meet saudiarabia INDUSTRY REPORT
ONE STEP AT A TIME SCTA’s Al Jehani confirms that the creation of a Saudi Convention Bureau (SCB) is currently being considered by the Saudi Council of Ministers and a decision is expected within 2013. In the meantime, the commission is
exerting efforts to promote the kingdom’s meetings industry through events such as the Saudi Travel and Tourism Investment Market (STTIM) to be held in Riyadh from March 31 to April 4 and the Saudi MICE Convention in Jeddah from November 3 to 5. “The convention will put prime focus on
4 5 Among the facilities evaluated, RICEC
posted the largest domestic market share as it generated a direct economic impact of SAR158.1 million (US$43 million), followed by DIEC with SAR87.5 million (US$24 million) and JIECC contrib- uted SAR51.4 million (US$14 million). World Bank analysts believe there
is potential for Saudi Arabia to expand its meetings industry, given the coun- try’s robust economy and commitment to develop national infrastructure. However, in order to capitalise on the
In Saudi Arabia, the government
realises there is a huge possibility of expanding the meetings industry in major cities across the kingdom. In conducting the study, the World Bank particularly focused on the economic impact and prospects of the Riyadh International Convention and Exhibition Center (RICEC), the Dhahran International Exhibition Centre (DIEC) and the Jeddah International Exhibition & Convention Centre (JIECC). Based on data analysed by the World Bank,
the three facilities represented a direct impact of SAR297 million (US$80 million) to the Saudi economy in 2010. Indirectly, the effect was higher at SAR327 million (US$88.30 million). “Generally, the study illustrates that for
every riyal (US$0.27) spent by an exhibitor, SAR475 (US$128) is generated. In addi- tion, every event held needs more than 100 employees. These factors stimulate the national economy,” the bank reports.
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industry’s economic prospects, there is a need to establish a Visitor Convention Bureau (VCB) in Saudi Arabia dedi- cated to promoting the kingdom as a world-class meetings destination. “Most VCBs around the world follow
motivational regulations such as facili- tation of visa procedures, as well as reducing meetings restrictions and increasing the number of events during the whole year,” the report notes.
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the Saudi meetings industry and its role, not only in the development of the national economy, but also on the social level. Through this event, we also aim to increase the volume of investments in projects related to exhibitions and conferences,” Al Jehani says. The need for an SCB was also emphasised in a study conducted for SCTA in 2012 by
EVOLVING EVENTS INDUSTRY
William O’Toole of Event Project Manage- ment System (EPMS) has been involved in designing events and festivals for some of Saudi Arabia’s government agencies and major companies. Since 2004, he said the events industry in the kingdom has witnessed tremendous growth and this is tied to the development of various sectors. “Every sector in the country is on the move: transport, tourism, information and communications technology, banking and agriculture. Tese are internal drivers to diversify the types of events,” he says.
O’Toole agrees that the creation of a Saudi convention bureau, or a one-stop shop for anything related to the meetings and events sector, will help develop industries and related events.
Asked what advice he can offer comp-
anies, event organisers and meeting planners looking to enter the Saudi market, he says patience and the ability to build relationships. “In my experience, the country is based on trust. It is a good idea to demonstrate your expertise and products. Saudi companies and government agencies take a while to form a relationship with you. Coming to quick conclusions without understanding the complexity behind decisions is a big mistake. Te first rule is to meet locals who you can work with and feel there is a common understanding,” he says.
O’Toole adds that Saudis are excellent business people and negotiators and they expect to develop a long-term relationship with their business partners.
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