The inaugural International MICE Summit (IMS24) took place in Riyadh, Saudi Arabia, welcoming over 1,000 global leaders from more than 70 countries within the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry.

The event, held from 15 – 17 December at the Mohammed Bin Salman Nonprofit City, marked a pivotal moment in Saudi Arabia’s efforts to become a central hub for global events.

The summit was officially opened by H.E. Fahd Al Rasheed, Chairman of the Saudi Conventions & Exhibitions General Authority (SCEGA), who highlighted the transformative role the MICE industry plays in global progress.

“In a time marked by profound transformation, the MICE industry has emerged as an essential catalyst of progress. As the premier global leadership for the industry, the International MICE Summit is expanding the horizons of what can be done when people meet, connect, and are entertained,” Al Rasheed remarked, adding that the event signified the start of a new chapter for the global events world.

IMS24 showcased Saudi Arabia’s ambitions to solidify its position in the global MICE sector, with support from key international alliances such as the Global Association of the Exhibition Industry (UFI), the International Congress and Convention Association (ICCA), and various local stakeholders, including the Saudi Customer Experience Association, Almater, Wakaya Public Health Authority, and the Ministry of Human Resources and Social Development.

The summit was backed by founding partners inclduing the Saudi Events Investment Fund, Qiddiya, Soudah Development, and Eye of Riyadh, as well as strategic partners like the Saudi Exhibition and Conferences Association, Tahaluf, Informer, Oak View Group, and Altanfeethi, with Richard Attias & Associates handling event organization.

Attendees enjoyed a packed agenda of plenary sessions, panel discussions, innovation clusters, and collaboration hubs; and even heard first-hand several milestone announcements, including key investments, commercial partnerships, and plans for expanding the MICE sector within Saudi Arabia.

Over the three-day event, experts and panelists explored a wide array of topics including:

• Defining world-class MICE destinations: The importance of advanced infrastructure, government collaboration, and balancing innovation with timeless appeal in creating top-tier destinations.
• Technology’s impact on the MICE industry: How emerging technologies, including sentiment analysis and personalisation, are reshaping visitor experiences, while new tech is also transforming event formats and attendee journeys.
• Workforce sustainability and adaptability: How to build a future-ready workforce by drawing lessons from other industries, focussing on adaptability, tech-savviness, and sustainability to meet evolving needs.
• Strategic partnerships and safety: How partnerships can attract global events, enhance safety, manage crowds, and deliver exceptional experiences.
• Sustainability and venue innovation: The importance of sustainable practices in the MICE sector and how cutting-edge venues like Saudi Arabia’s King Salman International Convention Center and the MSG Sphere are reshaping event landscapes and cities.
• MICE’s economic impact: How the MICE industry contributes to national economic growth, with a focus on strategic infrastructure investments, long-term success accelerators, and its role in advancing Saudi Vision 2030.
• Collaborations and global expansion: How acquisitions, joint ventures, and collaborations in expanding global footprints are driving industry success through creativity, branding, and market insights.
• Mega-events and community impact: How large-scale events affect cities, nations, and communities, shaping global economies and cultures.

Also read: How one city in Dubai is setting the standard for MICE events