

Malls and cafes are major social hubs for residents and professionals looking to socialize and network in Riyadh. (Supplied/File photo/SPA)

But Saudis are increasingly opting for indoor spaces such as malls, cafes, and play areas.

Many working mothers, for example, prefer to meet at play zones and take their children.

“Summer is the most productive time of the year for me. I prefer to spend it developing myself and focusing on work,” said Hanan Al-Harbi, a 30-year-old mother who works in the intellectual property field.

HIGHLIGHTS

• Riyadh’s cafe culture has grown rapidly with establishments boasting stylish interiors and diverse menus.

• Coffee shops have emerged as venues for casual meetups, networking, and professional and creative collaborations.

“I also don’t really enjoy hot weather, so staying indoors feels more comfortable,” she added, saying that she takes her daughter to soft-play locations a few times a week.

Shopping malls have become another major social hub, offering entertainment zones and events that allow families to spend an entire day there.

Malls and cafes are major social hubs for residents and professionals looking to socialize and network in Riyadh. (Supplied/File photo/SPA)

“I find it (a mall) a suitable choice given the nature of my work and the limited time I have,” said Tahani Al-Mutairi, a 40-year-old healthcare worker. “My work ends at 4 p.m. and I don’t have enough time to return home and prepare to host guests. So, having meetings here (the mall) is better both emotionally and financially.”

Nawal Mohammad, 24, also finds malls appealing, and the student said: “People are not staying at home all the time. Entertaining areas are now encouraging people to go out and socialize.”

Coffee shops, meanwhile, have emerged as venues for casual meetups, networking, and professional and creative collaborations. Riyadh’s cafe culture has grown rapidly with establishments boasting stylish interiors and diverse menus.

Some trace this development back to the COVID-19 pandemic, and Rawan Alghamdi, 23, said: “People were separated from each other (then). It wasn’t like before when they used to visit neighbors. After COVID-19, people became more isolated.”

However, others still see outdoor options as attractive. Abdulaziz Alotaibi, a telecommunications product manager, said: “If the place is prepared and comfortable and has outdoor seating, I would definitely prefer to sit outside.

“For example, at Sikka, people there sit outside despite the heat because the place is designed well.”

Noura Al-Huqbani, 55, agrees, and enjoys outdoor trips once the seasons shift, saying: “I prefer colder seasons when I go on spring trips, camping and to parks.”

For some, however, heat remains the deciding factor. “I personally enjoy the weather more than the place I am at,” said 19-year-old student Ghanaj Al-Rashid.

Lujain Khalid, her friend visiting from Kuwait, said: “Evenings used to be cooler. It is impossible to see anyone at a park now. It has become mainly (a matter of gathering) in cafes or malls.”

Whether in malls, coffee shops, or play centers, Saudis are reshaping how they gather. Social hubs are no longer just an escape from the heat but new spaces for connection and entertainment.

 


Deputy governor receives Australian ambassador in Riyadh

Prince Mohammed bin Abdulrahman bin Abdulaziz (R) holds talks with Miles Armitage in Riyadh. (Supplied)
Prince Mohammed bin Abdulrahman bin Abdulaziz (R) holds talks with Miles Armitage in Riyadh. (Supplied)
Updated 02 September 2025

Deputy governor receives Australian ambassador in Riyadh

Prince Mohammed bin Abdulrahman bin Abdulaziz (R) holds talks with Miles Armitage in Riyadh. (Supplied)
  • Prince Mohammed wished the ambassador success in his new duties

RIYADH: Riyadh Deputy Gov. Prince Mohammed bin Abdulrahman bin Abdulaziz received Australian Ambassador to the Kingdom Miles Armitage in Riyadh on Tuesday.

The meeting was held on Armitage’s appointment as his country’s ambassador to the Kingdom, the Saudi Press Agency reported.

Prince Mohammed wished the ambassador success in his new duties.

During the meeting, they discussed various topics of common interest.

 


Lebanon seizes 125 kg of cocaine after help from Saudi General Directorate of Narcotics Control

Lebanese authorities have foiled an attempt to smuggle 125 kilograms of cocaine with the help of the Saudi Ministry of Interior.
Lebanese authorities have foiled an attempt to smuggle 125 kilograms of cocaine with the help of the Saudi Ministry of Interior.
Updated 02 September 2025

Lebanon seizes 125 kg of cocaine after help from Saudi General Directorate of Narcotics Control

Lebanese authorities have foiled an attempt to smuggle 125 kilograms of cocaine with the help of the Saudi Ministry of Interior.
  • Lebanese authorities, acting on information from ֱ’s Interior Ministry and monitoring the activities of drug-smuggling networks, thwarted the attempt
  • Drugs ‘ professionally camouflaged,’ says minister

BEIRUT: Lebanon’s Interior Minister Ahmad Hajjar announced on Tuesday that the country’s Anti-Narcotics Bureau had seized 125 kg of cocaine, one of the largest seizures of the drug in recent years.

