The inaugural International MICE Summit (IMS24) is set to convene more than 1,000 global leaders from the meetings, incentives, conferences, and exhibitions (MICE) industry from 15 to 17 December 2024 at the Mohammed Bin Salman Nonprofit City (MISK) in Riyadh. Hosted by the Saudi Conventions & Exhibitions General Authority (SCEGA), this landmark three-day event seeks to re-imagine the future of business events under the theme “Expanding Horizons.”
IMS24 marks a pivotal moment for the MICE industry, which has experienced a resurgence in face-to-face events following the disruptions caused by the COVID-19 pandemic. The summit will provide a platform for innovation, collaboration, and economic growth, bringing together stakeholders from across the globe, including industry leaders, suppliers, government officials, and giga-project developers.
Saudi Arabia: a rising MICE powerhouse
Saudi Arabia’s hosting of IMS24 is a testament to its meteoric rise as a premier global destination for business events. In 2023, the Kingdom hosted nearly 17,000 MICE events, a year-on-year increase of 15%, attracting over 20 million attendees. This growth aligns with Saudi Vision 2030, which aims to diversify the economy by establishing Saudi Arabia as a global tourism and business hub.
The Kingdom’s transformation is reflected in the development of world-class infrastructure and connectivity, underpinned by multi-billion-pound giga-projects such as NEOM, Qiddiya, and Diriyah Gate. These developments will not only attract high-profile MICE events but also offer participants unparalleled destination experiences.
Fahd Al-Rasheed, Chairman of SCEGA, emphasised the transformative power of the MICE sector in his remarks: “Saudi Arabia is the perfect environment to host IMS24. As an internal and external agent of change, the Kingdom has embraced its own transformation by shaping the future of the global tourism industry and becoming the fastest-growing major MICE destination among G20 countries.”
A post-pandemic renaissance for MICE
As the global business events industry rebounds from the pandemic, IMS24 addresses the evolving needs of a highly interconnected world. With its mix of plenary sessions, panel discussions, innovation clusters, and collaboration hubs, the summit will explore how the MICE industry can leverage technological advancements, sustainable practices, and cultural exchange to drive prosperity.
The demand for in-person gatherings is evident, with major events such as Riyadh Season and the Saudi International Airshow drawing international attention and fostering cross-industry collaboration. Key events include:
- LEAP Tech Conference (Riyadh): One of the largest technology events in the region, LEAP attracts global tech leaders, innovators, and investors to explore advancements across industries such as AI, robotics, and sustainability. The 2024 edition will focus on future technologies driving economic diversification.
- Future Investment Initiative (FII) (Riyadh): Often referred to as “Davos in the Desert,” this event gathers global policymakers, investors, and thought leaders to discuss economic trends, innovation, and sustainability.
- World Defense Show (Riyadh): This biennial event showcases advancements in defense technology, attracting governments and industry leaders from around the world to network and explore collaborations.
- Saudi Build (Riyadh): Focusing on construction and infrastructure, this exhibition draws professionals from architecture, engineering, and real estate, showcasing the latest innovations in the building industry.
- Saudi Food Expo (Jeddah): An important platform for food and beverage professionals, this event highlights trends, technologies, and products in the culinary world while promoting the Kingdom’s food security initiatives.
- The Saudi MICE Forum
Held annually in Riyadh, the Saudi MICE Forum explores innovation, thought leadership, and human capital development within the MICE industry. The event brings together local and international specialists, including event organizers, PR companies, hotels, and travel firms. It focuses on sustainability, sector challenges, and capacity-building initiatives to support the Kingdom’s Vision 2030 goals; - Expo! Expo! MENA
Launched in 2023, this event positioned Saudi Arabia as a global hub for business gatherings. It featured exhibitors, workshops, and keynote sessions designed to enhance the MICE sector’s growth. The event underscores Saudi Arabia’s ambitions in hosting diverse international events; - Future Hospitality Summit
This significant hospitality and MICE event focuses on innovation and collaboration across the industry. With participation from global leaders, it explores trends and opportunities in Saudi Arabia’s rapidly growing hospitality sector; - Gulf Education and Training Exhibition (GETEX)
Although primarily focused on education and training, GETEX attracts MICE participants due to its scale and international representation. It is an example of cross-sector collaboration driving business events; - Red Sea International Film Festival
While not a traditional MICE event, the festival in Jeddah incorporates conference-style activities and attracts high-profile attendees, blending cultural tourism with business networking opportunities.
Beyond business, many MICE attendees extend their stays to explore Saudi Arabia’s rich cultural and historical offerings, including UNESCO World Heritage Sites such as AlUla and the At-Turaif District.
A boost for tourism and economic growth
Tourism now constitutes 6% of Saudi Arabia’s GDP, contributing SAR 255 billion (US$68 billion) in 2023. The MICE sector is a cornerstone of this growth, supported by SCEGA’s recently announced 588 million SAR (US$156 million) incentive programme to attract marquee events in 2025. The expansion of transportation networks, including Riyadh’s King Khalid International Airport and the futuristic Red Sea International Airport, further enhances accessibility for international visitors.
For international delegates, Saudi Arabia’s MICE events offer more than professional networking opportunities—they serve as a gateway to the Kingdom’s vibrant culture. From traditional Saudi hospitality and Arabian cuisine to immersive experiences at historical sites, business travellers often leave with a deeper appreciation of the Kingdom’s heritage.
A vision for the future
With IMS24 on the horizon, Saudi Arabia is poised to cement its status as a leading force in the global MICE industry. By uniting stakeholders to tackle the challenges and opportunities of a rapidly changing world, the summit exemplifies the Kingdom’s commitment to fostering innovation, cultural exchange, and economic prosperity on a global scale.
The International MICE Summit 2024 is not just an event—it is a bold step into the future of global collaboration, hosted in a nation redefining its place on the world stage.
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See also our special section: Business Travel (&MICE)
and: Business tourism and MICE in Saudi Arabia: a comprehensive overview
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Photo – top pf page – Madinah Art Centre – just one of many spectacular events centres in the Kingdom (photo: STA)
