MEI Leads Delegation to Explore Saudi Arabia's Emerging Events Sector

Major Events International (MEI), a UK-based organization specializing in facilitating partnerships and consultancy services for major events worldwide, is leading a delegation to Saudi Arabia from September 14 to 18, 2025. The visit aims to explore commercial opportunities within the Kingdom's rapidly evolving major events sector.

This initiative aligns with Saudi Arabia's Vision 2030, a strategic framework launched in 2016 to diversify the nation's economy and reduce its dependence on oil revenues. A key component of this vision is the development of the tourism and entertainment sectors, positioning the Kingdom as a global hub for major events.

The MEI delegation's itinerary includes high-level briefings with Saudi government representatives, city officials, and industry leaders in Jeddah and Riyadh. Participants will visit key venues and infrastructure projects, gaining firsthand insights into the Kingdom's ambitious developments. Networking receptions with local stakeholders are also planned to foster strategic partnerships.

"This visit provides a timely platform to understand the scale of ambition and align your organization with upcoming projects," an MEI representative stated.

Saudi Arabia's commitment to becoming a global events hub is evident in its substantial investments in infrastructure and entertainment projects. The Kingdom has hosted high-profile events such as Formula E races, the Dakar Rally, and the Saudi Cup horse race. Major projects like NEOM, a $500 billion futuristic megacity, and Qiddiya, an entertainment capital near Riyadh, underscore this commitment.

The General Entertainment Authority (GEA), established to oversee and promote entertainment initiatives, has been instrumental in this transformation. In 2017, Jeddah hosted the first-ever Saudi Comic Con, backed by the GEA, marking a significant shift in the Kingdom's cultural landscape.

The expansion of the major events sector has significant economic implications. The Events Investment Fund (EIF), launched in 2023, aims to develop sustainable infrastructure and strategic partnerships in the culture, tourism, entertainment, and sports sectors. The EIF plans to conceptualize, finance, and oversee the development of 30 venues by 2030, contributing over 10% annually to the GDP.

Socially, hosting international events fosters cultural exchange and positions Saudi Arabia as a prominent player on the global stage. However, challenges such as ensuring infrastructure readiness, managing large crowds, and addressing cultural sensitivities associated with hosting diverse international audiences remain.

MEI's market visit signifies a pivotal moment in Saudi Arabia's journey to becoming a global events hub. The Kingdom's strategic investments and openness to international collaboration are set to reshape the global major events landscape.