KSA’s foray into business and MICE

The inaugural International MICE Summit took place in Riyadh, Saudi Arabia, last month, bringing together business leaders and MICE management professionals from around the globe. TRAVTALK engaged in an exclusive discussion with Kai Hattendorf, former Chief Executive Officer, UFI, to explore the state of the industry and its future prospects, particularly in Saudi Arabia.

TT Bureau

How do you see the Kingdom of Saudi Arabia as a MICE destination?

The introduction of the e-visa has been a game-changer for Saudi Arabia. It has simplified travel for citizens of 66 countries, allowing them to obtain a visa on arrival in mere minutes. For instance, during one of my visits earlier this year, the entire process took just three minutes. This ease of access has opened the country to the world, enabling people to experience its offerings first-hand. Each time I visit Saudi Arabia — this being my third trip in 18 months — I am struck by the energy, drive, and ambition fuelling its growth and transformation. The MICE (Meetings, Incentives, Conferences, and Exhibitions) industry, particularly business events, plays a pivotal role in this evolution. It serves as a powerful tool for the government and key stakeholders to facilitate and accelerate this transformative journey.

What role do industry stakeholders play?

As stakeholders, we hold a significant responsibility in shaping the industry’s future. For example, during my visit to Saudi Arabia last August, I met with His Excellency the Chairman of SCEGA (Saudi Conventions and Exhibitions General Authority). Together, we launched an educational programme in partnership with Tahaluf to train the next generation of industry talent. It’s inspiring to see some of those participants attending this event. Furthermore, UFI is committed to bringing a delegation of exhibition industry leaders to Riyadh. Fast forward a few months, and this delegation visit has culminated in a major industry conference attended by 1,000 professionals. This is a testament to the power of events and SCEGA’s commitment to using events as a strategic tool to drive growth in the Kingdom.

How do you view the youth entering the MICE sector?

Each generation brings its unique perspective and energy, particularly in its youth. However, as individuals mature, their priorities and inspirations evolve. The MICE industry is uniquely positioned to benefit from this youthful drive, as it requires diverse skill sets and thrives on innovation and adaptability. While the sector is often linked closely to tourism — incorporating hospitality, travel, and related services — its scope extends far beyond that. It’s one of the few industries where a wide array of skills can be applied successfully. The agility, purpose, and ambition required in the MICE sector make it an excellent platform for individuals from various professional backgrounds to contribute and excel. Globally, retaining talent in this industry remains a challenge. The post-pandemic workforce increasingly seeks purpose-driven roles, and many industries recognise the value of skills developed in the MICE sector. Event professionals are highly sought after in corporate marketing, internal event planning, and other roles that require bringing people together for meaningful interactions. This growing demand underscores the versatility and value of the expertise cultivated within the business events industry.