RIYADH: With global leaders gathering in Riyadh for the second International MICE Summit, the forum aims to develop the industry, strengthen collaboration with international organizations, and establish sustainable infrastructure for the Kingdom’s growing MICE sector, said Dr. Zohair Mohammad Alsarraj, chairman of the Saudi Exhibition and Conferences Association.
Speaking to Arab News on the summit’s opening day, Alsarraj highlighted the sector’s rapid growth amid Saudi Vision 2030’s transformation and stressed the importance of professional development through training initiatives and robust infrastructure. He emphasized the need to align industry standards with private sector partnerships, fair pricing of event venues, expansion of facilities, and proper evaluation metrics.
“To get the policies right, to understand the mandates, and the work, we need people and then we need to make them professionals. So you have to train them. So far, we have educated and trained 90,000 Saudi girls and boys, in the last five years, to be more aware with this industry,” said Alsarraj.
He also noted the role of the Saudi Conventions and Exhibitions General Authority in attracting participants to programs designed to raise awareness of the MICE sector.
“Also, with the support of the Human Resources Development Fund, we are moving in the right way,” he said.
“I don’t want to say we are now, the capital of the MICE in the world, but we are starting to be the center of the MICE, especially in organizing such big events to bring on this big number of people from different organizations and countries,” Alsarraj added.
“Now Saudi Arabia is attracting not only events. Saudi capital is a decision-making center now in different fields like in health and real estate, many sectors are now coming to Riyadh as an international destination for policymaking, for decision making, and also to discuss and network with international people,” he continued.
Riyadh is hosting the summit with over 3,000 participants expected over two days. Alsarraj said: “The event is being held at a moment of sustained sector expansion, supported by large-scale venue development, rising international visibility and the country’s long-term focus on tourism and business events under Vision 2030. Increased participation at the summit represent industries contributing to what has become the world’s fastest-growing major tourism destination.”
Saudi Arabia surpassed its initial Vision 2030 tourism target of 100 million annual visits seven years ahead of schedule, prompting an increase in the goal to 150 million. Since launching tourism visas in 2019, the Kingdom has developed an extensive program of international sporting and entertainment events, including motorsport, eSports, boxing, golf, tennis, and football tournaments.
“Riyadh will host Expo 2030 and the Kingdom is also gearing up for FIFA World Cup 2034. With the MICE sector expanding, the summit, is now being held for the second time in Saudi Arabia, and it’s the biggest one in the world by its size and by the topics it cover in this summit,” he said.
This year’s summit comes as companies generating more than $9 billion in global revenues prepare to announce new partnerships and investments in Saudi Arabia’s business events and tourism sector.
SECA reported strong international interest, building on last year’s inaugural summit, which attracted 1,700 participants from 25 countries.
“Most of the international, biggest, organizations that regulate and mandate for this industry are participating in this summit. We are very pleased as a Saudi events industry, to be the leading association that helps MICE industry. SECA was founded 10 years ago. We are representing all the stakeholders, and help exhibition and the conference organizers,” said Alsarraj.
“As big events are now taking place in Riyadh, we are very optimistic to have a better future of this industry, bringing new ideas, new systems, innovative ideas and new technologies,” he added.
“The new generation is not thinking like us, they are very well oriented and know the new technology. This will change a lot in the visitor’s experience coming to Saudi Arabia. So customers experience in this industry will be much different while dealing with the new generation, tourism experience is changing for sure,” he concluded.
