RIYADH: Saudi Arabia is attracting strong global interest in its business events sector as the MICE — meetings, incentives, conferences and exhibitions — industry across the Middle East and North Africa is set for major expansion, reaching $100 billion by 2035, according to Dr. Emad Mahmoud Monshi, chairman of the Saudi Tourism Society.
Speaking to Arab News on the second day of the International MICE Summit in Riyadh on Thursday, Monshi — also an assistant professor of event and tourism management at King Saud University — said the Kingdom’s MICE momentum is being driven by government support, major infrastructure investments, its strategic location, and an expanding calendar of international events, including Expo 2030 and the FIFA World Cup in 2034.
“As the leaders converged here for this summit amid ongoing transformation under Vision 2030, they emphasized the high level of interest in Saudi Arabia’s business events sector,” said Monshi, who also served as a panelist.
He added: “Based on the latest reports, the MICE industry in the MENA region will reach $100.3 billion by 2035. Saudi Arabia is one of the top three destinations in the MENA region.”
Monshi noted that growing government involvement continues to strengthen the sector. “Supported by Crown Prince Mohammed bin Salman, the Ministry of Tourism and many other government organizations, the stakeholders are trying to push, and have a larger stake, for Saudi Arabia,” he said.
