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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
Landmark events in Saudi Arabia play an important role in growing the MICE industry, bringing countries on the map as destinations of global events, and in expanding national economies. In addition, they have the potential to shape the future of their industries.
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Beyond the Bid: How Saudi Arabia is Engineering a World-Class MICE Destination
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Saudi Arabia as a Gateway for International Gatherings
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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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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
Destinations are more than venues; they represent culture, identity, and opportunity. Effective collaboration between DMOs, Giga Projects, and PEOs/PCOs is essential, and enhances attendees’ experience by combining business with culture and tourism. This session will be a fantastic opportunity to hear first-hand about emerging destinations.
Plenary
ANNOUNCEMENTS in the MICE industry
1:00 PM - 2:30 PM
Networking Lunch
Innovation Cluster
Beyond Walls: The Future of Venues and Convention Centers
Tomorrow’s venues are evolving from static spaces into dynamic, tech-enabled platforms for creativity and connection. This session explores how AI, data, and human-centered design can transform convention centers into intelligent platforms for innovation, engagement, and memorable experiences. Participants will co-create ideas for the next generation of venues that inspire and adapt.
SPARKS Stage
Showcasing Venues Investment Opportunities – Exclusive Investor Workshop
This workshop aims to spark partnerships and accelerate investment in Saudi Arabia’s growing MICE infrastructure. It’s an invitation-only workshop brings together leading Saudi mega projects and qualified investors to explore upcoming investment opportunities in new conference and exhibition center assets. Each project will deliver a brief overview of its development plans and available opportunities, followed by a short Q&A.
Plenary
International DMCs and Convention Bureaus Perspective: How to Tackle the Challenge of Building a Destination?
Convention Bureaus/DMOs (Destination Marketing Organizations) and DMCs (Destination Management Companies) both work to bring your meeting to their destination and ensure it turns out great. The CB/DMO hands the baton to a DMC when the planner needs design work, strategy work, and coordination. This represents an example of public–private cooperation. But how can Convention Bureaus/DMOs on one side, and DMCs on the other side, do their work better and help build a destination? Hear from our expert speakers from established and emerging destinations.
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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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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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Unlocking Success Factors for Major Event Venues
There are many elements that contribute to success when building, managing, and marketing a major event venue — from location and design to integration with infrastructure and technology. In this session, leaders of prominent local and international venues will share their experiences and explore what truly drives success.
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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).
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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.
12:45 PM - 2:30 PM
Networking Lunch
Innovation Cluster
Public-Private Collaboration – How Can the Two Together Develop a Destination?
How can the public and private sectors truly co-design the future of MICE destinations? This session invites leaders to reimagine collaboration models that develop talent, drive innovation, and create shared value. Participants will explore actionable ideas around human capital, digital transformation, and destination storytelling to shape more connected and resilient ecosystems.
SPARKS Stage
The Non-Profit Sector in Exhibitions and Conferences
This workshop provides an overview of Saudi Conventions and Exhibitions General Authority (SCEGA)'s event licensing process—including classifications, requirements, and application procedures—while also highlighting the nonprofit sector’s role, under the National Center for Nonprofit Sector, in strengthening Saudi Arabia’s exhibitions and conferences industry. Participants will learn how nonprofit organizations contribute to capacity building, governance, and sector development in alignment with Vision 2030, alongside practical guidance to navigate licensing efficiently and ensure compliance.
Plenary
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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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.
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Influencers that Move the Needle: How Creators and Media Can Drive Real ROI in MICE?
While the MICE industry in KSA is developing at a fast pace, media influencers and bloggers have not yet played a big enough role in marketing and advertising events. How can media influencers be more active in MICE and drive real ROI?