Saudi’s Events Revolution: Dr. Bothina Momenah Leads with Innovation & Influence
The changing events industry in Saudi Arabia is fueled by the sweeping economic and social changes aligned with Saudi Vision 2030. This ambitious initiative seeks to diversify the nation’s income streams and bolster non-oil sectors, with culture, entertainment, tourism, and event management taking center stage.
A number of factors has boosted this sector, including new infrastructure, expansive urban development, and the rise of digital communication networks. Together, they have created an environment that nurtures the growth of events and also positions the Kingdom as a prime destination for hosting key international events and gatherings.
Recent studies project the Kingdom’s event management market to soar from $2.61 billion in 2025 to $4.16 billion by 2030. This surge showcases the sector’s strength and importance in diversifying the national economy, strengthening Saudi Arabia’s status as a regional and global hub for conferences, exhibitions, cultural, entertainment, economic, and sporting events, among others.
Saudi Arabia is leading the way regionally with its vision that promotes a thriving tourism, business, and entertainment sector. By hosting premier events that demand exceptional organizational skills, the Kingdom creates immersive experiences that meet expectations while fulfilling ambitious goals. The events industry adopts modern trends that enhance planning, execution, and customer satisfaction.
A shining example in this evolution is Dr. Bothina Momenah, founder and director of Promovision. As one of the first Saudi women to launch a specialized event management agency, she inspires those in business, entrepreneurship, and innovation. With over three decades of experience, she artfully merges her academic expertise in supply chain, logistics, and technology with her extensive events background.
Dr. Bothina Momenah argues that logistics is not just a science; it’s an art that demands creativity, quick thinking, and the ability to innovate under pressure. She notes: “In the world of events, every second carries its own significance. Logistical support goes beyond technical processes of movement, distribution, and organization; it embodies precision, creativity, and the power to ignite inspiration and innovation among those in the field. It evolves from simply orchestrating an event into curating a truly unforgettable experience.”
Through her journey, Dr. Bothina successfully influenced a fundamental shift in the concept of logistics support, elevating it from a field primarily associated with transport and industry into the events sector. Supply chain management is now a strategic part of orchestrating precise and flexible events.
By building a strong operational model that leverages supply chain analysis, assesses needs, manages risks, and harnesses data effectively, Promovision has achieved stellar performance and crafted memorable experiences. This innovative approach resulted in significant accomplishments in 2024, showcasing the company’s ability to turn logistical hurdles into opportunities for creativity and excellence.
Dr. Bothina Momenah’s career shows how knowledge and creativity go hand in hand. Her work embodies the very essence of Saudi change, promoting a “thriving economy” and nurturing an “ambitious nation.” As a key contributor to the events industry, she continues to inspire, seamlessly merging academic insights with practical innovation, transforming scientific fields into tools for sustainable change in the national economy.
