MICE what that mean?

Meetings, Incentives, Conventions, and Events (MICE) is a type of tourism in which large groups, usually planned well in advance, are brought together for a particular purpose.

Saudi Arabia currently has around 600 conferences or meetings venues, and hosts approximately 100,000 meetings per year. Recently, the Saudi Council of Ministers issued a national decree forming the Saudi Exhibition and Convention Bureau (SECB). The SECB is the overall governing and developmental organization for MICE (Meeting, Incentive, Conference and Exhibition) for Saudi Arabia. It has been established to develop the area of exhibitions and conferences in line with the Kingdom are other economic, cultural and social sectors.


Meetings - Incentives - Conferences - Exhibitions


Meetings bring people together in one place for the purposes of sharing information and discussing and solving problems. Most of the time, corporate meetings which are held by companies in the following ways:

  • Board meetings
  • Management Meetings
  • Shareholder Meetings
  • Meetings with partners, suppliers and clients
  • Training Seminars


Conferences are gatherings of people with common objectives, organized to exchange ideas, views and information of common interest to the group. An organization, usually an association, will organize a conference each year with a theme related to the organization’s topic.

  • Conference often lasting for several days and involving a social program
  • Conference organized by associations, societies, charities and political parties.
  • Usually conducted once a year
  • Generates income for the association
  • Take time on selecting the site of the conference


Exhibitions are activities organized to show new products, services and information to people who have an interest in them, such as potential customers or buyers. The company showing their new products, the exhibitor, typically rents an area from the organizer and sets up a booth to meet with potential buyers. The buyers or the public need an invitation or a ticket to be allowed into the exhibition.

Purpose of exhibition:

  • Get sales leads
  • Build a network for influential contacts
  • Gather new information on the competition
  • Build the company’s image


Incentive travel is a management tool for rewarding and motivating sales representatives, dealers, distributors, production workers, support

staff, and in some cases, customers. The company rewards sales representatives who reach sales targets by sending them on trips. Usually,

the incentive trip will last three days, with hotel stays, tour packages and planned activities such as dinners, parties and games. Incentive

tourism is usually conducted purely for entertainment, rather than professional or educational purposes.

Event Services

  • Conférences
  • Data Base Management
  • Exhibitions
  • Team Building Activities
  • Private Meetings
  • Incentive Travel
  • Corporate Events
  • Social Events
  • Farewells
  • Anniversaries
  • Inaugurations
  • Hospitality
  • Reception
  • Catering
  • Meet & Assist services
  • Hotel Reservations
  • Workshops
  • Flower arrangement
  • Public Relations
  • Registration Software
  • Logistic Services


Take a look at our ever-growing portfolio and see our process in action.

“Just because you have planned something doesn’t mean it is going to happen.”

– Jung Lee., Celebrity event planner/producer

Professional’s Eye

We adopt our clients and treat them like we would our own.

Working Hours : 08:00 AM – 5:00 PM
Address : Riyadh, King Abdullah Street, Salah AlDin District, Saudi Arabia
Phone :+966 11 296 3777