International MICE Summit 2025 opens with major announcements and 20 new deals

International

Event signals global investment momentum and rapid transformation of Saudi Arabia’s business events sector

The International MICE Summit 2025 (IMS25) opened in Riyadh with landmark announcements that underline Saudi Arabia’s rising influence in the global Meetings, Incentives, Conferences and Exhibitions (MICE) industry. More than 3,000 leaders from business events, tourism, culture and the creative industries attended the opening day—well above the anticipated 2,000 participants.

Global players announce offices, investments and new flagship events

A total of 20 commercial agreements and MoUs were unveiled. Six major international exhibition and events companies confirmed plans to open new offices in Riyadh: Messe Frankfurt, Koelnmesse, MCH Group, Oak View Group, Comexposium and Honegger. Their market entry reflects growing global confidence in the Kingdom’s transformation and its emergence as a regional and international convening hub.

Two major launches were also announced. Messe Munich will bring BAUMA Saudi Arabia—the regional edition of the world’s largest construction and heavy-machinery trade fair—to the Kingdom. RX Global confirmed the launch of MIPIM Arabia, strengthening Saudi Arabia’s position in the global real estate and investment landscape. New partnerships with GL Events, Clarion, DMG Events and Koelnmesse further expand the country’s international events portfolio.

His Excellency Fahd bin Abdulmohsen Al-Rasheed, Chairman of the Saudi Conventions and Exhibitions General Authority (SCEGA), said the announcements highlight “how Saudi Arabia’s business events industry has become a powerful driver of economic transformation and global connectivity,” adding that IMS25 partnerships will reinforce infrastructure, support Saudi talent and advance the goals of Vision 2030.

MoUs and nationwide infrastructure growth

Six MoUs were signed with government ministries, regional authorities and national institutions to support future events infrastructure. These include plans for a multipurpose convention centre in Jizan City, part of the $2.9 billion Jaydana Waterfront project.

SCEGA also released the 2025 Saudi Venue Infrastructure Report, showing a 32% year-on-year increase in national venue capacity across 923 accredited venues. Exhibition space has expanded 320% since 2018, now reaching 300,520 sqm. Riyadh, Makkah and the Eastern Province remain the main hubs, while new centres in Madinah, AlUla, Asir and Najran broaden the country’s events footprint.

Summit programme continues

IMS25 continues with sessions on MICE investment, innovation clusters, the Future MICE Leaders Platform and a gala dinner celebrating excellence in exhibitions and events—further underscoring Saudi Arabia’s ambitions as a global MICE powerhouse.