IMS24: Riyadh Hosts Global MICE Leaders to Shape Industry Future

Saudi Arabia will host the International MICE Summit (IMS24) in Riyadh from December 15 to 17, 2024, bringing together the leaders of the world’s largest event companies, government officials, and business executives to explore investment opportunities in the G20’s fastest-growing Meetings, Incentives, Conferences and Exhibitions (MICE) sector. The summit, hosted by the Saudi Conventions & Exhibitions General Authority (SCEGA), will take place at Mohammed Bin Salman Nonprofit City (MISK) and will feature announcements from ten of the most prominent industry organizations. Could this gathering mark the moment the global events industry pivots decisively toward the Middle East?

The event underscores Saudi Arabia’s rapid emergence as a global hub for business tourism and large-scale events, a transformation driven by giga-project investment, a surging tourism sector, and a calendar of marquee international gatherings. With headline speakers including Informa PLC Group chief executive Lord Carter, RX Global chief operating officer Brian Brittain, Messe Munich chief executive Stefan Rummel, Clarion Events chief executive Lisa Hannant, and Messe Dusseldorf chief executive Wolfram Diener, IMS24 signals the Kingdom’s intent to shape the future of a sector that is expanding at an extraordinary pace. The summit arrives as Saudi Arabia’s MICE sector grew by 15 percent between 2022 and 2023, reaching nearly 17,000 events last year.

Context and Background

What is driving the global MICE industry to look toward Riyadh? The answer lies in a combination of strategic investment, infrastructure development, and a clear national vision. Saudi Arabia has committed unprecedented resources to building a diversified economy, and the events sector sits at the intersection of tourism, entertainment, and business services. SCEGA, the government authority responsible for regulating and promoting the Kingdom’s conventions and exhibitions industry, has been instrumental in creating an enabling environment for international event organizers. The authority’s efforts align with the broader goals of Saudi Vision 2030, which seeks to reduce oil dependence and elevate the Kingdom’s global standing in tourism, culture, and commerce.

The Middle East has become an emerging global hub for the MICE sector, and Saudi Arabia is positioning itself at the center of that transformation. The Kingdom’s unique combination of giga-project investment, global marquee events, and a rapidly expanding tourism sector makes it a compelling destination for business tourism. As IMS24 host and SCEGA Chairman Fahd Al-Rasheed noted, the summit underscores the importance of the region and the Kingdom’s central role. This is not merely a promotional claim; it reflects tangible developments across the country, from new convention centers and luxury hospitality offerings to streamlined visa processes and direct international flight connections.

Globally, the MICE industry is recovering and evolving. The pandemic accelerated demand for hybrid events, digital engagement, and sustainable practices. Countries that invested in technology and infrastructure during the downturn are now reaping the benefits. Saudi Arabia, with its ambitious giga-projects and young, tech-savvy population, is well positioned to capture a significant share of this growth. The Kingdom’s approach is holistic: it is not only building venues but also cultivating talent, attracting international partnerships, and creating a regulatory framework that encourages investment.

Key Details of IMS24

What can participants expect from the three-day summit? IMS24 is organized around six thematic pillars that address the most pressing trends and opportunities in the global events industry. These pillars include talent and skill development, the economic impacts of MICE business models, borderless events, and MICE sustainability practices. Each pillar will be explored through keynote presentations, panel discussions, and interactive workshops, providing attendees with actionable insights and networking opportunities. The summit’s collaboration hub will highlight investment opportunities and incentives in the Kingdom’s booming MICE sector, bringing together investors, event organizers, tourism operators, event management companies, and government leaders.

In addition to the collaboration hub, IMS24 will feature innovation clusters that showcase new technologies and provide opportunities to engage in discussions with Saudi leaders. These clusters will demonstrate how artificial intelligence, virtual reality, and data analytics are reshaping event experiences, from personalized attendee journeys to real-time translation and crowd management. The presence of top executives from Informa, RX Global, Messe Munich, Clarion Events, and Messe Dusseldorf indicates the level of international interest in Saudi Arabia’s MICE market. Their participation is expected to lead to concrete announcements, partnerships, and commitments.

Ten of the most prominent industry organizations will make announcements during the summit, further signaling confidence in the Saudi market. These announcements are likely to cover new event launches, joint ventures, and investment commitments. For a sector that thrives on face-to-face connections and large-scale gatherings, the opportunity to network with peers and decision-makers in one of the world’s most dynamic markets is invaluable. The summit’s venue, Mohammed Bin Salman Nonprofit City, is itself a symbol of the Kingdom’s modernization, designed to foster innovation and collaboration across sectors.

