Shaping the future of events in Saudi

The International MICE Summit (IMS25) will take place in Saudi Arabia’s capital on 26–27 November, under the theme ‘Public-Private Collaboration: Fueling MICE Growth’.

Industry and government leaders have been invited to engage in the influential Summit in Riyadh to co-create the future MICE industry. Its aim is to unite the traditional MICE ecosystem with out-of-industry disruptors to drive innovation.

Attendees worldwide from the Meetings, Incentives, Conferences and Exhibitions (MICE) industry will have access to the globe’s fastest-growing major events destination and a showcase of how business events drive cross-sector innovation and sustainable growth. Hosted by the Saudi Conventions & Exhibitions General Authority (SCEGA), last year’s successful inaugural event attracted more than 1,700 attendees from 25 countries.

“Saudi Arabia is the proud host of IMS25, the global leadership platform for the business events industry. Building on the success of the inaugural IMS24, global leaders will realise unprecedented opportunities, connecting with the world’s newest destination, decision-makers and innovations to shape the next decade of industry growth”

His Excellency Fahd Al-Rasheed, Chairman of the Saudi Conventions & Exhibitions General Authority

The Summit will focus on five key pillars:

Where uncertainty sparks opportunity: events must remain resilient and trusted, even as volatility reshapes the world
Digital meets design: technology only enhances events when it amplifies the true power of convening
The destination dividend: destinations shape identity and investment, creating lasting value beyond the venue. Enhanced connectivity, a new national airline and expanded routes will boost international access and tourism. The SCEGA value proposition is driving the Kingdom’s next phase of MICE sector growth, while a world-class ecosystem, backed by giga-projects and advanced infrastructure, means Saudi Arabia is fully equipped for MICE 2.0 – with the venues, talent and technology to match global demand
Return on vision: evolving models are redefining how impact, value and growth are defined in a competitive MICE environment. More than 60,000 MICE professionals were trained in 2024 through partnerships with Monsha’at, ICCA, IAEE, UFI and leading universities. New diplomas and certifications have been developed with public and private partners to build a world-class MICE workforce. Global integration and partnerships with Fortune (FGF & MPW), ICCA, UFI and GL events have helped to establish and elevate Saudi Arabia’s international event footprint. An open, investment-friendly environment has enabled 20 APIs to be launched and 10 global firms to establish offices in the Kingdom
Innovative strategy: new forces are reinventing events, pushing organisers to adapt and lead for the future.

Unprecedented growth

Aligned with the Kingdom’s Vision 2030 goals of economic diversification and human capability development, Saudi Arabia is experiencing unprecedented growth in the MICE sector. With 20 per cent of all Certified Exhibition Management (CEM) professionals worldwide held by Saudi professionals, the Kingdom is cultivating the next generation to lead the industry.

“Vision 2030 is delivering an unprecedented era of opportunity for the events industry,” says IMS host and Chairman of SCEGA, His Excellency Fahd Al-Rasheed. “Creating new experiences, opportunities and destinations as Saudi Arabia welcomes the world. By bringing together leaders, event investors and decision-makers, IMS25 will drive collaboration that delivers connectivity, innovation and growth across the Kingdom and the global MICE industry.

“IMS25 builds upon the success of the inaugural Summit last year, deepening partnerships and ensuring this sector can realise the unprecedented opportunities before us, defining new models for growth and value. The business events sector alone has grown by 44 per cent in the past five years, underscoring its pivotal role in the Kingdom’s economic diversification.”

The two-day IMS25 programme will feature Ministers, private sector CEOs and commercial announcements in a range of settings, including innovation clusters, a future MICE leaders’ platform and a celebration gala dinner.

Registration is open

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Fastest growing events destination in the G20

Saudi Arabia’s business events sector is on track to grow by an extraordinary 45 per cent from $2.4 billion last year to $3.5 billion by 2029.

As the fastest-growing business events destination in the G20, projected to grow to $5.4 billion by 2031, Saudi is investing more than $150 million annually in dedicated MICE development funds to accelerate industry growth ahead of international events such as Expo 2030 and the 2034 Football World Cup. The Kingdom’s giga-projects, world-class infrastructure and ambition are generating unprecedented growth opportunities, with approximately 17,000 events taking place every year.

The maturity of Saudi Arabia’s MICE ecosystem is demonstrated through the successful delivery of flagship international platforms - from Forbes and FII to record-breaking IPOs.

The Kingdom welcomed a staggering 115.9 million tourists in 2024, with a 19 per cent year-on-year increase in visitor spending by international visitors and an 11 per cent overall growth in total tourism spending.

Reflecting Saudi Arabia’s continued investment in world-class event infrastructure and the strong collaboration between the public and private sectors, the number of registered business event venues across the Kingdom has reached 923, a 17 per cent increase compared to 2023. The total exhibition space across all accredited centres has expanded to 300,520 sqm – a 32 per cent year-on-year increase – while the total seating capacity for conferences nationwide has risen to 27,975 seats, nearly double the capacity recorded four years ago.

Since 2018, exhibition space in Saudi Arabia has grown by more than 320 per cent and conference seating by 197 per cent. The Kingdom now hosts a diverse mix of facilities, including:

42 exhibition and conference centres
106 commercial centres
282 multi-purpose halls
493 hotel halls

Riyadh, Makkah and the Eastern Province are the main business event hubs. Riyadh is home to more than 250 venues, including the Riyadh Front Exhibition & Conference Center (70,000 sqm) and King Abdulaziz International Conference Center.

The Makkah region boasts the Jeddah Superdome, the world’s largest geodesic dome (34,000 sqm) among its 268 venues.

Other notable venues are the Dhahran Expo (25,600 sqm) and King Abdullah Cultural Center in Jubail (1,200+ seats) in the Eastern Province; King Salman International Conference Center, Madinah (2,500 seats); Maraya Hall, AlUla (600 seats); King Khalid University Conference Center, Asir (3,500 seats) and Prince Mishaal Exhibition Center, Najran (7,200 sqm).

International Mice Summit

Saudi Conventions & Exhibitions General Authority

LEAP Tech Event 2024

The Saudi Conventions & Exhibitions General Authority (SCEGA) is the official body overseeing the development and regulation of Saudi Arabia’s exhibitions and conventions sector. Established by Royal Decree in 2018, SCEGA aims to strengthen the sector’s economic impact by setting strategic policies, issuing licenses, promoting Saudi Arabia as a premier MICE destination and fostering investment in line with global standards. Through collaboration with national and international stakeholders, SCEGA works to enhance sector growth, support talent development and create opportunities for showcasing the Kingdom’s unique identity on the world stage.

For more information or to register for the event, click here