PARIS: Marking its first participation at Vision Golfe, Saudi Arabia’s Athar festival is making its international ambitions clear. The event is looking to engage new partners, speakers and international visitors as it continues to expand and elevate the global profile of Saudi Arabia’s creative ecosystem.
“Our goal is to create synergies, identify opportunities and unlock the full potential of our industry,” Mohamed Al-Ayed, vice chairman of Athar and founder and CEO of TRACCS, said.
Launched in 2023, Athar was created to celebrate Saudi creativity while connecting the Kingdom with leading international players in communications, marketing and the creative industries. In just three editions, the festival has become a flagship industry event. The 2025 edition welcomed 3,000 participants over two days, with one-third attending from outside the Kingdom.
Athar’s international ambitions are underpinned by the experience of Al-Ayed, who founded TRACCS in Jeddah in 1998. Since then, he has built the company into an independent communications consultancy, with operations across 10 markets and offices in the UAE, Egypt and Lebanon, among others.
The company is now pursuing an ambitious internationalization strategy. Following its presence at Cannes Lions 2026 and an agenda spanning Riyadh, London, Nice and Paris, the festival is using its participation at Vision Golfe as a gateway to Europe’s creative ecosystems.
