The International MICE Summit 2025 (IMS25) opened in Riyadh with more than 3,000 participants and 20 headline announcements, underscoring Saudi Arabia’s determination to become a global hub for business events.
A summit of scale and ambition
IMS25 brought together over 3,000 delegates from across the world, far exceeding expectations and marking a defining moment for Saudi Arabia’s business events industry. Hosted by the Saudi Conventions & Exhibitions General Authority (SCEGA), the summit unveiled 20 major announcements that signal the Kingdom’s growing role as a leader in the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector.
Global players commit to Saudi Arabia
Among the headline developments:
- Messe Frankfurt, Koelnmesse, MCH Group, and Oak View Group confirmed plans to open new offices in Riyadh.
- Comexposium and Honegger announced market entry in 2026.
- Messe Munich unveiled BAUMA Saudi Arabia, bringing the world’s largest construction and heavy‑machinery trade fair to the region.
- RX Global launched MIPIM Arabia, a flagship real estate and investment event.
- New partnerships with GL Events, Clarion, DMG Events, and Koelnmesse further strengthened the Kingdom’s position as a convening hub.
These moves reflect growing global confidence in Saudi Arabia’s transformation and its emergence as a regional and international centre for world‑class events.
Saudi Arabia has already surpassed its original target of 100 million annual visitors, achieving it seven years ahead of schedule. The bar has now been raised to 150 million visitors annually, with events positioned as a cornerstone of this ambition.
The 2025 Saudi Venue Infrastructure Report, launched at IMS25, revealed:
- 32% year‑on‑year increase in venue capacity across 923 accredited venues.
- Exhibition space has grown 320% since 2018, now totalling 300,520 sqm.
- Major venues include the Riyadh Exhibition & Conference Center, Jeddah Superdome, and Dhahran Expo Center, with new centres emerging in Madinah, AlUla, Asir, and Najran.
Strategic partnerships and MoUs
Six MoUs were signed with national authorities and organisations, including the Ministry of Interior, Hail Region Development Authority, Saudi Water Authority, Elm Company, the Authority for the Care of People with Disabilities, and the National Center for Social Studies and Research.
These agreements will drive infrastructure growth, including a multipurpose convention centre in Jizan City, part of the US$2.9 billion Jaydana Waterfront project.
Voices from the summit
“The scale and diversity of today’s announcements show how Saudi Arabia’s business events industry has become a powerful driver of economic transformation and global connectivity,” said His Excellency Fahd bin Abdulmohsen Al‑Rasheed, Chairman of SCEGA.
IMS25 was more than a summit – it was a statement. With record attendance, 20 landmark announcements, and bold visitor targets tied to Vision 2030, Saudi Arabia is not just hosting the world – it is reshaping the future of global business events.