International and Regional Impact

How will IMS24 influence the broader Middle East and global events landscape? The summit is expected to strengthen Riyadh’s position as a premier destination for international conferences and exhibitions, attracting business visitors from around the world. Saudi Arabia anticipates that the number of business visitors will increase 2.6 times from 3.1 million in 2019 to 8 million in 2030. This projected growth is underpinned by a packed calendar of headline events, including the World Energy Congress, the Future Investment Initiative, the World Defense Show, the Smart Cities Forum, the Future Minerals Forum, LEAP, the Future Aviation Forum, and Expo 2030. These events span energy, technology, defense, and urban development, reflecting the Kingdom’s diversified economic interests.

Beyond business events, Saudi Arabia is also becoming a major host of global sporting events, with the 2027 AFC Asian Cup, the Esports Olympics, and the AFC Winter Games on the horizon. This combination of business and sporting events creates a virtuous cycle: infrastructure improvements benefit all types of gatherings, while a steady stream of high-profile events raises the Kingdom’s profile and attracts further investment. Regionally, Saudi Arabia’s rise as a MICE hub complements the offerings of neighboring countries such as the United Arab Emirates and Qatar, creating a more robust and competitive Middle Eastern events ecosystem. International event organizers are increasingly viewing the region as a single, interconnected market with immense potential.

The summit also has implications for global industry standards. By focusing on sustainability, talent development, and borderless events, IMS24 is helping to shape the future of the MICE sector worldwide. The discussions and announcements that emerge from Riyadh could influence how events are designed, delivered, and experienced for years to come. For international attendees, the summit offers a firsthand look at Saudi Arabia’s transformation and a chance to build relationships with key stakeholders in one of the world’s fastest-growing economies.

Economic and Strategic Significance

What does the MICE sector mean for Saudi Arabia’s economy? The events industry is a powerful engine for job creation, tourism spending, and international trade. Every conference, exhibition, or incentive trip brings thousands of visitors who stay in hotels, dine in restaurants, use transportation services, and explore local attractions. The multiplier effect is substantial. By growing its MICE sector, Saudi Arabia is not only diversifying its economy but also creating opportunities for small and medium-sized enterprises, from catering and logistics to marketing and technology services. The 15 percent growth in events between 2022 and 2023, reaching nearly 17,000 events, demonstrates the sector’s momentum.

Strategically, hosting IMS24 reinforces Saudi Arabia’s role as a convener of global conversations. The Kingdom is using its economic strength and geographic position to bring together decision-makers from across industries and regions. This soft power is invaluable. It builds goodwill, fosters diplomatic ties, and positions Saudi Arabia as a reliable partner in international business. The presence of top executives from leading event companies also signals that the Kingdom is open for business and that its regulatory environment is conducive to foreign investment. SCEGA’s proactive approach, including incentives and streamlined processes, is a key factor in attracting these global players.

Furthermore, the summit aligns with Saudi Arabia’s broader economic diversification goals. As the Kingdom reduces its reliance on hydrocarbons, sectors like tourism, entertainment, and business services are becoming increasingly important. The MICE industry supports these sectors by driving demand and showcasing Saudi Arabia’s capabilities. It also contributes to the transfer of knowledge and skills, as international experts share best practices with local professionals. Over time, this will help build a self-sustaining events ecosystem within the Kingdom.

Vision 2030 Alignment

How does IMS24 fit into Saudi Vision 2030? The summit is a direct manifestation of the Vision’s objectives to diversify the economy, increase non-oil revenues, and elevate the Kingdom’s global stature. By positioning Saudi Arabia as a top destination for business events, IMS24 supports the goal of attracting 100 million annual visits by 2030, a target that includes both religious and leisure tourism. The events sector is a critical component of this ambition, as it brings high-value visitors who spend more and stay longer than average tourists. The development of world-class venues, hotels, and transportation infrastructure is accelerating in response to this demand.

