Bahrain to host first ICCA Middle East Summit with AI and sustainable tourism focus in 2025
Exhibition World Bahrain (EWB) has been confirmed as the host of the ICCA Middle East Summit 2025, marking the first time the prestigious event will take place in the Kingdom of Bahrain. Scheduled for 1-2 September 2025, the summit will gather leading regional and international stakeholders from the meetings, incentives, conferences, and exhibitions (MICE) industry, reinforcing Bahrain’s strategic emergence as a key business events hub in the Middle East.
Organised in partnership with the International Congress and Convention Association (ICCA), the forum will feature an intensive agenda that includes panel discussions, case studies, workshops, and structured networking sessions. These will focus on critical topics shaping the global MICE landscape, with a particular emphasis this year on how artificial intelligence (AI) is transforming destination marketing and the positioning of cities in a competitive global marketplace. The summit aims to provide insights into leveraging AI to enhance how destinations promote themselves, engage audiences, and craft data-driven experiences in the evolving business events sector.
The event will also introduce the ICCA Middle East Recognition Awards, designed to acknowledge institutional excellence and innovation within the region's business events industry. This initiative aligns closely with Bahrain’s ambition, as articulated by Her Excellency Sara Ahmed Buhiji, CEO of the Bahrain Tourism and Exhibitions Authority (BTEA) and Chairperson of EWB, who highlighted the summit's role in cementing Bahrain's status as a destination for global business and knowledge exchange.
A distinct feature of the 2025 summit is its theme—"Unlocking Urban DNA: Leadership, Innovation, and Regenerative Tourism for a Sustainable Future." This theme reflects a broader industry trend towards sustainability, inclusivity, and urban development strategies that capitalise on the unique attributes of cities, particularly in the Middle East. The summit invites a diverse range of participants, including government officials, tourism and hospitality executives, urban developers, corporate innovators, academic scholars, and media professionals, to contribute to this forward-looking dialogue.
Confirmed speakers represent a cross-section of influential figures in the region’s business events and tourism sectors. These include Bahrain’s Minister of Tourism, H.E. Fatima bint Jaafar Al Sairafi, alongside key leaders such as Dr. Senthil Gopinath, CEO of ICCA, Sara Ahmed Buhiji, Alan Pryor of Exhibition World Bahrain, and other regional stakeholders from the UAE and Oman. Their involvement underscores the collaborative regional approach ICCA is fostering to boost sustainable growth and innovation in the industry.
The choice of Bahrain for the 2025 summit is part of ICCA’s broader strategic engagement with the Middle East. Following the announcement of the 2025 event, ICCA also revealed plans for the 2026 Middle East Summit to be held in Amman, Jordan, signalling a continuing commitment to expanding the regional footprint of the global meetings industry. According to Dr. Senthil Gopinath, Bahrain offers a compelling combination of robust infrastructure, government backing, and strategic clarity, making it an ideal location to showcase innovation and technological advances such as AI in destination marketing.
The 2025 summit will take place at the Sofitel Bahrain Zallaq Thalassa sea & spa in Manama, offering a world-class venue reflective of Bahrain’s growing capabilities to host high-profile international business events. The organisers have issued a call for speakers and moderators to contribute fresh perspectives on leadership, regenerative tourism, emerging destinations, urban evolution, and how the events industry can drive sustainable and inclusive development.
By hosting this summit, Bahrain not only strengthens its position on the global MICE map but also signals its intent to be a pioneer in embracing innovative and sustainable business event practices. The event is expected to facilitate valuable networking, knowledge sharing, and collaborative opportunities for destination marketing professionals, tourism boards, association executives, sustainability advocates, and technology innovators alike.