We hear about some of the big plans for shows in Saudi from Michael Champion (pictured), CEO, Tahaluf, a live events joint venture between Informa plc, the Saudi Federation for Cybersecurity, Programming and Drones (SAFCSP), and the Kingdom’s Events Investment Fund (EIF):
How did you come into the events world and what inspires you about this sector?
I started my professional journey in my family’s printing and packaging business before seeking broader horizons by working for a charity in Pakistan. That experience inspired me to explore opportunities that connect people and create meaningful impact.
I landed my first job in conferencing with IQPC in London. Events are dynamic, collaborative and drive innovation – I was hooked.
In 2016, I joined the Dubai World Trade Centre, overseeing exhibitions like GITEX and GISEC. I moved to Informa in 2019 where, leading the MENA region, I took a content-led approach and combined the rigour and discipline of the conferencing sector to add further value to the trade show segment. When Informa joined forces with our Saudi partners to create Tahaluf, I was fortunate enough to become CEO of an organisation determined to build a powerful events ecosystem in the Kingdom.
What excites me most about this industry is its power to create lasting economic impact. Through Tahaluf’s Making the LEAP in Saudi with Saudi investing heavily in building state-of-the-art venues and expanding its hospitality sector. Riyadh’s facilities are on par with the best in the world. The Kingdom’s strategic location is another positive.
At Tahaluf, we are launching more B2B and B2C shows by the end of 2025. We have already brought Tier one global brands such as Cityscape, Money 20/20 and CPHI to Saudi Arabia. We estimate this expansion will generate over US$1bn in economic impact for Riyadh, supporting local businesses, hospitality and job creation. vision, powered by Saudi support and HRH Crown Prince Mohammed Bin Salman’s leadership, we are witnessing the transformation of the Kingdom into a global events hub.
Our work is helping to drive forward a key component in Saudi Arabia’s Vision 2030 economic diversification blueprint.
The launch of the Tahaluf Academy, which trains 10 Saudi graduates annually, also underscores our commitment to nurturing local talent.
What do you make of the recent International MICE Summit organised at short notice in Riyadh?
The Summit was a bold statement of intent.
The calibre of speakers, the depth of discussions, and the Summit’s overall execution demonstrated the Kingdom’s serious commitment to becoming a major player on the world stage. The event also showcased the Kingdom’s ability to host world-class gatherings and highlighted the strategic investments being made in infrastructure, technology and talent development.
At Tahaluf, we led the way as pioneers – being the first to launch many mega shows, which bring in internationally renowned brands.
Events like the Summit also reflect remarkable societal change. Just a few years ago, such international gatherings in Riyadh would have been unimaginable.
What would you identify as Saudi Arabia’s strong suits as a MICE destination?
The Kingdom’s strategic vision and commitment to investment, innovation, and partnership make it a compelling choice for global events.
The Kingdom’s key strengths include world-class infrastructure, with Saudi investing heavily in building state-of-the-art venues and expanding its hospitality sector.
Riyadh’s facilities are on par with the best in the world. The Kingdom’s strategic location is another positive.
Being at the crossroads of Europe, Asia and Africa, Saudi Arabia is an ideal hub for international business.
Then, of course, there is the economic diversification programme which has led to the largest centralised infrastructure building programme in human history. This is the right time for people to relocate to Saudi Arabia. The diversification beyond oil creates opportunities in technology, healthcare, real estate, logistics and more. This opens the door for vertical B2B shows that cater to emerging industries, attracting sector-specific influencers and thought leaders.
Saudi Arabia also stands out for its societal transformation. The progress in gender equality, exemplified by women comprising 50% of Tahaluf’s Saudi-based staff, reflects a dynamic, modern society.
Added to all this is the robust government support for the sector, which, in Tahaluf’s case, is evident through our partners: the Events Investment Fund (EIF) and the Saudi Federation for Cyber Security and Programming (SAFCSP). These partnerships allow us the resources and strategic backing needed to host world-class events.
How does LEAP contribute to Saudi Arabia’s vision of becoming a global technology hub?
As one of the world’s largest and most influential technology events, LEAP serves as a pivotal platform for showcasing the Kingdom’s commitment to innovation and technological advancement on the global stage. Since the launch edition four years ago, the exhibition has attracted leading tech companies, investors, and innovators – from NASA, LALIGA, Zoom, to PlayStation inventor Ken Kutaragi, tech visionary and CEO of TikTok Shou Chew and Saudi female astronaut Rayyanah Barnawi and more. LEAP has seen US$27.5bn committed in public and private deals announced onsite over the past three editions.
Beyond attracting investment, LEAP plays a vital role in cultivating a culture of innovation within Saudi Arabia.
Hosting the recurring Rocket Fuel Competition, the event provides a platform for budding tech entrepreneurs to gain exposure to experts, funding and mentorship.
With 1,100 expert speakers and an array of international exhibitors, LEAP 2025 will solidify Saudi Arabia’s annual tech mega-event’s position as the global meeting place for the regional and international technology industry.
At LEAP 2025 a new SportsTech Track will see sports meet the latest tech trends. Attendees will be able to step into the future of sports and experience live demos and the latest technology innovations from pioneers of the sector.
Confirmed speakers include Patrice Evra, the successful entrepreneur and former Manchester United footballer and France national team captain, as well as Mathieu Pierre Flamini, another former French international and co-founder of GF Biochemicals.
The Tech Arena is also a new addition to LEAP 2025, where attendees will witness live product demos, get hands-on with prototypes, and see cutting-edge technology in action. The Tech Arena will host a line-up of interactive engagements.
The Start-up Stage will see LEAP dedicate a platform to the brightest innovators.
LEAP 2025 is expanding beyond the convention halls this year with LEAP Nights. Attendees can immerse themselves in Riyadh’s vibrant cultural scene, with an exciting line-up of dinners, meetups and live entertainment.
This year’s event will also offer enhanced matchmaking, investor-to-investor workshops and more mentorship sessions. LEAP will bring in more than 1,500 global investors and start-ups to Riyadh 9-12 February.
The Investor Programme consists of dedicated lounges for investors to connect with General Partners, Limited Partners and Funds of Funds.
LEAP 2025 is the first ticketed edition of the event. What are the key benefits of this?
Being held under the theme ‘Into New Worlds,’ LEAP 2025 will be our first ticketed outing to date, encompassing a higher percentage of influential industry attendees. Transitioning to a ticketed model will allow exhibitors and participants to benefit from direct access to a highly engaged and laser-focused audience, leading to more meaningful collaborations and opportunities.
LEAP will be more of an exclusive experience for attendees and relevant to today’s global technology elite.
As the co-creator of LEAP, where do you envisage the event going in the next five years?
In the next five years I envision LEAP will further solidify its position as the world’s leading technology event, expanding its reach and impact. I expect the event to deepen its focus on emerging technologies, such as AI, blockchain and the metaverse, providing a deeper dive into the latest advancements and their potential impact.
LEAP will also continue to attract significant investment and continue driving Saudi’s opportunity-laden start-up ecosystem for homegrown tech companies.
Beyond its economic impact, I am confident LEAP will increasingly focus on the social impact of technology, addressing critical challenges such as sustainability, healthcare and education
