Over 1,000 global leaders of the Meetings, Incentives, Conferences and Exhibitions (MICE) industry will gather at Mohammed Bin Salman Nonprofit City (MISK) in Riyadh for the inaugural International MICE Summit (IMS24) from December 15-17.

In a press statement, the organiser, the Saudi Conventions & Exhibitions General Authority (SCEGA) says that the three-day event promises to be the premier global leadership event for the MICE industry, offering innovation, economic and commercial opportunities for MICE and related tourism and travel sectors under the theme of Expanding Horizons.

The event’s extensive programme is designed to unite MICE industry leaders, suppliers, associations, Giga-Project leaders, disruptors and international cross-industry and government leaders. Featuring plenary, panel discussions, innovation clusters, collaboration hubs, IMS24 will promise attendees a premier global platform to network, collaborate, and above all, reimagine what it means to convene in today’s global environment.

Fahd Al-Rasheed

“In a time marked by profound technological and environmental transformation, the MICE industry has emerged as an essential catalyst of change. By focussing on the future of the industry, IMS24 addresses the needs of a globalised world, reshaping how people, cultures and countries connect to create prosperity,” says Fahd Al-Rasheed, Chairman, SCEGA.

“Saudi Arabia is the perfect environment to host IMS24. As an internal and external agent of change, the Kingdom has embraced its own transformation by shaping the future of the global tourism industry and becoming the fastest growing major MICE destination among G20 countries,” adds Rasheed.

The statement adds that MICE events in Saudi Arabia witnessed an increase of close to 15 pc in 2023, with almost 17,000 events attracting over 20 million visitors. IMS24 coincides with the Kingdom’s continued transformation as Saudi Arabia solidifies itself as a major global tourism and events destination.

The statement adds that receiving almost 110 million visitors in 2023, tourism comprises 6 pc of Saudi Arabia‘s GDP, equating to SAR 255 billion (USD 68 billion). The organisers say that the Saudi MICE sector is expected to accelerate growth through the rapid expansion of transportation and event infrastructure, supported by the development of giga-projects offering unparalleled destination experiences, and enhanced connectivity between the Kingdom and the rest of the world. SCEGA continues to drive these transformative developments, most recently in announcing a SAR 588 million incentive programme to support marquee events in 2025.