US$42m
1 Riyadh International Convention and Exhibition Center (RICEC)
2 Princess Nora University Conference and Convention Center, Riyadh
contributed US$13.7 million (SAR51.4 million) to the region’s GDP in 2010. The World Bank study alluded to more
mature meetings markets in order to highlight to the KSA government, the potential of the industry if approached strategically. In the US, the meetings industry directly supports more than 1.7 million jobs, contributes US$106 billion to GDP and generates at least US$263 billion in spending. From 2010 to 2011, San Diego Convention Centre alone generated US$1.4 billion in regional economic impact. The added-value multiplier impact
of the US meetings industry’s is 4.3, compared to estimated 2.1 in Saudi Arabia, according the report. The World Bank made several
recommendations designed to improve this multiplier and boost the meetings industry’s contribution to the Saudi economy. These included forming public- private partnerships to build more convention centres; investing in new technologies to attract business events; providing incentives to current venues; and relaxing the country’s entry formalities.
THE FIVE-YEAR PLAN Many of the recommendations made by the World Bank and Kennedy’s study have been assimilated into the SECB’s fi ve-year action plan, which runs until 2018. Its six key objectives are to:
1 Develop and implement effi cient and transparent licensing policies which encourage investments in the country’s exhibition and convention sector.
2 Collaborate on the development of exhibition and convention venues in order to strengthen the capacity of the country, providing appropriate options for the organisation of large, high-quality events.
3 Develop and implement service standards in the kingdom’s sector to increase the quality of exhibitions and conventions.
4 Provide research and statistics to investors and stakeholders, including the
T e direct contribution of events held at the Riyadh International Convention and Exhibition Center (RICEC ) to Riyadh’s economy in 2010
2
measurement of the economic impact of the sector and its share of the GDP.
5 Provide career opportunities for Saudi citizens and position the sector as an attractive option for career development.
6 Promote the kingdom as a viable host for regional and international exhibitions and conventions which assist in the development of country’s economic sectors.
Each year, annual updates will be created to supplement this plan. However, based on its research, the SECB’s fi ve key areas of focus are: online systems; statistics and research; product development; professional development; and marketing. The SECB is also responsible for
exhibition and convention events, the licensing of organisers and exhibition and convention venues and the fi ve- year plan says the primary objective for each licensing process to: generate effi ciency and transparency; establish a dynamic business environment; develop world-class organisers and venues based on international standards; and to support the economic, social and cultural ambitions of the nation.
UPGRADING CAPACITY The supply of high-quality event space is one of the major challenges across the country, especially if Saudi is to broaden the meetings and exhibitions sector away from Riyadh and Jeddah. In 2012, there were 600 venues geared up to staging meetings and events in Saudi Arabia and more than
500 licensed conference and exhibition organisers, according to the SCTA. “Saudi Arabia is currently developing
new event venues throughout the country,” reveals Al Essa. “In addition to established hotels and convention centres, the country will provide an abundance of choice for possible venue locations.” One of the most impressive new
facilities is the Princess Nora University Conference and Convention Center in Riyadh, which has 17 multi-functional, fl exible rooms suitable for meetings and conferences. The centrepiece is the two-tiered 2,700-seat auditorium. Other new facilities are also in the
pipeline, including the Prince Sultan Cultural Center (PSCC) in Jeddah, which will feature a conference and exhibition complex to help increase the city’s current 10,000-square-metre capacity sixfold to 60,000 square metres. Event organisers are also wising up to
the opportunities in Saudi Arabia, namely the MCI Group, which set up shop in Saudi Arabia as part of its expansion strategy. The company formed a partnership with travel management fi rm Al Tayyar Travel Group and is establishing offi ces in Riyadh and Jeddah. “Saudi Arabia is a critical market. MCI Dubai has already operated several major conferences in the kingdom over the past two years and will continue to engage in client solutions to build and engage their communities,” says MCI IMEA Chief Operating O ffi cer Sumaira Isaacs. “An organisation cannot be considered
a serious regional player if it does not have a presence in this market.”
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