SCEGA Executive Team Joins UFI Global Congress in Cologne

Saudi Arabia’s exhibition and conference sector took center stage on the global stage as a delegation led by Saudi Conventions and Exhibitions General Authority (SCEGA) Chairman Fahd Al-Rasheed participated in the UFI Global Congress in Cologne, Germany, from November 20 to 23, 2024. The high-level engagement, confirmed in an official press release issued by SCEGA, underscores the Kingdom’s determination to strengthen its position as a leading international destination for exhibitions, conferences, and business events. The delegation’s presence at one of the world’s most influential gatherings for the meetings, incentives, conferences, and exhibitions (MICE) industry signals a clear message: Saudi Arabia is open for global business, and it intends to compete at the highest level.

The UFI Global Congress, organized by the Global Association of the Exhibition Industry, brings together exhibitors, event organizers, venue operators, and industry leaders from across the world. For Saudi Arabia, participation is not merely symbolic. It is part of a deliberate, multi-year strategy to build a world-class MICE ecosystem that supports economic diversification, attracts international investment, and creates high-value jobs for Saudi citizens. As the Kingdom continues its transformation under Vision 2030, the exhibitions and conferences sector has emerged as a key pillar of the non-oil economy, and SCEGA’s presence in Cologne reflects how seriously Saudi leadership takes this opportunity.

Context and Background

Why does a single industry congress in Germany matter so much to Saudi Arabia? The answer lies in the scale of the Kingdom’s ambitions. Over the past several years, Saudi Arabia has invested heavily in infrastructure, venues, and hospitality capacity designed to host major international events. From the Riyadh Front Exhibition and Conference Center to the planned venues in NEOM and the Red Sea region, the country is building an ecosystem capable of welcoming millions of business visitors annually. The MICE sector is viewed not just as a tourism driver but as a catalyst for knowledge transfer, innovation, and cross-border collaboration.

SCEGA, established to regulate and promote the conventions and exhibitions industry, has been at the forefront of this effort. Under the leadership of Chairman Fahd Al-Rasheed, the authority has pursued an aggressive international engagement strategy, attending major trade shows, signing partnership agreements, and positioning Saudi Arabia as a preferred destination for global event organizers. The UFI Global Congress, held this year in Cologne, is one of the most important dates on the industry calendar. It offers a platform for discussing challenges, sharing best practices, and advocating for policies that support sector growth. For SCEGA, it was an opportunity to learn from global peers and to showcase Saudi Arabia’s rapid progress.

The timing of this participation is significant. Saudi Arabia is preparing to host a series of high-profile international events, including Expo 2030 in Riyadh, the 2034 FIFA World Cup, and numerous sector-specific summits and conferences. Each of these mega-events will require world-class MICE capabilities, from venue management and logistics to hospitality and transportation. By engaging with UFI and its member organizations now, SCEGA is building the relationships and expertise needed to deliver on these promises. The Cologne congress thus served as both a learning opportunity and a platform for Saudi Arabia to announce its next major initiative.

Key Details

At the heart of the delegation’s activities was a private meeting with 30 global CEOs, held on the sidelines of the UFI Global Congress. According to the SCEGA press release, Chairman Fahd Al-Rasheed addressed these industry leaders, highlighting Saudi Arabia’s unique attributes and its strategic approach to becoming a key MICE destination. “Saudi Arabia possesses unique attributes that contribute to enhancing its position in the exhibitions and conferences sector,” Al-Rasheed said. “By prioritizing international partnerships, sustainability, and workforce development, we are strengthening our status as a key MICE destination, playing a vital role in the Kingdom’s economic diversification efforts.”

