SAUDI ARABIA is hosting its first International MICE Summit next month when a thousand leaders from the global business events industry are expected to attend the high-profile event.
IMS24 is scheduled for December 15-17 at Mohammed Bin Salman Nonprofit City, in the capital Riyadh, and hosted by the Saudi Conventions and Exhibitions General Authority (SCEGA).
The event comes as Saudi Arabia raises its profile as a tourism and corporate events destination while undergoing a “continued transformation”, said SCEGA. As preparations are made to host World Expo 2030, the Saudi meetings and events market is anticipating growth, with Expo 2030 expected to bring 40.7 million visits alone to the kingdom.
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 globalised world – reshaping how people, cultures and countries connect to create prosperity,” said IMS host and SCEGA chairman, His Excellency, Fahd Al-Rasheed (right).
“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.”
MICE events in Saudi Arabia saw an increase of close to 15 per cent in 2023, according to SCEGA, with almost 17,000 events attracting over 20 million visitors.
A new airline and airport expansion is in the pipeline with 1 million square metres of venue space and 854,000 hotel rooms planned by 2030.
IMS24’s theme is “ Expanding Horizons” with the programme also covering “giga-project leaders, disruptors and international cross-industry and government leaders” joining business event buyers, suppliers and destinations.
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Business events in Saudi Arabia are growing with the rapid expansion of transportation and event infrastructure, supported by the development of huge projects and international connectivity.
SCEGA recently announced a US$156 million incentive programme to support marquee events in 2025.
Main Picture… Saudi dancers join a panda mascot on a showfloor tour at ITB China 2023 in Shanghai
