MICE International is a leading event management company in UAE and Saudi Arabia, delivering innovative, game-changing initiatives for governments, corporations, and civil society organizations. With an extensive portfolio of successful events, we specialize in creating unforgettable experiences, from corporate conferences and exhibitions to large-scale public and government events.
sports and large-scale conferences and events that include captivating stories of our clients, leaving a lasting impact on attendees. At MICE International, we are designers of dreams, creators and storytellers. Our dedication to excellence and innovation makes us a trusted partner for creating transformative experiences that resonate with audiences locally, regionally and worldwide.
FUN.COLLABORATIVE.FLEXIBLE.SUPPORTIVE.
ABOUT US
CRAFTING TOMORROW'S INNOVATIONS.
Powerful storytelling using visually stimulating effects and making a mark on minds.
Founded in 2011, our skilled team of creators, visionary designers, and meticulous project managers have been immersed in the event management industry. With a deep understanding of the GCC market, we firmly believe that events serve as the perfect canvas for the seamless fusion of art and business, where creativity intertwines with planning.
What sets us apart is our unwavering capacity to envision events beyond their present form. We anticipate every “what if” scenario with meticulous precision, allowing us to plan beyond traditional boundaries. We produce and conceptualise events that don’t just elevate standards, but create standards and set new trends. Our work in this dynamic industry serves to unite people in the pursuit of remarkable achievements.
CLIENTS & PARTNERS
Realising storiesof the dreamt andthe unseen..
Visions become tangible here
Realising storiesof the dreamt andthe unseen..
Visions become tangible here
THE WORK
Project brief01
Event overview
We delivered end-to-end product launch event management for e& and Qualcomm’s AI Laptop launch. From venue selection and planning to technical production and guest experience, every detail was coordinated for a seamless event.
Project Highlights
Venue selection and setup
Audiovisual coordination
Show flow support
Presentation display management
Supplier and client coordination
End-to-end event execution
Event overview
MICE International Events designed and delivered a fashion-led product launch event for Scrub N’s MIA collection. Combining a curated fashion show, interactive product experiences, and creative brand storytelling, the launch showcased the collection’s quality, functionality, and design while connecting guests with the brand.
Our product launch event managementcovered creative planning, branding, production, hospitality, entertainment, and on-site execution. Interactive brand activations included a scrub quality experience and a live lab coat water-resistance demonstration, complemented by permanent in-store experience installations.
Project Highlights
Fashion-led product launch for Scrub N’s MIA collection
End-to-end product launch production and event management
Permanent in-store experience installations
Event overview
MICE International Events provided end-to-end exhibition management for Qualcomm’s multi-day suite at LEAP in Riyadh, Saudi Arabia. Our team delivered a fully operational, branded exhibition environment supporting technology demonstrations, workshops, business meetings, panel discussions, and MOU signing ceremonies.
Our exhibition services covered suite setup, branded production, demo logistics, hospitality, transportation, and on-site coordination. From initial setup to final dismantling, we managed exhibition operations to ensure a seamless experience for Qualcomm and its guests.
Project Highlights
Multi-day exhibition suite setup and management at LEAP Riyadh
Branded exhibition environment and production
Interactive technology demonstration and workshop spaces
Business meeting coordination within the exhibition suite
Panel discussion and live programme support
MOU signing ceremony coordination
Exhibition hospitality and guest experience management
Dedicated transportation and shuttle coordination
Demo equipment logistics and on-site support
Professional exhibition photography and videography
End-to-end exhibition operations and dismantling
Event overview
MICE International Events managed the soft-opening ceremony for Qualcomm’s new office in Riyadh, Saudi Arabia. Our team delivered end-to-end corporate event management, bringing together guest registration, branded event production, hospitality, media engagement, and an official ribbon-cutting ceremony.
From event planning and on-site coordination to office tours and venue handover, every element supported a seamless guest experience. The project demonstrates our capabilities in managing office opening ceremonies and corporate events in Riyadh.
Project Highlights
Professional office soft-opening ceremony in Riyadh, Saudi Arabia
Seamless guest arrival, registration, and reception management
Official ribbon-cutting ceremony planning and coordination
Office tour coordination and guest flow management
Integrated Qualcomm event branding and signage
Hospitality, food, and beverage coordination
Media engagement and social media content creation
Corporate event photography and videography coverage
Dedicated event staffing and on-site management
End-to-end event production, coordination, and venue handover
Event overview
MICE International Events designed and delivered an immersive exhibition booth for the National Agriculture Center (NAC). The branded space showcased NAC’s vision, achievements, and future initiatives through interactive displays and a visitor journey designed to encourage engagement.
Our exhibition booth design and management covered creative branding, workshop and activity zones, consultation areas, and end-to-end project execution. The result was an exhibition experience that helped visitors explore NAC’s work and connect with its team.
Project Highlights
Immersive exhibition booth design and execution
Interactive visitor engagement experiences
Dedicated workshop and activity zones
NAC vision and mission showcase
Success story and achievement displays
Informative consultation areas
Exhibition branding and visual storytelling
End-to-end exhibition project management
Event overview
MICE International Events supported the Ministry of Climate Change and Environment’s Partners Forum 2026, held on 2 June 2026. The forum brought together strategic partners from government and private entities to strengthen collaboration on sustainability, climate change, and biodiversity.
The programme recognised partners for their contributions during 2024 and 2025 and provided a platform to discuss upcoming national initiatives and projects. A dedicated networking area gave participating entities space to build connections and explore future partnerships.
Project Highlights
Strategic partners forum held on 2 June 2026
Participation from government and private entities
Recognition of partners’ contributions in 2024 and 2025
Discussions on upcoming sustainability initiatives
From concept development and visitor journey planning to fabrication, digital content, technology integration, and on-site execution, we delivered a fully integrated exhibition experience. The pavilion showcased Abu Dhabi’s industrial ambitions and created a platform for engagement among investors, manufacturers, and industry leaders. The project also received a Bronze award at the FRAME Awards 2026.
Project Highlights
Double-decker exhibition pavilion design and production
Exhibition concept development and visitor journey planning
Pavilion fabrication and branded environment
Digital content development and delivery
Technology integration and AV infrastructure
Stakeholder coordination and project management
On-site pavilion operations and execution
Investor, manufacturer, and industry engagement
Bronze award at the FRAME Awards 2026
End-to-end exhibition pavilion management
Event overview
MICE International Events designed and delivered Sephora’s Ramadan Suhoor gathering, bringing together beauty, culture, and community in an elegant setting. The experience combined Sephora’s brand identity with the spirit of Ramadan through thoughtfully designed spaces, interactive brand experiences, and curated hospitality.
Our team provided end-to-end Suhoor event management, from concept development and event design to technical production, guest engagement, and on-site operations. Every element of the guest journey supported an inviting atmosphere where beauty, lifestyle, and storytelling came together.
Project Highlights
End-to-end Ramadan Suhoor event management
Creative concept and event design inspired by Sephora’s brand
Spaces reflecting the cultural spirit of Ramadan
Interactive brand experiences and guest engagement
Curated hospitality and welcoming guest journey
Photo opportunities and dedicated hospitality areas
Lighting, audiovisual, and technical production
Supplier coordination and on-site event operations
Seamless planning, production, and execution
Event overview
MICE International Events managed the Khalifa University Iftar Gathering 2026, creating a warm and engaging Ramadan event. Our team coordinated the programme, guest activations, production crew, and presentation details to keep the evening running smoothly.
