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Saudi Event Show (SES)
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About this event
Data sheet
Saudi Event Show (SES) – Event Attendee & Buyer Profile Analysis
Event Date: 9–10 September 2026
Location: Riyadh, Saudi Arabia
Event Status: Upcoming
Research Date: 2 July 2026
Event Overview
| Event Name | Saudi Event Show (SES) 2026 |
| Event Date | 9–10 September 2026 |
| Event Status | Upcoming |
| Venue | The Arena, Riyadh; Saudi Event Awards at JW Marriott Hotel Riyadh |
| City | Riyadh |
| State / Region | Riyadh Province |
| Country | Saudi Arabia |
| Organizer | Informa Connect / Informa PLC |
| Official Event Website | informaconnect.com/saudi-event-show/ |
| Event Type | B2B exhibition, seminar program, and awards event |
| Primary Category | Business Services |
| Secondary Applicable Categories | Entertainment & Media; Hospitality; IT & Technology; Travel & Tourism |
| Audience Reach | 5,500+ professionals announced by the organizer; regional and global speaker participation promoted |
| Estimated Attendance / Expected Footfall | 5,500+ attendees / professionals (organizer-claimed) |
| Attendance Data Reliability | Confirmed by official event website |
| Main Purpose of Event | To connect event industry professionals with exhibitors, suppliers, seminars, technology showcases, networking opportunities, and awards recognition in Saudi Arabia’s MICE and events market |
About the Event
Saudi Event Show (SES) is Saudi Arabia’s leading exhibition dedicated to the events, entertainment, and MICE ecosystem. The 2026 edition is positioned as a two-day business platform in Riyadh featuring an exhibition floor, free seminars, technology showcases, and the Saudi Event Awards. According to the organizer, the event is designed to serve event planners, agencies, government stakeholders, suppliers, technology providers, and related service partners.
The event matters because Saudi Arabia’s experience economy is expanding rapidly, creating demand for event production, venue services, logistics, digital tools, creative services, and operational support. SES is relevant for business development, sourcing, procurement, partnerships, and category expansion because it concentrates decision-makers and solution providers serving live experiences, corporate events, exhibitions, entertainment activations, and public-sector event programs.
1. Who Attends: Buyers / Attendees
| Buyer / Attendee Segment | Typical Organizations | Buying Role or Influence | Relevance to Exhibitors / Suppliers |
|---|---|---|---|
| Event organizers and producers | Agencies, conference producers, exhibition organizers, live-event firms | Direct buyers for production, technology, venues, and services | Primary audience for event technology, creative services, AV, staging, and logistics |
| Government stakeholders | Ministries, authorities, commissions, municipalities, tourism bodies | Policy, procurement, sponsorship, venue programming, and destination development | Strong fit for event services, destination marketing, security, and public-sector event execution |
| Corporate marketing and PR teams | Large enterprises, consumer brands, hospitality groups, telecoms, banks | Influence on brand activations, sponsorships, conferences, launches | Relevant for experiential agencies, event tech, printing, signage, and production vendors |
| Procurement and sourcing teams | Enterprises, government entities, holding companies, venue operators | Vendor evaluation, RFPs, contract negotiation, preferred supplier selection | Highly relevant for suppliers seeking framework agreements and event spend access |
| Venue operators and hospitality leaders | Hotels, convention centers, arenas, destination venues | Operational and purchasing decisions for events infrastructure and guest experience | Useful for AV, catering, security, staffing, ticketing, and event software suppliers |
| Event technology buyers | Registration platforms, lead capture firms, ticketing, engagement tech users | Influence over software, integration, analytics, and attendee experience tools | Strong fit for SaaS, CRM, check-in, badge printing, analytics, and event apps |
| Operations and logistics leaders | Event logistics firms, freight, staging, warehousing, production support | Control delivery, site operations, labor coordination, and equipment movement | Relevant for freight, warehousing, rental equipment, and workforce services |
| Entertainment and creative directors | Production houses, entertainment brands, creative agencies | Define experiences, content, stage design, and audience engagement | Relevant for staging, content production, LED, lighting, audio, and immersive solutions |
| Associations, media, and consultants | Industry associations, publishers, advisors, analysts | Influence, visibility, content, and ecosystem relationships | Useful for sponsorships, partnerships, media buying, and thought leadership |
2. Event Location and Attendee Geographic Origin
| Geographic Area | Likely Attendee Origin | Buyer Concentration | Notes |
