RIYADH: Around 1,000 industry experts from some 73 countries are expected to attend the first edition of the International Summit for Exhibitions and Conferences, which takes place from Dec. 15-17.

Hosted at Mohammed Bin Salman Nonprofit City and organized by the Saudi Conventions and Exhibitions General Authority, the three-day event will explore investment opportunities in the meetings, incentives, conferences and exhibitions sector in Saudi Arabia, welcoming dozens of local establishments and global event organizers.

Fahd Al-Rasheed, SCEGA chairman Fahd Al-Rasheed told Arab News: “Those participating (in) the event are meeting at the right place, because the MICE sector in the Kingdom of Saudi Arabia is bound to grow far beyond that in the next few years. The reason is Vision 2030, the blueprint for socio-economic transformation throughout the Kingdom.

“The MICE sector brings people together to trade to exchange ideas, to build their sectors, to promote their destinations, to build trust, to build partnerships, so to achieve Vision 2030 we have launched 1,064 initiatives.”

He added: “More interestingly, 86% of these initiatives are on track. How can we do 1,064 initiatives simultaneously at any one time? The only reason is because we can scale due to our partnerships.

“Vision 2030 is one of the most important opportunities for our sector in decades. More than $653 billion giga projects are being deployed all around the country. Many of these giga project leaders are in this room, and they bring with them the entire infrastructure we need to flourish, from meeting spaces to hotel rooms to airports and beyond.

“Saudi Arabia is undoubtedly the right place to hold this summit. Bringing together the right people, at the right time, in the right place, creates a great opportunity to expand our industry’s horizons.”

In his keynote address at the IMS24, Minister of Tourism Ahmed Al-Khateeb outlined Vision 2030 and its significant impact on the MICE sector, emphasizing its role in driving qualitative transformation and enhancing the Kingdom's competitiveness.

He also highlighted the role of strategic investments and tourism growth in strengthening Saudi Arabia’s position as a leading global MICE destination.

Speaking at the summit, Arab News Editor-in-Chief Faisal Abba emphasized the crucial role of patience in shaping industries like MICE.

“There are things we shouldn’t rush,” he said. “At times, gaining experience is essential. However, content remains the cornerstone of any successful industry.”

Addressing misconceptions held about the Kingdom, he added: “Many still hold outdated perceptions of the Kingdom. Some can’t believe we’re building futuristic cities today because they still think we’re trapped in the past.”

He highlighted MICE as a powerful tool for transforming global perceptions.

“For over 1,400 years, we’ve hosted Hajj, a testament to our deep-rooted tradition of hospitality.,” he said. “Saudi Arabia has moved from being excited about having one major event a year to embracing a continuous stream of events.”

Abbas added the introduction of tourist visas had already begun to shift perceptions: “Many visitors have shared with me how amazed they were by the Saudi Arabia they encountered — far more positive than they had ever imagined.”

Prominent speakers during the event include Lord Stephen Carter, CEO of Informa PLC; Brian Britton, COO of RX Global; Stefan Rummel, CEO of Messe Munich; Lisa Hannant, CEO of Clarion Events; and Wolfram Diener, CEO of Messe Dusseldorf.

The summit also features workshops highlighting new technologies in the sector and opportunities for discussion with leaders of government entities.

SCEGA is the official body that oversees the development and regulation of the Kingdom’s exhibitions and conferences sector. Established by royal decree in 2018, it aims to amplify the sector’s economic impact by crafting strategic policies, establishing globally aligned regulations, issuing licenses, promoting investments, and cementing Saudi Arabia’s reputation as a premier destination for international events.

RIYADH: The conferences sector “offers more opportunities than ever,” the chair of Saudi Arabia’s conventions and exhibitions authority said during an event in Riyadh on Sunday.

“The world is more fractured and divided than ever. Yet, this sector offers more opportunities than ever. The world needs you as much as you need the world,” Fahd Abdulmohsen Al-Rasheed, chairman of the Saudi Conventions and Exhibitions General Authority, said during his opening remarks during the International MICE (meetings, incentives, conferences and exhibitions) Summit.

Experts from various sectors spoke to Arab News about how investing in the Saudi exhibitions and conferences sector is crucial to achieving the ambitious goals of the Kingdom’s Vision 2030.

Khalid Al-Rammah, chairman of the board of Qualitative Knowledge Company for organizing exhibitions and conferences, said that investing in international expertise in the exhibitions and conferences sector is an essential element to driving the sector’s growth and achieving excellence at the regional and global levels.

He added that an international presence in the Saudi sector will raise standards, increase global competitiveness, strengthen international relations and the local economy, and grow economic returns.

Saudi Arabia is playing a pioneering role in the exhibitions and conferences industry, he said.

“The region is rich in opportunities for the growth of the exhibitions and conferences sector, benefiting from its geographical location and the smart infrastructure of new cities,” he added.

Al-Rammah said that Saudi Arabia is confidently advancing to be at the forefront of the global exhibitions and conferences industry.

“Through sustained investment in infrastructure, harnessing modern technology and fostering international cooperation, the Kingdom possesses all the elements to become a distinguished global hub for this industry in the future.”

The Kingdom’s burgeoning exhibitions and conferences sector is poised for significant international growth, with experts highlighting the crucial role of quality of life in driving its success.

Saudi Arabia recorded a remarkable 15 percent growth in the sector between 2022 and 2023, fueled by a series of high-profile events, according to Salman Al-Khattaf, GM of business development at the Quality of Life Program.

“This growth is directly linked to major events and conferences that the Kingdom has either launched or hosted in recent years,” he told Arab News.

The summit serve as a platform for experts, investors and companies to exchange insights and shape the future of the sector. In runs from Dec. 15-17.

Al-Khattaf highlighted the link between the MICE sector and quality of life, adding that summits are key attractions for visitors and tourists.

“They are directly connected to the tourism sector, including hospitality units, restaurants and cafes,” he added.

“The city’s infrastructure and transportation systems significantly impact the visitors’ experience, especially with the growing international tourism trends directly related to exhibitions and conferences across various fields.”

Al-Khattaf highlighted the importance of robust infrastructure in supporting the growth of the MICE sector: “The MICE sector cannot grow effectively without strong infrastructure to support it, as it is a crucial part of enhancing the global appeal of cities.

“Successfully preparing to host major global events like Expo 2030 and the 2034 World Cup hinges on fostering the growth of the MICE sector, which will play a crucial role in the preparations for these landmark events.”

Digital marketing plays a pivotal role in amplifying the reach and impact of MICE events. Abdullah Al-Harbi, CEO of Eye of Riyadh, highlighted the transformative power of digital marketing.

“Digital marketing revolutionizes event promotion and management by reaching broader audiences and engaging participants in real time,” he said.

“At Eye of Riyadh, our primary objectives are to expand our network, share insights, and showcase the innovative strategies and events we have implemented on a global level,” Al-Harbi said.

“Eye of Riyadh aims to connect with global leaders, explore potential collaborations and position Saudi Arabia as a premier destination for exhibitions and conferences, driving growth and contributing to the Kingdom’s Vision 2030 goals.”

He added: “Global partnerships are crucial for growth, bringing diverse perspectives, advanced technologies and best practices. Collaborating with international stakeholders enhances our capabilities and creates more impactful events.”

“These alliances drive innovation, boost global competitiveness, and ensure sustained growth and success in the exhibitions and conferences industry,” he said.