#Saudi Arabia #Riyadh #MICE Industry #IMS25

IMS25: A Landmark Summit for the MICE Industry in Riyadh

The International MICE Summit 2025 (IMS25) has concluded successfully in Riyadh, gathering more than 3,000 participants from 76 countries, setting a new record for attendance in this event. Over the course of two days, the summit served as a platform for high-level discussions, crucial strategic announcements, and global collaborations, reflecting Saudi Arabia's ambition to excel in the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector.

Organized by the Saudi Conventions and Exhibitions General Authority (SCEGA), IMS25 far exceeded expectations, drawing an audience that included governmental delegations, CEOs, venue leaders, creative industry innovators, and tourism experts. They came together to discuss the future of international conferences and the vital role that business events play in fostering economic and social transformation aligned with Vision 2030.

Key Announcements and Global Integration

One of the highlights of the event was the announcement of 20 commercial agreements and memorandums of understanding involving companies with a total revenue exceeding $9 billion. This substantial investment indicates a strong vote of confidence in Saudi Arabia's rising prominence as a global congress hub.

The summit featured more than 90 speakers and moderators from leading names in the MICE world, contributing to a total of 22 plenary sessions and 4 workshops. Notable speakers included influential leaders such as HRH Prince Faisal bin Bandar bin Sultan Al Saud, the Chairman of the Saudi Esports Federation, who underscored the growing significance of esports mega-events in the region, and Fahd Hamidaddin, CEO of the Saudi Tourism Authority.

Other prominent figures included Noha Kattan, Deputy Minister of National Partnerships and Development in the Ministry of Culture, and Mohammed Ahmed Al Robayan, Deputy Minister for Technology at the Ministry of Communications and Information Technology. Their insights highlighted the dynamic scope of MICE, talent development, venue design, and the global economic progress facilitated by such events.

New Initiatives and Future Prospects

The IMS25 also accelerated Saudi Arabia's global integration in the events sector by unveiling six new initiatives from major international organizers like Messe Frankfurt, Koelnmesse, and MCH Group. These organizations announced their plans to establish a presence in the Saudi market, indicating a robust and growing trust in the country's potential as a premier event destination.

Additionally, Richard Attias Associates (RAA) announced its intention to list on the Saudi stock exchange (Tadawul) in 2026, further solidifying their commitment to the region. The summit introduced new events including BAUMA Saudi Arabia by Messe München and MIPIM Arabia by RX Global, complemented by expanded partnerships with GL Events and Clarion. It also saw critical government agreements addressing national development, water management, and inclusion of persons with disabilities.

Vision 2030 and Beyond

As the summit drew to a close, SCEGA CEO Hatim Alkahily remarked that the assembly of over 3,000 global thinkers and industry leaders fostered high-quality partnerships and showcased Saudi Arabia’s extensive expertise in the events sector. The ideas and investments exchanged at IMS25 are expected to enhance the country's infrastructure and publicize local talent to accelerate the ambitious objectives of Vision 2030.

The concluding sessions focused on sustainable practices, innovation clusters, and the future development of venues, crowned with a gala recognizing outstanding achievements in the global events industry. The IMS25 has undoubtedly set a new benchmark in the MICE sector and reinforced Saudi Arabia’s status as a world-class host in a new age of global events.