|---|---|---|---|
| Host city: Riyadh | High | Very High | Largest concentration of ministries, HQs, agencies, venues, and procurement teams |
| Host region: Riyadh Province | High | Very High | Regional corporate and public-sector decision-makers likely to attend in person |
| Nearby business hubs | Dammam/Khobar, Jeddah, NEOM corridor, Qiddiya zone, Diriyah, King Abdullah Financial District | High | Strong domestic draw from large transformation and entertainment projects |
| National reach: Saudi Arabia | High | Very High | Organizer positions SES as a national industry platform |
| GCC / MENA | Medium to High | High | Likely regional participation from event professionals, agencies, and suppliers |
| International markets | Medium | Medium | Organizer promotes regional and global expert speakers; international supplier interest is plausible |
3. Audience Reach
| Reach Level | Assessment | Explanation |
|---|---|---|
| Global | Primary classification | The event is based in Saudi Arabia but promotes regional and global expert speakers and a broad supplier ecosystem, indicating international relevance. |
4. Sample Buyer Companies and Websites
| Buyer Company / Organization | Buyer Type | Why It Is Relevant | Website | Best Job Titles to Target | Evidence Level |
|---|---|---|---|---|---|
| Ministry of Culture | Government / procurement | Major stakeholder in cultural, creative, and event programming | moc.gov.sa | Procurement Director, Events Director, Partnerships Manager | Strong Market Fit, Attendance Not Confirmed |
| Saudi Tourism Authority | Government / destination marketing | Invests in destination promotion, experience economy, and events | sta.gov.sa | Events Manager, Marketing Director, Sponsorship Lead | Strong Market Fit, Attendance Not Confirmed |
| Ministry of Tourism | Government / policy | Relevant for tourism-led events, conferences, and industry development | mt.gov.sa | Procurement, Events, Strategic Partnerships | Strong Market Fit, Attendance Not Confirmed |
| Royal Commission for Riyadh City | Government / city development | City-scale events, placemaking, and destination operations | rcrc.gov.sa | Programs Director, Procurement, Projects Manager | Strong Market Fit, Attendance Not Confirmed |
| Qiddiya Investment Company | Project owner / operator | Large-scale entertainment and experience development buyer | qiddiya.com | Events Director, Procurement Manager, Operations Director | Strong Market Fit, Attendance Not Confirmed |
| Diriyah Company | Developer / venue-program operator | Hosts major cultural, tourism, and event programming opportunities | diriyah.sa | Events, Partnerships, Procurement, Operations | Strong Market Fit, Attendance Not Confirmed |
| SEVEN (Saudi Entertainment Ventures) | Entertainment developer / operator | Entertainment venues and live-experience buyer | seven.com.sa | Procurement, Venue Operations, Events, Project Management | Strong Market Fit, Attendance Not Confirmed |
| MDLBEAST | Entertainment producer / promoter | Large event production and audience experience buyer | mdlbeast.com | Production Director, Partnerships Director, Operations Lead | Strong Market Fit, Attendance Not Confirmed |
| NEOM | Mega-project / destination developer | Potential buyer for event operations, activation, and experience services | neom.com | Procurement, Events, Strategic Partnerships, Project Delivery | Strong Market Fit, Attendance Not Confirmed |
| Riyadh Season | Event platform / destination activation | High-volume live-event program with supplier demand | riyadhseason.sa | Event Operations, Partnerships, Procurement, Creative Lead | Strong Market Fit, Attendance Not Confirmed |
| Saudi Aramco | Enterprise buyer / sponsor | Large corporate sponsor and event buyer for conferences and activations | aramco.com | Events Manager, Procurement Manager, Marketing Director | Strong Market Fit, Attendance Not Confirmed |
| Saudi Arabian Airlines | Enterprise / hospitality buyer | Uses event marketing, sponsorships, and travel-related activations | saudia.com | Brand Partnerships, Events, Procurement | Strong Market Fit, Attendance Not Confirmed |
| Red Sea Global | Destination developer / operator | Buyer for hospitality, experiences, and destination event solutions | redseaglobal.com | Events, Procurement, Partnerships, Operations | Strong Market Fit, Attendance Not Confirmed |
5. Job Profiles, Industries and Event Type
| Priority | Job Title / Function | Department | Seniority Level | Why This Role Matters |
|---|---|---|---|---|
| 1 | Chief Procurement Officer | Procurement | C-Level | Sets buying strategy for event suppliers, service partners, and technology vendors |
| 2 | Director of Procurement | Procurement | Director | Owns vendor selection and contracting for event services |
| 3 | Events Director / Head of Events | Marketing / Communications / Events | Director / Head | Direct decision-maker for event production and sourcing |
| 4 | Partnerships Director | Partnerships / Business Development | Director | Responsible for sponsorships, alliances, and event monetization |
