meet saudiarabia INDUSTRY REPORT


Strategy for success


With a bold vision to transform its meetings and events industry, drawing on solid research outlining unique opportunities for growth, the kingdom is a force to be reckoned with


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Saudi Arabia is a country with a plan. Despite an abundance of oil wealth, the kingdom is mindful that in order to achieve sustainability, it needs to gradually diversify its economy and lessen its dependency on black gold. Developing the tourism industry – and in


particular the meetings, events and corporate travel sector – as a vital source of domestic revenue features high up on the govern- ment’s list of priorities. As a result, the Saudi Commission for Tourism & Antiquities (SCTA) recently commissioned two studies that not only highlight the significance of the meetings and conventions industry, but also identify ways to maximise its potential.


30 The specific attention given to this


sector is buoyed by financial dynamics, according to SCTA’s Abdullah Al Jehani, Vice-President for Marketing and Programs. Quoting data from the Tourism Information and Research Center, Al Jehani said total business tourism spend hit SAR8.6 billion (US$2.32 billion) in 2011, representing 3.2 million premium flights by both domestic and inbound business travellers. The World Travel & Tourism Council


(WTTC) is even more optimistic about its projections for the sector. In its Travel & Tourism Economic Impact 2012 report, the council expects business travel


spending in Saudi Arabia to grow at an average of 5.1 percent per annum to reach SAR51 billion (US$14 billion) by 2022. Paul Kennedy, Director and Owner of


Kennedy Integrated Solutions Limited (KISL) and author of the SCTA-commissioned Strategy and Action Plan for the Development of the MICE Market in Saudi Arabia report released in 2012, says there is huge potential for the kingdom’s meetings, incentives, conferences and exhibitions industry to thrive. “A signifi- cant population, a commitment to develop the meetings and events infrastructure and the resources to do it should see Saudi Arabia become a recognised destination,” he says.


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