Project Highlights
Ramadan Iftar event planning and coordination
Interactive photo installation
“Under the Chair” raffle activation
Scratch card and raffle gift arrangements
Photography, videography, and live stream coordination
Emcee briefing and programme timing
Raffle gift packaging and presentation
On-site event management
Event overview
MICE International Events delivered end-to-end conference and event management for ADIO’s inaugural Trade & Industry Connect 2026 at Yas Marina Circuit. The event brought together more than 500 leaders from government, manufacturing, exports, logistics, and global markets as part of ADIO’s Year of Trade.
Our team managed guest arrival, registration, VIP hospitality, production, and venue flow. An immersive LED tunnel showcased Abu Dhabi’s trade ambitions, while coordinated meeting, plenary, and networking spaces supported discussions throughout the event.
Project Highlights
Conference management for 500+ attendees
VIP arrival, parking, and shuttle coordination
Digital registration and guest flow management
360° immersive LED tunnel and event branding
Plenary production, AV, and live interpretation support
Closed-door meeting and Majlis hospitality
Upper Deck networking and lunch experience
On-site staffing and end-to-end event execution
Event overview
We delivered end-to-end sports event management for the five-day Urban Cycling World Championships 2025, held for the first time in Saudi Arabia. Our team transformed an undeveloped site at Boulevard City into a championship arena for athletes, officials, media, and fans.
From planning and venue construction to event operations and final dismantling, we managed the full experience.
Project Highlights
Turnkey sports event planning and production
Championship venue design and construction
Temporary structures, infrastructure, and logistics
Transportation, security, and crowd management
Ticketing, accreditation, and staffing
Branding, technology, and on-site activations
Hospitality, food and beverage, and entertainment
Five-day operations and venue clearing
Event overview
We curated a luxury VIP concierge experience in Saudi Arabia for a Gucci guest. The personalised itinerary combined private transportation, refined dining, and cultural activities, with every detail coordinated from arrival to departure.
Our concierge team provided 24-hour support, managing reservations, special requests, and itinerary changes with care and discretion.
Project Highlights
Personalised luxury itinerary in Saudi Arabia
Private transport and transfer coordination
Premium restaurant reservations
Curated cultural activities
24-hour VIP concierge support
Real-time itinerary adjustments
Discreet, end-to-end guest management
Event overview
We delivered end-to-end product launch event management for BARPA’s product launch and gala dinner. From venue selection and creative direction to production and guest logistics, our team created an experience that reflected BARPA’s brand.
The evening featured a branded arrival space, an immersive VR product reveal, a four-course dinner, and live entertainment.
Project Highlights
Venue selection and product launch planning
Branded mirror arch and guest photo opportunity
Immersive VR product reveal
Custom menus, beverages, napkins, and trophies
Décor, tablescaping, lighting, and audiovisual production
Luxury limousine pickups
Four-course gala dinner and live drink stations
DJ entertainment and on-site event management
Event overview
We planned and delivered the Petronas Family Gathering on Al Maya Island, bringing employees and their families together for a day of games, food, and relaxation. Inspired by the “Dolce La Vita” theme, the event created a colourful island experience for guests of all ages.
Our team managed the corporate family day event from invitations and boat transfers to island setup, activities, and on-site coordination.
Project Highlights
Corporate family day planning and management
“Dolce La Vita” themed décor and event setup
Boat transfers and island logistics
Welcome drinks, food, and beverages
Inflatable play zones for children
Giant Wood Blocks and Snakes & Ladders
Beachfront seating and relaxation areas
Family gift hampers
Invitations, reminders, and on-site guest coordination
Event overview
We delivered the Federal Tax Authority’s all-staff corporate event in the UAE, bringing together more than 800 employees for an evening of recognition and shared purpose. The programme celebrated team achievements and connected employees’ work to the Authority’s mission.
Our team managed event planning, guest communications, logistics, technical production, and on-site execution. Branded installations and interactive experiences welcomed guests before the main programme and awards ceremony.
Project Highlights
Corporate staff event management for 800+ attendees
Personalised invitations, RSVPs, and reminders
Branded welcome tunnel and pre-function hospitality
Success Wall, mirror, and phone activations
Intro animation, speeches, and video presentation
Live entertainment and employee awards ceremony
Event logistics, production, and on-site coordination
Event overview
We designed and delivered the Federal Tax Authority’s Emirati Women’s Day celebration in the UAE. Guided by the theme “Hand in Hand, We Celebrate 50 Years,” the event honoured the contributions of Emirati women through heritage-inspired design, storytelling, and guest experiences.
Our team managed the event from concept and visual previews to stage production, hospitality, catering, and on-site execution.
Project Highlights
End-to-end Emirati Women’s Day event management
Heritage-inspired stage and event design
Branded visuals and storytelling
3D previews and design mock-ups
Performances and interactive guest experiences
Guest hospitality and on-site coordination
Catering by chef Moza Almatrooshi and Ballad
Event overview
We delivered end-to-end groundbreaking ceremony event management for WYNN, marking the start of a major new development. Our team planned and executed an elegant ceremony that reflected Wynn’s brand and the significance of the occasion.
Project Highlights
Groundbreaking ceremony planning and management
Event logistics and on-site coordination
Custom staging and branded elements
Elegant event design and décor
Production and ceremony execution
Post-event wrap-up and production support
Event overview
We managed the ESAB facility soft launch in Dammam, Saudi Arabia, welcoming the company’s global managers and senior executives. Our team planned and delivered a branded corporate launch experience, coordinating the venue setup, guest arrival, hospitality, and technical support.
We planned and delivered Khalifa University’s Ramadan Iftar event, combining a live sand art performance with interactive activities for guests. Our team managed the programme, gifting, photography, videography, and on-site coordination to keep the evening running smoothly.
Event Overview:
We were honored to be entrusted with managing and executing a beautiful Suhoor event in the UAE. Our team worked tirelessly to ensure every detail was taken care of, providing a seamless experience for our clients and guests.
Full-Service Event Management:
From initial consultation to final execution, we took charge of all aspects of the event, ensuring that the entire process ran smoothly. This included venue selection, event decor, tablescaping, logistics, guest management, and overall coordination.
Event Design & Décor:
Our creative team designed an elegant and culturally significant decor, capturing the essence of Ramadan while offering a contemporary twist. The atmosphere was tailored to ensure a comfortable, luxurious, and inviting ambiance for all attendees.
Event overview
Celebrating Tradition:
At MICE International, we specialize in crafting immersive cultural experiences that honor tradition and bring it to life in meaningful ways. As part of our MICE Pop-Up Division, we recently designed and executed a Hag Al Laila activation for two UAE media offices in Dubai and Abu Dhabi—celebrating the traditional way of welcoming Ramadan.
Engaging Office Activations:
The activation was designed to engage and delight employees, creating an atmosphere that was both warm and authentic while introducing a modern pop-up experience. From the atmosphere and scenic design concept to gift sourcing and seamless setup, our team made sure every element reflected the essence of this cherished tradition.
Our Approach to Cultural Storytelling:
We believe in curating experiences that connect, inspire, and engage. Whether it's a cultural activation, corporate engagement, or large-scale public event, our deep expertise in the MICE sector ensures every project is delivered with precision, creativity, and a personal touch.
Event overview
Event Management at the Saudi Cup:
MICE had the privilege of organizing all the press conferences for the Saudi Cup 2025, from race week leading up to the main event. This was a monumental opportunity to be a part of one of the Kingdom’s most prestigious sporting events.
