Saudi Arabia Positions MICE as a Key Economic Lever
Saudi Arabia is deliberately developing the MICE sector (Meetings, Incentives, Conferences, Exhibitions) into a central growth
driver of its economic and tourism strategy. The segment benefits from significant investment, clear political priorities, and the
expansion of internationally competitive infrastructure.
A Strategic Location for International Companies
The MICE development is becoming increasingly relevant for German companies. More than 600 firms from the German-speaking region are currently active in Saudi Arabia, many of them global leaders in industry and technology.
An increasing number of companies are managing regional operations, large-scale projects, and international partnerships directly from the Kingdom. As a result, demand is rising for professionally organised conferences, executive meetings, incentive programs, and global trade and industry events held locally in Saudi Arabia.
Studies forecast annual growth of around ten per cent for the Saudi MICE market through 2029. This clearly outpaces traditional business travel.
At the same time, a structural supply gap remains. Internationally positioned destination management structures are still limited. European—particularly German—standards in planning reliability, process quality, and communication are not yet consistently available across the market.
Capito Consulting addresses this gap by acting as the lead MICE organiser, combining international standards with deep local execution capabilities through its partnership with KSA-based DMC SELA.
SELA contributes extensive experience in event operations, venue management, and infrastructure within the Kingdom. Capito Consulting brings international project governance, conceptual design, and a strong understanding of European corporate expectations.
Market experience shows that MICE projects in Saudi Arabia are most successful when decision-making is fast, concepts are clearly defined, and cultural alignment is ensured. This joint approach is designed to deliver exactly these conditions.