IMS25 Opens in Riyadh With 3,000+ Global MICE Participants

The International MICE Summit 2025 (IMS25) opened in Riyadh on Wednesday, bringing together more than 3,000 participants and unveiling 20 major announcements in what organizers describe as a defining moment for Saudi Arabia’s business events industry. The two-day gathering, announced through the Saudi Press Agency, convenes international exhibition organizers, global investors and government partners for sessions covering investment, innovation and the development of Saudi talent in the Meetings, Incentives, Conferences and Exhibitions (MICE) sector.

Context and Background

The summit arrives as the Kingdom accelerates its transformation into one of the world’s leading destinations for international conferences and trade fairs. Under the Saudi Conventions and Exhibitions General Authority (SCEGA), the business events sector has evolved from a supporting activity into a strategic economic enabler, connecting Saudi enterprises with global markets and attracting foreign investment. Riyadh’s expanding airline connectivity, new hotel capacity and world-class venues have made the Saudi capital an increasingly competitive location for large-scale international gatherings. IMS25 is designed to build on that momentum by placing decision-makers from the global exhibitions industry face to face with Saudi partners, regulators and investors.

Key Details: Global Exhibition Leaders Commit to the Kingdom

Among the headline developments, Messe Frankfurt, Koelnmesse, MCH Group and Oak View Group confirmed plans to open new offices in the Kingdom, while Comexposium and Honegger officially announced their market entry for 2026. These organizations rank among the most influential names in global exhibitions, trade fairs and event management, and their expansion reflects widening international confidence in Saudi Arabia’s economic transformation and its rising influence as a regional and international convening hub.

Messe Munich unveiled the launch of BAUMA Saudi Arabia, bringing the world’s largest construction and heavy-machinery trade fair to the region and supporting the Kingdom’s fast-growing infrastructure and development ambitions. RX Global announced MIPIM Arabia, a globally recognized trade event for the international real estate and investment community, reflecting the Kingdom’s emergence as one of the world’s fastest-growing property markets. Further new partnerships with GL Events, Clarion, DMG Events and Koelnmesse were also confirmed, strengthening Saudi Arabia’s position as a global hub for world-class events.

“The scale and diversity of today’s announcements show how Saudi Arabia’s business events industry has become a powerful driver of economic transformation and global connectivity,” said Fahd bin Abdulmohsen Al-Rasheed, Chairman of SCEGA. He indicated that the partnerships delivered through IMS25 would strengthen the Kingdom’s infrastructure, empower Saudi talent and reinforce its position as a global hub for international collaboration in support of Saudi Vision 2030.

Infrastructure, Partnerships and Record Growth

Six memorandums of understanding were signed with the Ministry of Interior, the Hail Region Development Authority, the Saudi Water Authority, Elm Company, the Authority for the Care of Persons with Disabilities and the National Center for Social Studies and Research. The agreements are intended to drive continued growth of events infrastructure and the wider sector, and include a dedicated multipurpose convention centre in Jazan City as part of the broader Jaydana Waterfront project, valued at $2.9 billion.

SCEGA also launched the 2025 Saudi Venue Infrastructure Report, which records the sector’s rapid expansion. Venue capacity rose 32 percent year-on-year across 923 accredited venues, while exhibition space has grown 320 percent since 2018 to a total of 300,520 square metres, driven by sustained investment aligned with Saudi Vision 2030. Most capacity is concentrated in the Riyadh, Makkah and Eastern regions, led by flagship venues such as the Riyadh Exhibition and Conference Center, Jeddah Superdome and Dhahran Expo Center, while new centres in Madinah, AlUla, Aseer and Najran continue to expand the Kingdom’s events landscape.

International Impact

The commitments announced at IMS25 carry significance well beyond Saudi Arabia. International organizers opening offices in Riyadh are effectively establishing permanent bases in the region, which is expected to generate knowledge transfer, employment and a steady pipeline of globally recognized trade shows. For international businesses, the Kingdom offers a fast-growing market, a central geographic position linking Asia, Europe and Africa, and infrastructure that is expanding faster than in almost any competing destination. For Saudi Arabia, the influx of established event brands strengthens the visitor economy, supports small and medium-sized enterprises, and consolidates the country’s role as a convening power on the world stage.

Vision 2030 Alignment

These developments sit at the heart of Saudi Vision 2030, the national blueprint for diversifying the economy away from oil and expanding the Kingdom’s non-oil sectors. A thriving MICE industry supports tourism, real estate, construction, aviation and retail, while creating opportunities for young Saudi professionals through initiatives such as the Future MICE Leaders Platform. IMS25 continues on Thursday with sessions devoted to investment in the MICE sector, innovation clusters and a gala dinner celebrating global excellence in events and exhibitions. As the Kingdom prepares to host an expanding calendar of international gatherings, Riyadh’s message is clear: Saudi Arabia intends to be a leading global platform for collaboration, commerce and ideas for decades to come.

20 Questions

Q1. What is the International MICE Summit 2025?

A1. IMS25 is a two-day international gathering held in Riyadh that brings together leaders of the Meetings, Incentives, Conferences and Exhibitions sector. It is supervised by the Saudi Conventions and Exhibitions General Authority and was announced through the Saudi Press Agency.

Q2. How many participants attended the opening of IMS25?

A2. More than 3,000 participants attended the opening of IMS25 in Riyadh, according to information released through the Saudi Press Agency. Attendees included international exhibition organizers, global investors, government officials and Saudi industry leaders from across the business events sector.

Q3. How many major announcements were unveiled at the summit?

