RIYADH: Saudi Arabia has not just stepped onto the world stage; it is commanding it, securing the rights to host monumental global events like COP16, the Future Investment Initiative and the Misk Global Forum, and most recent crowning achievements of winning the bids for the FIFA World Cup 2034 and the World Expo 2030.
Fresh off these triumphs, the three-day International Meetings, Incentives, Conferences and Exhibitions Summit, held until Dec. 17 in Riyadh, is seeing global experts and tourism leaders converge to delve into the implications of the fast-growing events sector on Saudi Arabia’s evolving landscape.
Anita Mendiratta, special adviser to the secretary general of UN Tourism, told Arab News: “The importance of this event, and any event, is that it’s not only about the event being hosted and destination, IMS being hosted in Riyadh; it’s the fact that the world is interested to be here.”
She added: “They want to be a part of it. They want to understand what is happening in the Kingdom that’s creating so much excitement. So, to be part of this community is special … it’s a privilege to see how we can build business together from the Kingdom to the world and from the world to the Kingdom itself.”
Under the ambitious Vision 2030, Saudi Arabia is not just enhancing its entertainment and tourism sectors, but is also aggressively transforming into a global nexus for international events.
This shift is being fueled by substantial investments in infrastructure, a welcoming stance toward global tourism and an evolving changing cultural landscape that positions the Kingdom as a magnet for diverse events.
The events sector stands out for its contribution to the tourism industry, as it is the only sector that ensures a steady stream of visitors throughout the year, encouraging repeat visits, extended stays and spreading economic benefits across various regions.
Mendiratta highlighted this advantage, saying: “So, for an economy, especially a developing economy, trying to build through tourism, which is a fantastic way of building economies, societies, cultures and protecting the environment, MICE is fantastic because it allows for year-round visitation, not only during traditional tourism seasons.”
According to the adviser, Riyadh is at the forefront as being a global entry point for events and tourism due to mobility, allowing for destination connectivity domestically, regionally and internationally, while also offering accessible visa acquisition.
“It is a magnificent front door because it amplifies the invitation of the Kingdom to the world,” she said. “Through Vision 2030, you have outstanding projects being put in place to make sure that you have the rail connectivity, the sea connectivity and the roads, and then you add on the mega events on top of that, and it absolutely amplifies the ability for the destination to really blossom.”
While the events taking place, including the summit, create tangible change on a smaller scale, they all sit within a greater, ambitious master plan to position Saudi Arabia as a leader globally in innovation, environment, tourism, economy and entertainment.
“The beauty about the Kingdom is that you not only have leadership coming behind Vision 2030, but every single mega-project, city, and person in Saudi understands the role that they have to play. That’s where longevity comes from and, importantly, legacy, so that we’re building Saudi for Saudis for generations to come,” Mendiratta added.
This ambitious vision includes the execution of numerous giga-projects that promise to not only enhance the job opportunities and quality of life for Saudi residents, but also cement the Kingdom’s position as a top tourist destination.
Qiddiya has recently made headlines for its plans to propel Saudi Arabia’s entertainment sector through partnerships with local and international entities that will bring groundbreaking ventures into the country like Dragon Ball and Six Flags theme parks and Speed Park Track, which comes as the popularity of Formula 1 in the region grows.
Turki Al-Rasheed, representative of Qiddiya Investment Co., told Arab News that Qiddiya City will be located in the heart of Tuwaiq Mountains, which is 1400 km long and will immerse visitors in the heritage and the identity of Qiddiya.
“The city is the first city built on the Power of Play philosophy,” he said, adding that the company conducted multiple research studies that proved play was not only meant for leisure entertainment, but has a significant effect on lifestyle, well-being and health.
“That’s why we’re not only going to live life, we’re going to play life. Qiddiya will be the capital of sports, entertainment and our culture,” he added, “Qiddiya City will be built in phases. So, phase one consists of the Speed Park, Aquarabia, and Six Flags, these three assets that were announced.”
Al-Rasheed said that 8 percent of the Six Flags theme park has already been built, with the promise of announcing the progress of the rest of the assets soon.
The summit may very well be the perfect example of how the engineering of events has changed; normally there would be an event hosted by a company or destination, and the event’s organizers are brought on. In this unique case, it was pulled together, from concept to vision, by the Saudi Conventions and Exhibitions General Authority.
“In a time marked by profound transformation, the MICE industry has emerged as an essential catalyst of progress. As the premier global leader in the industry, the International MICE Summit is expanding the horizons of what can be done when people meet, connect and are entertained,” Fahd Al-Rasheed, chairman of the authority, told the Saudi Press Agency.
Richard Attias & Associates — a top partner in the Kingdom for events like the Future Investment Initiative and Hegra Noble Summit, was then brought in to bring the summit to life.
Attias, a veteran of the events industry and founder, chairman and CEO of FII Institute, told Arab News: “When you look at all these portfolio of conferences, we are not events just to be an event. We are events who had, all of them, an impact on our humanity — by doing what? By attracting investors.
“When you do an investment conference and change the landscape of the host city as a host country and also the global conversation … you transform cities, you create amazing infrastructure and you create jobs.”
He added that the GCC region, specifically the Kingdom, has become a top destination for the events industry for several reasons, including the quality of infrastructure, such as travel and digitization, and vibrant and full economic ecosystem.
As Mendiratta said, location is a significant aspect as well.
Attias highlighted the role of policy in destination appeal, saying: “On top of that, when you have an amazing policy on e-visas, on making business friendly and easy, attractive transport, and easy hospitality, you become a great destination.”
The seasoned expert in events and conferences also underscored the pivotal role of technology in advancing the industry. He shared a stark warning to peers and staff alike: “The message I give to my colleagues and to the staff in this industry is that you are still underestimating the impact that technology would create in our industry.”
Even though the MICE sector has traditionally been about face-to-face interactions, Attias foresees a seismic shift: “I see technologies, not just AI, that will very soon will disrupt our industry like a tsunami,” he said. “Now we see another revolution, which would totally change our day-to-day life, which would change the way we travel, the way we attend conferences, the way we visit exhibitions, the way we meet, the way we even incentivize people.
“So, the whole MICE industry and far beyond will be totally transformed with technology.”
