ICCA Middle East Summit Opens at Dead Sea, Showcasing Jordan’s Growing MICE Industry
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DEAD SEA, Jordan — The ICCA Middle East Summit officially opened at the Dead Sea on Wednesday, bringing together tourism leaders, convention bureau representatives, and industry experts from 11 countries to discuss the future of the meetings, incentives, conferences, and exhibitions (MICE) sector and its growing contribution to regional economic development.اضافة اعلان
Representing Minister of Tourism and Antiquities Emad Hijazeen, Director General of the Jordan Tourism Board (JTB) Ramzi Maaytah said Jordan’s hosting of the summit reflects increasing international confidence in the Kingdom as a premier destination for business tourism.
Maaytah highlighted Jordan’s political stability, modern infrastructure, strategic geographic location, and proven track record in hosting major regional and international events as key drivers behind its growing appeal to the global meetings industry.
“The MICE sector has evolved beyond a specialized tourism activity to become a strategic economic engine,” Maaytah said, emphasizing its role in attracting investment, facilitating knowledge exchange, creating employment opportunities, and supporting broader economic growth.
He noted that the sector has been identified as a vital growth driver under Jordan’s Economic Modernisation Vision, underscoring its importance in advancing sustainable economic development.
Maaytah also pointed to ongoing investments aimed at strengthening Jordan’s business events infrastructure, including the Aqaba Exhibition and Convention Centre and planned developments within the New Amman City project. These initiatives are expected to further enhance the Kingdom’s capacity to host large-scale exhibitions, conferences, and international events while boosting its regional competitiveness.
He further commended the role of the JTB's dedicated MICE and conventions unit, which works closely with public and private sector partners to position Jordan as a destination that seamlessly combines world-class facilities with rich cultural and tourist experiences.
Speaking to The Jordan Times, ICCA Middle East Chapter Chair and Director of the Oman Convention Bureau Khalid Al Zadjali described the summit as a pivotal opportunity for Jordan to showcase its capabilities as a premier host for major international events.
“It is a great opportunity for regional industry leaders to witness firsthand Jordan’s infrastructure, expertise, and readiness to host prestigious congresses and large-scale events,” Al Zadjali said.
He noted that the summit brings together key stakeholders and decision-makers from the global meetings industry, providing a valuable platform to promote Jordan’s facilities and strengthen regional collaboration.
Al Zadjali also praised the close cooperation between the Oman Convention Bureau, the Jordan Tourism Board, and the Jordan Convention Bureau, particularly in exchanging expertise, business opportunities, and industry knowledge.
According to Al Zadjali, the international nature of the congress and conference industry creates significant opportunities for companies in both Jordan and Oman to cross-collaborate and contribute to the continuous growth of business tourism across the region.
The summit also placed a strong focus on resilience and risk management within the global meetings industry. During a keynote session, Melissa Hamilton, Principal Consultant for Sustainable Meetings and Events at EarthCheck, discussed how strategic planning and operational efficiency can strengthen organizational resilience and improve long-term performance.
Participants were also presented with findings from the Copenhagen Risk Navigator initiative by Gaining Edge CEO Steen Jakobsen, who outlined practical approaches and tools for managing risks throughout the event lifecycle and enhancing preparedness amid an increasingly complex global environment.
In addition, a regional panel featuring representatives from Jordan, the United Arab Emirates, and Oman explored how destinations across the Middle East are effectively responding to emerging challenges and building resilience within the business events sector.
The summit underscores Jordan’s strengthening position as a regional hub for meetings, conferences, and international events, while highlighting the increasing importance of the MICE sector as a catalyst for economic growth, investment, and regional cooperation.
Representing Minister of Tourism and Antiquities Emad Hijazeen, Director General of the Jordan Tourism Board (JTB) Ramzi Maaytah said Jordan’s hosting of the summit reflects increasing international confidence in the Kingdom as a premier destination for business tourism.
Maaytah highlighted Jordan’s political stability, modern infrastructure, strategic geographic location, and proven track record in hosting major regional and international events as key drivers behind its growing appeal to the global meetings industry.
“The MICE sector has evolved beyond a specialized tourism activity to become a strategic economic engine,” Maaytah said, emphasizing its role in attracting investment, facilitating knowledge exchange, creating employment opportunities, and supporting broader economic growth.
He noted that the sector has been identified as a vital growth driver under Jordan’s Economic Modernisation Vision, underscoring its importance in advancing sustainable economic development.
Maaytah also pointed to ongoing investments aimed at strengthening Jordan’s business events infrastructure, including the Aqaba Exhibition and Convention Centre and planned developments within the New Amman City project. These initiatives are expected to further enhance the Kingdom’s capacity to host large-scale exhibitions, conferences, and international events while boosting its regional competitiveness.
He further commended the role of the JTB's dedicated MICE and conventions unit, which works closely with public and private sector partners to position Jordan as a destination that seamlessly combines world-class facilities with rich cultural and tourist experiences.
Speaking to The Jordan Times, ICCA Middle East Chapter Chair and Director of the Oman Convention Bureau Khalid Al Zadjali described the summit as a pivotal opportunity for Jordan to showcase its capabilities as a premier host for major international events.
“It is a great opportunity for regional industry leaders to witness firsthand Jordan’s infrastructure, expertise, and readiness to host prestigious congresses and large-scale events,” Al Zadjali said.
He noted that the summit brings together key stakeholders and decision-makers from the global meetings industry, providing a valuable platform to promote Jordan’s facilities and strengthen regional collaboration.
Al Zadjali also praised the close cooperation between the Oman Convention Bureau, the Jordan Tourism Board, and the Jordan Convention Bureau, particularly in exchanging expertise, business opportunities, and industry knowledge.
According to Al Zadjali, the international nature of the congress and conference industry creates significant opportunities for companies in both Jordan and Oman to cross-collaborate and contribute to the continuous growth of business tourism across the region.
The summit also placed a strong focus on resilience and risk management within the global meetings industry. During a keynote session, Melissa Hamilton, Principal Consultant for Sustainable Meetings and Events at EarthCheck, discussed how strategic planning and operational efficiency can strengthen organizational resilience and improve long-term performance.
Participants were also presented with findings from the Copenhagen Risk Navigator initiative by Gaining Edge CEO Steen Jakobsen, who outlined practical approaches and tools for managing risks throughout the event lifecycle and enhancing preparedness amid an increasingly complex global environment.
In addition, a regional panel featuring representatives from Jordan, the United Arab Emirates, and Oman explored how destinations across the Middle East are effectively responding to emerging challenges and building resilience within the business events sector.
The summit underscores Jordan’s strengthening position as a regional hub for meetings, conferences, and international events, while highlighting the increasing importance of the MICE sector as a catalyst for economic growth, investment, and regional cooperation.
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