Saudi Arabia’s rise as a global leader in Meetings, Incentives, Conferences, and Exhibitions (MICE) is taking centre stage at the inaugural International MICE Summit (IMS24). Hosted by the Saudi Conventions & Exhibitions General Authority (SCEGA), this three-day event is running from December 15 to 17, 2024, at Mohammed Bin Salman Nonprofit City (MISK) in Riyadh. IMS24 will bring together over 1,000 leaders from the MICE industry, as well as cross-industry and government representatives, to explore the theme “Expanding Horizons.”
The Saudi Conventions & Exhibitions General Authority (SCEGA) leads the development of Saudi Arabia’s exhibitions and conventions sector. Established in 2018, the organisation’s mission includes strategic policymaking, sector promotion, and fostering investment to position Saudi Arabia as a premier global MICE destination. Through initiatives like IMS24, SCEGA aims to showcase the Kingdom’s vibrant potential to the world.
Saudi Arabia: a fast-growing MICE powerhouse
Saudi Arabia is rapidly positioning itself as a hub for global business events. With nearly 17,000 MICE events hosted in 2023 and over 20 million visitors attending, the Kingdom has become the fastest-growing MICE destination among G20 nations. Major projects like the World Expo 2030, expected to attract 40.7 million visits, exemplify the sector’s dynamic growth.
By 2030, Saudi Arabia plans to offer an impressive one million square meters of event space and 854,000 hotel rooms, supported by a new airline and expansive airport infrastructure. These developments reflect the Kingdom’s commitment to establishing itself as a leading player in the global business events sector.
What to expect at IMS24
IMS24 aims to be a collaborative platform where industry leaders, disruptors, and innovators can shape the future of MICE. Attendees will engage in interactive sessions, including panel discussions, innovation clusters, and networking hubs, designed to foster new ideas and partnerships.
“In a time marked by profound technological and environmental transformation, the MICE industry has emerged as an essential catalyst of change. By focusing on the future of the industry, IMS24 addresses the needs of a globalized world – reshaping how people, cultures and countries connect to create prosperity” said IMS host and Chairman of SCEGA, His Excellency Fahd Al-Rasheed.
“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,” His Excellency added.
MICE: a catalyst for economic growth
The MICE industry plays a vital role in Saudi Arabia’s Vision 2030 strategy, contributing to tourism, cultural exchange, and economic development. In 2023, tourism’s share of Saudi Arabia’s GDP reached 255 billion SAR (US$68 billion), accounting for 6% of the national economy. Giga-projects like NEOM, The Red Sea Project, and Diriyah Gate are reshaping the Kingdom’s offerings, enabling it to host world-class events in unique settings.
To further enhance the sector, SCEGA recently announced a 588 million SAR (US$156 million) incentive programme aimed at supporting marquee events in 2025, highlighting its dedication to sector growth and innovation.
Why Saudi Arabia stands out
Saudi Arabia’s appeal as a MICE destination lies in its seamless blend of cutting-edge infrastructure and cultural authenticity. Events like IMS24 not only highlight the Kingdom’s ability to host large-scale international gatherings but also demonstrate its role in fostering global dialogue and sustainable development.
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Photo top of page – presentation in an art gallery (Photo: STA)
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