Summit to link buyers and suppliers

The China MICE Summit in Riyadh, Saudi Arabia, in 2026, will set out a specialist platform to link top-tier Chinese MICE decision-makers with tourism and hospitality suppliers from Saudi Arabia and the wider Middle East, companies said.

MICE is an acronym for the meetings, incentives, conferences and exhibitions sector.

The initiative aligns with Saudi Arabia's Vision 2030 and aims to bolster the kingdom's position in global business events and tourism while meeting growing demand for structured, high-quality B2B engagement between China and the Middle East.

China Travel Online and Taiba Investments signed a memorandum of understanding at World Travel Market London in November to jointly host next year's China MICE Summit in Riyadh, marking the first dedicated China-focused MICE B2B event in the Middle East.

Marcus Lee, CEO of China Travel Online and producer of the China MICE Summit, said the partnership marks a milestone by establishing the region's first dedicated China-focused MICE B2B event.

"Chinese MICE and corporate travel segments deliver higher yields and long-term strategic value, but remain among the most challenging markets to access," Lee told China Daily.

He said the summit is designed to maximize business opportunities from China to international destinations, with Saudi Arabia as the latest strategic expansion of the platform, and is positioned to provide a professional, highly curated environment for building long-term partnerships between buyers and suppliers.

The Global Business Travel Association's annual Global Business Travel Index estimates China's business travel spending reached $372.5 billion in 2024, accounting for 25 percent of global expenditure.

Taiba Investments will serve as the summit's strategic industry partner. The company, one of Saudi Arabia's leading hospitality and real estate firms, has strengthened its portfolio following the acquisition of Dur Hospitality.

"We are dedicated to meeting every need of Chinese visitors — from language and cuisine to cultural immersion — ensuring their visit to the kingdom is truly memorable," said Hassan Ahdab, chief hospitality operations officer at Taiba. "This collaboration will drive increased Chinese tourism and further position Saudi Arabia as a leading global tourism destination."

In contrast to large-scale, mass-market trade exhibitions, the China MICE Summit will adopt a quality-driven, highly targeted model. The 2026 Riyadh edition will host more than 50 carefully selected Chinese MICE buyers, including incentive travel specialists, MICE operators, conference organizers, corporate travel planners, business travel agencies and exhibition companies.

As part of the summit program, Chinese buyers will be invited to join city and regional tours, hotel and attraction inspections, and visits to MICE venues, and take part in engagements with local Saudi authorities and companies to deepen understanding of the destination's infrastructure, capabilities and partnership opportunities.

"The launch of China MICE Summit Saudi Arabia reflects the rising importance of the Middle East as a fast-growing and competitive MICE destination, while reinforcing Saudi Arabia's position as a key hub for international business events," Lee said.