Collaboration Between CBISN and Taiba Launches the China MICE Summit 2026 in Riyadh
The inaugural China MICE Summit will connect Chinese decision-makers with Middle Eastern hospitality suppliers, aligning with Saudi Arabia's Vision 2030.
China Travel Online (CBISN) and Taiba Investments signed a Memorandum of Understanding (MOU) during WTM London to launch the China MICE Summit (CMS) in Riyadh in 2026, marking the first dedicated China-focused MICE B2B event in the Middle East.
The initiative aims to connect leading Chinese MICE decision-makers with tourism and hospitality suppliers from Saudi Arabia and neighboring regions—supporting the Kingdom’s Vision 2030 goals to enhance its global business events footprint.
China is recognized as the largest global business travel market, with its expenditure in business travel hitting US$372.5 billion in 2024, accounting for 25% of the worldwide total.
Marcus Lee, CEO of China Travel Online and producer of CMS, noted that the Chinese MICE and corporate travel sectors provide significant returns and strategic benefits but can be difficult markets to penetrate. He stated, “Bringing the China MICE Summit to Saudi Arabia establishes a professional, curated event for building sustainable partnerships.”
Taiba Investments, a leading hospitality powerhouse in Saudi Arabia, will act as the strategic partner for the summit. Following its acquisition of Dur Hospitality, Taiba manages over 40 hotels and 8,000 rooms, featuring global brands such as Marriott, Hilton, and IHG, which indicates its robust position within the growing MICE environment in the Kingdom.
Unlike larger generic trade events, CMS will have a more focused structure. The 2026 Riyadh edition is set to host over 50 carefully selected Chinese MICE buyers, chosen based on stringent criteria that assess their experience delivering MICE events, contract confirmations, and professional recommendations. This model emphasizes quality over quantity, ensuring that tourism suppliers meet with key decision-makers capable of driving substantial business.
China Travel Online brings extensive international expertise to this venture. Since its inception in 2002, it has hosted events across 54 countries on six continents, forging over 2,800 buyer connections and 3,500 partnerships for suppliers worldwide.
The launch of CMS in Saudi Arabia signifies the company’s latest growth phase in the Middle East, highlighting the region’s emerging status as a competitive and rapidly growing MICE destination.
