Saja AlHosainy & The Gathering: Leading Saudi Arabia’s Most Iconic Cultural Experiences

In 2016, as Saudi Arabia stood on the brink of cultural reinvention, three entrepreneurs made a bold move. Saja AlHosainy, her sister Sadeem, and their collaborator Haifa Alsharif founded The Gathering KSA. A creative agency with a clear goal: To design experiences that would reflect Saudi identity, elevate artistic expression, and help define the spirit of a new era.

But this wasn’t just a business play. It was a strategic leap into an industry that barely existed at the time. A bet on a future they believed in.

Shaping a Sector, Not Just a Company

At a time when entertainment in the Kingdom was still emerging, Saja saw possibility. While others hesitated, she and her co-founders stepped in. Not to follow a trend, but to help build the blueprint.

From the start, Saja chose to lead from the operational front. As Chief Operating Officer, she wasn’t just handling logistics. She was shaping how Saudi creativity could be delivered at scale. Her role involved:

• Designing scalable systems
• Building strategic client relationships
• Managing cross-functional teams
• Ensuring every project honored Saudi cultural values

This is where Saja’s genius lies:
She brings precision to creativity. Vision to execution. Order to the excitement.

The Projects Behind Her Leadership

From immersive pop-ups to global art events, Saja AlHosainy has shaped some of Saudi Arabia’s most defining cultural experiences. She helped launch the playful Museum of Happiness in 2020, then went on to steer the visual language for the 92nd Saudi National Day and Riyadh Season 2022, milestones that blended national pride with creative precision. Her operational vision brought refined elegance to Sotheby’s inaugural auction in Diriyah and now extends to the multidimensional planning of the AlUla Arts Festival 2025.

Beyond major headlines, Saja has revitalized heritage markets through Souq Al-Awaleen, curated eco-cultural activations across the Imam Turki bin Abdullah Royal Reserve, and reimagined public engagement with lifestyle experiences in Riyadh’s Diplomatic Quarter. This is only a glimpse into her recent work. Each project a reflection of how she blends heritage with innovation, and emotion with structure to shape a transforming nation.

Recognition That Reflects Impact

Saja’s contributions haven’t gone unnoticed. She was selected for the inaugural WIN Fellowship by the Atlantic Council’s empowerME program in partnership with Georgetown University, a program that highlights women redefining business across the Middle East. Her inclusion wasn’t symbolic. It was earned through years of rigorous execution, cultural intuition, and unshakable leadership.

She’s also been celebrated by the W20 platform, tied to the G20, for her work in advancing women-led entrepreneurship in Saudi Arabia. But for Saja, the real reward is impact: Creating new possibilities for the next generation of Saudi creatives.

The Founder Behind the Scenes

What makes Saja AlHosainy remarkable isn’t just what she builds. It’s how she builds.

She’s not a loud voice in the media. She doesn’t lead with ego. Her power comes from clarity, consistency, and a rare ability to turn vision into repeatable excellence. She represents a new model of leadership: Grounded. Strategic. Uncompromising in quality.

Looking Ahead: Growth with Purpose

With Vision 2030 accelerating the rise of Saudi Arabia’s creative economy, The Gathering KSA is poised to lead in:

• National cultural festivals
• Cross-sector creative partnerships
• Regional collaborations that blend innovation and heritage

At the helm of this next phase is Saja AlHosainy, a leader who understands that real transformation isn’t loud or flashy. It’s deliberate. Grounded. And deeply impactful.

This is more than the story of a company. It’s the story of a woman building the future of culture in Saudi Arabia with vision, with precision, and with heart.

Follow Founder’s Tale for more stories of the visionaries shaping Saudi Arabia’s future.