Benoît Honnart

Benoît Honnart is a senior executive in the events, experiences, and services industry, with over 17 years of leadership across the Middle East, Europe, and Asia.

He is currently CEO of THA, part of the Armonia Group, where he leads the company’s strategic expansion across the UAE, Saudi Arabia, and international markets. His mandate focuses on scaling high-impact staffing and operational solutions for mega-events, luxury brands, cultural institutions, and Vision 2030 giga-projects, while strengthening operational excellence, governance, digital enablement, and sustainable delivery models.

Prior to joining THA, Benoît served for several years as CEO of Electra, one of the leading event production and modular solutions companies in the GCC. Under his leadership, Electra underwent a major transformation expanding regionally, launching new verticals, forming strategic joint ventures, and reinforcing its position in large-scale live experiences and major global events, including the FIFA World Cup Qatar and Expo 2020 Dubai and Expo 2025 Osaka. A strong emphasis was placed on innovation, digitalization of operations, and more sustainable production practices. He now continues to support the company as a Board Member.

Born and raised in Paris, Benoît spent nearly a decade in Shanghai before relocating to Dubai, where he has lived and worked for the past ten years. He is known for his entrepreneurial mindset, people-centric leadership, and ability to build trusted ecosystems where technology, talent, and responsible growth converge.