Discover Saudi Joins ICCA, Boosting Saudi Arabia’s MICE Industry
In a significant development for Saudi Arabia’s Meetings, Incentives, Conferences, and Exhibitions (MICE) sector, Discover Saudi has been inducted into the International Congress and Convention Association (ICCA). This membership is poised to enhance the Kingdom’s position in the global MICE industry, aligning with its Vision 2030 objectives.
Elevating Saudi Arabia’s MICE Profile
Discover Saudi’s inclusion in ICCA marks a pivotal moment for the nation’s MICE ambitions. ICCA, renowned for its global network of meeting professionals, offers members access to a wealth of resources, industry insights, and collaborative opportunities. By joining this esteemed association, Discover Saudi aims to leverage these benefits to attract and host international events, thereby elevating Saudi Arabia’s profile as a premier MICE destination.
Strategic Alignment with Vision 2030
Saudi Arabia’s Vision 2030 outlines a comprehensive plan to diversify the nation’s economy, reducing its reliance on oil by fostering growth in various sectors, including tourism and events. The MICE industry plays a crucial role in this strategy, contributing to economic diversification and positioning the Kingdom as a hub for international business and cultural exchanges.
The Saudi Conventions and Exhibitions General Authority (SCEGA) has been instrumental in this transformation. In November 2024, SCEGA hosted the inaugural International MICE Summit (IMS24) in Riyadh, attracting over 1,000 global leaders from the MICE industry. The summit, themed “Expanding Horizons,” served as a platform to showcase Saudi Arabia’s burgeoning potential in hosting large-scale events and underscored the government’s commitment to the sector.
Impressive Growth Trajectory
The Kingdom’s MICE sector has witnessed remarkable growth. In 2023 alone, nearly 17,000 events were held, drawing over 20 million visitors. This surge is attributed to strategic investments in infrastructure, the development of giga-projects, and the easing of social norms, making Saudi Arabia more accessible and appealing to international audiences.
Market projections further highlight this upward trend. The Saudi Arabia MICE market, valued at approximately USD 2.59 billion in 2024, is expected to reach USD 5.49 billion by 2031, growing at a compound annual growth rate (CAGR) of 11.3%. This growth is driven by the Kingdom’s strategic initiatives and the increasing demand for world-class event hosting capabilities.
Infrastructure and Investment Initiatives
To support this expansion, Saudi Arabia is making substantial investments in its infrastructure. Plans include the launch of a new airline, airport expansions, and the development of one million square meters of venue space and 854,000 hotel rooms by 2030. These developments aim to accommodate the growing demand from international and domestic event organizers and attendees.
Additionally, SCEGA has announced a 588 million SAR (USD 156 million) incentive program to support marquee events in 2025. This initiative is designed to attract high-profile events, further solidifying Saudi Arabia’s reputation as a leading MICE destination.
Global Engagement and Future Prospects
Discover Saudi’s membership in ICCA not only enhances its global standing but also opens doors for international collaborations. By engaging with a network of industry professionals, Saudi Arabia can adopt best practices, innovate its event offerings, and ensure the highest standards in event management.
The Kingdom’s efforts are already yielding results. The Future Investment Initiative (FII), held in Riyadh in October 2024, attracted top CEOs and global financiers, underscoring Saudi Arabia’s growing influence in the global business arena. Despite regional challenges, the event showcased the resilience and appeal of the Kingdom’s MICE sector.
Conclusion
Discover Saudi’s induction into the ICCA signifies a strategic advancement for Saudi Arabia’s MICE industry. Aligned with Vision 2030, this move reflects the Kingdom’s dedication to economic diversification and establishing itself as a premier global destination for meetings, incentives, conferences, and exhibitions. With continued investments, infrastructure development, and international collaborations, Saudi Arabia is poised to become a central hub i
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