Hajjar explained that it had been smuggled onto a ship that had arrived at the port of Tripoli from Brazil after passing through Oman. 

“They were hidden … and professionally camouflaged among 840 gallons containing oils and grease,” he said, adding that information had been received by the Anti-Narcotics Bureau from the General Directorate of Narcotics Control in ֱ, part of the country’s Ministry of Interior. 

Hajjar spoke of “detainees in the case, and there are other wanted persons being pursued.” He added that the investigations were still ongoing and that the seizure had taken place “in the past few weeks.”

Hajjar expressed his gratitude to the Kingdom’s interior minister for his efforts, commending the long-standing contributions of both countries in combating drug smuggling.

He said: “I met him (Prince Abdulaziz bin Saud bin Naif) at the Arab Interior Ministers Conference, and we agreed to continue our efforts and coordination, and we are seeing one of the fruits of this coordination today.

“Of course, this is not the first time we have coordinated with the Kingdom and the anti-drug departments of other sister countries, as we previously uncovered a captagon-smuggling operation towards the sisterly state of Kuwait.”

Hajjar added that Lebanese authorities had arrested six more individuals recently who had traveled from Latin American countries via Africa in possession of unspecified drugs.

He emphasized that “all these matters are being addressed seriously because they are a fundamental pillar of our strategy.”

Hajjar said that “efforts over the past months have yielded significant seizures and arrests, the most recent of which was today’s operation.”

He added: “We will not accept that Lebanon be a transit point or a gateway for any prohibited items heading to Lebanon or to any sister or friendly country.”


Athar Festival to put spotlight on creativity across industries

Athar Festival to put spotlight on creativity across industries
Updated 02 September 2025

Athar Festival to put spotlight on creativity across industries

Athar Festival to put spotlight on creativity across industries
  • About 3,000 visitors, 150 speakers to converge for 2 days of workshops, panels, live entertainment
  • Mohamed Al-Ayed: As an event it is the premier and most sought-after creative event in ֱ, and most probably the biggest in the region

RIYADH: The third annual Athar Festival, a major gathering for the creative marketing industry in ֱ, will take place at Riyadh’s JAX District from Oct. 21-22.

The two-day event, hosted by communications consultancy TRACCS and UAE-based Motivate Media Group, is expected to attract around 3,000 visitors and feature 150 speakers, concluding with the Athar Awards across more than 30 categories.

Mohamed Al-Ayed, vice chairman of the Athar Festival and CEO of TRACCS, told Arab News: “I believe that (by) today, in the third edition, there has been a very strong maturity of the creative industry of ֱ, as an industry to be recognized and looked at.

“As an event it is the premier and most sought-after creative event in ֱ, and most probably the biggest in the region. We have set our sights high, given how ֱ is transforming and growing in leaps and bounds. Where impact is the new language, we want to transform Athar Festival into one of the top five creative destinations in the world.”

Al-Ayed said that this year’s festival boasted more speakers and a larger venue, adding: “Last year our venue was 2,000 sq. meters; this year it is more than 6,000. Last year we had 100 speakers; this year 150, of which more than 40 percent are international.”

Ian Fairservice, chairman of Athar Festival and managing partner of Motivate Media Group, told Arab News: “If I’m looking at impact — which is, after all, what athar means — the impact is the spread of knowledge, which means the spread of interest in creativity in ֱ over a three-year period.”

The festival’s speakers include British perfumer Jo Malone, founder of Jo Loves; Essam Akhonbay, vice president of marketing at Saudia; and Abeer Alessa, co-founder and CEO of The Bold Group.

Running for 12 hours daily, the festival will use five stages. The strategic and spotlight stages will feature panels and keynotes, while the Saudi Gamer Arena will highlight gaming and esports. The community stage hosts sessions, masterclasses, and workshops, and the courtyard stage live music, wellness activities, and comedy.

Fairservice said: “The attendance is not limited to any particular industry. People looking for a career change are most welcome, and I can’t think of a better place for them to meet others and see whether this is the industry they would like to be part of.”

The festival has added new hubs, including the Talent Hub, Ruwad Hub for entrepreneurs, and Saudi Gamer Arena, along with other areas ideal for networking.

Specialized programs at the event will include CEO and CMO roundtables, CMO academies, and the Maheerah Program, a mentorship initiative for women in ֱ’s marketing communications sector.

This year’s lineup includes more than 80 sponsors and partners, including MBC Media Solutions as growth partner and Flynas as official airline partner. Other organizations involved include the Saudi Tourism Authority, Amazon Ads, Bloomberg Media, Omnicom Group, WPP, and the King Salman Park Foundation.

Al-Ayed said: “The prominence of creativity has now become very important in the business sector. But what I’ll say is that maybe creativity needs a home, a platform, and we believe that Athar is the platform, or one of the platforms, for Saudi creativity.”