Saudi Conventions & Exhibitions General Authority (SCEGA) Market Research Report

Background

Overview

The Saudi Conventions & Exhibitions General Authority (SCEGA) is a government entity established by Royal Decree No. (A/154) on December 28, 2018, to oversee and develop the exhibitions and conventions sector in Saudi Arabia. SCEGA's mission is to enhance the sector's role in the national economy, increase its effectiveness, and overcome growth obstacles by adhering to international best practices.

Mission and Vision

Mission: To develop and regulate the exhibitions and conventions sector, ensuring its growth and integration into the national economy.

Vision: To position Saudi Arabia as a leading destination for exhibitions and conventions, fostering economic diversification and global connectivity.

Primary Area of Focus

SCEGA focuses on the strategic development of the exhibitions and conventions sector, including:

Setting plans, policies, and programs related to the sector.

Issuing approvals and licenses for organizing exhibitions and conventions.

Coordinating with relevant authorities to encourage investment and promote Saudi Arabia as an attractive destination for such events.

Qualifying and training national cadres in the field.

Attracting international exhibitions and conventions, and supporting local events that reflect the Kingdom's identity.

Industry Significance

SCEGA plays a pivotal role in advancing Saudi Arabia's Vision 2030 by diversifying the economy and enhancing the country's global presence through the exhibitions and conventions sector.

Key Strategic Focus

Core Objectives

Develop and implement strategic plans for the exhibitions and conventions sector.

Enhance the sector's contribution to the national economy.

Overcome challenges hindering sector growth.

Specific Areas of Specialization

Regulation and licensing of exhibitions and conventions.

Investment promotion and facilitation within the sector.

Talent development and training programs.

International collaboration and representation.

Key Technologies Utilized

SCEGA employs advanced technologies to streamline operations, including digital platforms for event management, data analytics for market insights, and virtual reality for event planning and execution.

Primary Markets or Conditions Targeted

International and regional exhibitions and conventions.

Business tourism and related sectors.

Investment opportunities within the exhibitions and conventions industry.

Financials and Funding

Funding History

As a government entity, SCEGA's funding is primarily sourced from the Saudi Arabian government, allocated through national budgets to support its initiatives and operations.

Total Funds Raised

Specific figures regarding total funds raised are not publicly disclosed.

Recent Funding Rounds

Detailed information on recent funding rounds is not publicly available.

Notable Investors

As a government agency, SCEGA does not have external investors.

Intended Utilization of Capital

Capital is utilized for infrastructure development, event organization, talent training, and promotional activities to enhance the exhibitions and conventions sector.

Pipeline Development

Key Pipeline Candidates

SCEGA is involved in various initiatives to develop and host international and local exhibitions and conventions, though specific events are not detailed in the available sources.

Stages of Development

SCEGA is in the planning and execution stages of multiple events, focusing on enhancing the Kingdom's position in the global exhibitions and conventions market.

Target Conditions

The authority targets a diverse range of sectors, including technology, healthcare, real estate, and culture, aiming to attract international participants and showcase Saudi Arabia's capabilities.

Relevant Timelines for Anticipated Milestones

Specific timelines for upcoming events and milestones are not provided in the available information.

Technological Platform and Innovation

Proprietary Technologies

SCEGA utilizes proprietary digital platforms for event management, data analytics tools for market research, and virtual reality technologies for event planning and execution.

Significant Scientific Methods

The authority employs data-driven decision-making processes, utilizing analytics and market research to inform strategies and initiatives.

AI-Driven Capabilities

SCEGA is exploring the integration of artificial intelligence to enhance event planning, attendee engagement, and operational efficiency.

Leadership Team

Key Executive Profiles

His Excellency Fahd bin Abdulmohsen Al-Rasheed: Chairman of SCEGA, appointed by Royal Decree as Advisor in the General Secretariat of the Council of Ministers of Saudi Arabia on April 2, 2023.

Amjad Shacker: Acting CEO of SCEGA since July 2021. Prior to this, he served as the senior executive officer of corporate brand and communications at Mobily from May 2018 to May 2021.

Leadership Changes

Recent Significant Changes or Appointments

In April 2023, His Excellency Fahd bin Abdulmohsen Al-Rasheed was appointed as Advisor in the General Secretariat of the Council of Ministers of Saudi Arabia.

Amjad Shacker has been serving as the Acting CEO of SCEGA since July 2021.

Competitor Profile

Market Insights and Dynamics

The exhibitions and conventions sector in Saudi Arabia is experiencing rapid growth, with a 32% year-on-year increase in exhibition capacity across 923 accredited venues as of November 2025. This expansion reflects significant investment aligned with Vision 2030 objectives.

Competitor Analysis

Tahaluf: A Saudi-British events and exhibitions company founded in 2022 as a joint venture between Informa PLC and the Saudi Federation for Cybersecurity, Programming and Drones (SAFCSP). Tahaluf develops and operates international exhibitions across various sectors, including technology, real estate, healthcare, maritime, religious tourism, and pharmaceuticals.

General Entertainment Authority (GEA): A government entity established in 2016 to regulate and develop the entertainment sector in Saudi Arabia. While its primary focus is on entertainment, GEA's initiatives intersect with the exhibitions and conventions sector, contributing to the overall growth and diversification of the industry.

Strategic Collaborations and Partnerships

Significant Collaborations

Saudia: In November 2023, Saudia signed a framework agreement with SCEGA to offer exclusive rates across its flight network to organizers and attendees of exhibitions and events arranged by SCEGA.

International MICE Summit 2025 (IMS25): SCEGA hosted IMS25 in November 2025, bringing together over 3,000 global leaders and announcing 20 major agreements, including new offices and investments from global exhibition and event companies.

Operational Insights

Strategic Considerations

SCEGA's strategic initiatives focus on enhancing Saudi Arabia's position as a global hub for exhibitions and conventions, aligning with Vision 2030 objectives. The authority's efforts in infrastructure development, international partnerships, and talent development are key to achieving these goals.

Market Position

SCEGA holds a central role in the exhibitions and conventions sector, coordinating with various stakeholders to drive growth and innovation. Its initiatives, such as the International MICE Summit and collaborations with entities like Saudia, underscore its commitment to expanding the sector's global footprint.

Competitive Advantages

Government Backing: As a government entity, SCEGA benefits from substantial support and resources, facilitating large-scale initiatives and partnerships.