The inaugural International MICE Summit 2024 (IMS24) has positioned Saudi Arabia as a leading global player in the meetings, incentives, conferences, and exhibitions (MICE) industry. Held in Riyadh, this transformative event showcased the Kingdom’s rapid advancements in the sector, aligned with its ambitious Vision 2030 goals. With over 70 countries represented, IMS24 set the stage for bold announcements, groundbreaking partnerships, and innovative strategies to redefine the global MICE landscape.
A Historic Event with Transformative Announcements
The opening day of IMS24 was marked by 19 major announcements, including the debut of 12 marquee events scheduled for 2025 and the establishment of new regional offices by three global Professional Exhibition Organizations (PEOs): RX Global, Messe Munich, and Clarion Events. These developments underline Saudi Arabia’s commitment to fostering economic growth, innovation, and collaboration on an international scale.
Saudi Arabia’s Vision for the MICE Industry
The MICE industry is a cornerstone of Saudi Arabia’s Vision 2030 strategy, aimed at diversifying its economy and reducing dependence on oil. By leveraging the sector’s potential, the Kingdom is creating opportunities across industries, fostering global partnerships, and attracting investments.
His Excellency Fahd Al Rasheed, Chairman of the Saudi Conventions and Exhibitions General Authority (SCEGA), expressed optimism about the summit’s impact:
“The first day of IMS24 has reinforced Saudi Arabia’s position as the most exciting MICE hub globally. The announcements, including new office openings by three of the top 10 global PEOs and the launch of 12 marquee events, underscore the sector’s potential to connect people, foster innovation, and create opportunities across all economic sectors in alignment with Vision 2030.”
Key Events Debuting in 2025
The launch of 12 globally renowned events highlights Saudi Arabia’s growing expertise in hosting world-class exhibitions and conferences. Some notable events include:
Money20/20 (Informa/Tahaluf)
FIBO (RX Global)
World Refining Technology Congress
Advanced Therapies Week
Fire Department and Emergency Services Conference (Clarion Events)
FSB Sports Show and International Hardware Show
(Koelnmesse/DMG)
HOST (Fiera Milano)
ArabLab (Terrapin)
Saudi Muscle Show (Italian Exhibition Group)
World Industrial Materials and World Advanced Packaging, Printing & Plastics (KAOUN)
These events are anticipated to attract a global audience and further establish Saudi Arabia as a premier destination for international gatherings.
Strategic Partnerships to Propel MICE Growth
IMS24 also saw the signing of four key Memorandums of Understanding (MOUs) between SCEGA and prominent Saudi entities:
The Ministry of Human Resources and Social Development
The Saudi Tourism Authority
The Events Investment Fund
The National Events Center
These agreements are designed to enhance investment, nurture talent, and promote collaboration across various sectors, accelerating the MICE industry’s growth and impact.
Global Leaders Unite for Insightful Discussions
IMS24 brought together global leaders, policymakers, and industry experts to address emerging trends and opportunities in the MICE sector. Highlights included keynote addresses and panel discussions by:
His Excellency Ahmed Al-Khateeb, Saudi Minister of Tourism
Former Prime Ministers and Ministers from the UK, Italy, Bulgaria, and Greece
Executives from leading organizations such as Informa, RX Global, Messe Munich, and Clarion Events
Representatives from the Global Association of the Exhibition Industry (UFI) and the International Congress and Convention Association (ICCA)
Topics of discussion ranged from fostering innovation and sustainability to unlocking investment opportunities, all geared toward reshaping the future of the MICE industry.
Saudi Arabia’s Investments Aligned with Vision 2030
Saudi Arabia has made multi-billion-dollar investments in the MICE sector, aligning with its Vision 2030 strategy to diversify its economy and elevate its global status. The Kingdom’s efforts include building state-of-the-art venues, fostering innovation, and promoting sustainable practices.
His Excellency Fahd Al Rasheed emphasized the role of the MICE sector as a transformative force:
“The events and exhibitions sector serves as a catalyst for transformation, connecting global stakeholders and creating opportunities that drive economic progress and cultural exchange.”
Innovation and Sustainability Take Center Stage
Day Two of IMS24 is set to delve deeper into key areas such as innovation, investment, and sustainability. With over 1,000 industry leaders participating, discussions and networking sessions will focus on:
Building advanced, eco-friendly venues
Addressing global sustainability challenges in the MICE industry
Fostering partnerships to drive growth and innovation
These initiatives highlight Saudi Arabia’s dedication to shaping a sustainable and forward-thinking MICE sector.
About IMS24 and SCEGA
The International MICE Summit (IMS24) serves as a premier platform for global leaders and professionals to collaborate on advancing the MICE industry. It offers valuable insights into emerging trends, sustainable practices, and innovative solutions.
The Saudi Conventions & Exhibitions General Authority (SCEGA),
established in 2018, plays a pivotal role in developing and regulating Saudi Arabia’s MICE sector. By promoting the Kingdom as a premier destination for events and exhibitions, SCEGA aims to drive economic growth, enhance talent development, and solidify Saudi Arabia’s position as a global leader.
A Global Impact: Participation from Over 70 Countries
IMS24 welcomed representatives from more than 70 countries, including the USA, UK, Germany, Italy, Japan, and India. This global participation underscores Saudi Arabia’s growing influence in the MICE industry and its ability to attract top-tier talent, innovation, and investment.
Conclusion
Saudi Arabia’s inaugural International MICE Summit 2024 (IMS24) has set a new benchmark for the global MICE industry. By hosting transformative events, forging strategic partnerships, and championing innovation and sustainability, the Kingdom is rapidly
emerging as a powerhouse in the MICE sector. As Saudi Arabia continues to align its efforts with Vision 2030, the world can expect even greater advancements and collaborations that redefine the future of international events and exhibitions.
Frequently Asked Questions
1. What is IMS24?
IMS24, or the International MICE Summit 2024, is a premier event held in Riyadh, Saudi Arabia, aimed at advancing the global MICE industry through innovation, collaboration, and sustainability.
2. What is the significance of the 12 marquee events announced?
These events, set to debut in 2025, highlight Saudi Arabia’s growing expertise in hosting world-class conferences and exhibitions, attracting global audiences and investments.
3. How does IMS24 align with Vision 2030?
IMS24 supports Vision 2030 by diversifying Saudi Arabia’s economy, creating job opportunities, fostering innovation, and promoting the Kingdom as a global hub for events.
4. Who are some notable participants in IMS24?
The summit featured leaders such as Saudi Minister of Tourism Ahmed Al-Khateeb, executives from RX Global and Clarion Events, and former prime ministers from Europe.
5. What role does SCEGA play in the MICE sector?
SCEGA oversees the development and regulation of Saudi Arabia’s MICE industry, promoting economic growth, talent development, and global partnerships.