The inaugural International MICE Summit (IMS24) has set a new benchmark for the global Meetings, Incentives, Conferences, and Exhibitions (MICE) industry. With 19 transformative announcements made on its opening day, the summit has drawn over 1,000 industry leaders from more than 70 countries to Riyadh, reinforcing Saudi Arabia’s status as a dynamic hub for global MICE activities.
Twelve major event launches unveiled at MICE Summit
A highlight of the summit’s first day was the announcement by three of the world’s top Professional Exhibition Organisations (PEOs) – RX Global, Messe Munich, and Clarion – to establish offices in Saudi Arabia. This move aligns with the Kingdom’s ambitious goals to expand its MICE sector and attract more international events.
Additionally, 12 marquee events were unveiled, set to debut in 2025, including:
- Money20/20 (Informa/Tahaluf)
- FIBO (RX Global)
- World Refining Technology Congress
- Advanced Therapies Week
- Fire Department and Emergency Services Conference (Clarion)
- FSB Sports Show and International Hardware Show (Koelnmesse/DMG)
- HOST (Fiera Milano)
- ArabLab (Terrapin)
- Saudi Muscle Show (Italian Exhibition Group)
- World Industrial Materials and World Advanced Packaging, Printing & Plastics (KAOUN)
These events showcase Saudi Arabia’s growing capacity to host globally renowned exhibitions, underlining its vision to become a leading global MICE destination.
Transforming the sector in line with Vision 2030
His Excellency Fahd Al Rasheed, Chairman of the Saudi Conventions and Exhibitions General Authority (SCEGA), hailed the announcements as pivotal for the industry:
“The International MICE Summit has been a tremendous success, with three leading PEOs opening offices in Saudi Arabia and twelve major event launches announced. These developments underscore the vital role of the events and exhibitions industry in driving transformation and connecting people to opportunities, all in alignment with Vision 2030.”
The summit also witnessed the signing of four Memorandums of Understanding (MOUs) with key entities:
- The Ministry of Human Resources and Social Development
- The Saudi Tourism Authority
- The Events Investment Fund
- The National Events Center
These agreements will help strengthen the Kingdom’s foundation for sustainable growth in the MICE industry.
Industry leaders address innovation and sustainability
The International MICE Summit (IMS24) offers a dynamic three-day programme designed to explore innovation, collaboration, and transformative growth in the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector. Here’s a snapshot of the agenda:
Day 1: Setting the stage for transformation
The opening day featured visionary discussions on topics like “Nation Building One Event at a Time” and “The Might of MICE.” Sessions such as “PCOs/PEOs Without Borders” and “Disruptive Tech and the Future of Events” explored cutting-edge solutions, while themes of talent development and sustainability were woven into the day’s agenda.
Day 2: Innovation and sustainability at the forefront
Day two dives into inspiration from mega-events and the creation of next-generation MICE venues. Highlights include sessions on immersive experiences, managing tourism growth, and integrating sustainability into the MICE ecosystem. A focus on personalising attendee experiences and fostering authentic, off-the-grid engagements adds depth to the discussions.
Day 3: Spotlight on Saudi Arabia
The final day shifts focus to the Kingdom’s role as a regional leader. Key topics include “Unlocking Regional Excellence” and “Catalyst for Growth: The MICE Industry’s Role in Vision 2030.” Saudi companies take centre stage with sessions on building iconic IPs, enhancing customer experiences, and fostering entrepreneurship. The event concludes with the prestigious SECA MICE Award and closing reflections on the industry’s future.
The International MICE Summit (IMS24) boasts an extraordinary line-up of speakers, bringing together thought leaders, industry innovators, and global changemakers to share their insights.
Key figures include H.E. Ahmed Al-Khateeb, Saudi Arabia’s Minister of Tourism, and H.E. Fahd Al-Rasheed, Chairman of the Saudi Conventions & Exhibitions General Authority, who are spearheading the Kingdom’s transformative vision for the MICE industry. Leaders such as Fahd Hamidaddin, CEO of the Saudi Tourism Authority, and global executives from organisations like FIA Formula E, Richard Attias & Associates, and DMG Events further enrich the dialogue with expertise spanning tourism, innovation, and event management. Among the notable participants is Anita Mendiratta, a renowned international advisor on tourism and development, known for her visionary approach to shaping sustainable and impactful travel and events industries.
Leaders from global organisations such as the Global Association of the Exhibition Industry (UFI), the International Congress and Convention Association (ICCA), and the Global Sustainable Tourism Council contributed insights on innovation, sustainability, and investment opportunities.
Executives from industry giants such as Informa, RX Global, Messe Munich, Clarion Events, and Messe Düsseldorf also joined discussions about the future of global events and their role in shaping the MICE landscape.
Building momentum for the future
IMS24 continues with a focus on investment in MICE infrastructure, creating cutting-edge venues, and addressing sustainability challenges in the industry. This milestone event has solidified its role as a key platform for driving innovation, knowledge sharing, and global partnerships within the MICE sector.
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Photo top of page – courtesy of IMS
