IMS25 Event in Riyadh Marks a New Era for MICE Industry with Record Attendance and Investments
The International MICE Summit 2025 (IMS25) wrapped up recently in Riyadh, marking a watershed moment for the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry. With over 3,000 leaders from 76 countries attending, the summit surpassed all attendance expectations, establishing it as the largest edition yet. Hosted by the Saudi Conventions and Exhibitions General Authority (SCEGA), the event showcased Saudi Arabia's growing role as a global hub for the MICE industry.
This year's summit brought together a diverse group of participants, including government officials, CEOs from numerous multinational companies, venue leaders, and pioneers from the creative industry. Their collective aim was to engage in critical discussions about the future of international gatherings and the pivotal role of business events in driving economic and social transformation as part of Saudi Arabia’s Vision 2030 strategy.
One of the remarkable highlights of the IMS25 was the announcement of 20 commercial agreements and memoranda of understanding (MoUs) involving companies with a cumulative revenue exceeding $9 billion USD. This influx of investment underlines the robust confidence in Saudi Arabia's potential as a premier destination for global events.
Over the course of two days, IMS25 featured more than 90 speakers and moderators from 21 countries, presenting 22 plenary sessions and four workshops. The event served as a critical platform for industry leaders to discuss the future of the MICE sector, covering themes such as sustainable venue design, innovation, talent development, and the broader economic impacts of the MICE industry.
Prominent figures at the summit included H.R.H. Prince Faisal bin Bandar bin Sultan Al Saud, head of the Saudi Esports Federation, who emphasized the growing significance of mega esports events. Other key speakers included Fahd Hamidaddin, CEO of the Saudi Tourism Authority, and Noha Kattan, Vice Minister of National Partnerships and Development in the Ministry of Culture.
The summit facilitated the establishment of new partnerships and signified Saudi Arabia's commitment to integrating into the global events sector. Six major international organizers—Messe Frankfurt, Koelnmesse, MCH Group, Oak View Group (OVG), Comexposium, and Honegger—publicly announced their plans to enter the Saudi market through a series of initiatives that include setting up offices in Riyadh.
Richard Attias Associates (RAA) also unveiled plans to list on the Saudi stock exchange, known as Tadawul, reinforcing their dedication to the Kingdom. The summit also heralded the launch of several new major events, including BAUMA Saudi Arabia and MIPIM Arabia, demonstrating the dynamic nature of Saudi Arabia's growing MICE landscape.
Additionally, six governmental protocols aimed at national development and other key initiatives highlighted the discussions at IMS25. These covered crucial areas like water management, social research, and advancing equitable opportunities for persons with disabilities. Plans for a significant multi-purpose convention center in Jizan, part of the $2.9 billion Jaydana Waterfront project, were also confirmed and will serve as a catalyst for economic growth.
In his concluding remarks, Hatim Alkahily, CEO of SCEGA, reflected on the essence of the summit, stating, "By bringing together over 3,000 of the world’s finest thinkers and business leaders, IMS25 catalyzed high-value new partnerships and showcased the depth of expertise that drives the business events sector in Saudi Arabia. The partnerships, investments, and ideas shared during these two days will enhance our infrastructure and elevate Saudi talent, thus accelerating Vision 2030 and reaffirming the Kingdom's position as a global host in a new era of events."
As the summit came to a close, discussions on sustainability, innovation hubs, and the future landscapes of the meetings industry were significant topics, further solidifying Riyadh's standing on the global stage for MICE events.
Record Attendance and Global Reach
This year's summit brought together a diverse group of participants, including government officials, CEOs from numerous multinational companies, venue leaders, and pioneers from the creative industry. Their collective aim was to engage in critical discussions about the future of international gatherings and the pivotal role of business events in driving economic and social transformation as part of Saudi Arabia’s Vision 2030 strategy.
One of the remarkable highlights of the IMS25 was the announcement of 20 commercial agreements and memoranda of understanding (MoUs) involving companies with a cumulative revenue exceeding $9 billion USD. This influx of investment underlines the robust confidence in Saudi Arabia's potential as a premier destination for global events.
Sessions and Insights from Industry Experts
Over the course of two days, IMS25 featured more than 90 speakers and moderators from 21 countries, presenting 22 plenary sessions and four workshops. The event served as a critical platform for industry leaders to discuss the future of the MICE sector, covering themes such as sustainable venue design, innovation, talent development, and the broader economic impacts of the MICE industry.
Prominent figures at the summit included H.R.H. Prince Faisal bin Bandar bin Sultan Al Saud, head of the Saudi Esports Federation, who emphasized the growing significance of mega esports events. Other key speakers included Fahd Hamidaddin, CEO of the Saudi Tourism Authority, and Noha Kattan, Vice Minister of National Partnerships and Development in the Ministry of Culture.
Strengthening Global Ties and Future Investments
The summit facilitated the establishment of new partnerships and signified Saudi Arabia's commitment to integrating into the global events sector. Six major international organizers—Messe Frankfurt, Koelnmesse, MCH Group, Oak View Group (OVG), Comexposium, and Honegger—publicly announced their plans to enter the Saudi market through a series of initiatives that include setting up offices in Riyadh.
Richard Attias Associates (RAA) also unveiled plans to list on the Saudi stock exchange, known as Tadawul, reinforcing their dedication to the Kingdom. The summit also heralded the launch of several new major events, including BAUMA Saudi Arabia and MIPIM Arabia, demonstrating the dynamic nature of Saudi Arabia's growing MICE landscape.
Focus on Sustainability and Future Developments
Additionally, six governmental protocols aimed at national development and other key initiatives highlighted the discussions at IMS25. These covered crucial areas like water management, social research, and advancing equitable opportunities for persons with disabilities. Plans for a significant multi-purpose convention center in Jizan, part of the $2.9 billion Jaydana Waterfront project, were also confirmed and will serve as a catalyst for economic growth.
In his concluding remarks, Hatim Alkahily, CEO of SCEGA, reflected on the essence of the summit, stating, "By bringing together over 3,000 of the world’s finest thinkers and business leaders, IMS25 catalyzed high-value new partnerships and showcased the depth of expertise that drives the business events sector in Saudi Arabia. The partnerships, investments, and ideas shared during these two days will enhance our infrastructure and elevate Saudi talent, thus accelerating Vision 2030 and reaffirming the Kingdom's position as a global host in a new era of events."
As the summit came to a close, discussions on sustainability, innovation hubs, and the future landscapes of the meetings industry were significant topics, further solidifying Riyadh's standing on the global stage for MICE events.
Topics Entertainment & Media）
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