Saudi Arabia's Exhibition Industry: Catalyst for Change and Innovation

Josse Dulka, Communications Director, UAE, Action Global Communications
Opinion

Over the past few years, Saudi Arabia has emerged as a prime destination for some of the world’s most attended and innovative exhibitions – a transformation that reflects the Kingdom’s ambitions to diversify its economy and solidify its role on the global stage, particularly in fast-evolving sectors such as technology.

With international event giants such as Informa Markets, Tahaluf, RX Global, Messe München, and Clarion establishing offices in the Kingdom, it’s clear that Saudi Arabia is positioning itself as a key player within the Meetings, Incentives, Conventions, and Exhibitions (M.I.C.E.) sector. Added to that genuine intrigue and interest from business leisure travellers in what is happening in Saudi Arabia, the Kingdom has the perfect blend for growth in a sector that has continued to flourish since a post-pandemic bounce back.

And, this growth is pretty jaw-dropping. Saudi Arabia aims to increase its MICE sector's contribution to the national GDP from 3.8 per cent to 8.8 per cent by 2030 – that is approximately US$5.5 billion in market size, if growth predictions are correct.

It is remarkable to see such societal change and growth. Just a few years ago, international gatherings in Riyadh, such as LEAP, would have been unimaginable.

 

What’s Driving the Growth

There are several key factors contributing to Saudi Arabia's rapid rise in the exhibition landscape:

  1. Strategic Vision and Investment: The Kingdom's Vision 2030 has is underpinned by a robust foundation for economic transformation. Heavy investments in infrastructure and key non-oil sectors are creating an environment ripe for hosting international events. This includes the establishment of state-of-the-art venues across major cities dedicated to exhibitions and conferences.
  2. Global Partnerships: The entry of international giants into the Saudi market reflects a strategic move towards enhancing the Kingdom’s offerings. The recent announcement of 12 new major events, including prominent exhibitions such as Money20/20 and FIBO, will draw attention to sectors ranging from fintech to health and wellness, showcasing the Kingdom as a diversified hub not just for innovation, but for networking, power-broking and deal-making
  3. Dynamism in Key Industries: Saudi Arabia’s fast-growing economy, fuelled by youth and technology, is also a significant draw. Events such as LEAP have established themselves as important platforms for investments. In the case of LEAP, investments in technology totalling an astounding US$14.6 billion were announced at the 2025 edition alone. This kind of investment reflects a confidence in Saudi Arabia’s future and its appeal to international brands.
  4. Boost in Tourism and MICE Industry: The surge in business tourism, driven by high-profile exhibitions, enhances not only the local economy but also builds the Kingdom’s tourism infrastructure, which was already on a steep upwards trajectory, passing 100 million visitors for the first time in 2023. As the MICE industry expands, so too does the investment in hospitality and services, creating a virtuous cycle that benefits both exhibitors and attendees.

 

Cultural and Media Considerations for Brands Looking at Saudi Arabia’s MICE Opportunities

For brands attending exhibitions and events in Saudi Arabia, understanding and navigating local cultural and media landscapes is crucial. Here are some key considerations:

  1. Effective Communication: Dual-language communication is essential. However, simply translating English content into Arabic is not enough. Crafting clear and succinct messages tailored for the Arabic media ensures you reach the right audience effectively. At Action, I am fortunate to work with an expert team of Arabic content specialists who understand the intricacies and nuances, ensuring our content is not translated, but written in a way that the local Arabic media will appreciate. They prefer sharper, shorter content that gets to the point – if you can manage to include an approved quote from a senior Ministry spokesperson or large (but local) company, this will increase your changes of coverage.

Splitting your onsite communication into subsections (including individual subheadings) makes it easier for the media to extract what they want from your story – since adopting this approach we have seen even better results, and inclusion in publications that were a challenge previously.

  1. Local Representation: Utilising an Arabic spokesperson or media-trained representative can significantly enhance media opportunities. Many local Arabic outlets prefer interviews in Arabic and having an experienced local voice can improve your brand’s visibility. We have several live experiences of this, including one example while running the onsite press office for LEAP. We were supporting one of Saudi Arabia’s leading broadcast channels with securing interviews for up to 10 global technology brands, who were all making significant company announcements at the show. It was only possible to secure valuable on-air opportunities for four of those brands due to a lack of an Arabic spokesperson, or even ready and translated content. This just shows the importance of being prepared – if you are entering a new region to make significant announcements, make sure you have that announcement ready in all forms and in the local dialect.
  2. Preparedness is Key: The old saying of fail to prepare, prepare to fail resonates in this market too. Having pre-prepared media materials in both Arabic and English, ideally on a cloud-based platform, ensures your brand can capitalise on unexpected media opportunities. This ‘plug and play’ approach allows for quick integration of your announcements into local media narratives, maximising brand exposure during key events. Before arriving at an exhibition, our team always creates an exhibitor news folder as part of a live press kit. We advise exhibitors to send in press materials that can be uploaded to the link, preferably before the event, as the media regularly check to see what news is coming off the show floor to include in their daily stories.

 

Future Trends Shaping the Exhibition Landscape

Looking ahead, several trends are set to shape the future of exhibitions in Saudi Arabia:

  1. Technological Integration: Expect advancements in virtual and augmented reality to enhance participant engagement. Brands that invest in experiential technologies can really prosper by creating memorable interactions and drawing more attendees to their offerings.
  2. Sustainability: As global awareness around sustainability continues to grow, exhibitions in Saudi Arabia will likely adopt greener practices. Brands that prioritise sustainability in their strategies will resonate well with audiences increasingly concerned about environmental impacts.
  3. Focused Brand Collaborations: As multiple sectors find their space in the ever-increasing KSA exhibition landscape, opportunities for partnerships and collaborations will arise. Brands that can forge strategic alliances with local and international entities will enhance their visibility and credibility within the region.

Saudi Arabia's burgeoning exhibition industry is not only transforming the local economy, but also redefining the marketplace for international brands. As a catalyst for innovation and collaboration, the Kingdom offers a dynamic environment ripe with opportunities for those willing to adapt to its unique cultural and commercial landscape. By embracing the growth of this industry and leveraging existing and emerging trends, brands can secure long-term success in one of the world’s most exciting markets.