Immersing in Horse Racing:
Through this experience, our team furthered their insights into the world of horse racing, delving into a sport with a rich history and a passionate global following. This involvement enriched our understanding of the sport and the significant role it plays in the Kingdom's culture.
Acknowledging the Trust of JCSA:
A sincere thank you to the Jockey Club of Saudi Arabia (JCSA) for entrusting us with the responsibility of managing these key moments. Their confidence in our team made this experience all the more rewarding.
Event overview
Partnership with Qualcomm:
MICE is proud to have partnered with Qualcomm to deliver end-to-end event management solutions, ensuring the flawless execution of their vision across multiple prestigious platforms.
LEAP 2025:
At LEAP 2025, we managed the logistics for Qualcomm’s Developer Event and the ALLAM AI Launch.
Our team ensured a smooth and impactful experience, elevating the space with Qualcomm branding and transforming the suites area into a fully immersive Qualcomm environment.
World Government Summit:
We facilitated the setup for Qualcomm’s tech demos at the World Government Summit, creating an engaging and interactive showcase for their cutting-edge innovations.
Acknowledgment:
A huge thank you to Qualcomm and Burson for entrusting us with these significant moments. We’re excited about the future opportunities to collaborate and shape the future of technology events.
Event overview
Event Management Support:
MICE had the privilege of supporting Burson in organizing and bringing to life the press conference launch for the 2025 AlUla Tour under the patronage of the Ministry of Sport – وزارة الرياضة and saudi cycling federation
The event set the stage for the upcoming race, highlighting AlUla’s growing significance as a cycling destination.
Key Collaborations:
The press conference was led by key stakeholders, including The Royal Commission for AlUla and the Saudi Cycling Federation (الاتحاد السعودي للدراجات).
These organizations underscored how the AlUla Tour is shaping the future of the region—both as a premier cycling hub and as a city investing in cycling infrastructure.
Event overview
In its second edition, the Al Murabbaa Art Fair illuminated the Ajman arts scene, standing as a testament to the transformative power of art and culture. This vibrant and emerging art fair not only uplifts a thriving community of artists but also creates a space where creativity becomes a shared celebration, fostering reflection, connection, and inspiration.
Set in the heart of the Ajman Heritage District, the experience seamlessly intertwined the nostalgia of the past with the innovation of the present. The 3km stretch from the Corniche to the Heritage Center transformed into a labyrinth of discovery, where each corner revealed stories woven into the rich cultural fabric of Ajman.
The Ajman Tourism Development Department proves in its second edition its strength in curating an extraordinary event that celebrates the essence of art and culture while supporting the creative economy at its core.
Event overview
MICE le voyage launched its new platform, MICE Global, at the ATM Exhibition in World Trade Center.
Event overview
Roger Dubuis’ boutique in the hectic Dubai Mall is the future of hyper horology. The vitrine of the state-of-the-art boutique was home to a special design celebrating Ramadan.
Event overview
The event aimed at creating a new destination for kids and families, activating the Heritage District of Ajman and providing accessible entertainment and fun activities for all.
Event overview
Opening of UAE’s 1st consignment store selling the most sought-after Sneakers, Streetwear & Collectibles.
Event overview
Move with Us is a program organized by SFA to promote a healthy lifestyle among community members through sport and brainstorming activities such as chess, ping pong, basketball and reading.
Event overview
Jake Paul vs. Tommy Fury, billed as The Truth, was a professional boxing match contested between Jake Paul and Tommy Fury. The Fury won by split decision.The fight sold over 800,000 PPV buys.
A team building event aiming at creating trust and connections, and increasing communication and planning skills, motivation and collaboration.
Event overview
Signature of MoU between the Saudi Sports for All and the UAE Sports for All Federations. Objective: to promote community sports development between both countries
Event overview
Annual all-staff meeting held by the Saudi Ministry of Sports.
Event overview
Jeddah hosted a heavyweight professional boxing match between WBA (Super), IBF, WBO, and IBO heavyweight champion, Oleksandr Usyk, and former heavyweight champion, Anthony Joshua.
Event overview
A two-day conference aimed at promoting a healthy and active lifestyle across the KSA.
Event overview
The OmegaPro Legends Cup (OLC) was the first ever game of football to be played under the Burj Khalifa with 23 of football’s biggest and ‘baddest’.
Event overview
Creation of window display for multiple Montblanc vitrines including Ramadan displays.
Event overview
The Saudi Ministry of Sport launched NAFES, an online licensing platform designed to encourage foreign sports investment and collaboration in the KSA.
Event overview
Al Murabaa Festival is an Art initiative offering local and regional artists a platform to exhibit and share their art.
Event overview
Hosted in Ajman, the Poet's Retreat was not just an event; it was a grand celebration of UAE's literary tradition and cultural heritage. Our team was entrusted with creating an environment that reflected the importance of poetry within the local culture, attended by some of the most prominent figures in the region.
The Poet's Retreat was a landmark event that beautifully married the traditional with the contemporary. It was widely acclaimed for its elegance and successful portrayal of the UAE’s commitment to cultural enrichment. This event not only celebrated the poetic arts but also strengthened cultural ties among the attendees, leaving a lasting impression of the UAE’s dedication to preserving and celebrating its heritage.
Event overview
In celebration of Chinese New Year, our team was tasked with designing, producing, and managing a themed stand at the Mall of the Emirates. This project required a deep understanding of Chinese traditions to ensure an authentic celebration, coupled with effective crowd management to accommodate the high visitor turnout.
Event overview
During UAE Innovation Month, our agency had the privilege of managing the grand unveiling of BMW Group Middle East's new state-of-the-art training center in Dubai. This high-profile event required our full-spectrum event management capabilities, including design, hostess management, logistics, presentation setup, and catering.
Recognizing the importance of this high-profile event, we committed to delivering an experience that met the elevated expectations associated with the BMW brand.
Event overview
At the prestigious Mubadala World Tennis Championship, our team was tasked with designing and managing a pop-up booth for The National, one of Abu Dhabi's leading English-language daily newspapers. Our goal was to create a fun, engaging, and memorable experience for guests, which we achieved through innovative design and interactive technology.Execution Strategy:
Event overview
The Saudi Tour 2019 marked the first professional cycling tour in the Kingdom of Saudi Arabia, presenting unique challenges in introducing a new sport to the region. MICE International was entrusted with the sport and creative event management, tackling an array of tasks within a tight timeframe.
Event overview
MICE International had the privilege of orchestrating the Mercedes Service Week at Dubai Festival City. Tasked with an extensive scope of work, we managed the design, production, and overall space management for this high-profile event, catering to the sophisticated standards of Mercedes-Benz and its clientele.
Our responsibilities encompassed the construction of a 15m x 10m booth complete with specialized features like tinted glass windows to mitigate heat and backlit 3D logos to enhance brand visibility. The booth’s design featured sleek, modern aesthetics with a functional layout, including multiple service desks and an engaging reception area to facilitate smooth customer interactions.
Event overview
The Nou Project is Saudi Arabia’s first sneaker brand, breaking through the fashion norms of the region.
Event overview
As part of UNESCO’s Art Camp at Ajman University, the event concluded with an elegant and culturally immersive closing dinner at the Ajman Heritage Museum. This special evening celebrated peace, tolerance, and artistic expression, bringing together artists, dignitaries, and guests in a setting that honored the UAE’s rich heritage.
