MICE International

What MICE International does

MICE International is a Dubai-headquartered event management company founded in 2011, operating across the UAE and Saudi Arabia through offices in Dubai (Business Bay), Abu Dhabi (Masdar City), and Riyadh (Ghirnatah). The company delivers end-to-end event management services to government entities, corporations, and civil society organizations — covering event planning, project management, production, content creation, 3D projection mapping, retail experiences, sporting events, forums and conferences, ceremonies, and AR/VR-enabled event technology, alongside dedicated bid development services. Its customer base spans UAE federal entities (Federal Tax Authority, MOCCAE, ADIO, Khalifa University), Saudi entities (Jockey Club of Saudi Arabia, UCI Urban Cycling World Championships 2025), and global brands (Gucci, Cartier, Sephora, Petronas, Qualcomm, Wynn Resorts, BMW, Mercedes-Benz, ESAB, BARPA).

The company operates a wholly-owned subsidiary, MICE Le Voyage (launched 2016), which provides business travel management, leisure travel packages, and 24/7 travel counselling and has served over 15,000 individuals. MICE International also owns a proprietary event IP called ECHO, launched in 2017 as the region's first hybrid art fair combining an Art Tech Fair, Conferences, Workshops, and a Sound Festival; ECHO publicly discussed generative AI as early as 2017, though no in-house AI capability has since been disclosed.

MICE International generates revenue through project-based professional services engagements. Pricing is custom-quoted per event based on scope, scale, complexity, and requirements; no standard rate cards are publicly available. The firm employs 11–50 people and acquires clients via direct enterprise field sales, a portfolio-driven website, blog/thought-leadership content, and an inbound vendor/supplier portal. MICE International is privately held with no disclosed institutional funding, no parent company, and no public listing. Leadership includes co-founder Noura Hawilo.

Name

MICE International

Legal name

MICE International

Website

https://miceintl.events

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

MICE International is a Dubai-based event management firm founded in 2011, serving government entities, corporations, and civil society organizations across the UAE and Saudi Arabia with end-to-end event planning, content creation, and execution.

Ownership category

akta.pro rank

Product category

Event Management Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Corporate Events & Meetings (MICE) Agencies (MPAAAGAD)

akta.pro secondary industries

Technical Production Management & Crew Services (Technical Direction, Stagehands, Operators) (THAHAEAI), MICE/Group Air & Meetings Travel Management (Corporate Groups) (THAKACAH)

Keywords

• Event management services
• Corporate event planning
• Conference management
• Sports event management
• Luxury retail experiences

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Event Management Services: MICE International generates revenue through professional event management services, including event planning, project management, production, design, content creation, guest management, logistics, and on-site execution. Revenue is project-based and custom-quoted based on event scope, scale, and requirements. The company serves government entities, corporations, and civil society organizations across UAE and KSA.
2. MICE Le Voyage Travel Services: Since 2016, MICE Le Voyage has provided travel services to over 15,000 individuals, offering business travel management and leisure travel packages. Services include 24/7 travel counselling, itinerary planning, flight/hotel arrangements, and specialized travel experiences.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

MICE International is an event management company that delivers end-to-end event solutions including event planning, project management, production, design, content creation, 3D projection mapping, guest management, ceremonies, and on-site execution for government entities, corporations, and civil society organizations in the UAE and Saudi Arabia. Through its wholly-owned subsidiary MICE Le Voyage, the company also provides travel and logistics services, and it owns the proprietary event IP ECHO, a hybrid art fair launched in 2017.

Product overview

MICE International is a comprehensive event management company offering a unified suite of services rather than a software platform. Their core portfolio consists of event management, content creation and 3D mapping solutions, retail experiences, sporting events management, bid development, project management, forum and conferences, event technology (including AR/VR and live streaming), logistics management through MICE Le Voyage (their travel services division), and ceremony design. They also operate ECHO, a proprietary hybrid art fair IP event launched in 2017. The company provides end-to-end event solutions for governments, corporations, and civil society organizations across UAE and Saudi Arabia.

Differentiator

Problem solved

Functional benefit

Brands

• ECHO: A proprietary hybrid art fair event launched in 2017 - the region's first hybrid art fair focusing on immersive design, design futures, and the intersection of art and technology. Built on four core pillars: Art Tech Fair, Conferences, Workshops, and Sound Festival.