Vision 2030 also emphasizes the importance of developing Saudi talent and creating opportunities for young people. IMS24’s focus on talent and skill development addresses this directly. By providing training, mentorship, and exposure to international best practices, the summit helps equip Saudi professionals with the skills needed to lead the events industry in the future. This investment in human capital is essential for long-term success. As Saudi Arabia continues to host major global events, from Expo 2030 to the Esports Olympics, the expertise gained will create a lasting legacy. IMS24 is not just a three-day event; it is a catalyst for the Kingdom’s ongoing transformation and a clear signal that Saudi Arabia is ready to welcome the world.

20 Questions

Q1. What is IMS24?

A1. IMS24 is the International MICE Summit, a global gathering of event industry leaders hosted by the Saudi Conventions & Exhibitions General Authority (SCEGA) in Riyadh from December 15 to 17, 2024.

Q2. Where will IMS24 take place?

A2. The summit will be held at Mohammed Bin Salman Nonprofit City (MISK) in Riyadh, a venue designed to foster innovation and collaboration across sectors.

Q3. Who is hosting IMS24?

A3. IMS24 is hosted by the Saudi Conventions & Exhibitions General Authority (SCEGA), the government body responsible for regulating and promoting Saudi Arabia’s events industry.

Q4. What are the main goals of IMS24?

A4. The summit aims to explore investment opportunities in the MICE sector, showcase Saudi Arabia’s rapid growth, and bring together global industry leaders to shape the future of events.

Q5. Who are some of the headline speakers at IMS24?

A5. Headline speakers include Lord Carter of Informa PLC, Brian Brittain of RX Global, Stefan Rummel of Messe Munich, Lisa Hannant of Clarion Events, and Wolfram Diener of Messe Dusseldorf.

Q6. What are the six thematic pillars of IMS24?

A6. The pillars cover talent and skill development, economic impacts of MICE business models, borderless events, and MICE sustainability practices, among other key industry trends.

Q7. How fast is Saudi Arabia’s MICE sector growing?

A7. The sector expanded by 15 percent between 2022 and 2023, reaching nearly 17,000 events last year, according to official Saudi data.

Q8. How many business visitors does Saudi Arabia expect by 2030?

A8. Saudi Arabia expects business visitors to increase 2.6 times from 3.1 million in 2019 to 8 million in 2030, driven by major events and infrastructure investment.

Q9. What major events are on Saudi Arabia’s calendar?

A9. Upcoming events include the World Energy Congress, Future Investment Initiative, World Defense Show, Smart Cities Forum, Future Minerals Forum, LEAP, Future Aviation Forum, and Expo 2030.

Q10. What sporting events will Saudi Arabia host?

A10. Saudi Arabia will host the 2027 AFC Asian Cup, the Esports Olympics, and the AFC Winter Games, further boosting its global events profile.

Q11. What is the collaboration hub at IMS24?

A11. The collaboration hub highlights investment opportunities and incentives in Saudi Arabia’s MICE sector, connecting investors, organizers, tourism operators, and government leaders.

Q12. What are innovation clusters at IMS24?

A12. Innovation clusters showcase new technologies and provide opportunities to engage with Saudi leaders on how technology is reshaping the events industry.

Q13. How does IMS24 support Vision 2030?

A13. IMS24 supports Vision 2030 by diversifying the economy, increasing non-oil revenues, attracting business tourists, and developing Saudi talent for the events sector.

Q14. What did SCEGA Chairman Fahd Al-Rasheed say about IMS24?

A14. Al-Rasheed said the summit underscores the Middle East’s importance as an emerging MICE hub and Saudi Arabia’s central role in that transformation.

Q15. Why is the Middle East important for the MICE sector?

A15. The Middle East is a growing hub due to strategic investments, modern infrastructure, and a central geographic location connecting Europe, Asia, and Africa.

Q16. How many industry organizations will make announcements at IMS24?

A16. Ten of the most prominent industry organizations will make announcements during the summit, signaling strong confidence in the Saudi market.

Q17. What economic benefits does the MICE sector bring to Saudi Arabia?

A17. The sector creates jobs, boosts tourism spending, supports SMEs, and contributes to economic diversification by attracting high-value international visitors.

Q18. How can interested parties register for IMS24?

A18. Registration is available at the official summit website, www.internationalmicesummit.com, where attendees can find the full schedule and participation details.

Q19. What role does SCEGA play in Saudi Arabia’s events industry?

A19. SCEGA regulates and promotes the conventions and exhibitions sector, creates incentives for investment, and works to attract international events to the Kingdom.

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 destination for business events, supporting Vision 2030’s goal of 100 million annual visits by 2030.

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