MICE International curated the dinner experience, blending traditional Emirati elements with artistic elegance:
Event overview
Al Turki Holding marked Saudi National Day with a spectacular celebration that honored the Kingdom’s heritage, unity, and progress. This grand event brought together employees, partners, and guests for an unforgettable experience filled with cultural performances, artistic showcases, and a deep sense of national pride.
MICE International proudly managed the event design, planning, and execution, ensuring a seamless and immersive experience
Event overview
Huntsman Corporation celebrated a major milestone with the grand opening of its new manufacturing site, followed by an exclusive corporate gala dinner for distinguished guests, partners, and industry leaders. This high-profile event required seamless event planning, immersive design, and flawless execution to create a memorable experience that reflected Huntsman’s innovation and leadership in the industry.
As the selected event management company, MICE International handled every aspect of the corporate launch event and gala dinner production, ensuring a world-class guest experience:
Event overview
The prestigious Al Bait Sharjah, a heritage landmark transformed into a luxury retreat, was inaugurated by H.H. Sheikh Dr. Sultan bin Muhammad Al Qasimi in a ceremony that blended tradition with innovation. As the former residence of a ruling family, Al Bait carries a rich history, and the event was designed to honor its legacy while creating an immersive storytelling experience for a select group of VIP guests and media.
MICE International managed the event from concept to execution, ensuring that every element reflected the hotel’s cultural significance and timeless elegance:
Event overview
Gargash Mercedes-Benz unveiled the all-new Actros & Arocs in a spectacular launch event in Ras Al Khaimah, bringing together industry leaders, clients, and media for an unforgettable experience. Designed to showcase the power, innovation, and cutting-edge technology of these commercial vehicles, the event demanded a high-impact reveal that maximized visual appeal—all in broad daylight, a unique challenge that required creative ingenuity.
MICE International proudly orchestrated the event, ensuring every detail—from concept to execution—delivered a seamless and visually striking experience:
Event overview
For Ramadan, Majid Al Futtaim’s Al Zahia Community sought to transform its outdoor spaces into a visually captivating and immersive experience that reflected the spirit of the holy month. The installations needed to blend cultural heritage with contemporary elegance, creating a warm and welcoming atmosphere for residents and visitors.
MICE International was honored to bring this vision to life, handling every aspect of the project with precision and creativity:
Event overview
In 2017, ECHO was conceptualized and launched as a proprietary event by MICE International, driven by a mission to enhance the Arab world’s understanding of immersive design, design futures, and the ever-growing importance of art and technology in shaping our lives. As the region’s first hybrid art fair, ECHO aimed not only to connect local and international artists, businesses, galleries, and thought leaders but also to provide a unique platform for regional artists, scientists, and technologists to come together, exchange ideas, and collaborate.
The 3-day event was built on four core pillars: Art Tech Fair, Conferences, Workshops, and a Sound Festival—each designed to push the boundaries of creativity and innovation. Back in 2017, ECHO was already leading conversations on Generative AI, long before it became mainstream, demonstrating its forward-thinking approach.
Event overview
The initiative is an event for Sports Innovation highlighting the role of women empowerment in sport.
Event overview
The MBR Creative Sports Award is the most prestigious sports award in Dubai. It aims at honouring creative athletes and distinguished sports corporations on the local, Arab and international levels.
Event overview
MICE international was entrusted in crafting a luxurious and captivating invitation experience for the Cartier Magicien Collection, combining video animation and high-end printed cards for VVIP clients.
For the prestigious Magicien Collection by Cartier, our team was entrusted with creating an engaging visual introduction. We developed exclusive video animations and designed elegant printed cards that encapsulate the essence of luxury, tailored specifically for Cartier's VVIP clientele.
Our creative process involved a deep understanding of Cartier’s brand ethos, focusing on luxury, craftsmanship, and the magical allure of the Magicien collection. The video invitations incorporated high-quality animations that highlighted the unique features of the jewelry pieces, setting a sophisticated tone that resonates with the target audience.
Event overview
As part of the Dubai Tour (now known as the UAE Tour), the Dubai Sports Council launched an engaging marketing activation to promote cycling and build excitement for the Dubai Tour professional race. This initiative, a mini version of the Dubai Tour, was a 3-day event designed to connect with the cycling community while championing health, fitness, and the sport of cycling across all age groups.
MICE International was proud to bring this activation to life, ensuring it was both impactful and memorable.
Event overview
As part of Cartier's exclusive initiatives, the iconic brand hosted a private and intimate dinner at Hakkasan, Dubai, to honor Chinese New Year. This glamorous celebration brought together select clients for an evening that epitomized luxury, craftsmanship, and cultural elegance.
MICE International was brought on board for crafting this bespoke experience, ensuring that every detail reflected Cartier’s renowned artistry and meticulous standards:
Event overview
The Dubai Tour, an annual professional road cycling stage race, began in 2014 as part of the UCI Asia Tour and later merged with the Abu Dhabi Tour in 2019 to form the UAE Tour. Known for its world-class organization and breathtaking routes, the Dubai Tour captured global attention each year.
MICE International was proud to manage the press conferences, a critical component of the Dubai Tour. These conferences were instrumental in announcing sponsors and unveiling the route to the media and the world. Live-broadcasted globally, they demanded a meticulous and creative approach year after year.
Our contributions included:
Event overview
The Health & Fitness Fun Festival, an initiative by ACTVET, has been a vital platform for promoting health awareness and fitness across the UAE. Spanning all seven Emirates, this impactful event brought communities together to celebrate active and healthy lifestyles through engaging activities, education, and entertainment.
Health awareness is a vital focus of the UAE, and fostering community engagement plays a key role in cultivating a health-conscious mindset among both youth and adults. The Ministry of Education’s crucial role in this event was truly inspirational, serving as a testament to the UAE’s unwavering commitment to promoting wellness and driving positive change in the nation.
MICE International proudly handled the entire festival with comprehensive event management services, ensuring its success across multiple cities
Event overview
Set against the iconic backdrop of the Dubai Fountain, the 2015 Dubai Tour kicked off with a spectacular opening ceremony that embodied the grandeur and ambition of this prestigious event. With plans for a UCI upgrade, the ceremony showcased Dubai’s commitment to becoming a global hub for cycling and sports.
MICE International proudly managed the opening ceremony, ensuring every detail contributed to an unforgettable experience.
Event overview
The AFC Futsal Championship in Dubai brought together the best teams from across Asia for an action-packed tournament, showcasing world-class talent and thrilling fans with unforgettable matches.
MICE International was honored to be the official organizer for this prestigious event under the leadership of the Dubai Sports Council and AFC federation, managing it seamlessly from start to finish.
Event overview
The JBR Walk came alive with a vibrant 5-day celebration in honor of UAE National Day, filled with activities, entertainment, and cultural pride. The event was a joyous tribute to the UAE’s heritage, bringing the community together for an unforgettable experience.
MICE International played a key role in crafting a fun, interactive, and culturally rich event, ensuring that every element reflected the UAE’s national identity.
Event overview
The Zayed International Prize for the Environment is a globally recognized award that honors trailblazers in environmental leadership, innovation, and sustainability. This prestigious event unites visionaries and decision-makers who are shaping a greener, more sustainable future.
