The inaugural International MICE Summit (IMS24) brought together 1,000 key industry leaders to Riyadh from the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector for three days of strategic panel discussions, networking and announcements that will shape the future of the global events industry.
The summit convened more than 50 CEOs, three former international Ministers, 7 mayors, and 6 national Ministers and over 1,600 delegates from 73 countries in 20 plenary sessions and 19 workshops to discuss the impact of the MICE industry in fostering cross-border collaboration, driving innovation, and creating new economic and commercial opportunities. “Expanding Horizons” served as the central theme, allowing participants to further explore the future of global events, sustainability, technological advancements, and the economic potential of MICE as a catalyst for growth.
Reflecting on the success of the event, 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.”
Across the three-day event, 15 announcements were made as RX Global, Messe Munich and Clarion announced new office openings in Saudi Arabia, which preceded 12 new event launches to feature in the kingdom from 2025. Eight MoUs were signed which will accelerate and solidify the kingdom’s position as a global hub for events, with partnerships sustaining the collaboration between event organisers, regulators and public entities.
Key highlights from the discussions were centred around the role of MICE in driving positive change, building global connections, and creating long-term economic value. MICE industry leaders shared their vision for the future.
Ahmed Al Khateeb, Saudi Arabia’s Minister of Tourism, emphasised the strategic importance of the MICE industry in diversifying the Kingdom’s economy under Vision 2030. Lord Stephen Carter, Group CEO of Informa, shared valuable insights at IMS24 on the power of strategic partnerships in driving global growth, emphasising collaboration across sectors, expansion into emerging markets like the Middle East, and the role of digital transformation in fostering innovation.
Fahd Hamidaddin, CEO of the Saudi Tourism Authority, discussed the significant opportunities in incentive travel, encouraging global leaders to see Saudi Arabia as a key destination for corporate events and incentives.
Lisa Hannant, Group CEO of Clarion Events, reflected on the incredible experience at the first MICE Summit in Riyadh, highlighting the event’s role in fostering industry partnerships and new opportunities in Saudi Arabia.