Muhammad Ghourbal isn’t just a tech leader—he’s a visionary who has spent the last decade shaping the future of some of the Middle East’s most influential companies. From scaling Careem into a regional super app to revolutionizing the restaurant management landscape at Foodics, and streamlining logistics at WSSEL, Ghourbal has left his mark on multiple industries. His journey through these tech powerhouses has equipped him with the insights and experience to launch his latest venture, MILA, an event management platform that is setting new standards in Saudi Arabia.
MILA isn’t just another app—it’s a comprehensive solution that reflects Ghourbal’s deep understanding of the Saudi market’s cultural nuances and the evolving demands of its people. Designed to handle everything from grand weddings and corporate events to intimate birthday parties and graduation celebrations, MILA is helping users create unforgettable experiences. With costs starting as low as SAR 500, the platform is accessible, scalable, and perfectly aligned with Saudi Arabia’s Vision 2030.
In an exclusive interview with TechQlub , Ghourbal shares how MILA is redefining event management in the Kingdom, the personal journey that led him here, and his vision for the future.
TQ: Muhammad, the event management market in Saudi Arabia is expanding rapidly, with significant contributions from tourism and government initiatives like Vision 2030. How is MILA positioning itself in this competitive landscape?
Muhammad Ghourbal: The growth we’re seeing is truly remarkable. The General Entertainment Authority’s efforts have been instrumental in driving this expansion. At MILA, we’ve designed the platform to be incredibly versatile, catering to all kinds of events. Whether it’s a large corporate conference, a lavish wedding, or a child’s birthday party, MILA offers an end-to-end solution that simplifies the planning process. We start at a price point of SAR 500, making professional event management accessible to a wide audience. Our services don’t just stop at planning—we guide our users through every step, from selecting venues and managing guest lists to coordinating with vendors and ensuring everything runs smoothly on the day of the event.
TQ: MILA covers a wide range of events, from weddings to corporate launches. Can you walk us through how the platform supports users in managing different types of events?
Muhammad Ghourbal: Absolutely. One of the things I’m most proud of is how MILA adapts to the unique needs of different events. Take weddings, for example. In Saudi Arabia, weddings are grand and deeply rooted in tradition. MILA provides customizable templates that cater to everything from the engagement to the final reception, including features for gender-segregated spaces, which are often required. For birthday parties, we make it easy to organize everything from invitations to entertainment, ensuring that even the smallest details are covered.
Graduations and corporate events require a different approach, and MILA is equipped for that too. For corporate events, we offer tools for managing speaker lineups, ticketing, and even virtual participation, which has become increasingly popular. We also support startups by providing affordable packages that help them launch with a bang, ensuring they can make a strong impression without overstretching their budget.
TQ: The Saudi government has been instrumental in promoting tourism and entertainment, particularly through the General Entertainment Authority. How does MILA align with these national objectives?
Muhammad Ghourbal: MILA’s mission is very much in line with the objectives of the General Entertainment Authority. By making event planning accessible and straightforward, we’re enabling more people and businesses to participate in the Kingdom’s vibrant events culture. We’ve worked closely with local and international vendors to meet the high standards set by the GEA, ensuring that every event planned through MILA contributes to the Kingdom’s reputation as a global entertainment hub. Whether it’s a festival, a wedding, or a corporate event, we’re committed to helping our users create experiences that resonate on a global scale.
TQ: With the influx of tourists in 2024, how has MILA adapted to the needs of international event organizers?
Muhammad Ghourbal: The increase in international tourists has definitely opened up new avenues for us. To cater to this demographic, MILA supports multiple languages, including English and Arabic, and offers features that accommodate the unique needs of international event organizers. For instance, we’ve integrated payment systems that handle international transactions smoothly, and our platform includes tools for managing time zone differences and facilitating seamless communication between local vendors and international clients. This ensures that whether an event is organized locally or by someone abroad, the experience remains consistent and hassle-free.
TQ: Startups are playing a crucial role in Saudi Arabia’s economic transformation. How does MILA support the event management needs of these emerging businesses?
Muhammad Ghourbal: Startups are indeed a vital part of Saudi Arabia’s economic future, and we’re dedicated to supporting them. MILA offers packages specifically designed for startups, helping them manage everything from product launches to networking events. We understand that startups often work with limited budgets, so we’ve ensured our platform is both affordable and scalable. Our services include everything from venue selection to marketing support, ensuring that these businesses can make a significant impact from day one.
TQ: MILA is known for its comprehensive approach to event management. Can you share some of the milestones the platform has achieved since its inception?
Muhammad Ghourbal: Since we launched, MILA has facilitated over 1,000 events across Saudi Arabia, covering everything from intimate gatherings to large-scale corporate conferences. We’ve seen a 10x increase in user registrations year-over-year, and our customer satisfaction rate remains above 95%. We’ve also expanded our network to include over 200 local and international vendors, ensuring that our users have access to top-tier services. These milestones are a testament to the trust our users place in us and the dedication of our team.
TQ: Data security is a growing concern, especially in the digital age. How does MILA ensure the protection of user data?
Muhammad Ghourbal: Data security is something we take very seriously. MILA is fully compliant with Saudi Arabia’s data protection laws, including the Personal Data Protection Law (PDPL). We use advanced encryption protocols to protect user data both in transit and at rest. Additionally, we conduct regular security audits and have a dedicated team that monitors for potential threats. Our users’ trust is paramount, and we go to great lengths to ensure their data is safe.
TQ: Technology is rapidly evolving. How does MILA stay ahead in integrating new technologies like virtual and augmented reality into event planning?
Muhammad Ghourbal: Staying ahead of the curve is a big part of our strategy. We’re currently testing VR and AR features that will allow users to take virtual tours of venues, customize event layouts in real-time, and even simulate different lighting and decor options. These technologies will make the planning process much more interactive and efficient, and we’re excited to roll them out in the near future.
TQ: User feedback plays a crucial role in any platform’s success. How does MILA incorporate feedback into its development process?
Muhammad Ghourbal: User feedback is at the core of our development process. We actively seek out feedback through surveys, focus groups, and direct communication with our users. This feedback informs our product roadmap and helps us prioritize features that will have the most impact. For example, based on user requests, we recently added more granular controls for managing guest lists, which has been very well received. We believe that by listening to our users, we can continue to evolve MILA into a platform that truly meets their needs.
TQ: Finally, what drives your passion for the event management industry, and what’s next for MILA?
Muhammad Ghourbal: My passion for the event management industry comes from the joy of bringing people together to create memorable experiences. There’s something incredibly fulfilling about knowing that MILA plays a part in some of the most important moments in people’s lives, whether it’s a wedding, a corporate event, or a startup launch. As for what’s next, we’re focused on expanding our reach within Saudi Arabia and the broader GCC region. We’re also looking to introduce more features that support virtual and hybrid events, ensuring that MILA remains at the cutting edge of event management technology.
Through this in-depth conversation, it’s clear that MILA is more than just an event management platform—it’s a tool that reflects Muhammad Ghourbal’s vision for transforming how events are planned and experienced in Saudi Arabia. With its comprehensive approach, cultural alignment, and commitment to innovation, MILA is poised to continue leading the industry as the Kingdom moves forward with Vision 2030.