A3. IMS25 unveiled 20 major announcements covering new offices, market entries, event launches, partnerships and infrastructure growth. Together they represent one of the largest single collections of business events commitments announced in the Kingdom, strengthening Saudi Arabia’s role as a global convening hub.

Q4. Which global exhibition companies confirmed plans to open offices in Saudi Arabia?

A4. Messe Frankfurt, Koelnmesse, MCH Group and Oak View Group confirmed plans to open new offices in the Kingdom. These companies are among the world’s most influential exhibition, trade fair and venue operators, and their presence reflects growing international confidence in Saudi Arabia.

Q5. Which companies announced market entry into the Kingdom in 2026?

A5. Comexposium and Honegger officially announced their market entry into Saudi Arabia in 2026. Both operate across the global exhibitions and event management industry, and their arrival will add further international expertise, event brands and commercial partnerships to the Kingdom’s expanding business events ecosystem.

Q6. What is BAUMA Saudi Arabia?

A6. BAUMA Saudi Arabia is a new trade fair launched by Messe Munich at IMS25. It brings the world’s largest construction and heavy-machinery exhibition to the region, supporting the Kingdom’s fast-growing infrastructure and development ambitions, including major projects linked to Saudi Vision 2030.

Q7. What is MIPIM Arabia?

A7. MIPIM Arabia is a new event announced by RX Global for the international real estate and investment community. Its launch reflects Saudi Arabia’s emergence as one of the world’s fastest-growing real estate markets and creates a dedicated platform for global investors to engage with Saudi development projects.

Q8. Which organizations announced new partnerships at IMS25?

A8. New partnerships were announced with GL Events, Clarion, DMG Events and Koelnmesse, in addition to the expansions confirmed by Messe Frankfurt, MCH Group, Oak View Group, Comexposium, Honegger, Messe Munich and RX Global. These collaborations strengthen Saudi Arabia as a hub for world-class events.

Q9. What did SCEGA Chairman Fahd bin Abdulmohsen Al-Rasheed say?

A9. He said the scale and diversity of the announcements show that Saudi Arabia’s business events industry has become a powerful driver of economic transformation and global connectivity. He added that the partnerships would strengthen infrastructure, empower Saudi talent and reinforce the Kingdom’s position as a global collaboration hub.

Q10. How many memorandums of understanding were signed at IMS25?

A10. Six memorandums of understanding were signed at IMS25. They were concluded with Saudi government entities and national organizations and are intended to accelerate the development of events infrastructure and sustain the growth of the Kingdom’s business events sector.

Q11. Which Saudi entities signed the memorandums of understanding?

A11. The MoUs were signed with the Ministry of Interior, the Hail Region Development Authority, the Saudi Water Authority, Elm Company, the Authority for the Care of Persons with Disabilities and the National Center for Social Studies and Research, reflecting broad institutional support for the events sector.

Q12. What major project is planned for Jazan City?

A12. The agreements include a dedicated multipurpose convention centre in Jazan City. The facility forms part of the broader Jaydana Waterfront development, an ambitious project designed to expand the Kingdom’s events capacity and stimulate regional economic growth beyond the main metropolitan centres.

Q13. What is the value of the Jaydana Waterfront project?

A13. The Jaydana Waterfront project is valued at $2.9 billion. It includes the planned multipurpose convention centre in Jazan City and forms part of Saudi Arabia’s wider investment programme to expand events and tourism infrastructure across the Kingdom’s regions.

Q14. What does the 2025 Saudi Venue Infrastructure Report show?

A14. The report, launched by SCEGA at IMS25, records record growth in the Kingdom’s business events infrastructure. Venue capacity increased 32 percent year-on-year across 923 accredited venues, reflecting sustained investment aligned with Saudi Vision 2030 and rising demand for large-scale international gatherings.

Q15. How much has exhibition space grown since 2018?

A15. Exhibition space in Saudi Arabia has grown 320 percent since 2018, now totalling 300,520 square metres. The expansion has been driven by continuous investment in venues, halls and supporting facilities as the Kingdom positions itself as a leading destination for international exhibitions and trade fairs.

Q16. Where is most of the Kingdom’s events capacity concentrated?

A16. Most capacity is concentrated in the Riyadh, Makkah and Eastern regions, which host the Kingdom’s largest and most established venues. New centres in Madinah, AlUla, Aseer and Najran are meanwhile extending the events landscape to additional regions and supporting more balanced development.

Q17. Which major venues lead Saudi Arabia’s events infrastructure?

A17. Leading venues include the Riyadh Exhibition and Conference Center, Jeddah Superdome and Dhahran Expo Center. These facilities host major international exhibitions, conferences and trade fairs, and they anchor the Kingdom’s strategy to attract globally recognized events and the visitors, exhibitors and investment they bring.

Q18. What is planned for the second day of IMS25?

A18. The second day includes sessions dedicated to investment in the MICE sector, innovation clusters and the Future MICE Leaders Platform, which develops Saudi talent. A gala dinner will celebrate global excellence in events and exhibitions, recognizing the partnerships and achievements announced during the summit.

Q19. How does IMS25 support Saudi talent development?

A19. Through initiatives such as the Future MICE Leaders Platform, IMS25 promotes training, mentorship and career pathways for young Saudi professionals. The arrival of leading international organizers also creates opportunities for knowledge transfer, allowing Saudi teams to gain experience in delivering world-class exhibitions and conferences.

Q20. How does IMS25 support Saudi Vision 2030?

A20. IMS25 advances Saudi Vision 2030 by growing the business events industry, a key enabler of economic diversification. The summit attracts foreign investment, expands tourism and hospitality demand, creates jobs for Saudis and strengthens the Kingdom’s role as a global platform for trade, collaboration and international dialogue.

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