Over 1,000 global cross-industry and government leaders are expected to attend a three-day interactive programme this December in the Kingdom of Saudi Arabia (KSA), one of the world’s fastest-growing MICE destinations. The Saudi MICE market is projected to expand exponentially with hallmark events such as World Expo 2030, which is expected to attract 40.7 million visits to KSA alone. This growing demand will be accommodated by the launch of a new airline, an airport expansion, one million square metres of expected venue space, and 854,000 hotel rooms by 2030.
The International MICE Summit (IMS24) will be held from 15 to 17 December 2024 at Mohammed Bin Salman Nonprofit City (MISK) in Riyadh, hosted by the Saudi Conventions & Exhibitions General Authority (SCEGA). The event programme, under the theme of “Expanding Horizons”, is designed to unite MICE industry leaders, suppliers, associations, giga project leaders, disruptors, and international cross-industry and government leaders.
“In a time marked by profound technological and environmental transformation, the MICE industry has emerged as an essential catalyst of change. By focusing on the future of the industry, IMS24 addresses the needs of a globalised world, reshaping how people, cultures and countries connect to create prosperity,” said IMS host and chairman of SCEGA, His Excellency Fahd Al-Rasheed (pictured).
“The Kingdom has embraced its transformation by shaping the future of the global tourism industry and becoming the fastest-growing major MICE destination among G20 countries,” Fahd Al-Rasheed added.
MICE events in Saudi Arabia increased by nearly 15 per cent in 2023, with almost 17,000 events. IMS24 coincides with the Kingdom’s continued transformation as Saudi Arabia becomes a major global tourism and events destination. Welcoming nearly 110 million visitors in 2023, tourism comprises 6 per cent of Saudi Arabia’s GDP, equating to 255 billion SAR (€64 billion). The Saudi MICE sector is expected to accelerate growth through the rapid expansion of transportation and event infrastructure, supported by the development of giga projects offering destination experiences and enhanced connectivity between the Kingdom and the rest of the world.
