The International MICE Summit will take place at the Canopy, Riyadh, Saudi Arabia, from November 26 to 27, 2025.

IMS25 will bring together more than 3,000 world leaders from the Meetings, Incentives, Conferences, and Exhibitions (MICE) ecosystem, including government representatives, legislators, PEOs and PCOs, investors, innovators, industry influencers, and developers of MICE infrastructure. This builds on the tremendous success of the inaugural event last year. IMS25, hosted by the Saudi Conventions and Exhibitions General Authority (SCEGA), is a component of Saudi Arabia's Vision 2030 initiative to establish the Kingdom as a global centre for innovation, corporate events, and sustainable development.

PROGRAM PILLARS

INNOVATING Strategy

This pillar examines how PEOs and PCOs are modifying their strategies to meet the demands of the future. From the emergence of sports and culture as MICE drivers to the reimagining of exhibitions and the incorporation of sustainability, new forces are transforming the events industry.

WHERE UNCERTAINTY SPARKS OPPORTUNITY

The planning and delivery of events are changing due to geopolitical changes and economic volatility, which might range from abrupt rescheduling to inflation. In times of unrest, this pillar looks at how the sector can stay strong, preserve economic value, and uphold confidence.

DIGITAL MEETS DESIGN

Smarter staffing methods, hybrid formats, and emerging technology all promise increased engagement and efficiency, but not all of the tools are truly beneficial. This pillar examines areas where the human ability to gather still wins out and where technology might really improve event planning.

THE DESTINATION DIVIDEND

Destinations are more than just locations; they are symbols of opportunity, culture, and identity. This pillar looks at how a city may stand out from the competition, draw in investment, and create real financial benefits for both hosts and attendees by utilising both core and secondary destinations.

RETURN ON VISION

Business models for PEOs and PCOs are changing quickly, from conception to delivery. This pillar examines how value is proven, influence is quantified, and business expansion prospects are taken advantage of in a global marketplace that is becoming more and more competitive. Read more: Sand & Fun 2025