The first-ever International MICE Summit wrapped up in Riyadh, marking a successful debut by gathering 1,000 influential figures from the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry. Over the course of three days, the event featured dynamic panel discussions, invaluable networking opportunities, and groundbreaking announcements aimed at shaping the future of the global events sector.
With more than 50 CEOs, three former international ministers, seven mayors, and six national ministers in attendance, alongside 1,600 delegates from 73 countries, the summit held 20 plenary sessions and 19 workshops. Discussions centered on the MICE industry’s role in enhancing international cooperation, spurring innovation, and opening new economic and commercial avenues. The theme “Expanding Horizons” guided conversations on the future of global events, sustainability, cutting-edge technology, and the economic potential of MICE as a driving force for growth.
Reflecting on the success of the event, His Excellency Fahd Al Rasheed, Chairman of the Summit’s host, the Saudi Conventions and Exhibitions General Authority (SCEGA) said, “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.”
Over the course of a dynamic three-day event, 15 major announcements were unveiled, marking a significant milestone for Saudi Arabia’s MICE sector. RX Global, Messe Munich, and Clarion revealed the opening of new offices in the Kingdom, paving the way for 12 fresh event launches slated for 2025. Additionally, eight Memorandums of Understanding (MoUs) were signed, further cementing Saudi Arabia’s growing status as a global hub for events. These agreements will fuel collaboration between event organizers, regulators, and public entities, strengthening the country’s position in the global MICE landscape.
Key discussions focused on the vital role of MICE in fostering positive change, facilitating global connections, and creating lasting economic benefits. Industry leaders shared their insights on the future of the sector, including:
- H.E. Ahmed Al-Khateeb, Saudi Arabia’s Minister of Tourism, underscored the MICE industry’s strategic importance in diversifying the Kingdom’s economy, aligning with the goals of Vision 2030.
- Lord Stephen Carter, Group CEO of Informa PLC, spoke at IMS24 about the power of strategic partnerships to drive global growth. He highlighted the significance of sector collaboration, expansion into emerging markets such as the Middle East, and the transformative role of digital innovation.
- Fahd Hamidaddin, CEO of the Saudi Tourism Authority, emphasized the untapped potential in incentive travel, inviting global business leaders to consider Saudi Arabia as a premier destination for corporate events and incentives.
- Lisa Hannant, Group CEO of Clarion Events, reflected on the incredible success of the first MICE Summit in Riyadh, praising the event’s role in forging partnerships and creating new opportunities for the MICE industry in Saudi Arabia.
- Matteo Renzi, former Prime Minister of Italy, discussed how events can be a catalyst for Saudi Arabia’s progress, stressing their importance in promoting sustainable development and long-term growth for the Kingdom.
The event concluded with the recognition of outstanding achievements within the Saudi MICE sector. The Ministry of Human Resources and Social Development was applauded for its exceptional support in developing the MICE workforce, with over 34,000 youth trained in 2024 and future programs planned in collaboration with industry partners. Other notable entities receiving accolades included the Human Resource Development Fund, Diploma Initiative Partners, Qalb Wahit, and dmg Events.
As Saudi Arabia continues its Vision 2030 transformation, the country is laying the foundation for a new chapter in the MICE industry, where innovation, sustainability, and strategic partnerships will propel economic growth and international collaboration.
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