Leadership

The people behind three decades of world-class exhibitions — a team built on vision, expertise, and an unwavering commitment to the Kingdom's growth.

Leadership

The Leader Behind The Vision

Haya Al Sunaidi

Founder & CEO

Sunaidi Expo & Conferences International Exhibition Division, Al Fadl Group of Companies

30+

Years of Experience

13+

Annual Events

35+

Countries Reached

1992

Year Founded

Haya Al Sunaidi is the founder and driving force behind Sunaidi Expo & Conferences — the Kingdom's well-established event organising company and the International Exhibition Division of Sunaidi Trading Est., a subsidiary of the Al Fadl Group of Companies in Saudi Arabia.

Self-taught, passionate, and relentlessly determined, Haya embarked on her journey in the events and retail industry as a young woman, before returning to Saudi Arabia in her early twenties with a bold ambition: to build a world-class platform that could connect local and international businesses across multiple industry sectors under one roof.

What began as a vision in the early 1990s has grown into one of the Kingdom's most respected names in event management. Since its establishment in 1992, Sunaidi Expo & Conferences has successfully organised trade exhibitions spanning a diverse range of sectors — from jewellery and watches, food and beverage, and health and beauty, to furniture and design, sports and fitness, and engineering and energy.

“

I like challenges and that is what gives me the drive to push forward and prove everyone wrong…

— Haya Al Sunaidi

Building an Empire Through Perseverance

Today, Sunaidi Expo & Conferences boasts over 30 years of experience in event organising, and has cultivated strong, long-term partnerships with government departments, trade associations, suppliers, and leading media companies across the region. The company continues to work with both local and international key industry leaders, delivering events that set the benchmark for quality and professionalism in Saudi Arabia.

A Champion of Women in Business

As a woman who built a major enterprise from the ground up in Saudi Arabia, Haya Al Sunaidi has become a role model for countless Saudi women who aspire to forge their own paths in business. Her story is one of courage, vision, and the belief that determination can break through even the most deeply rooted barriers.

Under her leadership, Sunaidi Expo & Conferences remains the Kingdom's premier event organiser — a company defined not just by the scale of its events, but by the spirit of the woman who founded it.

Our People