Interview |
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How have relationships with international industry associations benefitted your organisation and the broader Saudi events industry? Being part of leading international industry associations allows us to stay ahead of global trends, access best practices, and build strong networks with global event organisers. Through UFI, ICCA, IAEE, and PCMA, we gain insights into the latest innovations in event management, technology, and sustainability. These memberships also enhance Saudi Arabia’ s visibility in the global MICE industry, positioning the Kingdom as a key player in hosting world-class exhibitions and conferences. Additionally, we actively participate in knowledge-sharing initiatives and collaborate with global industry leaders to bring top-tier events to Saudi Arabia. |
What are the most exciting opportunities you see for the Saudi events industry in the next five years? The next five years will be transformative for Saudi Arabia’ s events industry. With major infrastructure projects like the Red Sea developments and smart city initiatives in NEOM, we expect a surge in global interest in Saudi-hosted events. The government’ s focus on tourism and foreign investment will further attract international exhibitors and attendees. We also |
anticipate the rise of hybrid and tech-driven events, incorporating AI, VR, and data analytics to enhance attendee experiences. Furthermore, Saudi Arabia’ s emergence as a sports and entertainment hub will open new opportunities for large-scale international events.
What challenges do you anticipate in establishing Saudi Arabia as a premier global destination for business events? Some key challenges include intense competition from established event destinations, the need for continued infrastructure expansion, and the development of skilled event professionals. To address these challenges, 1st Arabia is investing in workforce training programmes to nurture local talent and is collaborating with international partners to enhance event quality. We are also leveraging advanced event technologies to create seamless experiences for exhibitors and attendees.
Until recently venue space and limited connectivity impacted Saudi Arabia’ s ability to attract international events. How has that improved? In the past, limited venue options and connectivity posed challenges in hosting large-scale international events. However, with new exhibition
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Above left: Events are helping to transform the Saudi economy
Above right: 1st Arabia is investing in workforce training to nurture local talent
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centres, expanded airline routes, and visa facilitation for business travellers, accessibility has significantly improved. Cities like Riyadh, Jeddah, and Dammam now offer world-class facilities that rival top global event destinations. The government’ s commitment to expanding hospitality infrastructure and supporting the MICE sector has further strengthened Saudi Arabia’ s ability to host international events at a larger scale.
You describe 1st Arabia as‘ architects of change’. How can the events industry continue to transform Saudi Arabia’ s economy and international reputation? At 1st Arabia, we see ourselves as drivers of economic and social transformation. Our vision is to create world-class events that not only serve as business platforms but also contribute to Saudi Arabia’ s long-term economic growth and international positioning. By bringing together industry leaders, investors, and policymakers, we facilitate discussions and partnerships that shape the future of key sectors. As Saudi Arabia continues to open up to the world, we believe the events industry will play a crucial role in enhancing its global reputation as a thriving business and tourism hub. Through our events, we are not just organising exhibitions – we are shaping the future of the Kingdom. EW
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