H.E. Fahd Al-Rasheed, Chairman of the Saudi Conventions and Exhibitions General Authority (SCEGA), along with an executive team, participated at the UFI Global Congress in Cologne, Germany from November 20-23, 2024. This significant participation underscores Saudi Arabia's ongoing commitment to becoming a leading global destination for meetings, incentives, conferences and exhibitions (MICE) sector.

In a private meeting with 30 global CEOs during the congress, H.E. Fahd Al-Rasheed stated, "Saudi Arabia possesses unique attributes that contribute to enhance its position in the exhibitions and conferences sector. By prioritizing international partnerships, sustainability, and workforce development, we are strengthening our status as a key MICE destination while playing a vital role in the Kingdom's economic diversification efforts."

The UFI Global Congress brings together industry professionals, including exhibitors, event organizers, and venue operators, fostering collaboration and partnerships. This leading international event offers diverse perspectives from different markets, promoting a better understanding of global industry dynamics. The congress serves as a platform for discussing industry challenges and advocating for policies that support the sector's growth. This engagement not only showcases Saudi Arabia's progress in the MICE sector but also demonstrates SCEGA's ambitions for the future.

During the UFI Global Congress, H.E. Fahd Al-Rasheed also announced that Saudi Arabia will host an International MICE Summit in Riyadh in December 2024.