As the region’s events sector rapidly expands, a new generation of professionals, creators, and decision-makers gathers under one roof to redefine how business, technology, and entertainment converge. The leading MICE (Meetings, Incentives, Conferences, and Exhibitions) and live events exhibition in the Middle East marks a major milestone in Saudi Arabia and Dubai’s rise as global hubs for innovation and experience-driven industries. The event isn’t just an exhibition it’s a gateway to mastering the future of events.
With over 5,000 industry leaders attending, this exhibition sets the stage for valuable connections between top executives, creatives, and strategic minds in the Saudi, Emirati, and broader Middle Eastern markets. Whether from luxury hospitality, tech innovation, or mega-event production, participants use this platform to share ideas and form impactful alliances.
More than 100 cutting-edge exhibitors showcase the next wave of event technology ranging from immersive virtual experiences to sustainable logistics solutions. From interactive staging to AI-enhanced guest management, the innovations on display reveal how the Middle East is leading in crafting unforgettable events.
Attendees gain access to over 60 free sessions led by more than 70 international experts, each offering practical insights on vital topics like artificial intelligence, virtual reality, and eco-conscious event planning. These sessions go beyond trends and deliver strategies that event professionals can implement immediately in the local market.
With the Middle East’s events sector now valued at over $50 billion, this exhibition empowers professionals with the tools, trends, and insights needed to thrive. From government-backed initiatives to private sector expansion, the opportunities are vast for those ready to lead in event innovation and execution.
The exclusive awards night honors standout achievements in the events world, offering professionals a rare opportunity to be recognized by peers in a glamorous setting. Beyond prestige, the gala fosters a sense of community and ambition, fueling further creativity and excellence across the region.
Started my career in Automotive Journalism in 2015. Even though I'm a pharmacist, hanging around cars all the time has created a passion for the automotive industry since day 1.
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