| 5 | Operations Director | Operations | Director | Controls logistics, staffing, venue flow, and delivery performance |
| 6 | Event Technology Manager | Digital / IT / Events | Manager | Evaluates registration, badge, engagement, and analytics platforms |
| 7 | Marketing Director | Marketing | Director | Owns brand activations, campaigns, and event ROI |
| 8 | PR & Communications Manager | Communications | Manager | Influences media, content, and stakeholder engagement around events |
| 9 | Venue Director / Venue GM | Venue Operations / Hospitality | Director / GM | Buys infrastructure, services, and event support packages |
| 10 | Program Manager / Project Manager | Programs / PMO | Manager | Coordinates event delivery, vendors, timelines, and stakeholders |
| Priority | Apollo Industry | Why It Fits the Event | Best Buyer Use Case |
|---|---|---|---|
| 1 | Events Services | Directly aligned with the exhibition’s core market | Event organizers, production firms, venues, agencies |
| 2 | Marketing & Advertising | Marketing and brand activation buyers are core attendees | Corporate event marketing, sponsorship, experiential campaigns |
| 3 | Hospitality | Hotels and venue operators are major event buyers | Venue services, guest experience, catering, operations |
| 4 | Information Technology & Services | Event tech, registration, analytics, and software buyers | SaaS, apps, integrations, attendee data platforms |
| 5 | Government Administration | Saudi government entities are key stakeholders in event growth | Public-sector procurement, destination events, policy support |
| 6 | Leisure, Travel & Tourism | Destination marketing and visitor economy overlap strongly with SES | Tourism boards, destination brands, event-led travel |
| 7 | Management Consulting | Advisors support transformation, experience economy, and sourcing | Strategy, procurement advisory, market-entry support |
| 8 | Construction | Event venues and temporary structures require construction-related suppliers | Build-out, fit-out, staging, venue infrastructure |
| 9 | Logistics & Supply Chain | Freight, warehousing, and on-site logistics are central to events | Freight, staging, inventory management, labor coordination |
| 10 | Retail | Retail brands use events for launches and promotions | Brand activations, pop-ups, experiential marketing |
| 11 | Entertainment | Core market theme of the event | Shows, festivals, live experiences, production buyers |
| 12 | Financial Services | Banks sponsor events and host corporate engagements | Corporate events, sponsorships, client hospitality |
6. Estimated Attendance
| Metric | Figure | Status | Source / Basis | Notes |
|---|---|---|---|---|
| Estimated total footfall | 5,500+ | Confirmed | Official event website meta description and hero copy | Organizer-announced audience size |
| Exhibitor count | 100+ | Confirmed | Official event website exhibition section | Listed as “Discover 100+ exhibitors and suppliers” |
| Buyer count | Not publicly confirmed | Not confirmed | No buyer-specific attendee list published on the extracted page | Use lead-qualification assumptions only |
| Speaker count | 30+ regional and global speakers | Confirmed | Official event website free seminars section | Speaker org names not captured in provided source text |
| Sponsor count | Not publicly confirmed | Not confirmed | Sponsorship opportunities promoted, but counts not shown in extracted text | No sponsor roster verified from supplied text |
| Historical attendance | Not stated in supplied text | Unavailable | No prior-year historical figure included in provided source text | Attendance figure not publicly confirmed by the organizer beyond the 5,500+ claim |
7. Key Focus Areas and Buyer Engagement
| Focus Area | Typical Buyer Need | Buyer Engagement Opportunity | Relevant Supplier Offering |
|---|---|---|---|
| Procurement | Reliable suppliers and negotiated contracts | Meet procurement leaders seeking event services and framework vendors | RFP support, managed services, preferred supplier programs |
| Event Technology | Registration, apps, lead capture, analytics | Demonstrate conversion, data, and attendee experience improvements | Event platforms, CRM integrations, badge and check-in tech |
| Production & AV | Reliable stage, sound, lighting, and video execution | Reach producers and venue teams managing live show quality | AV rental, staging, LED walls, show control, labor |
| Logistics | Timely freight, warehousing, and site delivery | Address on-site operational complexity for exhibitions and awards | Freight forwarding, storage, labor scheduling, transport |
| Creative Services | Branding, design, content, and experiential appeal | Engage agencies and brand teams building audience experiences | Creative agency services, set design, motion graphics, signage |
| Venue Operations | Efficient venue management and guest flow | Target hotels, arenas, and convention sites in Riyadh | Venue management software, staffing, access control |
