Holly Daniel is heading up the industry event of the Red Sea International Film Festival’s, the Red Sea Souk, for the second year running. Formerly head of Industry and Talent Development at Edinburgh, Daniel discusses the focus of the Souk’s fifth edition (taking place from 6 to 10 December) and its growing relevance for European partners.

Cineuropa: This is your second year leading the Red Sea Souk, but you also collaborated with the event previously. What are the key takeaways from past editions, and what changes did you want to introduce this year?
Holly Daniel: The big shift happened between 2023 and 2024, when we opened up all of our industry opportunities to the whole of Asia. It allowed the festival to cement the positioning it had been working toward: first as a bridge between Africa and the Arab world, then expanding globally, and now connecting Africa, the Arab world, and Asia. It’s been fascinating to watch how that’s developed and how engagement with Asia has really taken off.

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The Red Sea Fund is now working with a number of project markets in the region by offering awards, and the Red Sea Labs are running programmes with partners in Asia too. This evolution was already underway when I joined, and it’s been great to contribute to these outreach initiatives.

We also have a new venue for the festival this year. It's still near the Old Town but it’s significantly bigger, which allows us to do much more. We’ve brought all the different industry initiatives together: not just the Souk, but also the Labs, the New Media Studios, and two forum rooms which will host industry and public talks. There’ll also be restaurants and a garden — it’s a more holistic festival space. Culture Square, where screenings take place, is within walking distance, allowing audiences to move more fluidly between locations.

Regarding your positioning, aside from the increased focus on Asia, how else does the Souk set itself apart from other industry events in the SWANA region?
One key difference is that we're able to host a full film market within our industry space, which is still somewhat unique in the region. This year, we’ll host around 166 exhibitors — a 20% increase on last year. Considering the festival is only five years old, this steady annual growth in exhibitors and attendees is significant. We're also expanding our collaborations. In our Talents Programme, for example, we're developing relationships with initiatives such as the Marché du Film in Cannes. This allows us to support filmmakers, as well as emerging producers, sales agents, and distributors. They can develop their skills here and find pathways into other international markets.

You’re also hosting a series of Souk Talks. What topics will be addressed this year?
We looked closely at what’s being discussed both regionally and globally. We have sessions which speak to the international side of the industry, such as working with AI, creating comedy which can travel globally, and navigating co-production and co-financing. We’ll also host conversations specific to the region: understanding Saudi audiences and their preferences, working with Saudi funders, and identifying opportunities for international delegates to engage with the country and the broader region to support international filmmaking.

Speaking of co-productions, what’s the European presence like in the Souk this year?
I’m happy to say we have a consistently strong European presence among our international delegates, and those numbers are continuing to grow. We have representatives from France, the UK, and Spain participating in panels, and we’re developing new opportunities for event partners who want to host their own sessions. Alongside the Souk Talks curated by our team, there are partner-led sessions, by the Milan Talent Academy, for example. We have an award from the CNC in the Project Market, as well as an in-kind award from a Dutch post-production company.

What’s the most compelling opportunity the Saudi market offers European and other international partners?
There’s a great deal to discover there. People are already familiar with the infrastructure: the studio facilities in AlUla, for example. But what’s really taken shape over the past five years is the development of local talent at every level: writers, directors, producers… This means there are opportunities to engage with new stories emerging from the region. This year, for example, we have seven Saudi projects in development in the Project Market — the highest number so far. Saudi submissions are growing stronger every year. To sum up: it’s the talent, the stories, and the expanding production possibilities that are all driving increased international interest.