In light of Experiential Planner Expo 2025 (EPEX 2025), industry leaders highlighted the key factors that drive the growth of tourism, travel, and hospitality in Middle Eastern countries like Egypt and Kuwait, and what makes them MICE source markets.
In an EPEX 2025 session on emerging Middle East and Africa powerhouses, the experts shed light on key trends driven by young populations and double-digit growth in travel, as well as technology demands and visa challenges.
“Egypt, with a population of over 105 million, is a significant but underutilized source market for MICE and travel, with less than 1% of its potential currently tapped,” Karim ElMinabawy President of Emerco Travel in Egypt, highlighted.
ElMinabawy added that the country’s MICE market “is experiencing double-digit growth annually, driven by a young, dynamic population (70% under 65) seeking action-oriented experiences.”
“We are observing a clear shift in high end and personalizing itineraries, preferences, and interest.”
Kuwait is also a vital market due to its high-spending travelers, “who travel 3-4 times annually despite a smaller population of 1.2 million, compared to Saudi Arabia’s 30 million, or Egypt’s 105 million,” Saud Al Namshan, Al Khaleej Travels CEO, said.
The country “is very well known and knowledgeable, making them a prime target for tourism boards, with examples like Moscow actively promoting to this market,” Al Namshan added.
EPEX 2025 speakers discuss visa barriers
ElMinabawy highlighted how visa challenges shape a big obstacle for Egyptian MICE travelers. “Lots of issues to get a visa for a short-term planning. It’s like you need a month or a month and a half to get an appointment,” he noted.
That’s why destinations with “easier processes, like Malaysia, North African countries, Georgia, Azerbaijan, or visa-on-arrival options, are preferred.”
The speakers also observed a growing demand for sustainable travel options, including eco-friendly accommodations and experiences, particularly among young travellers.
For clients in travel and tourism, technology also plays a significant role, with expectations for dedicated booking engines, applications, instant confirmations, and cost transparency.
Creative spaces
Hameed Qutishat, Managing Director at Guarantee Travel, described how innovation in MICE events is enhanced by connecting corporate ideation with cultural authenticity.
“We look at how banks approach conceptualization and how they connect with way of life, credibility, and interaction – that’s what truly impacts your emotions,” Qutishat said.
A notable example was a 50th-anniversary event for a major French marketing company, hosting 99 high-profile guests, including presidents and top clients, with highly personalized services like private jets and daily curated gifts.
The session also highlighted how Moscow is gaining traction as a MICE destination due its infrastructure and simplified visa processes. The Russian city itself “is considered as a natural segment because it’s trendy, and tourism there is booming,” Al Namshan said.
“Even though not many speak English, you still won’t lose anything exploring there. You can still find what you need; people are friendly and helpful,” he added.
The industry leaders also shed light on the importance of collaboration between agencies, suppliers, and destinations rather than competition, to create seamless and impactful MICE experiences.
They also explained that agencies achieve better results when presenting collectively for cost-sharing and larger-scale promotions.
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