Manama : The International Congress and Convention Association (ICCA) Middle East Summit concluded successfully today at Exhibition World Bahrain (EWB), with over 100 international experts and specialists from the Middle East and beyond in attendance.
Held for the first time in Bahrain in partnership with ICCA, the summit featured comprehensive panel discussions, specialised workshops, and inspiring dialogues addressing key topics shaping the future of the global MICE (Meetings, Incentives, Conferences, and Exhibitions) industry.
The agenda included discussions on priorities for developing the international business events sector, including a session titled ‘Bahrain’s Tourism Vision and the Perspective of the International Meetings Sector.’ This session featured Sara Ahmed Buhiji, CEO of the Bahrain Tourism & Exhibitions Authority (BTEA) and Chairperson of Exhibition World Bahrain, focusing on Bahrain’s strategic investments, sustainable tourism innovations, and initiatives empowering youth and women, alongside ICCA’s perspective on how Bahrain’s business events complement its economic diversification agenda.
Another session, ‘The Future of Destination Leadership: Unlocking Regional Potential through Creativity, Inclusivity, and Sustainability,’ included Dana Osama Yousif Al Saad, Deputy CEO for Resources and Projects at BTEA, discussing solutions for Middle Eastern destinations to adopt innovation and collaboration to enhance competitiveness internationally.
The summit also highlighted artificial intelligence’s role in developing the meetings and conferences sector, with sessions like ‘Harnessing AI for Destination Marketing Leadership’ and ‘AI vs. the Human Mind,’ featuring an interactive case study on Oman’s experience integrating AI into its business events sector.
Participants toured Exhibition World Bahrain, one of the largest and most advanced centres in the Middle East, experiencing its modern facilities, large halls, sustainability initiatives, and advanced digital solutions.
The summit concluded with the ICCA Middle East Awards ceremony, honouring industry pioneers who contributed innovative ideas and visionary efforts to advance the region’s business events sector.
Fatima bint Jaffar Al Sairafi, Minister of Tourism, said: “We are proud that Bahrain has become a promising regional hub for international events, supported by its strategic location, excellent connectivity, and exceptional hospitality. This summit showcased the Kingdom’s clear vision for driving innovation, collaboration, and inclusivity. Our partnership with ICCA provides the ideal platform for knowledge exchange and growth opportunities within the meetings industry and reinforces Bahrain’s position in business tourism, a key pillar of the 2022–2026 Bahrain Tourism Strategy.”