The meeting with global CEOs was more than a courtesy call. It was a targeted effort to attract international event organizers, venue operators, and service providers to consider Saudi Arabia as a host country for their future events. The presence of 30 chief executives from leading exhibition and conference companies underscores the level of interest in the Saudi market. Al-Rasheed’s message was clear: the Kingdom offers a combination of strategic location, modern infrastructure, supportive government policies, and a growing talent pool. For global companies looking to expand their footprint in the Middle East, Saudi Arabia presents a compelling proposition.

In addition to the CEO meeting, Al-Rasheed announced that Saudi Arabia will host an International MICE Summit in Riyadh in December this year. This announcement was one of the most anticipated moments of the congress, as it signals the Kingdom’s intention to create its own platform for global industry dialogue. The International MICE Summit in Riyadh is expected to bring together policymakers, industry leaders, and innovators to discuss the future of the sector, with a particular focus on sustainability, technology, and talent development. It will also serve as a showcase for Saudi Arabia’s growing event infrastructure and its ability to host large-scale international gatherings.

The UFI Global Congress itself provided a rich program of discussions, workshops, and networking opportunities. SCEGA’s executive team participated in sessions covering topics such as digital transformation in exhibitions, sustainable event practices, and the changing expectations of exhibitors and attendees. These insights will feed directly into Saudi Arabia’s own MICE strategy, ensuring that the Kingdom’s venues and services meet the highest international standards. The congress also offered a chance to advocate for policies that support the industry’s growth, both globally and within Saudi Arabia.

International and Regional Impact

How will Saudi Arabia’s growing MICE presence reshape the regional events landscape? The Middle East has long been a hub for business travel, with cities like Dubai, Abu Dhabi, and Doha investing heavily in conference infrastructure. Saudi Arabia’s entry into this competitive space is significant because of the sheer scale of its resources and its central geographic position. With a population of over 35 million and a GDP that continues to diversify, the Kingdom offers a large domestic market for exhibitions and conferences, as well as easy access to markets in Asia, Europe, and Africa. Global organizers are increasingly viewing Riyadh, Jeddah, and other Saudi cities as viable alternatives or complements to established regional hubs.

The participation in the UFI Global Congress also strengthens Saudi Arabia’s diplomatic and economic ties with Germany and the broader European Union. Germany is a global leader in trade fairs and exhibition management, and German companies are among the most active in the MICE industry. By engaging with German and European stakeholders, SCEGA is opening doors for joint ventures, knowledge exchange, and investment. This aligns with the broader Saudi strategy of deepening economic partnerships with Europe, as evidenced by recent high-level visits and agreements in sectors ranging from renewable energy to advanced manufacturing. The MICE sector is a natural bridge for such cooperation, as it facilitates business connections across multiple industries.

Regionally, Saudi Arabia’s MICE ambitions complement the goals of the Gulf Cooperation Council (GCC) to promote economic integration and tourism. A thriving events sector in the Kingdom will attract more visitors to the region, benefiting airlines, hotels, and service providers across the Gulf. It also positions Saudi Arabia as a convener of global conversations, from business summits to cultural festivals. This soft power dimension is increasingly important in a multipolar world, where countries compete not only on economic strength but also on their ability to bring people together and shape agendas.

Economic and Strategic Significance

What does the growth of the MICE sector mean for Saudi Arabia’s economy? According to official estimates, the exhibitions and conferences industry is expected to contribute significantly to non-oil GDP in the coming years. Business events generate high-value spending on accommodation, transportation, food and beverage, and entertainment. They also create jobs across a range of skill levels, from event management and marketing to logistics and hospitality. For Saudi youth, the sector offers attractive career paths that align with the Kingdom’s push to develop a knowledge-based economy. SCEGA’s focus on workforce development, as highlighted by Chairman Al-Rasheed, is therefore both an economic and a social priority.

Moreover, the MICE sector is a key enabler of other Vision 2030 objectives. It supports the growth of tourism by attracting business travelers who may return for leisure visits. It boosts the private sector by creating demand for local suppliers and service providers. It enhances Saudi Arabia’s image as a modern, open, and dynamic country, countering outdated perceptions and showcasing the Kingdom’s rapid transformation. By hosting international events, Saudi Arabia can also facilitate knowledge transfer and innovation, as global experts share insights on topics such as technology, healthcare, and sustainability. The economic multiplier effects are substantial and long-lasting.

