Saudi Arabia MICE Market Size
| Study Period | 2020 - 2029 |
| Base Year For Estimation | 2023 |
| Market Size (2024) | USD 2.86 Billion |
| Market Size (2029) | USD 4.70 Billion |
| CAGR (2024 - 2029) | 10.93 % |
| Market Concentration | Medium |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Saudi Arabia MICE Market Analysis
The Saudi Arabia MICE Market size is estimated at USD 2.86 billion in 2024, and is expected to reach USD 4.70 billion by 2029, growing at a CAGR of 10.93% during the forecast period (2024-2029).
The Saudi Arabian market for meetings, incentives, conferences, and exhibitions (MICE) is rapidly growing, propelled by the ambitious Vision 2030 initiative. This initiative, designed to diversify the economy and lessen its reliance on oil revenues, has spurred significant government investments. These investments primarily target infrastructure enhancement, creating top-tier convention centers, hotels, and exhibition spaces.
Major urban centers such as Riyadh, Jeddah, and Dammam are swiftly evolving into pivotal MICE hubs, drawing in many global conferences, trade shows, and corporate gatherings. With streamlined visa procedures and an expanding airline network, Saudi Arabia's advantageous geographical positioning amplifies its allure for event organizers and attendees globally.
Building on its rich cultural heritage, Saudi Arabia offers a distinctive backdrop for business travelers, enriching their MICE experiences. Moreover, the government's concerted efforts in bolstering the tourism, entertainment, and hospitality sectors align with the burgeoning MICE market, fostering a holistic growth trajectory.
The Vision 2030 initiative also emphasizes the importance of sustainability and innovation in the MICE market. The government encourages adopting green practices and smart technologies in event management to enhance efficiency and reduce environmental impact. This focus on sustainability is expected to attract environmentally conscious organizations and attendees, further boosting the market's growth.
Additionally, Saudi Arabia is leveraging its strategic partnerships with international event organizers and industry associations to bring high-profile events to the country. These collaborations are instrumental in elevating the country’s profile in the global MICE market and driving long-term growth. The government's proactive approach to hosting mega-events, such as the G20 Summit and the Future Investment Initiative, showcases its commitment to positioning Saudi Arabia as a leading MICE destination.
Saudi Arabia MICE Market Trends
Rise in Sports Events is Supporting Market Growth
The financial commitment to sport underscores the country’s ambition to become a global sports hub, in line with its Vision 2030 objectives of economic diversification and tourism promotion. These investments in promoting sports also lead to market growth.
Hosting prominent sports events like Formula E, Dakar Rally, and WWE has significantly raised Saudi Arabia's international profile. These events draw in many international visitors, from athletes and fans to media and sponsors, spurring demand for hospitality, transportation, and event management services. This visitor surge also fuels the MICE market, as these events often coincide with conferences and trade shows. Consequently, hotels, convention centers, and other venues witness heightened bookings, injecting vigor into the local economy.
The infrastructure developed for these sporting events, comprising cutting-edge stadiums, hotels, and transportation networks, is beneficial for the MICE market. These facilities, designed for sports, are versatile enough to host various events, from business gatherings to exhibitions. This advanced infrastructure enables Saudi Arabia to host significant international events efficiently and burnishes its reputation as a top-tier business tourism destination.
With the sports-driven surge, criticisms have emerged. Human rights groups, including Amnesty International, have accused Saudi Arabia of "sportswashing," or using sports events to divert attention from human rights concerns and bolster its global image. The uptick in sports events drives the MICE market, fostering growth and creating an environment conducive to international business and tourism.
The Growth in the Hospitality Sector is Driving Market Growth
The surge in hotel construction in Saudi Arabia reflects the country's commitment to Vision 2030, a strategic roadmap aimed at diversifying its economy and boosting its tourism sector. The emphasis on new hotels, especially those with cutting-edge conference facilities, is pivotal in accommodating the rising tide of MICE events. These contemporary establishments are tailored for business travelers, boasting advanced meeting rooms, expansive conference halls, and versatile exhibition spaces, making them prime locales for global conferences, corporate meetings, and trade exhibitions.
