RIYADH: Women are increasingly taking on leadership roles in the region’s entertainment industry, in operations, strategy and risk management.
At the IAAPA Middle East Trade Summit 2025 in Riyadh on Tuesday, female executives shared how they are adapting leadership strategies to meet the sector’s rapid evolution.
For many professionals in the region, careers in entertainment were not an obvious choice. Nada Radwan, business development manager at Adirondack Studios, spoke about her transition from interior design to themed entertainment.
“In the Arab world, family plays a big role in career choices, and medicine and engineering are often seen as the safest options,” she said. “For me, I knew that math and chemistry were not for me, so I chose interior design — something creative yet practical.”
She described how her fascination with how spaces evoke emotions led her into the entertainment industry. “I had no plan of becoming anywhere close to this industry. I just followed what excited me,” she said. “My advice to those considering a career shift? Go for it. Build on what sparks joy for you, be open to learning, and move forward with no regrets.”
With the industry rapidly expanding, a new challenge has emerged — managing a younger workforce with different priorities. Hind Galadari, deputy general manager at Warner Bros. World Abu Dhabi, highlighted the evolving expectations of Gen Z employees.
“They don’t care about job security the way previous generations did,” she said. “They care about their well-being, their purpose, and what they can contribute to the world.”
Moderated by author and development coach Maya Mattar, the session, “Women Transforming the Middle East’s Entertainment Industry,” set a bold tone.
“This is not your typical women’s empowerment session,” Mattar said. “We are not here to preach or hand out badges of honor. In this room, we have a seat at the table, and let’s be honest — it’s a pretty good seat.”
Lina El-Deek, partner at PwC Middle East, emphasized that the success of entertainment projects depends on balancing customer experience, financial sustainability and data security.
“We have an existential risk in driving the right customer experience,” she said. “It’s all about how people feel when they visit our attractions. Will they come back? Will they recommend it to others? If we don’t get this right, we fail.”
She also stressed the importance of building inclusive workplaces. “This business is all about diversity. We bring people from across the world, and we need to manage that properly,” she said. “Leadership must set the right tone, create clear cultural policies, and engage employees through active inclusion.”
Galadari emphasized the need for adaptability when improving workforce culture. “The culture doesn’t change overnight,” she said. “The park opens in an instant, but the team takes time to transition. That’s why hiring the right mindset, not just skills, is essential.”