Products and services

• Event Management Comprehensive event management services including event planning, project management, operational management, strategy, production, concept creation, content creation, guest management, programming, branding, set design, sound and lighting design, and experiential design for governments, corporations, and civil society organizations.
• Content Creation and 3D Mapping Solutions Pioneering content creation and state-of-the-art 3D projection mapping for events, including holographic content and dynamic visuals for screens designed to captivate audiences at corporate, government, and brand activations.
• Retail Experiences Crafting exceptional retail events for luxury boutiques, high-end jewelry, clothing and footwear brands, and sports labels, including product launches, promotions, window-themed designs, and pop-up booths.
• Sporting Events Management Leading international sporting events management including Dubai Sports Conference, Globe Soccer International Awards, Sport Accord, UAE Tour, Saudi Tour, Futsal championships, and other major regional competitions.
• Bid Development Designing, developing and submitting bids for private and public sectors, including business plans, feasibility studies, compliance with legal requirements, implementation strategies, and development plans for events and conferences.
• Forum and Conferences Global conference planning services including opening and closing ceremonies, programming, speaker management, content creation, event space design, and VIP guest management for government and corporate forums.
• Ceremonies Crafting awe-inspiring opening and closing ceremonies including cultural festivals, sports events, gala dinners, entertainment shows, marketing gatherings, and product launches for government and corporate clients.
• MICE Le Voyage Travel and logistics management services dedicated to providing exceptional travel services including 24/7 travel counselling, itinerary planning, flight and hotel options, and custom travel packages for sports, adventure, wellness, and corporate travel, serving over 15,000 individuals since 2016.
• ECHO Proprietary hybrid art fair built on four core pillars — Art Tech Fair, Conferences, Workshops, and Sound Festival — designed to enhance understanding of immersive design, design futures, and the intersection of art and technology.

Quantifiable outcome

• 500+ events managed globally
• +2 more outcomes

Named customers16 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• QualcommcoreGTM or Marketing Partner · 1 January 2025MICE partnered with Qualcomm to deliver end-to-end event management solutions at LEAP 2025 (Developer Event, ALLAM AI Launch) and World Government Summit (tech demos). The partnership involved creating immersive Qualcomm-branded environments and managing logistics for prestigious technology platforms.
• Burson (Autohaus)minorGTM or Marketing Partner · 1 January 2025MICE supported Burson in organizing the 2025 AlUla Tour press conference launch under the patronage of the Ministry of Sport and Saudi Cycling Federation.
• Jockey Club of Saudi Arabia (JCSA)coreStrategic or Co-development Partner · 1 January 2025MICE organized all press conferences for Saudi Cup 2025, from race week through main event. This was a monumental opportunity being part of the Kingdom's most prestigious sporting events, enhancing MICE's understanding of horse racing and its role in Saudi culture.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pico Group: Hong Kong-headquartered experiential marketing and event management firm operating across Asia and the Middle East. Comparable because it delivers end-to-end brand experiences, exhibitions, and corporate events for global brands and government entities.
• GES (Global Experience Specialists): Global event and exhibition services provider offering event design, production, and on-site execution for trade shows and corporate events. Comparable as a large-scale experiential services firm with similar production and design capabilities.
• The Done Events: UAE-based luxury and corporate event management firm serving high-end brands and government clients in Dubai and Abu Dhabi. Directly comparable for premium event design, brand activations, and VIP experiences in the GCC market.
• Flash Entertainment: Abu Dhabi-based event and entertainment company producing concerts, festivals, and large-scale public events in the UAE. Highly comparable because it operates in the same regional market and government-adjacent event ecosystem as MICE International.
• MCI Group: Global events, meetings, and association management company headquartered in Geneva with strong GCC presence. Directly comparable as a full-service MICE agency serving associations, corporations, and governments across the same buyer set.
• HQ Worldwide Shows: Dubai-based corporate event and exhibition management company serving regional and international clients. Comparable for delivering conferences, exhibitions, and corporate events in the UAE and broader MEA region.
• ProEvents: GCC-focused event management company specializing in corporate events, conferences, and government functions across the UAE and Saudi Arabia. Comparable in scope (full-service event management) and customer base (governments and corporates in the Gulf).

Broad incumbents

• Messe Frankfurt Middle East: German-headquartered trade fair and event organizer with a major Dubai presence producing exhibitions and conferences. Comparable as a large, established events player operating in the same GCC exhibition and conference market.
• dnata Events: Dubai-headquartered travel and event services arm of the Emirates Group providing corporate travel, event management, and hospitality services. Comparable as a UAE-based diversified services provider with corporate event capabilities and government client relationships.
• Live Nation Middle East: Regional arm of the global Live Nation entertainment group, producing concerts, festivals, and large-scale live events in the Middle East. Comparable as an established incumbent in regional large-scale event production targeting similar audiences and sponsors.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/miceintl

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MICE International