- Over 1,600 industry leaders, including 50 CEOs, 6 Ministers and delegates from 73 countries, united at IMS24 to celebrate the power of the sector in driving larger economic progress.
- 15 announcements and 8 MOUs by leading exhibitions entities marked significant real-time progress toward achieving the goals outlined by the larger Vision 2030 strategy.
- Saudi Arabia was highlighted for its remarkable success in becoming a formidable events hub and its future role as a global MICE destination.
The inaugural International MICE Summit (IMS24) concluded on a high note in Riyadh, bringing together 1000 key industry leaders 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, His Excellency 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 organizers, 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, including:
- H.E. Ahmed Al-Khateeb, Saudi Arabia’s Minister of Tourism, emphasized the strategic importance of the MICE industry in diversifying the Kingdom’s economy under Vision 2030.
- Lord Stephen Carter, Group CEO of Informa PLC, shared valuable insights at IMS24 on the power of strategic partnerships in driving global growth, emphasizing 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.
- Matteo Renzi, former Prime Minister of Italy, spoke about using events to catalyse the progress of Saudi Arabia, emphasizing their role in driving sustainable development and long-term growth for the Kingdom.
The final day saw the recognition of the remarkable achievements of leading Saudi MICE industry players, with the efforts of the Ministry of Human Resources and Social Development commended for their exceptional support in developing the MICE sector workforce, training over 34,000 youth in 2024 and committing to future programs in collaboration with industry partners. Other entities receiving commendations include the Human Resource Development Fund, Diploma Initiative Partners, Qalb Wahit and dmg Events among others.
As Saudi Arabia continues its Vision 2030 transformation, the country is setting the stage for a new era in MICE, where innovation, sustainability, and strategic collaboration will drive economic growth and global partnerships.
Author: Adam Parry
Adam is the co-founder and editor of www.eventindustrynews.com Adam, a technology evangelist also organises Event Tech Live, Europe’s only show dedicated to event technology and the Event Technology Awards. Both events take place in November, London.
