This Just In

Bonnier Creates Auto Festival in Saudi Arabia


New York — Bonnier Corp., one of the largest special-interest media and event companies, will host a new automotive festival in Riyadh, Saudi Arabia, Nov. 21-26, 2019. As part of its Vision 2030, the Kingdom of Saudi Arabia is opening the country to new entertainment and business opportunities, and Bonnier has been contracted to help build one of the largest auto festivals in the region, announced Jonathan Moore, Bonnier’s Senior Vice President of Events.

“We’re excited to introduce brands and bring a world-class event to the Kingdom of Saudi Arabia,” Moore said. “A passion for all things automotive and customization are particularly strong in this market.” According to Moore, the festival will be part of “Riyadh Season,” which includes a two-month celebration that will feature a blend of consumer-facing specialty automotive displays, activities and activations, along with trade-only education and networking events.

“The event is significant for our company as it represents an expansion into international markets for our events division,” Peter MacGillivray, Bonnier’s Vice President of Motorsports and Off-Road Events, told Trade Show Executive. “Prior to joining Bonnier, I spent the better part of the last two decades creating business development events in emerging markets. This is the biggest launch I’ve been a part of.”

Bonnier Events, which produces the Off-Road Expo, Sand Sports Super Show, Street Machine Nationals and the 4-Wheel Jamboree series, is recruiting leading brands to participate in the event, and is offering qualified businesses significant incentives to participate in the inaugural show. Application forms can be downloaded here.

The specialty automotive equipment industry generates more than $40 billion in sales annually in the United States, and the industry is looking to grow sales in emerging international markets, MacGillivray said. “This new show represents an endorsement of our segment of the automotive industry and will create confidence among entrepreneurs and consumers.”

Reach Peter MacGillivray at (909) 802-8841 or

TSE Data Center