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Opening Segment, Welcome Addresses
Trends in global MICE Industry. Saudi Arabia as the fastest-growing business events destination in the G20. Vision 2030 and the opportunity for the MICE industry.
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Marquee Events - Catalysts for the Nation’s Economic Development. Ministerial Panel.
Cityscape, LEAP, Future of Minerals Forum, and other landmark events in Saudi Arabia play an important role in the economy and are shaping the future of their industries. Ministers will discuss the impact of these events today and chart their development trajectories for the years ahead.
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From Expo to Legacy
Expo 2030 in Riyadh will transform the city and strengthen its position as a global hub for business and tourism. This session will discuss how World Expo becomes part of the nation’s legacy.
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Delivering Global Events Amid Uncertainty and Cost Fluctuations
In this session, MICE leaders will discuss how they can steer their organizations in a rapidly changing world, remain resilient, and protect economic value. They will share where they see the biggest growth markets and how they are responding to intensifying competition. They will also highlight the importance of public–private collaboration to stay ahead in the game.
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Investing in MICE Industry
From PCOs and PEOs to venues and convention centers, the MICE industry is attracting investors and offers strong growth potential. But what do investors look for in a MICE company when considering an investment? How can risks be minimized and returns maximized? Hear from investors with a focus on the MICE industry.
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Alliances, Joint Ventures and Industry Consolidations
The past year has seen several significant mergers and acquisitions (M&A) and alliances in the MICE sector. Many of these have been driven by the desire to expand service offerings, scale geographic footprints, consolidate capabilities to benefit from economies of scale, or acquire successful brands. Experts and MICE leaders will discuss recent consolidation trends and notable M&A case studies.
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The Role of DMOs and Giga Projects in Putting Emerging Destinations on the Map
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ANNOUNCEMENTS in the MICE industry
1:00 PM - 2:30 PM
Networking Lunch
SPARKS Stage
Innovation Cluster
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Media and MICE
In this session, leading international and local media will discuss how a country’s narrative and perception are shaped by marquee MICE events. Explore how Saudi Arabia’s swift rise as a destination for global events is redefining tourism, strengthening international ties, and changing perspectives worldwide.
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PEOs and PCOs Tracing New Revenue Growth Trajectories
To cover rising costs and to grow their businesses, MICE players need to look for new revenue growth opportunities, and to focus on high-margin products and services. In this session, MICE players will discuss how they find new revenue sources and talk about award-winning events that achieved stellar financial performance.
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Human Capital as a Catalyst for Innovation in the MICE Industry: Towards Effective Public-Private Synergy
Cooperation between public and private sector can drive human capital growth in the MICE industry. In this session, MICE industry associations, educational and governmental institutions will discuss the importance of developing human capital, professional education and training in the industry.
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Exhibitions Innovate: Creating Tomorrow’s Products and Services
From immersive technologies like VR and AR to creating interactive experiences, to using more eco-friendly materials, and enhancing visitor engagement through multi-sensory experiences and gamification, exhibition formats are evolving fast! In this session, leading PEOs will discuss how they innovate and what the future brings.
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The Power of Play: Sports and Entertainment Events Fueling MICE Innovation and Tourism
Saudi Arabia’s rise as a global hub for sport and entertainment is reshaping its visitor economy - with landmark events such as the 2034 FIFA World Cup being planned. Visitors and fans organize meetings and side activities around these major events, and this fuels the development of tourism and MICE.
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Summaries and Key Outcomes of the Innovation Cluster Discussion and SPARKS Stage & Closing Day 1
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MICE Adapts: Forecasting in an Era of Shortening Lead Time
Geopolitical shifts, economic volatility, and other unforeseen factors are increasingly forcing event organizers to reschedule on short notice and operate with shorter lead times. How is the industry adapting to these challenges? Leaders will discuss best practices for planning and delivering events in this rapidly changing environment.
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Beyond the Venue: Crafting the Host City Narrative
Landmark projects—festivals, large congresses, and exhibitions—create both immediate and long-term economic value for the host city by transforming urban infrastructure and boosting tourism. They often spur massive regeneration projects, improving the city’s global image and creating jobs across sectors. In this session, leaders from both the public and private sector will discuss how to achieve maximum positive impact from hosting events.
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Blueprint to Delivery: Evolving Business Models for PCOs/PEOs
Since the global pandemic and the rise of virtual and hybrid events, MICE business models have been evolving rapidly. Conferences and events increasingly rely on sponsorships and partnerships rather than just delegate fees, while some organizers are exploring membership models that provide year-round benefits, such as industry updates and exclusive content. Speakers in this session will share which business models are working for them - and which aren’t.
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Measuring Impact, Demonstrating Value
In some industries, demonstrating the value of products and services to clients and stakeholders is straightforward. In the MICE industry, however, it is more complex. Even when an event generates multiple MoUs or deals, quantifying the impact is not always easy. The panel will brainstorm how PCOs and PEOs can better communicate the value of events to investors, sponsors, speakers, and delegates, and what measurement tools and benchmarks they can use to make this value clear.
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From Nice-to-Have to Need-to-Have: Sustainability Is Here to Stay
As environmental responsibility rises to the top of the events industry agenda, organizers, venues, and suppliers must collaborate to deliver impactful experiences with minimal ecological impact. What practical steps can make events greener? The session will explore how MICE players can make responsible choices at every stage of event planning, and what challenges they face. It will also discuss the ISO standard on sustainability in events (ISO 20121).
1:00 PM - 2:30 PM
Networking Lunch
SPARKS Stage
Innovation Cluster
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Driving Gender Diversity Across the MICE Sector
The MICE industry boasts a significant female workforce, yet leadership positions remain male-dominated. The session will discuss what needs to be done to encourage inclusivity and equal opportunities in MICE and will celebrate women’s achievements in the industry.
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The Power of Tailored Experiences
Personalization is redefining the attendee journey. From AI-driven matchmaking and curated content to sensory design and adaptive environments, this session explores how tailored experiences can elevate satisfaction, ROI, and loyalty of attendees.
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Hybrid Is Here to Stay: Engaging and Monetizing
Hybrid events are no longer a fallback - they’re a growth engine. This panel examines how MICE players are blending physical and digital touchpoints to extend reach, enhance engagement and unlock new revenue streams for their events.
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AI Writing RFPs and Optimizing Staffing: What’s not to Love?!
From drafting proposals in seconds to predicting team capacity and automating logistics, AI promises to revolutionize how we plan and deliver events. But speed isn’t everything. Speakers will look at the gains, and growing pains, of generative AI in the events sector, asking where automation empowers teams and where human judgment still reigns supreme.
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Tech - Noise or Enhancer? Why We Really Attend Events
In an age of apps, feeds and digital fatigue, it’s worth asking: does more tech make better events? This provocative conversation challenges organizers to separate innovation from distraction, exploring which tools genuinely enhance connection, learning, and community and which risk eroding the very human energy that makes live gatherings irreplaceable.