Leaders of some the biggest companies in the events sector
will convene in Saudi Arabia next week as the country seeks to position itself
as the middle eastern hub for the industry.
While the country’s awarding of the 2034 FIFA World Cup has proved
controversial, its bid to make inroads into the lucrative meetings and events
sector is slowly gaining traction.
Saudi Arabia wants to increase business visitors and events like
the World Energy Congress, in 2026, and home-grown events like the biennial World
Defense Show, are key to that ambition.
Hosted by the Saudi Conventions & Exhibitions General
Authority, the International MICE Summit will take place at Mohammed Bin Salman
Nonprofit City, in Riyadh,15-17 December.
Speakers include Lord Carter, Group CEO, Informa; Brian
Brittain, COO, RX Global; Stefan Rummel, CEO, Messe Munich; Lisa Hannant, CEO,
Clarion Events; and Wolfram Diener, CEO, Messe Dusseldorf.
His Excellency Fahd Al-Rasheed, chairman of SCEGA and the
host of IMS24, said: “This summit underscores the importance of the Middle East
as the emerging global hub of the MICE sector and Saudi Arabia’s position at
the centre of that transformation.
“The Kingdom’s unique combination of giga-project
investment, global marquee events, and a surging tourism sector, make the
Kingdom a compelling destination for business tourism.”
According to most measurements, Dubai is currently the
leading Middle Eastern hub for business events, and regularly attracts
international association conferences. The International Congress and
Convention Association named Dubai the top city in the Middle East for
association meetings in 2023 while event tech giant Cvent also ranked Dubai the
number one meeting destination in the Middle East and Africa.
Organised around six thematic pillars, the IMS24 will
explore trends and opportunities in areas including talent and skill
development, the economic impacts of MICE business models, borderless events,
and sustainability practices. The event will also showcase new technologies, and
opportunities to engage in discussions with KSA government leaders
The Summit’s Collaboration Hub will highlight investment
opportunities and incentives in the Kingdom's booming MICE sector, bringing
together investors, event organisers, tourism operators, event management
companies, and government leaders to shape the future of the sector in the
Kingdom and beyond.
