Riyadh, December 12, 2024 – The International MICE Summit (IMS24) is set to bring together the world's leading event companies, government officials, and business leaders from across Saudi Arabia and beyond for a high-profile gathering in Riyadh. Taking place from December 15 to 17, the summit will focus on exploring investment opportunities and uncovering the rapidly expanding potential within the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector, particularly in the context of the G20’s fastest-growing MICE markets.
Hosted by the Saudi Conventions & Exhibitions General Authority (SCEGA), IMS24 aims to position Saudi Arabia at the forefront of the global MICE industry. The Kingdom has emerged as a central player in this sector due to its ambitious development plans, high-profile events, and rapidly growing tourism industry. The summit will offer a platform for discussions on the future of the MICE sector, bringing together key figures from top industry organizations.
The event’s speaker lineup is expected to be one of its key highlights, with prominent figures such as Lord Carter, Group CEO of Informa PLC; Brian Brittain, COO of RX Global; Stefan Rummel, CEO of Messe Munich; Lisa Hannant, CEO of Clarion Events; and Wolfram Diener, CEO of Messe Dusseldorf, all slated to speak. These leaders will share insights into the latest trends, technological advancements, and strategic opportunities shaping the MICE industry.
According to Fahd Al-Rasheed, Chairman of SCEGA and host of IMS24, the summit underscores the growing importance of the Middle East as a global hub for the MICE sector. Al-Rasheed highlighted Saudi Arabia’s strategic position, supported by extensive giga-project investments, the hosting of marquee global events, and a booming tourism sector, as factors that make it an attractive destination for business tourism. "IMS24 will showcase the unprecedented investment opportunities that Saudi Arabia offers the global MICE industry, alongside the latest technologies and innovations that will drive the sector forward over the coming decades," he noted.
The summit will be organized around six thematic pillars, focusing on key areas such as talent and skill development, the economic impact of MICE business models, borderless events, and sustainable practices within the MICE industry. One of the event's standout features will be the collaboration hub, designed to highlight investment opportunities and incentives within Saudi Arabia's thriving MICE sector. This hub will facilitate networking and discussion among investors, event organizers, tourism operators, event management companies, and government officials, providing a platform to shape the future of the sector both in the Kingdom and globally.
IMS24 will also present innovation clusters, showcasing cutting-edge technologies and opportunities that will redefine how the MICE industry operates in the coming years. These clusters will allow participants to engage with new solutions and discuss the future of event planning, management, and execution in an increasingly digital and sustainable landscape.
The MICE sector in Saudi Arabia has seen significant growth, expanding by 15 percent between 2022 and 2023, with nearly 17,000 events held last year. Looking ahead, the Kingdom anticipates a dramatic rise in business tourism, with the number of business visitors projected to increase 2.6 times from 3.1 million in 2019 to 8 million by 2030. The growth will be fueled by high-profile events, including the World Energy Congress, Future Investment Initiative, World Defense Show, Smart Cities Forum, Future Minerals Forum, LEAP, the Future Aviation Forum, and Expo 2030. Additionally, global sporting events like the 2027 AFC Asian Cup, the Esports Olympics, and the AFC Winter Games are expected to further contribute to this surge in business tourism.
The summit will be held at the prestigious Mohammed Bin Salman Nonprofit City (MISK), a modern, state-of-the-art venue that reflects the Kingdom’s commitment to innovation and excellence. Attendees will have the chance to network, discuss investment strategies, and explore the future of the MICE sector in a city that is rapidly becoming a global destination for both business and leisure.
For more information and to register for the summit, visit [www.internationalmicesummit.com](http://www.internationalmicesummit.com).