MICE International was honored to manage this landmark event, attended by esteemed guests such as Nobel Laureates, H.H. Sheikh Mohammed bin Rashid Al Maktoum, H.H. Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, and H.S.H. Prince Albert II of Monaco. Our comprehensive services ensured the event was nothing short of extraordinary
Event overview
Organized by the Dubai Sports Council and launched in 2006, the Dubai International Sports Conference (DISC) has established itself as one of the premier platforms for football’s decision-makers, industry leaders, and visionaries. DISC facilitates dynamic discussions on pressing issues in football while paving the way for innovative solutions and new opportunities in the sport.
We delivered end-to-end product launch event management for e& and Qualcomm’s AI Laptop launch. From venue selection and planning to technical production and guest experience, every detail was coordinated for a seamless event.
MICE International Events designed and delivered a fashion-led product launch event for Scrub N’s MIA collection. Combining a curated fashion show, interactive product experiences, and creative brand storytelling, the launch showcased the collection’s quality, functionality, and design while connecting guests with the brand.
Our product launch event managementcovered creative planning, branding, production, hospitality, entertainment, and on-site execution. Interactive brand activations included a scrub quality experience and a live lab coat water-resistance demonstration, complemented by permanent in-store experience installations.
Project Highlights
Fashion-led product launch for Scrub N’s MIA collection
MICE International Events provided end-to-end exhibition management for Qualcomm’s multi-day suite at LEAP in Riyadh, Saudi Arabia. Our team delivered a fully operational, branded exhibition environment supporting technology demonstrations, workshops, business meetings, panel discussions, and MOU signing ceremonies.
Our exhibition services covered suite setup, branded production, demo logistics, hospitality, transportation, and on-site coordination. From initial setup to final dismantling, we managed exhibition operations to ensure a seamless experience for Qualcomm and its guests.
Project Highlights
Multi-day exhibition suite setup and management at LEAP Riyadh
Branded exhibition environment and production
Interactive technology demonstration and workshop spaces
Business meeting coordination within the exhibition suite
Panel discussion and live programme support
MOU signing ceremony coordination
Exhibition hospitality and guest experience management
Dedicated transportation and shuttle coordination
Demo equipment logistics and on-site support
Professional exhibition photography and videography
MICE International Events managed the soft-opening ceremony for Qualcomm’s new office in Riyadh, Saudi Arabia. Our team delivered end-to-end corporate event management, bringing together guest registration, branded event production, hospitality, media engagement, and an official ribbon-cutting ceremony.
From event planning and on-site coordination to office tours and venue handover, every element supported a seamless guest experience. The project demonstrates our capabilities in managing office opening ceremonies and corporate events in Riyadh.
Project Highlights
Professional office soft-opening ceremony in Riyadh, Saudi Arabia
Seamless guest arrival, registration, and reception management
Official ribbon-cutting ceremony planning and coordination
Office tour coordination and guest flow management
Integrated Qualcomm event branding and signage
Hospitality, food, and beverage coordination
Media engagement and social media content creation
Corporate event photography and videography coverage
Dedicated event staffing and on-site management
End-to-end event production, coordination, and venue handover
MICE International Events designed and delivered an immersive exhibition booth for the National Agriculture Center (NAC). The branded space showcased NAC’s vision, achievements, and future initiatives through interactive displays and a visitor journey designed to encourage engagement.
Our exhibition booth design and management covered creative branding, workshop and activity zones, consultation areas, and end-to-end project execution. The result was an exhibition experience that helped visitors explore NAC’s work and connect with its team.
Ministry of Climate Change and Environment (MOCCAE)
MICE International Events supported the Ministry of Climate Change and Environment’s Partners Forum 2026, held on 2 June 2026. The forum brought together strategic partners from government and private entities to strengthen collaboration on sustainability, climate change, and biodiversity.
The programme recognised partners for their contributions during 2024 and 2025 and provided a platform to discuss upcoming national initiatives and projects. A dedicated networking area gave participating entities space to build connections and explore future partnerships.
Project Highlights
Strategic partners forum held on 2 June 2026
Participation from government and private entities
Recognition of partners’ contributions in 2024 and 2025
Discussions on upcoming sustainability initiatives
From concept development and visitor journey planning to fabrication, digital content, technology integration, and on-site execution, we delivered a fully integrated exhibition experience. The pavilion showcased Abu Dhabi’s industrial ambitions and created a platform for engagement among investors, manufacturers, and industry leaders. The project also received a Bronze award at the FRAME Awards 2026.
Project Highlights
Double-decker exhibition pavilion design and production
Exhibition concept development and visitor journey planning
MICE International Events designed and delivered Sephora’s Ramadan Suhoor gathering, bringing together beauty, culture, and community in an elegant setting. The experience combined Sephora’s brand identity with the spirit of Ramadan through thoughtfully designed spaces, interactive brand experiences, and curated hospitality.
Our team provided end-to-end Suhoor event management, from concept development and event design to technical production, guest engagement, and on-site operations. Every element of the guest journey supported an inviting atmosphere where beauty, lifestyle, and storytelling came together.
Project Highlights
End-to-end Ramadan Suhoor event management
Creative concept and event design inspired by Sephora’s brand
Spaces reflecting the cultural spirit of Ramadan
Interactive brand experiences and guest engagement
Curated hospitality and welcoming guest journey
Photo opportunities and dedicated hospitality areas
Lighting, audiovisual, and technical production
Supplier coordination and on-site event operations
MICE International Events managed the Khalifa University Iftar Gathering 2026, creating a warm and engaging Ramadan event. Our team coordinated the programme, guest activations, production crew, and presentation details to keep the evening running smoothly.
Project Highlights
Ramadan Iftar event planning and coordination
Interactive photo installation
“Under the Chair” raffle activation
Scratch card and raffle gift arrangements
Photography, videography, and live stream coordination
MICE International Events delivered end-to-end conference and event management for ADIO’s inaugural Trade & Industry Connect 2026 at Yas Marina Circuit. The event brought together more than 500 leaders from government, manufacturing, exports, logistics, and global markets as part of ADIO’s Year of Trade.
Our team managed guest arrival, registration, VIP hospitality, production, and venue flow. An immersive LED tunnel showcased Abu Dhabi’s trade ambitions, while coordinated meeting, plenary, and networking spaces supported discussions throughout the event.
Project Highlights
Conference management for 500+ attendees
VIP arrival, parking, and shuttle coordination
Digital registration and guest flow management
360° immersive LED tunnel and event branding
Plenary production, AV, and live interpretation support
We delivered end-to-end sports event management for the five-day Urban Cycling World Championships 2025, held for the first time in Saudi Arabia. Our team transformed an undeveloped site at Boulevard City into a championship arena for athletes, officials, media, and fans.
From planning and venue construction to event operations and final dismantling, we managed the full experience.
Project Highlights
Turnkey sports event planning and production
Championship venue design and construction
Temporary structures, infrastructure, and logistics
We curated a luxury VIP concierge experience in Saudi Arabia for a Gucci guest. The personalised itinerary combined private transportation, refined dining, and cultural activities, with every detail coordinated from arrival to departure.
Our concierge team provided 24-hour support, managing reservations, special requests, and itinerary changes with care and discretion.
We delivered end-to-end product launch event management for BARPA’s product launch and gala dinner. From venue selection and creative direction to production and guest logistics, our team created an experience that reflected BARPA’s brand.
The evening featured a branded arrival space, an immersive VR product reveal, a four-course dinner, and live entertainment.
