Bahrain Hosts Successful Middle East ICCA Summit

TDT | Manama

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The Middle East Summit of the International Congress and Convention Association (ICCA) concluded its sessions in Manama with great success, drawing more than 100 experts and specialists from across the region and the world to the Bahrain International Exhibition & Convention Centre.

This was the first time Bahrain hosted the event, held in partnership with ICCA, and it brought together industry leaders for panel discussions, workshops, and thought-provoking exchanges on shaping the future of global meetings, incentives, conferences, and exhibitions (MICE).

Among the highlights was a session on “Bahrain’s Tourism Vision and the Outlook for International Meetings”, led by Sarah Ahmed Buhejji, Chief Executive of the Bahrain Tourism and Exhibitions Authority (BTEA). She emphasized Bahrain’s strategic investments, sustainable tourism innovations, and initiatives empowering women and youth. She also discussed how business events in Bahrain align with the country’s economic diversification agenda.

Another key session, “Future of Destination Leadership: Unlocking Regional Potential through Creativity, Inclusion, and Sustainability”, featured Dana Al Sada, BTEA’s Deputy CEO for Resources and Projects. The discussion focused on strengthening Middle Eastern destinations through innovation and collaboration to remain globally competitive.

The summit also explored the growing role of artificial intelligence (AI) in the industry. Sessions such as “Harnessing AI for Destination Marketing” and “AI vs. the Human Mind”—which included insights from Oman’s experience—sparked lively debates about the balance between technology and human creativity.

Participants toured the Bahrain International Exhibition & Convention Centre, one of the largest venues in the Middle East, to experience its modern facilities, spacious halls, and sustainable, tech-driven services.

The summit concluded with the ICCA Middle East Awards, honoring pioneers whose contributions and innovations have helped shape the business events sector in the region.

Tourism Minister Fatima bint Jaafar Al Sairafi said the summit reflected Bahrain’s vision of innovation, collaboration, and inclusivity. She added that hosting the event positioned Bahrain as a hub for knowledge exchange and growth in the MICE industry, reinforcing its role as a leading destination under the Kingdom’s Tourism Strategy 2022–2026.