As Saudi Arabia pushes forward with its ambitious Vision 2030, the Kingdom is rapidly positioning itself as a global hub for business events. The global MICE industry (meetings, incentives, conferences, and exhibitions) is already a multi-billion-dollar sector projected to expand significantly by 2030, driving international trade, investment, and cultural exchange. Saudi Arabia wants a central role in this growth, and for Pakistan, the transformation opens new opportunities in business travel, partnerships, and knowledge sharing.
In an exclusive interview with Startup Pakistan, Senior Director for India and Subcontinent Markets at the Saudi Tourism Authority, explained how the Kingdom is reimagining MICE as a driver of growth. “Vision 2030 is the defining conversation of this decade. Saudi Arabia is positioning itself as one of the world’s leading hubs for international conferences and knowledge exchange,” he said. “Events like the Future Investment Initiative, LEAP, the World Defense Show, and the International Hajj and Umrah expos are already putting Saudi Arabia on the global map. Across Riyadh, Jeddah, and Medina, we now host more than 275 conferences and exhibitions every year.”
These gatherings, he said, are not just about numbers but about impact. “MICE plays a major role in bringing people into the country, but also in knowledge transfer and education. From technology and AI to government, health, and education, Saudi Arabia is hosting the kinds of global conversations that shape the future.”
For Pakistan, the connection is natural. “Saudi Arabia has something no one else has Mecca and Medina”. “For Pakistan, there is a deep affinity with the Kingdom. Any Pakistani who travels here for business will also want to visit these holy cities. That unique value adds to the MICE offering, as we are showing how spiritual, cultural, and business experiences can be combined in one journey.”
To make this possible, Saudi Arabia is tailoring its approach. “We are creating specially curated packages for Pakistani corporates and travel management companies. This is not something most tourism boards do. But we are coming to the market, sitting with businesses and agents, understanding their exact needs, and building packages on the spot,” he said.
Visa accessibility has also been a major focus. “We are introducing group discounts on flights, special counters at visa centers, and bundled packages so corporates can manage everything flights, hotels, ground services, and visas in one place. Our goal is to make the process seamless for Pakistani businesses,” he added.
On the role of technology, he expressed confidence that digital innovation will strengthen, not disrupt, the sector. “The MICE industry is growing globally, and AI will only enhance that experience. It will act as a booster. From real-time translation to advanced data analysis and visitor engagement, AI is already transforming how conferences and exhibitions are experienced.”
Saudi Arabia’s strategy also goes beyond conferences. “We came with multiple offerings that combine MICE with Umrah, family experiences, honeymoons, weddings, and even photo shoots and brand launches,” he revealed. “It’s business with leisure, creating a complete package for visitors.” The Kingdom is also showcasing destinations like AlUla, with its UNESCO World Heritage sites and breathtaking desert landscapes, as well as the Red Sea, where luxury resorts and pristine islands are redefining high-end leisure travel. Riyadh itself is transforming into a lifestyle capital, offering world-class shopping, dining, and entertainment experiences that add a modern dimension to its role as a business hub.
Connectivity between Pakistan and Saudi Arabia has never been stronger. With multiple airlines operating daily direct flights from Islamabad, Lahore, and Karachi to Riyadh, Jeddah, Medina, and Dammam, travel has become seamless. This ease of access reduces friction for corporate delegations and entrepreneurs, ensuring that MICE participation naturally fits with both business and spiritual journeys. Beyond logistics, it also reflects the deep and friendly bond between the two nations, where historic, cultural, and religious ties continue to translate into stronger economic and business cooperation.
For Pakistan, this is a timely opportunity. As the global MICE industry expands into one of the most dynamic sectors of the decade, Saudi Arabia’s reforms are creating new spaces for cooperation and exchange. The Kingdom is not only opening its doors wider but also positioning itself as a serious competitor to established global hubs. For Pakistan’s business community, 2025 marks the moment to step in and join a transformation that could redefine business travel and international collaboration across the region and beyond.