The strategic significance extends to Saudi Arabia’s global positioning. In an era of increasing competition for talent, investment, and influence, the ability to host world-class events is a marker of national capability. Saudi Arabia’s successful bids for Expo 2030 and the 2034 FIFA World Cup demonstrate that the international community recognizes the Kingdom’s potential. The MICE sector is integral to delivering on these commitments. Every international congress, summit, or exhibition held in the Kingdom is an opportunity to demonstrate Saudi hospitality, efficiency, and innovation. SCEGA’s participation in the UFI Global Congress is thus part of a broader narrative of Saudi Arabia as a reliable and ambitious global partner.

Vision 2030 Alignment

How does the UFI Global Congress participation connect to Vision 2030? Saudi Vision 2030, launched in 2016 under the leadership of Crown Prince Mohammed bin Salman, aims to diversify the economy, reduce dependence on oil, and create a vibrant society. The MICE sector is explicitly identified as a growth industry that can contribute to these goals. By attracting international conferences and exhibitions, Saudi Arabia can increase non-oil revenues, create jobs, and enhance its global reputation. SCEGA, as the regulatory and promotional body for the sector, is tasked with implementing this vision on the ground. Its activities at the UFI Global Congress, from the CEO meeting to the announcement of the International MICE Summit, are concrete steps toward making Saudi Arabia a top-five global MICE destination.

The emphasis on sustainability and workforce development in Al-Rasheed’s remarks also reflects Vision 2030’s commitment to sustainable development and human capital. Saudi Arabia is investing in green building standards for venues, renewable energy for events, and training programs for Saudi professionals. These efforts align with the global trend toward responsible business practices and position the Kingdom as a leader in sustainable MICE. As the world looks to Saudi Arabia for Expo 2030 and beyond, the foundations laid today will determine the Kingdom’s success. The UFI Global Congress was not just a meeting; it was a statement of intent. Saudi Arabia is ready to welcome the world, and its MICE sector is ready to deliver.

20 Questions

Q1. What is the UFI Global Congress?

A1. The UFI Global Congress is the premier annual event for the global exhibition industry, organized by the Global Association of the Exhibition Industry. It brings together exhibitors, organizers, and venue operators to discuss trends, challenges, and opportunities in the MICE sector.

Q2. Who led Saudi Arabia’s delegation to the UFI Global Congress?

A2. The delegation was led by Fahd Al-Rasheed, Chairman of the Saudi Conventions and Exhibitions General Authority (SCEGA), and included a SCEGA executive team. Their participation underscored Saudi Arabia’s commitment to becoming a leading MICE destination.

Q3. Where and when was the UFI Global Congress held?

A3. The UFI Global Congress took place in Cologne, Germany, from November 20 to 23, 2024. Cologne is a major European hub for trade fairs and exhibitions, making it an ideal venue for global industry dialogue.

Q4. What did Chairman Fahd Al-Rasheed say about Saudi Arabia’s MICE sector?

A4. Al-Rasheed said Saudi Arabia possesses unique attributes that enhance its position in the exhibitions and conferences sector. He emphasized international partnerships, sustainability, and workforce development as key priorities for strengthening the Kingdom’s status as a MICE destination.

Q5. What major announcement did Al-Rasheed make at the congress?

A5. Al-Rasheed announced that Saudi Arabia will host an International MICE Summit in Riyadh in December this year. This summit will bring together global industry leaders to discuss the future of the sector.

Q6. How many global CEOs met with Al-Rasheed on the sidelines?

A6. Al-Rasheed held a private meeting with 30 global CEOs during the congress. This meeting was a targeted effort to attract international event organizers and service providers to consider Saudi Arabia for future events.

