Developing well-defined plans and swiftly implementing them significantly impacts the achievement of goals and drives competitiveness. This article focuses on how Saudi Arabia's ambitious 2030 Vision prioritises the MICE sector as a key pillar of the country's economic diversification.
Developing well-defined plans and swiftly implementing them significantly impacts the achievement of goals and drives competitiveness. In episode 10 of our "Backstage Leadership Conversations" podcast series, in collaboration with Abu Dhabi's Department of Culture and Tourism, we learn from Amjad Shacker, former CEO of the Saudi Conventions and Exhibitions General Authority (SCEGA), about Saudi Arabia's ambitious 2030 Vision. This strategy prioritises the MICE (Meetings, Incentives, Conferences and Exhibitions) sector as a key pillar of the country's economic diversification.
The Middle East is experiencing rapid growth in its MICE sector due to several factors. Political stability, efficient decision-making and strong central banks create a favourable environment for investment. The region's economic boom has also led to increased demand for hosting events. To capitalise on these opportunities, Middle Eastern countries are collaborating more closely to coordinate their efforts and ensure the overall growth and prosperity of the MICE sector, with regional competition acting as a positive force for growth and development.
Leveraging the strengths of each destination creates a business environment that is helping the region become a global MICE hub. By working together, countries can share best practices and support each other's efforts to enhance their competitiveness. Competing with one another thus drives Middle Eastern countries to improve their MICE offer, while also helping each other to attract more business. Abu Dhabi has demonstrated strong leadership in this regard, implementing effective strategies to attract international brands to the Emirate. This ultimately brings visibility to the MICE offer presented by the wider region. Such a strategic approach to regional collaboration facilitates the creation of a "mall of events", where Middle Eastern destinations collectively host a diverse range of events to attract a larger pool of attendees. Focusing on different strategic sectors and KPIs and offering unique selling points enables Saudi Arabia to differentiate itself from its neighbouring destinations.
Saudi Arabia's MICE sector is experiencing rapid growth due to substantial government investment in megaprojects and collaboration with the private sector, with the country prioritising 24 sectors perceived as having competitive advantages. SCEGA's responsibilities include regulating the sector, improving infrastructure, streamlining processes for event organisers, training MICE professionals and fostering overall growth and development within the MICE sector. This remit includes both enhancing existing strengths as well as identifying emerging opportunities and countering any potential weaknesses. Addressing capacity constraints is one such key barrier that SCEGA is actively working to overcome through investment in the continued development of world-class venues.
By attracting new intellectual property, creating investment opportunities and fostering a conducive business environment, SCEGA aims to leverage the hosting of international conferences and exhibitions to enable Saudi Arabia to showcase its expertise and attract foreign investors and talent. The effectiveness of this strategy is evident in the remarkable growth achieved by businesses operating within the MICE sector. One example is a company that experienced a 400% increase in business within just two years of establishing operations in Saudi Arabia. This success story highlights the lucrative opportunities and favourable conditions available for foreign investors and entrepreneurs.
Technology plays a crucial role in shaping the future of the MICE sector. As Saudi Arabia continues to develop its events offer, AI, digital twins and other cutting-edge technologies will play a significant role in enhancing event management and attendee experiences. By prioritising events focused on technological development, SCEGA effectively showcases Saudi Arabia's commitment to innovation.
The LEAP conference, a prominent tech event in Saudi Arabia attended by over 170,000 people, has witnessed tremendous growth. With strong demand, the venue for future editions will be 350% larger than the current location, demonstrating the increasing demand for technology-focused MICE events from both domestic and international audiences. Co-located with LEAP, DeepFest showcases the latest AI advancements through a series of conferences, workshops, demonstrations and exhibitions. The event provides a platform for thought leaders, data scientists, entrepreneurs and businesses to share insights, explore new opportunities and drive innovation. Such events are of strategic importance in positioning Saudi Arabia as a leading destination for developing and testing new technological developments, helping to create an image of the country as a leading destination in this field.
Saudi Arabia's MICE sector is poised for significant growth, driven by government investment in megaprojects, technological advancements and regional collaboration. Developing well-defined plans, allocating sufficient resources and executing them swiftly is essential to creating a lasting impact and gaining a competitive edge. Competitiveness is not a static state but a dynamic process that requires continuous adaptation and improvement to stay informed about trends, attendee needs and emerging technologies to identify new opportunities and address potential threats. As Saudi Arabia continues to implement its ambitious vision, it is well-positioned to become a leading MICE destination and a global hub for innovation.
