Kingdom of Saudi Arabia
The Supreme Commission for Tourism appointed The Right Solution, in conjunction with Team Tourism, to produce a strategy and action plan for the development of the “MICE” market in Saudi Arabia.
The role was to carry out a quantitative and qualitative study of the existing business tourism market in the Kingdom and then prepare a 20-year strategy for improving the business. This was accompanied by a 5-year detailed action plan.
Conference and exhibition venues throughout the Kingdom were visited and assessed. Competitor analysis, particularly in the Gulf region, was undertaken and comprehensive market research within Saudi Arabia was completed.
Key actions were identified and recommended. The Supreme Commission for Tourism has progressed implementation of the recommendations since the completion of the study.
The latest IBTM meetings industry research carried out by The Right Solution identified how conference and business tourism in Saudi Arabia has increased in recent years and satisfaction levels for conference buyers who have held events there was high, with third ranking for Saudi Arabia after UAE (Abu Dhabi and Dubai) and Jordan.