IMS25 Summit in Riyadh Draws Global MICE Leaders, Reflecting Saudi Arabia’s Growth: All You Need To Know

Published on November 28, 2025

Riyadh, Saudi Arabia, played host to the highly anticipated International MICE Summit 2025 (IMS25), welcoming over 3,000 delegates from 76 countries. This landmark event marks a significant milestone in Saudi Arabia’s growing influence as a global hub for the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry, aligning perfectly with the Kingdom’s Vision 2030 objectives.

The summit, organised by the Saudi Conventions and Exhibitions General Authority (SCEGA), far exceeded expectations, with a diverse mix of global thought leaders, corporate giants, tourism experts, and venue leaders gathering to discuss the future of international business events and conventions. This year’s summit saw record participation and delivered substantial investments, highlighting Saudi Arabia’s ambition to solidify its position as a leading destination for international MICE events.

A Hub for Global MICE Thought Leadership

IMS25 attracted more than 3,000 industry professionals, making it the largest edition of the summit to date. Over two days, the summit became a platform for thought leadership, with 90+ speakers from 21 countries delivering over 22 plenary sessions and four workshops. Key topics covered included sustainable venue design, talent development, and the crucial role of MICE events in driving global economic progress.

The summit’s diverse mix of speakers included senior representatives from major international MICE sector companies, highlighting the event’s global significance. Leaders from Messe Frankfurt, MCH Group, RX Global, and several others contributed to discussions shaping the future of the sector, underscoring Saudi Arabia’s growing importance in the global MICE industry.

IMS25 Drives Major Investments and Partnerships

IMS25 was not just about dialogue; it also served as a catalyst for significant investment and commercial agreements. The summit revealed 20 major commercial agreements and Memoranda of Understanding (MoUs) involving companies with a combined global revenue of more than USD 9 billion. This wave of investments signals growing international confidence in Saudi Arabia’s capacity to host world-class business events and international conferences.

Several high-profile international organisations also announced their intentions to enter the Saudi market, underscoring Riyadh’s emerging role as a key MICE destination. Messe Frankfurt, Koelnmesse, MCH Group, and several others unveiled plans to open new offices and establish long-term operations in Saudi Arabia, marking the Kingdom’s increasing integration into the global MICE ecosystem.

New Event Launches and Expanding Partnerships

IMS25 also saw the unveiling of new and exciting event launches aimed at further enriching Saudi Arabia’s MICE landscape. Among the most notable was BAUMA Saudi Arabia, launched by Messe München, a prominent event that will focus on construction, machinery, and industrial equipment. Similarly, MIPIM Arabia, an expansion of the global real estate event MIPIM, was introduced by RX Global, offering new opportunities for networking and investment within the region’s booming real estate and construction sectors.

Saudi Arabia’s increasing investment in the MICE sector is also evident in its expanding partnerships with global industry leaders. Organisations like GL Events, Clarion Events, and dmg events have committed to expanding their operations within the Kingdom, further enhancing Riyadh’s reputation as a premier destination for international conferences, exhibitions, and conventions.

Vision 2030: A Strategic Focus on MICE

The strategic development of Saudi Arabia’s MICE sector aligns closely with the country’s broader Vision 2030 initiative, which seeks to diversify the economy and boost tourism. With a rapidly growing infrastructure, modern convention centres, and state-of-the-art venues, Saudi Arabia is setting the stage for a new era in international business events. As the Kingdom invests in large-scale projects like the Jizan multipurpose convention centre, the country is preparing to host some of the world’s most influential global summits.

In addition to infrastructure developments, the summit also highlighted Saudi Arabia’s commitment to sustainability and innovation in venue design. Sustainability-focused sessions explored how Saudi Arabia’s future venues will embrace environmentally friendly practices while maintaining world-class standards for international events.

Saudi Arabia Takes a Leading Role in the Global MICE Industry

The conclusion of IMS25 solidified Saudi Arabia’s position as a growing powerhouse in the global MICE industry. The summit was a resounding success, showcasing the Kingdom’s burgeoning role as an international meetings and events hub. The substantial investment announcements, new partnerships, and event launches have set the stage for Saudi Arabia to become a leading destination for international conferences and exhibitions, drawing global leaders and businesses from all corners of the world.

With the continued support of Saudi Vision 2030, the MICE sector is set to contribute significantly to the Kingdom’s economy while positioning Riyadh as a key player in the global events landscape. As the Kingdom’s infrastructure and international partnerships continue to grow, it is poised to host an increasing number of prestigious global events in the years ahead.