The strategic positioning of these hotels in major cities like Riyadh, Jeddah, and Dammam cements their status as MICE hubs. These urban centers are increasingly drawing in global corporations and event organizers, solidifying their status as business tourism hotspots. The influx of international visitors bolsters local economies and spurs growth in ancillary services like catering, transportation, and entertainment.
Government initiatives, such as streamlined visa policies and expanded airline networks, bolster the hospitality sector's growth. These steps simplify the process for international delegates attending events in Saudi Arabia, heightening the country’s allure as a global business events destination.
The rise of both luxury and mid-range hotels ensures a broad spectrum of business travelers, from top-tier executives to mid-level managers, find accommodations that suit their needs. This inclusivity nurtures a vibrant market ecosystem that hosts events of all scales and types.
Saudi Arabia MICE Industry Overview
Saudi Arabia's MICE market is semi-fragmented, with the presence of many players. A strategic approach is paramount for a MICE company in Saudi Arabia to seize the opportunities in the expanding market. Key steps include forging robust partnerships with hotels, conference centers, and event venues. These alliances secure favorable rates and grant access to exclusive venues, elevating the company's service portfolio. Furthermore, embracing cutting-edge event technologies, from registration platforms to virtual event tools, can set the company apart, drawing in clients seeking forward-thinking solutions. The key market players include Sela, Benchmark Events, 360LIVE, Maasahaat, and Enso.
Saudi Arabia MICE Market Leaders
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Sela
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Benchmark Events
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360LIVE
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Maasahaat
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Enso
*Disclaimer: Major Players sorted in no particular order
Saudi Arabia MICE Market News
- June 2024: Saudi Arabia unveiled the 'National Semiconductor Hub' as a strategic move to bolster localization. Following the launch of this ambitious initiative, the country aims to host approximately 50 semiconductor design firms by 2030.
- July 2023: Event Lab Middle East, in partnership with MDLBEAST, launched its inaugural Event Essentials Workshops. The initiative aims to equip businesses in the MICE market with insights from the country's youth and professionals, fostering a sustainable future.
Saudi Arabia MICE Market Report - Table of Contents
1. INTRODUCTION
- 1.1 Study Assumptions and Market Definition
- 1.2 Scope of the Study
2. RESEARCH METHODOLOGY
- 2.1 Research Framework
- 2.2 Secondary Research
- 2.3 Primary Research
- 2.4 Data Triangulation and Insight Generation
3. EXECUTIVE SUMMARY
4. MARKET DYNAMICS AND INSIGHTS
- 4.1 Market Overview
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4.2 Market Drivers
- 4.2.1 Promoting Sectors such as Tourism, Entertainment, and Business Events
- 4.2.2 Leading Destination for International Business Events
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4.3 Market Restraints
- 4.3.1 High Cost of Hosting Events
- 4.3.2 Country's Political Stability and Security
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4.4 Market Opportunities
- 4.4.1 Investment in Infrastructure
- 4.4.2 Increasing Trend Towards Virtual and Hybrid Events
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4.5 Industry Attractiveness - Porter's Five Forces Analysis
- 4.5.1 Bargaining Power of Suppliers
- 4.5.2 Bargaining Power of Buyers
- 4.5.3 Threat of New Entrants
- 4.5.4 Threat of Substitutes
- 4.5.5 Intensity of Competitive Rivalry
- 4.6 Insights on Current Trends and Innovations in the Market
- 4.7 Insights on Key Changes/Developments (Investments, Partnerships, Etc.) and Government Initiatives for the KSA MICE Market
- 4.8 Insights on Infrastructural Investment & Projects for MICE Tourism Market in the KSA
- 4.9 Insights on the Key MICE Events that Happen in a Year and the Upcoming Events for the Next Year in the KSA MICE Market
- 4.10 Insights on Preferred Cities and Venues for MICE Events in the KSA
- 4.11 List of Existing and Upcoming MICE & Concerts Venues and Conference Centers in KSA with Approximate Capacity and Operators
- 4.12 Impact of Covid-19 on the Market (Special Focus on Post-covid-19 Recovery)
5. MARKET SEGMENTATION
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5.1 By Event Type
- 5.1.1 Meetings
- 5.1.2 Incentives
