May 22, 2024
Saudi Arabia Meetings, Incentives, Conferences and Exhibitions (MICE) Market

Saudi Arabia Meetings, Incentives, Conferences and Exhibitions (MICE) Market Expected to Grow owing to Rising Adoption of Artificial Intelligence

The Saudi Arabia MICE market is engaged in organizing and facilitating corporate meetings, incentive travel programs, conferences, trade shows, and exhibitions. The MICE industry plays a crucial role in strengthening business networks and boosting domestic and international trade. Companies increasingly rely on MICE events to build brand awareness, launch new products/services, engage stakeholders, and enhance customer relationships.

 The market is estimated to be valued at US$ 2.69 Bn in 2024 and is expected to exhibit a CAGR of 5.7% over the forecast period 2024 to 2030.

Key Takeaways

Key players operating in the Saudi Arabia MICE market are VRB Energy, H2 Inc., ESS Tech Inc., Stryten Energy, Vanadis Power GmbH, CellCube Energy Storage Systems Inc., Primus Power Corporation, Dalian Rongke Power Co. Ltd., RedFlow Ltd., and Invinity Energy Systems PLC. The rising adoption of AI-powered technologies presents significant growth opportunities for MICE organizers. Technologies like AI, data analytics, and IoT can help optimize event planning, delivery experiences, and track outcomes. The increasing investments by government organizations and private firms to develop world-class conference infrastructure is driving the growth of the Saudi Arabia MICE market.

Market drivers:

The growth of the Saudi MICE market is driven by factors such as the growing Business tourism industry in Saudi Arabia. The Saudi government is taking several initiatives such as issuing tourist visas, developing new destinations to boost the tourism sector. This is increasing the demand for MICE events from various organizations. Furthermore, investments in developing smart cities, transportation networks across Saudi Arabia are also fueling the growth of the MICE market. Improved connectivity and infrastructure are encouraging more international corporations to host conferences, exhibitions in the country.

Current Challenges in Saudi Arabia MICE Market
The Saudi Arabia Meetings, Incentives, Conferences and Exhibitions (MICE) Market Size is facing various challenges currently due to the ongoing pandemic situation. The travel restrictions and social distancing norms implemented worldwide caused the MICE events and activities to come to a standstill. Even though restrictions are being lifted gradually, the fear of virus spread continues to impact the market. Organizers find it difficult to attract national as well as international attendees and speakers for both offline and online events. With economic uncertainties prevailing, securing sponsorship funds has also become a challenge. Changing customer preferences and rising digitalization are forcing industry players to adopt innovative strategies to engage audiences through virtual and hybrid platforms. Reinventing the event experience while ensuring safety and health is the need of the hour to tide over this crisis period.

SWOT Analysis

Strength: Strong government support and initiatives to develop tourism and related sectors.

Weakness: Dependence on oil revenues makes economy vulnerable to price fluctuations in global markets.

Opportunity: Rapid digitalization offers scope to leverage emerging technologies for virtual and hybrid events.

Threats: Resurgence of COVID-19 cases can disrupt recovery plans through reimposed restrictions. Geopolitical tensions in the region also pose risks.

Geographical Regions
The western region, mainly Makkah and Madinah, account for the largest share in the country’s MICE market value currently owing to the strong religious tourism. The central region dominated by Riyadh is another major hub due to high concentration of business activities, trade shows and conferences. However, the northern borders region is emerging as the fastest growing segment supported by smart city projects, infrastructure developments and economic diversification initiatives of the government.

1. Source: Coherent Market Insights, Public sources, Desk research
2. We have leveraged AI tools to mine information and compile it