SCEGA Chairman, UFI Chief Discuss Cooperation

Fahd bin Abdulmohsen Al-Rasheed, Chairman of the Board of Directors of the Saudi Conventions and Exhibitions General Authority (SCEGA), met with Kai Hattendorf, Chief Executive of the Global Association of the Exhibition Industry (UFI), in Riyadh on August 30, 2024. The meeting, which also included UFI Regional Director Naji Al-Haddad, focused on strengthening collaboration to advance Saudi Arabia’s exhibitions and conferences sector.

Context and Background

This high-level meeting aligns with the Kingdom’s strategic push to become a global hub for business events under Vision 2030. The discussions took place as Saudi Arabia invests heavily in its tourism and business infrastructure, positioning itself as a premier destination for international conferences and exhibitions. The involvement of SCEGA, the regulatory and development body for the sector, underscores the government’s commitment to fostering a competitive and innovative events industry.

Key Details

During the meeting, both parties explored avenues to enhance cooperation, including expanding UFI’s regional presence through specialized educational programs. They also discussed the potential for hosting high-profile international events for the association in Saudi Arabia. UFI, the largest global association for the exhibitions industry, represents over 860 member companies in 90 countries. This partnership could provide Saudi professionals access to global best practices and training, boosting local expertise in event management and operations.

Implications and Impact

Strengthened ties with UFI are expected to elevate Saudi Arabia’s standing in the global exhibitions market. This collaboration can attract more international business events to the Kingdom, driving economic diversification and tourism growth. By integrating with UFI’s network, Saudi Arabia can facilitate knowledge exchange and raise industry standards, making its events more competitive on the world stage. The move also supports the broader Gulf Cooperation Council (GCC) trend of investing in the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector.

Vision 2030 Alignment

The partnership between SCEGA and UFI directly supports Vision 2030’s objectives of diversifying the economy and establishing Saudi Arabia as a global hub for business and leisure. By leveraging international expertise and networks, the Kingdom is enhancing its capacity to host major events, creating new jobs, and fostering a vibrant business environment. This forward-looking collaboration underscores Saudi Arabia’s commitment to building a sustainable and world-class events ecosystem for future generations.

20 Questions

Q1. What was the purpose of the SCEGA and UFI meeting?

A1. The meeting aimed to enhance cooperation between SCEGA and UFI to develop the exhibitions and conferences sector in Saudi Arabia, focusing on expanding UFI’s presence in the region and hosting international events.

Q2. Who are the key individuals mentioned in the meeting?

A2. Key individuals include Fahd bin Abdulmohsen Al-Rasheed, Chairman of SCEGA, and Kai Hattendorf, Chief Executive of UFI, along with UFI Regional Director Naji Al-Haddad.

Q3. When did the meeting take place?

A3. The meeting took place on August 30, 2024.

Q4. Where was the meeting held?

A4. The meeting was held in Riyadh, the capital city of Saudi Arabia.

Q5. What is the Saudi Conventions and Exhibitions General Authority (SCEGA)?

A5. SCEGA is the Saudi government authority responsible for regulating, developing, and promoting the conventions and exhibitions sector in the Kingdom.

Q6. What is UFI?

A6. UFI is the Global Association of the Exhibition Industry, representing exhibition and conference organizers and venue operators with over 860 members in 90 countries.

Q7. What specific areas of cooperation were discussed?

A7. Areas of cooperation include expanding UFI’s presence in the region through specialized educational programs and hosting high-profile international events for the association.

Q8. How many members does UFI have worldwide?

A8. UFI represents more than 860 member companies and organizations in the exhibitions industry across 90 countries.

Q9. How does this meeting support Saudi Vision 2030?

A9. This meeting supports Vision 2030 by promoting economic diversification, boosting tourism, and positioning Saudi Arabia as a global hub for business events and conferences.

Q10. What is the role of educational programs in the cooperation?

A10. Specialized educational programs aim to train Saudi professionals in event management, raise industry standards, and transfer global best practices to the Kingdom.

Q11. Will UFI host events in Saudi Arabia?

A11. Yes, the meeting discussed hosting high-profile international events for UFI in Saudi Arabia, which would attract global attendees and strengthen the local industry.

Q12. What is the significance of expanding UFI’s regional presence?

A12. Expanding UFI’s regional presence brings global expertise to Saudi Arabia, fosters knowledge exchange, and enhances the Kingdom’s competitiveness in the international exhibitions market.

Q13. How does this meeting benefit the Saudi exhibitions sector?

A13. It benefits the sector by fostering international partnerships, attracting global events, and improving local capabilities through training and collaboration with UFI.

Q14. What is the expected economic impact of this cooperation?

A14. The cooperation is expected to drive economic growth by attracting more business travelers, creating jobs, and increasing tourism revenue in line with Vision 2030 goals.

Q15. Is this meeting part of a broader strategy?

A15. Yes, it is part of Saudi Arabia’s broader strategy to develop the MICE sector, diversify its economy, and enhance its global reputation as a business destination.

Q16. How many countries are represented by UFI?

A16. UFI represents members in 90 countries, making it the largest global association for the exhibitions industry.

Q17. What types of organizations are UFI members?

A17. UFI members include exhibition and conference organizers, venue operators, and other professionals in the exhibitions and events industry.

Q18. What is the reaction of Saudi officials to the meeting?

A18. Saudi officials view the meeting positively as a step toward enhancing international cooperation and developing the nation’s exhibitions and events sector.

Q19. How does this meeting align with global trends?

A19. It aligns with global trends of international collaboration in the MICE sector, where countries seek to attract business events to boost local economies and share expertise.

Q20. What are the next steps after the meeting?

A20. Next steps likely include formalizing cooperation agreements, launching educational programs, and planning specific high-profile international events to be hosted in Saudi Arabia.

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