Monday, May 26, 2025
Amman, Jordan: A New Gateway for Global Business Events
In 2026, Amman, the capital of Jordan, will serve as the backdrop for the prestigious ICCA Middle East Summit, marking a significant milestone for both the city and the broader Middle East region. This summit is part of the International Congress and Convention Association’s (ICCA) strategic plan to strengthen its footprint in the region, aligning with efforts to enhance the global business events sector. The announcement of this development was made at IMEX Frankfurt 2025, where ICCA also unveiled fresh collaborations with key partners from both Jordan and Oman. These partnerships are designed to accelerate regional growth, build talent, and bolster the Middle East’s leadership position within the global events industry.
Jordan’s Rising Role as a Key Business Events Hub
In collaboration with the Jordan Tourism Board, ICCA selected Amman to host the 2026 Middle East Summit, a decision reflecting the country’s strategic importance in the global meetings industry. This event is expected to draw a diverse range of international professionals, industry leaders, and decision-makers, positioning Jordan as a key player in the regional and global business events sector. By hosting the summit, Jordan will not only increase its international profile but also create valuable networking opportunities, foster long-term partnerships, and facilitate crucial discussions in the business events sphere.
According to ICCA’s CEO, Dr. Senthil Gopinath, the decision to choose Jordan is backed by the country’s rich heritage, strategic location, and its commitment to the meetings industry. The summit will not only serve as a platform for industry leaders to share knowledge and insights but will also help establish Jordan as a global hub for business events. Luma Al Khatib, Head of the Convention Bureau at the Jordan Tourism Board, expressed confidence in Jordan’s infrastructure and its capacity to host such an influential event. She emphasized that the country’s advanced facilities and warm hospitality would create a welcoming environment for innovation, collaboration, and growth in the meetings industry.
Oman’s Growing Influence in the International Meetings Sector
Alongside the Middle East Summit, ICCA is extending its efforts in the region with two transformative initiatives in Oman. The first is Association Day Oman, an event set to take place in Muscat, the capital of Oman, in December 2025. This exciting event will bring together ten international associations, offering a three-day curated experience that enables global leaders to connect with local stakeholders, thereby fostering partnerships that support Oman’s ambition to become a prime destination for international meetings and knowledge economy development.
Eng. Said Al Shanfari, CEO of the Oman Convention & Exhibition Centre (OCEC), emphasized that providing direct exposure to Oman’s distinctive offerings is a key component of the event. Through immersive experiences and collaboration with local institutions, Association Day Oman will enable international associations to gain a deeper understanding of the country’s potential as a future leader in the global meetings industry. This builds on the success of Oman’s previous association events held in 2023, which saw conferences from industries such as energy, aquaculture, and cybersecurity. The continued success of these initiatives solidifies Oman’s growing reputation as a leading meetings destination.
ICCAUni Forum: Connecting Academia with the Meetings Industry
As part of its ongoing efforts to foster talent and expand the region’s potential, ICCA has launched the ICCAUni Forum, a long-term initiative that aims to bridge the gap between academia and the business events industry. Announced through a Memorandum of Understanding at IMEX Frankfurt 2025, the ICCAUni Forum is designed to provide students and young professionals with opportunities to engage directly with industry leaders. The forum will also encourage their involvement in legacy projects that contribute to the sustainable growth of the meetings industry.
In collaboration with the Oman Convention Bureau and local universities, including Sohar University, the ICCAUni Forum will offer young talent hands-on exposure to the business events world, helping them build valuable connections and insights. Dr. Senthil Gopinath highlighted the importance of empowering the next generation of leaders to drive long-term growth in the region. Khalid Al Zadjali, Director of the Oman Convention Bureau, emphasized that youth engagement is essential for Oman’s future vision to become a recognized leader in the M.I.CE. (Meetings, Incentives, Conferences, and Exhibitions) sector. This initiative will help develop a steady pipeline of future professionals, ensuring that Oman remains a competitive and innovative player in the global meetings economy.
A Unified Strategy for Regional Growth
The initiatives unveiled by ICCA reflect a comprehensive strategy aimed at positioning the Middle East as a global leader in the international meetings industry. These efforts focus on strategic education, collaborative experiences, and institutional partnerships, all aimed at creating lasting economic, social, and academic benefits for the region. Through these strategic collaborations, ICCA is working to elevate the region’s role in the global meetings landscape, ensuring that the Middle East becomes a recognized hub for knowledge exchange, innovation, and business growth.
ICCA’s active presence at IMEX Frankfurt 2025 further underscores the organization’s commitment to connecting people and ideas. By creating opportunities for collaboration between regions, ICCA aims to build a resilient future for the business events sector, while empowering the Middle East to take a leading role in the global meetings industry.
Key Initiatives and Their Expected Impact
- ICCA Middle East Summit 2026
Location: Amman, Jordan
Date: 2026
Focus: Strengthening regional leadership and promoting knowledge exchange within the business events sector. - Association Day Oman 2025
Location: Muscat, Oman
Date: December 2025
Focus: Facilitating connections between international associations and Omani stakeholders. - ICCAUni Forum
Location: Oman (Multiple Cities)
Date: Ongoing
Focus: Building talent and fostering collaboration between academia and industry.
Transforming the Middle East’s Role in Global Business Events
The impact of these initiatives extends well beyond the immediate events. By hosting the ICCA Middle East Summit, Association Day Oman, and the ICCAUni Forum, Jordan and Oman are strategically positioning themselves as key players on the world stage for business events. These events will serve as catalysts for economic growth, cultural exchange, and international collaboration, enhancing the reputation of the Middle East as a premier destination for global meetings and conferences.
As Jordan and Oman continue to expand their influence within the global meetings industry, these countries will not only benefit economically but also contribute to shaping the future of the M.I.C.E sector. The region’s growing prominence in the global meetings industry will offer new opportunities for both local and international stakeholders, providing a platform for collaboration that supports the development of a sustainable, innovative, and resilient business events ecosystem in the Middle East.
