Global MICE Leaders Convene in Riyadh for the Second International MICE Summit

This year’s summit takes place as companies generating more than US$9 billion (approx. €7,80 billion) in global revenues prepare to announce new partnerships and investments across the Kingdom’s business events and tourism landscape. The Saudi Conventions and Exhibitions General Authority (SCEGA) has reported strong international interest, building on the inaugural summit in 2024, which drew 1,700 participants from 25 countries. Speakers include His Royal Highness Prince Faisal bin Bandar bin Sultan Al Saud, Chairman of the Saudi Esports Federation, as well as Fahd Hamidaddin, CEO of the Saudi Tourism Authority, and Noha Kattan, Deputy Minister of Culture.

 

These leaders represent industries contributing to what has become the world’s fastest-growing major tourism destination. Saudi Arabia's initial Vision 2030 tourism target of 100 million annual visits was achieved seven years ahead of schedule, prompting an increase to 150 million. Since introducing tourism visit visas in 2019, the Kingdom has established a programme of international sporting and entertainment events, including motorsport, eSports, boxing, golf, tennis, and football tournaments.

 

Business events continue to form a core part of this strategy. Global showpieces now staged in the Kingdom include the Future Investment Initiative, World Defense Show, Smart Cities Forum, Future Minerals Forum, LEAP, Future Aviation Forum and the Global Logistics Forum, each drawing thousands of business leaders to Saudi Arabia. For the first time, IMS25 will also feature destination management and development authorities from the country’s newest destination regions, including Madinah, Hail, Jubail, Yanbu and the Eastern Province.

 

The pace of infrastructure investment reflects the scale of national ambitions. The Jaydana Waterfront Project in Jazan is a US$2.9 billion (approx. €2.64 billion) initiative that will include a conference and exhibition centre and support wider Red Sea tourism development. The project was announced during the first edition of TOURISE, a tourism business event that attracted ten thousand participants from more than 100 countries. Major global organisers attending IMS25 include GL events, RX Global, Messe Frankfurt, Clarion, Messe München, Messe Düsseldorf, Koelnmesse, MCH Group, Messe Berlin, Comexposium and Informa together with its joint venture Talahuf.

 

Global associations will also play a significant role in shaping discussions. UFI (the Global Association of the Exhibition Industry), ICCA (International Congress and Convention Association) and AIPC (International Association of Convention Centres) will contribute perspectives on event technologies, blended formats, workforce development and sustainability. Their presence supports wider global interest in how business events can generate economic value, strengthen national visibility and build international partnerships.

 

The organisers have highlighted the strategic role of IMS25 in connecting global and regional stakeholders. “Saudi Arabia is the proud host of IMS25 – the global leadership platform for the business events industry. Building on the success of the inaugural IMS24, global leaders will realise unprecedented opportunities, connecting with the world’s newest destinations, decision-makers and innovations to shape the next decade of industry growth,” said His Excellency Fahd Al Rasheed, Chairman of SCEGA.

 

Industry leaders echoed this sentiment. “The International Mice Summit in Riyadh is an excellent opportunity to meet people and to build networks. After 800 years of our company’s history and with the strong support of 30 subsidiaries and 150 of our trade shows around the world, Messe Frankfurt has opened a new chapter with the launch of our new subsidiary Messe Frankfurt Saudi Arabia — a commitment to serving the Kingdom’s dynamic industries from within the Kingdom itself. Saudi Arabia is shaping the future of mobility, aviation, and innovation, and we are proud to support this remarkable journey,” said Wolfgang Marzin, CEO of Messe Frankfurt.

 

Other stakeholders have also highlighted the scale of transformation underway. “We are proud to contribute to Saudi Arabia’s transformation into one of the world’s most dynamic centres for business, tourism, and the global events industry. We will therefore significantly expand our engagement in the Kingdom in 2026, launch new events and create ecosystems for growth that directly contribute to the goals of Vision 2030. Each of our events is supported by our innovative digital initiatives, which enable networking, knowledge sharing, and business development for participants, partners and stakeholders,” said Rachel Travers, President RX UK, Europe and the Middle East.

 

Clarion’s CEO for EMEA, Chris Gallon, shared similar views. “At Clarion, we are proud to be part of an industry that continues to be a beacon of innovation and a catalyst for global growth. We commend the Kingdom for its remarkable Vision 2030, a transformative initiative that embodies bold ambition and forward-thinking leadership. At Clarion, we look forward to working side by side with our partners in the Kingdom to build high-performing platforms that not only deliver commercial value, but also contribute to the Kingdom’s legacy and its extraordinary commitment to progress.”

 

MCH Global’s Managing Director, Uli Stanke, added: “Saudi Arabia is one of the most dynamic markets in the world, and our IMS25 attendance reflects MCH’s confidence in the long-term growth of the Kingdom’s creative and experiential economy.”

 

Koelnmesse also emphasised the importance of the market. “Saudi Arabia is a pillar of Koelnmesse’s international strategy – a dynamic growth market and a hub for innovation. IMS2025 and our trade fair launches in the Kingdom open a new chapter in our global success story,” said Gerald Böse, President and CEO of Koelnmesse GmbH.

 

Lin Lin, CEO and Head of International Business at CIBE, noted the sector’s creative potential. "We aim to curate a new generation of events that make KSA the creative hotbed for global entrepreneurs."

 

Recent figures from SCEGA underline the scale of national progress. Saudi Arabia is the fastest-growing business events market among G20 countries, with 44% growth over the past five years. Registered venues reached 923 in 2024, a 17% annual increase compared to the year before, while accredited exhibition capacity has grown to 300,520 square metres, a rise of 32% year on year. Since 2018, exhibition space has expanded by more than 320%, and conference seating capacity by 197%. The Kingdom now hosts a diverse network of 42 exhibition and conference centres, 106 commercial centres, 282 multi-purpose halls and 493 hotel halls. Plans for one million square metres of new venue space and 70,000 additional hotel rooms by 2030 reflect continued investment. More than 32,000 MICE professionals have received training in 2024 through new programmes developed with leading partner institutions.

 

These developments frame the return of IMS25, which aims to support industry alignment at a time of accelerated growth. The International MICE Summit gathers leaders from meetings, incentives, conferences and exhibitions together with representatives from tourism, culture, sport and entertainment. Designed as a collaborative platform, it connects destinations and decision-makers while examining the models shaping future industry development.