Saudi Event Show 2024 showcases Saudi Arabia’s growing importance in the Middle East’s events industry

The Saudi Event Show (SES) 2024, taking place from 11-12 September at the Mandarin Oriental Al Faisaliah Hotel in Riyadh, is poised to be one of the most significant events in the Middle East’s thriving MICE (meetings, incentives, conferences, and exhibitions) industry. Gathering over 4,500 industry professionals, 100+ exhibitors, and 60 world-class speakers, SES 2024 is showcasing the latest innovations and trends in the region’s rapidly expanding events sector.

As Saudi Arabia continues to position itself as a global hub for high-end events, SES 2024 serves as a key platform for industry leaders, organisers, and stakeholders to network, share knowledge, and form long-term business partnerships. With a packed agenda featuring 30 interactive seminars, SES is positioned as a veritable centre for collaboration and forward-thinking in the events industry.

Saudi Arabia’s MICE Boom

Saudi Arabia’s events industry is experiencing an unprecedented boom, as the kingdom capitalises on its ambitious Vision 2030 goals to diversify its economy and reduce reliance on oil. According to Mordor Intelligence, Saudi Arabia’s MICE sector is expected to grow at a compound annual growth rate (CAGR) of 9.49%, with market value increasing from US $2.38 billion in 2024 to US $3.45 billion by 2029.

The cities of Riyadh, Jeddah, and Dammam are emerging as major players in the global events industry, with world-class facilities and infrastructure to support international conferences, trade shows, and entertainment events. Key developments such as the NEOM project, the Red Sea development, and cultural landmarks like AlUla are attracting global attention, positioning Saudi Arabia as a leading destination for MICE tourism.

SES 2024: at the heart of Saudi Arabia’s events strategy

Featuring a variety of exhibitors from across the GCC and beyond, SES 2024 provides a space for industry professionals to explore new event technologies, discover sustainable solutions, and discuss innovations that will drive the sector forward.

“SES 2024 is a highly popular venue for events industry professionals from all over the GCC, from organisers, entertainment professionals, creative specialists and operations experts to event technology and solution providers, regulators and other stakeholders. It offers them a unique chance to meet and shape the future of the events industry in the Middle East and beyond. Indeed, we are inviting delegates to not just attend—but to be a part of the story,” said Amar Daginawala, Exhibition Director of Saudi Event Show.

One session of particular interest at the event is the panel discussion “Saudization: The Strategies & Accomplishments That Have Shaped Up the Saudi Youth”. The session focuses on the policy of Saudization and how it contributes to the development of regional talent in Saudi Arabia’s events sector. The term “Saudization” describes the Saudi Arabian government’s goal to boost the proportion of Saudi citizens working there. It is essential to investigate how Saudization might aid in cultivating and developing talent in this dynamic business, as the events sector is growing to be a substantial contributor to the Saudi economy.

The broader Middle East events market, including Saudi Arabia, the UAE, and Qatar, is projected to grow significantly, reaching a value of US $76.67 billion by 2028. Saudi Arabia’s growth is part of a regional surge, with the kingdom benefiting from rising demand for high-end tourism, job creation, and infrastructure development.

The UAE continues to hold a leading position in the MENA MICE market, representing 50% of the region’s total market value. However, Saudi Arabia’s aggressive push into the sector is setting the stage for increased competition, as both countries aim to attract large-scale global events and conferences. With strong government support and a commitment to expanding its tourism and events infrastructure, Saudi Arabia is on track to become a major global player in the events industry.

Shaping the future of events in Saudi Arabia

With Saudi Arabia’s MICE sector poised for significant growth, SES 2024 provides a unique opportunity for industry leaders to engage with key trends and innovations driving the future of events. The event will explore new opportunities in technology, sustainability, and event design, giving participants a front-row seat to the evolution of Saudi Arabia’s dynamic events industry.