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Strategy activation for the MICE sector​

Working with a key regulator of the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector in the Kingdom of Saudi Arabia, The objective was to define the strategic direction for the exhibitions and conferences sector and establish a project management unit to oversee the implementation of the new strategy, ensuring alignment with national objectives.​

The Work​

• Defined and detailed the strategic direction, initiatives, and priorities for the sector.​
• Established a Project Management Unit (PMU) to oversee the implementation of the strategy and ensure effective governance.​
• Incorporated adjustments to the strategy to accommodate the impacts of the COVID-19 pandemic.​
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The Result/Impact:​

The strategy provided a clear roadmap for activating and governing the exhibitions and conferences sector, improving the alignment with national development goals and facilitating the launch of new initiatives to support the sector's growth.​

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