- 5.1.3 Conferences
- 5.1.4 Exhibitions
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5.2 By Source of Revenue
- 5.2.1 Tickets and Registration Fees
- 5.2.2 Accommodation
- 5.2.3 Food and Beverage
- 5.2.4 Advertising
- 5.2.5 Other Sources of Revenue
6. COMPETITIVE LANDSCAPE
- 6.1 Market Concentration Overview
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6.2 Company Profiles
- 6.2.1 Sela
- 6.2.2 Benchmark Events
- 6.2.3 360LIVE
- 6.2.4 Maasahaat
- 6.2.5 enso
- 6.2.6 Heights Company Event Management
- 6.2.7 Dice Marketing and Advertising Agency
- 6.2.8 Lenzo
- 6.2.9 Eventana
- 6.2.10 LuxuryKSA*
- *List Not Exhaustive
7. FUTURE OF THE MARKET
8. DISCLAIMER AND ABOUT US
** Subject To AvailablitySaudi Arabia MICE Industry Segmentation
MICE, or meetings, incentives, conferences, and exhibitions, represents a specialized industry within the travel and tourism sector. MICE involves organizing and hosting business events such as corporate meetings, incentive travel for rewarding employees, large-scale conferences, and trade exhibitions. MICE events are characterized by their emphasis on networking, professional development, and showcasing new products and services.
The Saudi Arabian MICE market is segmented by type and source of revenue. By type, the market is segmented into meetings, incentives, conferences, and exhibitions. By source of revenue, the market is segmented into tickets and registration fees, accommodation, food and beverages, advertising, and other sources of revenue. The report offers market sizes and forecasts in value (USD) for all the above segments.
| By Event Type | Meetings |
| Incentives | |
| Conferences | |
| Exhibitions | |
| By Source of Revenue | Tickets and Registration Fees |
| Accommodation | |
| Food and Beverage | |
| Advertising | |
| Other Sources of Revenue |
Saudi Arabia MICE Market Research FAQs
How big is the Saudi Arabia MICE Market?
The Saudi Arabia MICE Market size is expected to reach USD 2.86 billion in 2024 and grow at a CAGR of 10.93% to reach USD 4.70 billion by 2029.
What is the current Saudi Arabia MICE Market size?
In 2024, the Saudi Arabia MICE Market size is expected to reach USD 2.86 billion.
Who are the key players in Saudi Arabia MICE Market?
Sela, Benchmark Events, 360LIVE, Maasahaat and Enso are the major companies operating in the Saudi Arabia MICE Market.
What years does this Saudi Arabia MICE Market cover, and what was the market size in 2023?
In 2023, the Saudi Arabia MICE Market size was estimated at USD 2.55 billion. The report covers the Saudi Arabia MICE Market historical market size for years: 2020, 2021, 2022 and 2023. The report also forecasts the Saudi Arabia MICE Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
Saudi Arabia MICE Industry Report
The Saudi Arabia MICE Market Report provides a comprehensive analysis of the market, segmented by type into meetings, incentives, conferences, and exhibitions, and by sources of revenue including tickets and registration fees, accommodation, food and beverage, advertising, and other sources of revenue. The report offers valuable insights into industry trends, highlighting the growth rate of the market. The industry analysis delves into various aspects, providing an industry overview and market overview that are essential for understanding the current market dynamics.
The report includes detailed industry statistics and market data, which are crucial for market research and understanding market segmentation. With a focus on market forecast and market predictions, the report outlines the market outlook and industry outlook, giving a clear picture of future market growth and industry growth.
The industry reports and market review sections provide in-depth industry research and market analysis, making it an indispensable resource for research companies and industry stakeholders. The report also includes an industry pdf and market report that offer detailed industry information and market information, aiding in strategic planning and decision-making.
Furthermore, the report highlights the market value and industry value, providing a comprehensive market forecast outlook. The industry sales and market leaders sections offer insights into the key players and their strategies, while the market trends and analysis pdf sections keep you updated on the latest developments in the market.
This report example is available as a free report pdf download, making it easily accessible for those interested in the Saudi Arabia MICE market. The report is a valuable tool for understanding the market size, market share, and industry size, providing a clear picture of the market's potential and opportunities for growth.
