The Royal Commission for AlUla (RCU) has announced that Meta will host its inaugural Instagram Creators Summit in the Middle East and North Africa from 20–22 April 2025, selecting AlUla in northwest Saudi Arabia as the event’s venue. This marks the first time the global tech company has held such an event in the region.
Organised in partnership with the RCU, and supported by the Saudi Tourism Authority and Riyadh Air, the summit will convene dozens of leading digital content creators from around the world for three days of panel discussions, workshops, and collaborative sessions. The gathering will explore themes such as artificial intelligence, the changing digital landscape, and the evolving role of creators in a rapidly shifting online ecosystem.
The invited creators, whose names have not been revealed, collectively reach an audience of over 231 million people worldwide. Their participation reflects the growing influence of the creator economy on global tourism, marketing, and digital engagement. A key part of the programme will focus on Meta’s AI tools, with sessions addressing how AI can be used to improve content production, boost audience engagement, and explore monetisation opportunities.
Other discussions will provide insights into using new Instagram features and navigating the latest updates to Meta platforms. Attendees will also have the opportunity to interact directly with Meta’s product team, sharing feedback and asking questions in real-time. In addition to the technical aspects of content creation, the summit will also address broader questions related to ethics and authenticity, particularly in the context of emerging technologies like generative AI.
AlUla, known for its archaeological sites and natural rock formations, will contribute to the programme with conversations on the intersection between heritage preservation and digital media. Sessions will examine how content creators can contribute to cultural storytelling in ways that respect local identities and traditions.
Participants will also take part in curated experiences across AlUla’s cultural and natural sites. Visits will include stops at the UNESCO World Heritage site of Hegra, AlUla Old Town, and the creative hub Madrasat Addeera. Creators will also stay at a range of high-profile resorts, including Banyan Tree AlUla, Habitas AlUla, Dar Tantora The House Hotel, and The Chedi Hegra.
Hosting the summit in AlUla reflects Saudi Arabia’s broader efforts to position itself as a regional centre for culture, innovation, and tourism. The event aligns with the Kingdom’s ongoing strategy to attract global investment in its digital and creative sectors while expanding the visibility of destinations like AlUla to new audiences.
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