Q7. Why is the MICE sector important to Saudi Arabia’s economy?

A7. The MICE sector contributes to non-oil GDP by generating high-value spending on hospitality, transportation, and services. It also creates jobs and supports economic diversification, a core goal of Vision 2030.

Q8. What is SCEGA’s role in Saudi Arabia?

A8. SCEGA, the Saudi Conventions and Exhibitions General Authority, regulates and promotes the exhibitions and conferences sector. It works to attract international events, develop infrastructure, and build a skilled workforce for the MICE industry.

Q9. How does this participation align with Vision 2030?

A9. Vision 2030 aims to diversify the economy and boost non-oil revenues. A thriving MICE sector attracts international visitors and investment, creates jobs, and enhances Saudi Arabia’s global standing, directly supporting these objectives.

Q10. What is the International MICE Summit in Riyadh?

A10. The International MICE Summit is a new event announced by SCEGA to be held in Riyadh in December. It will gather policymakers, industry leaders, and innovators to discuss sustainability, technology, and talent development in the MICE sector.

Q11. How does Saudi Arabia’s MICE sector compare regionally?

A11. Saudi Arabia is rapidly developing its MICE capabilities, leveraging its strategic location, large domestic market, and modern infrastructure. It aims to compete with established regional hubs like Dubai and Abu Dhabi while offering unique cultural and business experiences.

Q12. What are some upcoming mega-events Saudi Arabia will host?

A12. Saudi Arabia will host Expo 2030 in Riyadh and the 2034 FIFA World Cup, among other international events. These will require world-class MICE capabilities and will showcase the Kingdom’s capacity to host global gatherings.

Q13. How does SCEGA support workforce development?

A13. SCEGA prioritizes training and education for Saudi professionals in event management, hospitality, and related fields. This helps create career opportunities for citizens and ensures the sector has the skilled talent needed to deliver world-class events.

Q14. What international partnerships is Saudi Arabia pursuing in the MICE sector?

A14. Saudi Arabia is building partnerships with global exhibition organizers, venue operators, and industry associations. These collaborations facilitate knowledge transfer, attract international events, and promote investment in Saudi MICE infrastructure.

Q15. Why is sustainability a focus for Saudi Arabia’s MICE sector?

A15. Sustainability aligns with global best practices and Vision 2030’s environmental goals. Saudi Arabia is investing in green venues, renewable energy, and sustainable event management to reduce environmental impact and attract eco-conscious event organizers.

Q16. What benefits do international events bring to Saudi cities?

A16. International events boost local economies by increasing demand for hotels, restaurants, and transport. They also create opportunities for small businesses, enhance cultural exchange, and raise the global profile of Saudi cities like Riyadh and Jeddah.

Q17. How does the UFI Global Congress help Saudi Arabia learn from others?

A17. The congress offers sessions on digital transformation, sustainability, and attendee engagement. SCEGA’s team can learn from global best practices and apply these insights to improve Saudi Arabia’s MICE offerings and policies.

Q18. What is the expected economic impact of the MICE sector on Saudi GDP?

A18. While exact figures vary, the MICE sector is projected to contribute significantly to non-oil GDP growth. It supports thousands of jobs and generates billions in business tourism spending, aligning with Vision 2030’s diversification targets.

Q19. How can international companies participate in Saudi Arabia’s MICE growth?

A19. International companies can partner with SCEGA, invest in Saudi venues, or organize events in the Kingdom. SCEGA offers support and incentives to attract global players, creating mutually beneficial opportunities in a growing market.

Q20. What is the long-term vision for Saudi Arabia’s MICE sector?

A20. The long-term vision is to establish Saudi Arabia as a top global MICE destination, known for world-class facilities, sustainable practices, and exceptional hospitality. This will drive economic diversification and enhance the Kingdom’s international influence.

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