The International MICE Summit (IMS25) in Riyadh is generating buzz around new partnerships, investments and the rapid expansion of Saudi Arabia’s business events landscape.
More than 3,000 delegates are attending the second edition of the summit - nearly double last year’s inaugural turnout - as CEOs and senior leaders from organisations representing more than US$9 billion in global revenues gather to explore opportunities in the country.
Hosted by the Saudi Conventions & Exhibitions General Authority (SCEGA), the summit is showcasing the Kingdom’s rising status as an international events destination, bolstered by its run-up to hosting Expo 2030 and the 2034 World Cup. High-profile speakers include His Royal Highness Prince Faisal bin Bandar bin Sultan Al Saud, chairman of the Saudi Esports Federation, alongside senior leaders from tourism, culture and other key sectors shaping Saudi Arabia’s transformation.
Visitor targets under Vision 2030 have already been revised upward from 100 to 150 million annually, after the original figure was achieved seven years ahead of schedule. The country’s event calendar now spans everything from Formula 1 and championship boxing to major tech, minerals, defense, aviation and logistics forums.
“Saudi Arabia is the proud host of IMS25 – the global leadership platform for the business events industry,” says His Excellency Fahd Al Rasheed, chairman of SCEGA. “Building on the success of the inaugural IMS24, global leaders will realise unprecedented opportunities, connecting with the world’s newest destinations, decision-makers and innovations to shape the next decade of industry growth.”
Those opportunities are being discussed on the show floor, where leaders from GL events, RX Global, Messe Frankfurt, Clarion, Messe München, Messe Düsseldorf, Koelnmesse, MCH Group, Messe Berlin, Comexposium, and Informa’s Saudi joint venture Talahuf are actively meeting with Saudi stakeholders.
“The International MICE Summit in Riyadh is an excellent opportunity to meet people and to build networks,” says Wolfgang Marzin, CEO of Messe Frankfurt. He adds that the launch of Messe Frankfurt Saudi Arabia represents “a new chapter… serving the Kingdom’s dynamic industries from within the Kingdom itself.”
Clarion Events CEO (EMEA), Chris Gallon, is equally optimistic. “We commend the Kingdom for its remarkable Vision 2030… At Clarion, we look forward to working side by side with our partners in the Kingdom to build high-performing platforms that not only deliver commercial value, but also contribute to the Kingdom’s legacy and its extraordinary commitment to progress.”
A key focus of the live programme is the emergence of new destination regions. Representatives from Madinah, Hail, Jubail and Yanbu, and the Eastern Province are presenting their newest event and tourism developments for the first time at IMS. Among them is the US$2.9 billion Jaydana Waterfront Project in Jazan, which will include a major conference and exhibition centre to support Red Sea tourism.
Alongside the dealmaking, IMS25 is also hosting high-level discussions led by global associations UFI, ICCA and AIPC on future event technologies, human capital strategies, blended event formats and the evolving role of the meetings and events industry in nation branding.