Project Highlights
Venue selection and product launch planning
Branded mirror arch and guest photo opportunity
Immersive VR product reveal
Custom menus, beverages, napkins, and trophies
Décor, tablescaping, lighting, and audiovisual production
We planned and delivered the Petronas Family Gathering on Al Maya Island, bringing employees and their families together for a day of games, food, and relaxation. Inspired by the “Dolce La Vita” theme, the event created a colourful island experience for guests of all ages.
Our team managed the corporate family day event from invitations and boat transfers to island setup, activities, and on-site coordination.
Project Highlights
Corporate family day planning and management
“Dolce La Vita” themed décor and event setup
Boat transfers and island logistics
Welcome drinks, food, and beverages
Inflatable play zones for children
Giant Wood Blocks and Snakes & Ladders
Beachfront seating and relaxation areas
Family gift hampers
Invitations, reminders, and on-site guest coordination
We delivered the Federal Tax Authority’s all-staff corporate event in the UAE, bringing together more than 800 employees for an evening of recognition and shared purpose. The programme celebrated team achievements and connected employees’ work to the Authority’s mission.
Our team managed event planning, guest communications, logistics, technical production, and on-site execution. Branded installations and interactive experiences welcomed guests before the main programme and awards ceremony.
Project Highlights
Corporate staff event management for 800+ attendees
Personalised invitations, RSVPs, and reminders
Branded welcome tunnel and pre-function hospitality
Success Wall, mirror, and phone activations
Intro animation, speeches, and video presentation
Live entertainment and employee awards ceremony
Event logistics, production, and on-site coordination
We designed and delivered the Federal Tax Authority’s Emirati Women’s Day celebration in the UAE. Guided by the theme “Hand in Hand, We Celebrate 50 Years,” the event honoured the contributions of Emirati women through heritage-inspired design, storytelling, and guest experiences.
Our team managed the event from concept and visual previews to stage production, hospitality, catering, and on-site execution.
We delivered end-to-end groundbreaking ceremony event management for WYNN, marking the start of a major new development. Our team planned and executed an elegant ceremony that reflected Wynn’s brand and the significance of the occasion.
We managed the ESAB facility soft launch in Dammam, Saudi Arabia, welcoming the company’s global managers and senior executives. Our team planned and delivered a branded corporate launch experience, coordinating the venue setup, guest arrival, hospitality, and technical support.
We planned and delivered Khalifa University’s Ramadan Iftar event, combining a live sand art performance with interactive activities for guests. Our team managed the programme, gifting, photography, videography, and on-site coordination to keep the evening running smoothly.
Event Overview:
We were honored to be entrusted with managing and executing a beautiful Suhoor event in the UAE. Our team worked tirelessly to ensure every detail was taken care of, providing a seamless experience for our clients and guests.
Full-Service Event Management:
From initial consultation to final execution, we took charge of all aspects of the event, ensuring that the entire process ran smoothly. This included venue selection, event decor, tablescaping, logistics, guest management, and overall coordination.
Event Design & Décor:
Our creative team designed an elegant and culturally significant decor, capturing the essence of Ramadan while offering a contemporary twist. The atmosphere was tailored to ensure a comfortable, luxurious, and inviting ambiance for all attendees.
A Hag Al Laila Activation - Dubai, UAE 2025
A Hag Al Laila Activation - Dubai, UAE 2025
Celebrating Tradition:
At MICE International, we specialize in crafting immersive cultural experiences that honor tradition and bring it to life in meaningful ways. As part of our MICE Pop-Up Division, we recently designed and executed a Hag Al Laila activation for two UAE media offices in Dubai and Abu Dhabi—celebrating the traditional way of welcoming Ramadan.
Engaging Office Activations:
The activation was designed to engage and delight employees, creating an atmosphere that was both warm and authentic while introducing a modern pop-up experience. From the atmosphere and scenic design concept to gift sourcing and seamless setup, our team made sure every element reflected the essence of this cherished tradition.
Our Approach to Cultural Storytelling:
We believe in curating experiences that connect, inspire, and engage. Whether it's a cultural activation, corporate engagement, or large-scale public event, our deep expertise in the MICE sector ensures every project is delivered with precision, creativity, and a personal touch.
Saudi Cup 2025 Press Conferences
Saudi Cup 2025 Press Conferences
Event Management at the Saudi Cup:
MICE had the privilege of organizing all the press conferences for the Saudi Cup 2025, from race week leading up to the main event. This was a monumental opportunity to be a part of one of the Kingdom’s most prestigious sporting events.
Immersing in Horse Racing:
Through this experience, our team furthered their insights into the world of horse racing, delving into a sport with a rich history and a passionate global following. This involvement enriched our understanding of the sport and the significant role it plays in the Kingdom's culture.
Acknowledging the Trust of JCSA:
A sincere thank you to the Jockey Club of Saudi Arabia (JCSA) for entrusting us with the responsibility of managing these key moments. Their confidence in our team made this experience all the more rewarding.
Partnership with Qualcomm:
MICE is proud to have partnered with Qualcomm to deliver end-to-end event management solutions, ensuring the flawless execution of their vision across multiple prestigious platforms.
LEAP 2025:
At LEAP 2025, we managed the logistics for Qualcomm’s Developer Event and the ALLAM AI Launch.
Our team ensured a smooth and impactful experience, elevating the space with Qualcomm branding and transforming the suites area into a fully immersive Qualcomm environment.
World Government Summit:
We facilitated the setup for Qualcomm’s tech demos at the World Government Summit, creating an engaging and interactive showcase for their cutting-edge innovations.
Acknowledgment:
A huge thank you to Qualcomm and Burson for entrusting us with these significant moments. We’re excited about the future opportunities to collaborate and shape the future of technology events.
Event Management Support:
MICE had the privilege of supporting Burson in organizing and bringing to life the press conference launch for the 2025 AlUla Tour under the patronage of the Ministry of Sport – وزارة الرياضة and saudi cycling federation
The event set the stage for the upcoming race, highlighting AlUla’s growing significance as a cycling destination.
Key Collaborations:
The press conference was led by key stakeholders, including The Royal Commission for AlUla and the Saudi Cycling Federation (الاتحاد السعودي للدراجات).
These organizations underscored how the AlUla Tour is shaping the future of the region—both as a premier cycling hub and as a city investing in cycling infrastructure.
Al Murabba Arts Festival - Second edition
Al Murabba Arts Festival - Second edition
In its second edition, the Al Murabbaa Art Fair illuminated the Ajman arts scene, standing as a testament to the transformative power of art and culture. This vibrant and emerging art fair not only uplifts a thriving community of artists but also creates a space where creativity becomes a shared celebration, fostering reflection, connection, and inspiration.
Set in the heart of the Ajman Heritage District, the experience seamlessly intertwined the nostalgia of the past with the innovation of the present. The 3km stretch from the Corniche to the Heritage Center transformed into a labyrinth of discovery, where each corner revealed stories woven into the rich cultural fabric of Ajman.
The Ajman Tourism Development Department proves in its second edition its strength in curating an extraordinary event that celebrates the essence of art and culture while supporting the creative economy at its core.
ATM Exhibition - MICE LeVoyage Platform Launch
ATM Exhibition - MICE LeVoyage Platform Launch
MICE le voyage launched its new platform, MICE Global, at the ATM Exhibition in World Trade Center.
Roger Dubuis Ramadan Vitrine
Roger Dubuis Ramadan Vitrine
Roger Dubuis’ boutique in the hectic Dubai Mall is the future of hyper horology. The vitrine of the state-of-the-art boutique was home to a special design celebrating Ramadan.