Here are the key takeaways:
Developing well-defined plans and swiftly implementing them significantly impacts the achievement of goals and drives competitiveness. In episode 10 of our "Backstage Leadership Conversations" podcast series, in collaboration with Abu Dhabi's Department of Culture and Tourism, we learn from Amjad Shacker, former CEO of the Saudi Conventions and Exhibitions General Authority (SCEGA), about Saudi Arabia's ambitious 2030 Vision. This strategy prioritises the MICE (Meetings, Incentives, Conferences and Exhibitions) sector as a key pillar of the country's economic diversification.
The Middle East is experiencing rapid growth in its MICE sector due to several factors. Political stability, efficient decision-making and strong central banks create a favourable environment for investment. The region's economic boom has also led to increased demand for hosting events. To capitalise on these opportunities, Middle Eastern countries are collaborating more closely to coordinate their efforts and ensure the overall growth and prosperity of the MICE sector, with regional competition acting as a positive force for growth and development.
Leveraging the strengths of each destination creates a business environment that is helping the region become a global MICE hub. By working together, countries can share best practices and support each other's efforts to enhance their competitiveness. Competing with one another thus drives Middle Eastern countries to improve their MICE offer, while also helping each other to attract more business. Abu Dhabi has demonstrated strong leadership in this regard, implementing effective strategies to attract international brands to the Emirate. This ultimately brings visibility to the MICE offer presented by the wider region. Such a strategic approach to regional collaboration facilitates the creation of a "mall of events", where Middle Eastern destinations collectively host a diverse range of events to attract a larger pool of attendees. Focusing on different strategic sectors and KPIs and offering unique selling points enables Saudi Arabia to differentiate itself from its neighbouring destinations.
Saudi Arabia's MICE sector is experiencing rapid growth due to substantial government investment in megaprojects and collaboration with the private sector, with the country prioritising 24 sectors perceived as having competitive advantages. SCEGA's responsibilities include regulating the sector, improving infrastructure, streamlining processes for event organisers, training MICE professionals and fostering overall growth and development within the MICE sector. This remit includes both enhancing existing strengths as well as identifying emerging opportunities and countering any potential weaknesses. Addressing capacity constraints is one such key barrier that SCEGA is actively working to overcome through investment in the continued development of world-class venues.
By attracting new intellectual property, creating investment opportunities and fostering a conducive business environment, SCEGA aims to leverage the hosting of international conferences and exhibitions to enable Saudi Arabia to showcase its expertise and attract foreign investors and talent. The effectiveness of this strategy is evident in the remarkable growth achieved by businesses operating within the MICE sector. One example is a company that experienced a 400% increase in business within just two years of establishing operations in Saudi Arabia. This success story highlights the lucrative opportunities and favourable conditions available for foreign investors and entrepreneurs.
Technology plays a crucial role in shaping the future of the MICE sector. As Saudi Arabia continues to develop its events offer, AI, digital twins and other cutting-edge technologies will play a significant role in enhancing event management and attendee experiences. By prioritising events focused on technological development, SCEGA effectively showcases Saudi Arabia's commitment to innovation.
The LEAP conference, a prominent tech event in Saudi Arabia attended by over 170,000 people, has witnessed tremendous growth. With strong demand, the venue for future editions will be 350% larger than the current location, demonstrating the increasing demand for technology-focused MICE events from both domestic and international audiences. Co-located with LEAP, DeepFest showcases the latest AI advancements through a series of conferences, workshops, demonstrations and exhibitions. The event provides a platform for thought leaders, data scientists, entrepreneurs and businesses to share insights, explore new opportunities and drive innovation. Such events are of strategic importance in positioning Saudi Arabia as a leading destination for developing and testing new technological developments, helping to create an image of the country as a leading destination in this field.
Saudi Arabia's MICE sector is poised for significant growth, driven by government investment in megaprojects, technological advancements and regional collaboration. Developing well-defined plans, allocating sufficient resources and executing them swiftly is essential to creating a lasting impact and gaining a competitive edge. Competitiveness is not a static state but a dynamic process that requires continuous adaptation and improvement to stay informed about trends, attendee needs and emerging technologies to identify new opportunities and address potential threats. As Saudi Arabia continues to implement its ambitious vision, it is well-positioned to become a leading MICE destination and a global hub for innovation.
Here are the key takeaways:
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