Middle East ICCA Summit hosts active discussion on MICE industry issues

The agenda included discussions on the priorities for the development of the business events sector worldwide. Among the highlights was a session titled ‘Bahrain’s Tourism Vision and the Perspective of the International Meetings Sector,’ which featured Ms. Sara Ahmed Buhiji, Chief Executive Officer of the Bahrain Tourism & Exhibitions Authority (BTEA) and Chairperson of Exhibition World Bahrain. The discussion focused on the Kingdom’s strategic investments, sustainable tourism innovations, and initiatives to empower youth and women, while also sharing ICCA’s international perspective on how Bahrain’s business events sector supports its national economic diversification agenda. Another session, ‘The Future of Destination Leadership: Unlocking Regional Potential through Creativity, Inclusivity, and Sustainability,’ featured Dana Osama Yousif Al Saad, Deputy CEO for Resources and Projects at BTEA. The panel explored practical solutions for enabling Middle Eastern destinations to embrace innovation and collaboration, strengthening their global competitiveness. Artificial intelligence also featured prominently on the summit’s agenda. The session ‘Harnessing AI for Destination Marketing Leadership: Building Future Strategies’ examined how predictive analytics and tailored campaigns can enhance destination promotion. ‘AI vs. the Human Mind: Can Innovation Strengthen Credibility in Business Events?’ showcased an interactive case study on Oman’s experience in integrating AI into its business events sector.

As part of the summit, participants toured EWB, one of the largest and most advanced facilities of its kind in the Middle East. The tour highlighted the center’s state-of-the-art halls, modern amenities, sustainability practices, and advanced digital solutions, underscoring its position as a leading regional hub for exhibitions and conventions.

The summit concluded with the ICCA Middle East Awards ceremony, where several pioneers of the global meetings and conventions industry were honored for their innovation, development efforts, and visionary contributions to advancing the region’s business events sector.

HE Fatima bint Jaffar Al Sairafi, Minister of Tourism, said: "We are proud that Bahrain has become a promising regional hub for international events, supported by its strategic location, excellent connectivity, and exceptional hospitality. This summit showcased the Kingdom’s clear vision for driving innovation, collaboration, and inclusivity. Our partnership with ICCA has provided the ideal platform for knowledge exchange and growth opportunities within the meetings industry, while further reinforcing Bahrain’s position in business tourism, a key pillar of the 2022–2026 Bahrain Tourism Strategy."