Al Deera Kids Carnival
Al Deera Kids Carnival
The event aimed at creating a new destination for kids and families, activating the Heritage District of Ajman and providing accessible entertainment and fun activities for all.
Youbetterfly - Store Opening
Youbetterfly - Store Opening
Opening of UAE’s 1st consignment store selling the most sought-after Sneakers, Streetwear & Collectibles.
Move with Us is a program organized by SFA to promote a healthy lifestyle among community members through sport and brainstorming activities such as chess, ping pong, basketball and reading.
The Truth - Jake Paul vs Tommy Fury
The Truth - Jake Paul vs Tommy Fury
Jake Paul vs. Tommy Fury, billed as The Truth, was a professional boxing match contested between Jake Paul and Tommy Fury. The Fury won by split decision.The fight sold over 800,000 PPV buys.
Signature of MoU between the Saudi Sports for All and the UAE Sports for All Federations. Objective: to promote community sports development between both countries
Jeddah hosted a heavyweight professional boxing match between WBA (Super), IBF, WBO, and IBO heavyweight champion, Oleksandr Usyk, and former heavyweight champion, Anthony Joshua.
Hosted in Ajman, the Poet's Retreat was not just an event; it was a grand celebration of UAE's literary tradition and cultural heritage. Our team was entrusted with creating an environment that reflected the importance of poetry within the local culture, attended by some of the most prominent figures in the region.
The Poet's Retreat was a landmark event that beautifully married the traditional with the contemporary. It was widely acclaimed for its elegance and successful portrayal of the UAE’s commitment to cultural enrichment. This event not only celebrated the poetic arts but also strengthened cultural ties among the attendees, leaving a lasting impression of the UAE’s dedication to preserving and celebrating its heritage.
Celebrating Chinese New Year at Mall of the Emirates
Celebrating Chinese New Year at Mall of the Emirates
In celebration of Chinese New Year, our team was tasked with designing, producing, and managing a themed stand at the Mall of the Emirates. This project required a deep understanding of Chinese traditions to ensure an authentic celebration, coupled with effective crowd management to accommodate the high visitor turnout.
BMW Group Middle East’s New Training Centre Unveiling
During UAE Innovation Month, our agency had the privilege of managing the grand unveiling of BMW Group Middle East's new state-of-the-art training center in Dubai. This high-profile event required our full-spectrum event management capabilities, including design, hostess management, logistics, presentation setup, and catering.
Recognizing the importance of this high-profile event, we committed to delivering an experience that met the elevated expectations associated with the BMW brand.
Innovative Pop-Up Booth for The National at Mubadala World Tennis Championship
At the prestigious Mubadala World Tennis Championship, our team was tasked with designing and managing a pop-up booth for The National, one of Abu Dhabi's leading English-language daily newspapers. Our goal was to create a fun, engaging, and memorable experience for guests, which we achieved through innovative design and interactive technology.Execution Strategy:
Saudi Tour 2019 – Pioneering Professional Cycling in Riyadh
The Saudi Tour 2019 marked the first professional cycling tour in the Kingdom of Saudi Arabia, presenting unique challenges in introducing a new sport to the region. MICE International was entrusted with the sport and creative event management, tackling an array of tasks within a tight timeframe.
Mercedes Service Week – Mastering Event Space Design and Management
MICE International had the privilege of orchestrating the Mercedes Service Week at Dubai Festival City. Tasked with an extensive scope of work, we managed the design, production, and overall space management for this high-profile event, catering to the sophisticated standards of Mercedes-Benz and its clientele.
Our responsibilities encompassed the construction of a 15m x 10m booth complete with specialized features like tinted glass windows to mitigate heat and backlit 3D logos to enhance brand visibility. The booth’s design featured sleek, modern aesthetics with a functional layout, including multiple service desks and an engaging reception area to facilitate smooth customer interactions.
The Nou Project
The Nou Project
The Nou Project is Saudi Arabia’s first sneaker brand, breaking through the fashion norms of the region.
UNESCO Art Camp – Closing Dinner at Ajman Heritage Museum
As part of UNESCO’s Art Camp at Ajman University, the event concluded with an elegant and culturally immersive closing dinner at the Ajman Heritage Museum. This special evening celebrated peace, tolerance, and artistic expression, bringing together artists, dignitaries, and guests in a setting that honored the UAE’s rich heritage.
MICE International curated the dinner experience, blending traditional Emirati elements with artistic elegance:
Al Turki Holding marked Saudi National Day with a spectacular celebration that honored the Kingdom’s heritage, unity, and progress. This grand event brought together employees, partners, and guests for an unforgettable experience filled with cultural performances, artistic showcases, and a deep sense of national pride.
MICE International proudly managed the event design, planning, and execution, ensuring a seamless and immersive experience
Huntsman Corporation – Manufacturing Site Launch & Gala Dinner
Huntsman Corporation celebrated a major milestone with the grand opening of its new manufacturing site, followed by an exclusive corporate gala dinner for distinguished guests, partners, and industry leaders. This high-profile event required seamless event planning, immersive design, and flawless execution to create a memorable experience that reflected Huntsman’s innovation and leadership in the industry.
As the selected event management company, MICE International handled every aspect of the corporate launch event and gala dinner production, ensuring a world-class guest experience:
Sultan Al Qasimi Inaugurates Al Bait Sharjah: Boutique Five-star Hotel in Emirate’s Heritage District
The prestigious Al Bait Sharjah, a heritage landmark transformed into a luxury retreat, was inaugurated by H.H. Sheikh Dr. Sultan bin Muhammad Al Qasimi in a ceremony that blended tradition with innovation. As the former residence of a ruling family, Al Bait carries a rich history, and the event was designed to honor its legacy while creating an immersive storytelling experience for a select group of VIP guests and media.
MICE International managed the event from concept to execution, ensuring that every element reflected the hotel’s cultural significance and timeless elegance:
Gargash Mercedes-Benz Actros & Arocs Launch – Ras Al Khaimah
Gargash Mercedes-Benz unveiled the all-new Actros & Arocs in a spectacular launch event in Ras Al Khaimah, bringing together industry leaders, clients, and media for an unforgettable experience. Designed to showcase the power, innovation, and cutting-edge technology of these commercial vehicles, the event demanded a high-impact reveal that maximized visual appeal—all in broad daylight, a unique challenge that required creative ingenuity.
MICE International proudly orchestrated the event, ensuring every detail—from concept to execution—delivered a seamless and visually striking experience:
MAF - Al Zahia - Ramadan Installations
MAF - Al Zahia - Ramadan Installations
For Ramadan, Majid Al Futtaim’s Al Zahia Community sought to transform its outdoor spaces into a visually captivating and immersive experience that reflected the spirit of the holy month. The installations needed to blend cultural heritage with contemporary elegance, creating a warm and welcoming atmosphere for residents and visitors.
MICE International was honored to bring this vision to life, handling every aspect of the project with precision and creativity:
MICE IP Event ECHO: Where Art, Design, and Technology Intersect
In 2017, ECHO was conceptualized and launched as a proprietary event by MICE International, driven by a mission to enhance the Arab world’s understanding of immersive design, design futures, and the ever-growing importance of art and technology in shaping our lives. As the region’s first hybrid art fair, ECHO aimed not only to connect local and international artists, businesses, galleries, and thought leaders but also to provide a unique platform for regional artists, scientists, and technologists to come together, exchange ideas, and collaborate.
