Saudi Arabia is making significant strides in the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector, positioning itself as a premier global destination for business events. A pivotal development in this endeavor is Discover Saudi’s recent induction into the International Congress and Convention Association (ICCA), a move set to enhance the Kingdom’s appeal in the international MICE arena.
Discover Saudi’s ICCA Membership: A Strategic Advancement
Discover Saudi, a leading Destination Management Company (DMC) under the umbrella of Almosafer, has become the first Saudi DMC to join ICCA. This membership grants Discover Saudi access to a vast network of global event organizers, business leaders, and government representatives, facilitating the attraction of large-scale international events to the Kingdom. The collaboration is poised to streamline event planning and logistics, making Saudi Arabia a more accessible and appealing venue for global conferences and exhibitions.
ICCA is a globally recognized organization representing the world’s leading business event destinations and suppliers. With over 1,100 member organizations in more than 100 countries, the association plays a crucial role in shaping the global MICE landscape. By joining ICCA, Discover Saudi strengthens Saudi Arabia’s position in this competitive industry, benefiting from knowledge sharing, research, and international networking opportunities.
Key Saudi Cities Leading the MICE Sector Growth
Saudi Arabia’s MICE tourism is expanding rapidly across key cities, each offering unique advantages for business events. The cities of Riyadh, Jeddah, and Al Khobar are at the forefront of this expansion.
- Riyadh: As the capital city and the economic hub of Saudi Arabia, Riyadh is home to state-of-the-art convention centers, luxury hotels, and world-class infrastructure. The city has hosted several high-profile events, including the Future Investment Initiative (FII), which attracts global investors, policymakers, and business leaders annually. Riyadh’s strategic location and advanced infrastructure make it a prime destination for international conferences and exhibitions.
- Jeddah: Situated along the Red Sea coast, Jeddah is a key gateway for business and leisure travelers. The city is known for its vibrant hospitality sector, upscale resorts, and scenic waterfront venues, making it an attractive location for corporate events, incentive travel, and conferences. Jeddah’s King Abdulaziz International Airport serves as a major hub for international connectivity, further enhancing its appeal for global business travelers.
- Al Khobar: Located in the Eastern Province, Al Khobar has emerged as a rising MICE destination due to its modern business facilities and proximity to major industrial and economic zones. The city’s accessibility from neighboring Gulf countries and its reputation as a commercial and leisure hub make it an ideal location for regional and international business events.
These cities are undergoing rapid transformations to cater to the growing demand for MICE tourism, with new developments in hospitality, transportation, and event venues.
Saudi Arabia’s Vision 2030 and the MICE Industry
The growth of the MICE sector is a critical component of Saudi Arabia’s Vision 2030, an ambitious plan to diversify the nation’s economy and reduce its dependence on oil. The government has identified tourism and business events as key drivers of economic growth, leading to significant investments in infrastructure, event facilities, and promotional campaigns.
Under the Vision 2030 framework, Saudi Arabia has launched initiatives such as the Saudi Exhibition and Convention Bureau (SECB) to regulate and promote the MICE industry. The government has also introduced new visa policies, including e-visas and event-specific visas, to facilitate international participation in business events.
Projected Growth in the MICE Sector
Saudi Arabia’s MICE industry is on an upward trajectory, with projections indicating substantial growth over the next decade. In 2024, the market was valued at approximately USD 2.82 billion and is expected to reach USD 5.33 billion by 2030, growing at a Compound Annual Growth Rate (CAGR) of 10.93%.
This growth is driven by several factors:
- Increased government investment in infrastructure and tourism projects.
- Strategic partnerships, such as Discover Saudi’s ICCA membership, which enhance global connectivity.
- A rising number of international business events, trade shows, and exhibitions being hosted in Saudi Arabia.
- The development of mega-projects like NEOM and The Red Sea Project, which will further elevate Saudi Arabia’s attractiveness as a business event destination.
Enhancing Infrastructure and Services for MICE Tourism
To support the growing MICE sector, Saudi Arabia is investing heavily in infrastructure development. The construction of state-of-the-art convention centers, luxury hotels, and efficient transportation networks is underway, particularly in Riyadh, Jeddah, and Al Khobar.
New facilities, such as the King Salman International Convention Center in Riyadh and the Jeddah Super Dome, are designed to accommodate large-scale international events. These venues are equipped with cutting-edge technology, flexible event spaces, and high-end hospitality services to meet the needs of global event organizers and attendees.
Additionally, the expansion of international airports and the introduction of high-speed rail networks are improving connectivity across the Kingdom. The Riyadh Metro and the Haramain High-Speed Railway, which connects Makkah, Madinah, Jeddah, and King Abdullah Economic City, are enhancing travel convenience for business visitors.
Technological Integration and Innovation in MICE Events
Embracing modern technology is a central component of Saudi Arabia’s strategy to enhance its MICE offerings. The integration of digital platforms for event management, virtual conferencing solutions, and artificial intelligence-driven analytics is transforming the planning and execution of business events.
Discover Saudi, leveraging its parent company Almosafer’s technological expertise, is at the forefront of this digital transformation. The company is implementing smart solutions to improve event experiences, such as AI-driven matchmaking for networking, immersive virtual reality for remote participation, and data analytics for personalized event recommendations.
Major Global Events on the Horizon
Saudi Arabia’s commitment to becoming a global MICE hub is further evidenced by its successful bid to host the 2034 FIFA World Cup. This landmark event is expected to attract millions of visitors and place the Kingdom in the international spotlight. The World Cup will be hosted across five cities, including Riyadh, Jeddah, and Al Khobar, showcasing Saudi Arabia’s readiness to host large-scale international events.
In addition to sporting events, Saudi Arabia is also securing major global conferences and exhibitions in sectors such as technology, finance, healthcare, and sustainability. The Kingdom is positioning itself as a preferred destination for world-class events, further solidifying its status as a leader in the MICE industry.
Conclusion
Discover Saudi’s membership in the ICCA marks a significant milestone in Saudi Arabia’s journey to becoming a leading destination for MICE tourism. With strategic investments in infrastructure, technological innovation, and a clear vision for the future, the Kingdom is well-positioned to attract and host major international events. As Saudi Arabia continues to enhance its MICE capabilities, it is set to become a global powerhouse in the business events industry, contributing to economic diversification, job creation, and global engagement.