| Sponsorship & Partnerships | Brand visibility and monetization | Connect with marketing leaders and ecosystem partners | Sponsorship packages, media partnerships, brand activations |
| Workforce & Staffing | Skilled labor for event build, show, and strike | Attract operations teams and contractors needing flexible support | Temp staffing, crew management, training, scheduling |
Lead Quality Assessment
| Factor | Assessment | Explanation |
|---|---|---|
| Buyer relevance | Very High | The event is explicitly focused on the events industry, making attendee intent highly relevant for suppliers. |
| Decision-maker availability | High | Likely attendance from procurement, events, operations, marketing, and government stakeholders. |
| Data collection potential | Medium | Strong event marketing potential, but no current-year public attendee list is present in the supplied content. |
| Apollo targeting potential | Very High | Multiple relevant industries, job titles, and buyer departments are easy to segment in Apollo. |
| Geographic targeting potential | High | Riyadh and Saudi Arabia can be targeted tightly, with expansion to GCC and regional markets. |
| Best outreach approach | High-touch outbound | Use account-based outreach to event organizers, government entities, venues, and brands with live-event spend. |
| Overall lead quality | Very High | Excellent fit for attendee list building, supplier prospecting, and event-sector lead generation. |
| Best use case | B2B attendee list sales and targeted supplier outreach | Suitable for solution providers selling event services, software, production, logistics, sponsorship, and venue support. |
| Limitations / risks | Moderate | No official current-year attendee directory was included in the supplied source text; confirmed prospect lists are limited. |
Apollo.io Targeting Recommendation
| Filter Type | Recommended Filters | Purpose |
|---|---|---|
| Apollo industries | Events Services; Marketing & Advertising; Hospitality; Information Technology & Services; Government Administration; Leisure, Travel & Tourism; Logistics & Supply Chain; Entertainment; Construction; Retail | Prioritize event buyers and adjacent decision-makers |
| Departments | Procurement; Events; Marketing; Partnerships; Operations; Communications; IT; Facilities | Reach the functions most likely to buy event-related services |
| Seniority | Manager; Director; VP; C-Level; Head | Target decision-makers and budget owners |
| Job titles | Chief Procurement Officer; Procurement Director; Events Director; Head of Events; Partnerships Director; Marketing Director; Operations Director; Venue Director; Event Technology Manager; Program Manager | Direct event spend owners and influencers |
| Geography | Saudi Arabia; Riyadh Province; GCC; MENA | Focus on the core attendee market and regional buyers |
| Employee size | 51–200; 201–500; 501–1,000; 1,001–5,000; 5,001+ | Covers SMEs through large enterprise and public-sector entities |
| Keywords | events, exhibition, conference, MICE, sponsorship, venue, experiential marketing, event technology, production, AV, registration, ticketing | Identify companies actively buying event-related solutions |
| Company type | Government; Enterprise; Agency; Venue Operator; Developer; Hospitality Group; Entertainment Operator | Reflects the most likely buyer organizations |
| Revenue / funding / public company filters | Public companies and large-cap enterprises where relevant; high-revenue entities; government entities where applicable | Prioritize organizations with recurring event budgets |
Suggested Apollo Search Logic: (events OR exhibition OR conference OR MICE OR sponsorship OR experiential marketing OR event technology OR venue OR production) AND (Procurement OR Events OR Marketing OR Partnerships OR Operations) AND (Saudi Arabia OR Riyadh OR GCC). Add seniority filters for Director, VP, Head, and C-level roles.
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Sources & Verification Notes
| Source | Type | What It Verified | Reliability |
|---|---|---|---|
| Saudi Event Show official event page | Official organizer source | Event dates, venue, city, organizer, audience size claim, exhibitor count, speaker count, event positioning, awards timing | Very High |
| Informa Connect / Informa PLC site framing on page | Organizer corporate source | Organizer identity and platform ownership | High |
| Show information section on official event page | Official program details | Exhibition dates and timings; awards date and venue | Very High |
| Exhibition, Free Seminars, and Saudi Event Awards sections | Official agenda / program copy | Audience composition, focus areas, exhibitor count, seminar hours, speaker count | Very High |
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Tell us your work email and our AI instantly builds a buyer list matched to Saudi Event Show (SES) — the best‑fit companies to target, the exact decision‑maker job titles, and the industry filters that fit what you sell.
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