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Events and Exhibitions are very important for boosting Saudi Arabia’s economy and encouraging knowledge exchange. As this sector grows quickly, it faces challenges that need to be addressed to ensure its success.
Welcoming 150 Million Tourists by 2030
One of the biggest challenges is the infrastructure and services. Saudi Arabia aims to attract 150 million tourists by 2030. To reach this goal, the Events and Exhibitions sector must expand, building more venues and choosing locations that can host these events smoothly. For example, during the “LEAP” event in Riyadh, traffic congestion led to longer travel times for visitors, despite the organizers’ logistical solutions. Hotel occupancy also reached 99%, showing that Riyadh needs more venues and hotels to keep up with the growing demand for international events.
Other cities, like Jeddah, face similar challenges. Hotel capacity is often not enough to meet the needs of visitors during busy exhibition and conference seasons, with occupancy rates going above 90%. Even though there have been improvements in transport, housing, and communications, more investments are needed to meet the rising demand in this sector, especially for events attracting international visitors.
Attracting a Broad and Diverse Audience
In terms of international marketing, many global organizers lack enough information about events in Saudi Arabia. This lack of data affects the decisions of exhibitors and participants. Promoting these events effectively should be seen as an investment in the success of the event, rather than just an expense. Good promotion helps reach the right audience and builds the event’s identity.
Localizing Jobs and Supporting Training Programs
For this sector to succeed, it needs to attract skilled workers from around the world. As the sector is still developing, it lacks certain expertise that can only be gained through experience. There is a need to bring in international experts and create specialized programs to train Saudis interested in working in this field. These programs should cover organizing various events, including entertainment, tourism, cultural, economic conferences, and international exhibitions. In addition, these programs should include strategic planning for exhibitions and conferences, ensuring local workers are well-prepared to manage events efficiently in the future.
I recently participated in a leadership program offered by the General Entertainment Authority and the Quality of Life Program. This course was delivered with INSEAD, one of the top business schools in the world. The program is a good example of localizing jobs and supporting training in the events, exhibitions, and events management sector. It falls under the “Makers of Happiness” initiative, which aims to develop skills in entertainment and events. The program trains Saudi youth in event planning, organizing, marketing, crowd management, and enriching the visitor experience.
The program I attended covered important topics like strategy building, innovation, and creativity. It also offered practical training in major events held in the Kingdom, giving participants the chance to visit top event centers and companies around the world, such as Disney Parks. These experiences give participants hands-on knowledge, helping them succeed in the field.
The Entertainment Fellowship Program, part of the “Makers of Happiness” initiative, aims to empower Saudi talent by giving them the skills needed to work in the entertainment sector. The program includes both theoretical and practical training, focusing on developing competencies in entertainment, creating a new generation of Saudi leaders ready to advance this industry.
Unifying Efforts to Build an Effective Sector
For long-term success, Saudi Arabia is relying on comprehensive strategies to address current challenges and prepare for the future. Cooperation between the public and private sectors is essential for organized, data-driven planning to build a sustainable sector with clear goals that ensure future growth.
Improving the events and exhibitions sector requires teamwork from all parties involved. The goal is to make this sector a major source of national income and a valuable part of the economy, driven by human talent and ideas. Strong coordination between different sectors is necessary to create an effective industry with proper regulations, raising the standards and sustainability of this field. This will help achieve Vision 2030’s goals of diversifying the economy and supporting local growth.
Conclusion
In conclusion, it’s important to recognize the significance of exhibitions, conferences, and event management in Saudi Arabia. What we are witnessing is not just a temporary trend, but a golden opportunity to build a sustainable and competitive sector that can provide significant economic benefits. These benefits include increased local and foreign investments, job creation, enhanced tourism, higher tourist spending, and support for related sectors like hospitality, transport, and logistics. Investing time and resources in this sector will ensure its continued growth and positive impact on the economy and society. Let’s build on this momentum to create a strong foundation for a prosperous future.
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