The inaugural International MICE Summit (IMS24) has concluded in Riyadh with resounding success, marking a pivotal moment for the global Meetings, Incentives, Conferences, and Exhibitions (MICE) industry. Over three days, the event brought together 1,600 industry leaders, including more than 50 CEOs, six national ministers, three former ministers, and delegates from 73 countries, underscoring the sector’s vital role in driving economic growth and fostering innovation.
Transformative announcements and partnerships
IMS24 saw 15 major announcements and the signing of eight Memorandums of Understanding (MoUs), further solidifying Saudi Arabia’s ambition to position itself as a global hub for business events under Vision 2030.
Key highlights included:
- The establishment of new regional offices by RX Global, Messe Munich, and Clarion Events in Saudi Arabia, marking a significant milestone for the Kingdom’s MICE industry.
- The launch of 12 prestigious global events in 2025, including Money20/20, FIBO, the World Refining Technology Congress, and the Saudi Muscle Show, among others.
Dynamic agenda and Saudi Arabia’s leadership
The three-day program at IMS24 explored cutting-edge innovation, sustainability, and Saudi Arabia’s leadership in the MICE sector.
Day 1: Setting the stage
The opening day featured sessions such as “Nation Building One Event at a Time” and “The Might of MICE”, emphasizing the transformative potential of the sector. Panels on “Disruptive Tech” and “PCOs/PEOs Without Borders” highlighted how technology and global collaboration are reshaping event management.
Day 2: Innovation and sustainability
Day two spotlighted themes such as next-generation MICE venues, immersive attendee experiences, and integrating sustainability into MICE operations, with a strong emphasis on authenticity and off-the-grid engagements.
Day 3: Saudi Arabia’s vision
The final day focused on Saudi Arabia’s regional leadership, with sessions like “Unlocking Regional Excellence” and “The MICE Industry’s Role in Vision 2030.” Saudi companies showcased innovative IPs, customer experiences, and entrepreneurship. The event concluded with the prestigious SECA MICE Award and a look to the future.
Reflecting on the summit’s achievements, His Excellency Fahd Al Rasheed, Chairman of SCEGA, stated:
“It is clear from IMS24 that the Kingdom is the new frontier for the global MICE industry, as sector leaders establish their regional headquarters in Saudi Arabia, bringing with them new IP and flagship events. We will build on the momentum of this event, working with our partners in government and the private sector to ensure we have the right infrastructure, world-class human capital and a dynamic ecosystem to both meet our ambitions and enable the growth of the global MICE industry.”
Saudi Arabia at the forefront of change
The summit focused on the role of the MICE industry as a driver for economic and social transformation. Industry leaders and global stakeholders addressed opportunities for cross-border collaboration, technological advancements, and sustainable growth.
H.E. Ahmed Al-Khateeb, Saudi Arabia’s Minister of Tourism, highlighted the MICE sector’s role in achieving the Kingdom’s economic diversification goals under Vision 2030.
Fahd Hamidaddin, CEO of the Saudi Tourism Authority, encouraged global leaders to consider Saudi Arabia as a premier destination for incentive travel.
Lord Stephen Carter, Group CEO of Informa PLC, emphasised the importance of strategic partnerships and the potential for expansion into emerging markets like the Middle East.
Anita Mendiratta, international advisor on tourism and development, underscored the need to prioritise sustainability while creating meaningful, high-impact experiences within the events industry.
Matteo Renzi, former Prime Minister of Italy, added:
“Events play a vital role in catalysing progress, driving sustainable development and long-term growth for Saudi Arabia.”
Recognition of industry excellence
On the final day, Saudi Arabia’s Ministry of Human Resources and Social Development was commended for its leadership in workforce development, having trained over 34,000 youth in 2024. The Human Resource Development Fund, Qalb Wahid, dmg Events, and Diploma Initiative Partners were among the other entities recognised for their contributions to the sector.
Chairman of the Saudi Exhibition and Conferences Association (SECA), Zohair Al Sarraj, spoke of the MICE industry’s transformative power:
“The MICE industry is the industry of industries, a powerful catalyst for economic growth, job creation, and sector development, from tourism and hospitality to logistics and SMEs. It is truly wonderful to see what you once dreamed of become a reality, and this is exactly what we expected from this summit as we experience this beautiful reality.”
Acting CEO of SCEGA, Eng. Hatim Alkahily, added:
“The Kingdom has demonstrated its global leadership by attracting a large number of international companies, associations and organisations in the exhibitions and conference sector. It has also showcased its leadership by hosting major business events in diverse sectors including investment, finance, technology and defence. We look forward to accelerating the growth of the sector in the Kingdom under Vision 2030.”
Almatar certified as a travel solutions provider
During IMS24, Almatar Group signed a Memorandum of Understanding (MoU) with SCEGA, officially certifying the group as a trusted travel solutions provider for Saudi Arabia’s MICE sector. This partnership highlights Almatar’s role in simplifying travel experiences for MICE participants, offering comprehensive services for transportation, accommodation, and event support.
Faisal Al Rajhi, CEO of Almatar Group, commented:
“Signing this MoU with SCEGA and being recognised as a certified travel solutions provider is a testament to Almatar Group’s expertise and dedication to advancing Saudi Arabia’s MICE industry.”
Driving the future of global events
IMS24 provided a platform to address key themes, including the role of innovation, collaboration, and sustainability in reshaping the MICE sector. The summit’s central theme, “Expanding Horizons”, resonated throughout discussions, fostering new partnerships and inspiring collective action to build a dynamic, sustainable future for the global events industry.
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