The 3-day event was built on four core pillars: Art Tech Fair, Conferences, Workshops, and a Sound Festival—each designed to push the boundaries of creativity and innovation. Back in 2017, ECHO was already leading conversations on Generative AI, long before it became mainstream, demonstrating its forward-thinking approach.
13th Dubai International Symposium for Sports Creativity
13th Dubai International Symposium for Sports Creativity
The initiative is an event for Sports Innovation highlighting the role of women empowerment in sport.
MBR Creative Awards Symposium
MBR Creative Awards Symposium
The MBR Creative Sports Award is the most prestigious sports award in Dubai. It aims at honouring creative athletes and distinguished sports corporations on the local, Arab and international levels.
Cartier Magicien Collection Invitations – A Blend of Luxury and Innovation
MICE international was entrusted in crafting a luxurious and captivating invitation experience for the Cartier Magicien Collection, combining video animation and high-end printed cards for VVIP clients.
For the prestigious Magicien Collection by Cartier, our team was entrusted with creating an engaging visual introduction. We developed exclusive video animations and designed elegant printed cards that encapsulate the essence of luxury, tailored specifically for Cartier's VVIP clientele.
Our creative process involved a deep understanding of Cartier’s brand ethos, focusing on luxury, craftsmanship, and the magical allure of the Magicien collection. The video invitations incorporated high-quality animations that highlighted the unique features of the jewelry pieces, setting a sophisticated tone that resonates with the target audience.
As part of the Dubai Tour (now known as the UAE Tour), the Dubai Sports Council launched an engaging marketing activation to promote cycling and build excitement for the Dubai Tour professional race. This initiative, a mini version of the Dubai Tour, was a 3-day event designed to connect with the cycling community while championing health, fitness, and the sport of cycling across all age groups.
MICE International was proud to bring this activation to life, ensuring it was both impactful and memorable.
As part of Cartier's exclusive initiatives, the iconic brand hosted a private and intimate dinner at Hakkasan, Dubai, to honor Chinese New Year. This glamorous celebration brought together select clients for an evening that epitomized luxury, craftsmanship, and cultural elegance.
MICE International was brought on board for crafting this bespoke experience, ensuring that every detail reflected Cartier’s renowned artistry and meticulous standards:
The Dubai Tour, an annual professional road cycling stage race, began in 2014 as part of the UCI Asia Tour and later merged with the Abu Dhabi Tour in 2019 to form the UAE Tour. Known for its world-class organization and breathtaking routes, the Dubai Tour captured global attention each year.
MICE International was proud to manage the press conferences, a critical component of the Dubai Tour. These conferences were instrumental in announcing sponsors and unveiling the route to the media and the world. Live-broadcasted globally, they demanded a meticulous and creative approach year after year.
Our contributions included:
The Health & Fitness Fun Festival, an initiative by ACTVET, has been a vital platform for promoting health awareness and fitness across the UAE. Spanning all seven Emirates, this impactful event brought communities together to celebrate active and healthy lifestyles through engaging activities, education, and entertainment.
Health awareness is a vital focus of the UAE, and fostering community engagement plays a key role in cultivating a health-conscious mindset among both youth and adults. The Ministry of Education’s crucial role in this event was truly inspirational, serving as a testament to the UAE’s unwavering commitment to promoting wellness and driving positive change in the nation.
MICE International proudly handled the entire festival with comprehensive event management services, ensuring its success across multiple cities
Set against the iconic backdrop of the Dubai Fountain, the 2015 Dubai Tour kicked off with a spectacular opening ceremony that embodied the grandeur and ambition of this prestigious event. With plans for a UCI upgrade, the ceremony showcased Dubai’s commitment to becoming a global hub for cycling and sports.
MICE International proudly managed the opening ceremony, ensuring every detail contributed to an unforgettable experience.
The AFC Futsal Championship in Dubai brought together the best teams from across Asia for an action-packed tournament, showcasing world-class talent and thrilling fans with unforgettable matches.
MICE International was honored to be the official organizer for this prestigious event under the leadership of the Dubai Sports Council and AFC federation, managing it seamlessly from start to finish.
The JBR Walk came alive with a vibrant 5-day celebration in honor of UAE National Day, filled with activities, entertainment, and cultural pride. The event was a joyous tribute to the UAE’s heritage, bringing the community together for an unforgettable experience.
MICE International played a key role in crafting a fun, interactive, and culturally rich event, ensuring that every element reflected the UAE’s national identity.
The Zayed International Prize for the Environment is a globally recognized award that honors trailblazers in environmental leadership, innovation, and sustainability. This prestigious event unites visionaries and decision-makers who are shaping a greener, more sustainable future.
MICE International was honored to manage this landmark event, attended by esteemed guests such as Nobel Laureates, H.H. Sheikh Mohammed bin Rashid Al Maktoum, H.H. Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, and H.S.H. Prince Albert II of Monaco. Our comprehensive services ensured the event was nothing short of extraordinary
Dubai International Sports Conference & Globesoccer Gala dinner
Organized by the Dubai Sports Council and launched in 2006, the Dubai International Sports Conference (DISC) has established itself as one of the premier platforms for football’s decision-makers, industry leaders, and visionaries. DISC facilitates dynamic discussions on pressing issues in football while paving the way for innovative solutions and new opportunities in the sport.
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Sculpting motion,making dreamsmove.
Experiences that echo dreams.
Sculpting motion,making dreamsmove.
Experiences that echo dreams.
Services
Event Management
Event Management
At MICE International, we create and manage corporate events that communicate your brand’s message, engage your audience, and deliver measurable impact. From leadership conferences and gala dinners to employee celebrations, award ceremonies, product launches, and executive meetings, every detail is planned and executed with precision.
We take immense pride in our expertise as global conference planners, offering unparalleled forum and conference management services. Our comprehensive services include opening and closing ceremonies, programming, speaker management, content creation and event space design. We strive to infuse creativity and innovation in your events. We ensure that every element aligns with your vision and objectives and helps build an environment fostering network opportunities, while optimising costs and enhancing attendee satisfaction.
MICE International is the premier destination for crafting exceptional and unforgettable retail events. Our portfolio boasts successful collaborations with luxury boutiques, high-end jewellery, clothing and footwear brands, and renowned sports labels. From dazzling product launches to enticing promotions, joyous celebrations and captivating window-themed designs, we ensure that your brand’s vision comes to life with an unparalleled flair. When you choose Mice International, you gain access to a comprehensive suite of services meticulously designed to exceed your expectations
MICE International creates holographic content and 3D projection mapping that captivate audiences and elevate your event’s atmosphere. From live events and corporate presentations to interactive installations, we craft custom visual experiences engineered to be remembered.
MICE International integrates event technology and AI solutions that streamline registration, elevate engagement, and sharpen every guest touchpoint. From smart badging and live AV to interactive digital tools, we make events run smarter.
MICE International designs and manages distinctive exhibition stands that attract attention, communicate your brand story, and create meaningful visitor engagement. From custom-built stands and interactive displays to corporate pavilions and branded exhibition spaces, we transform ideas into memorable physical experiences.
MICE International plans and delivers sports events that unite athletes, spectators, sponsors, and communities. From corporate tournaments and community competitions to large-scale sporting events and fan experiences, we deliver dynamic, expertly managed events tailored to every audience.
MICE International creates immersive product launches and brand activations that capture attention, encourage participation, and build meaningful connections between brands and their audiences. From exclusive launch events and retail activations to pop-up experiences, roadshows, and experiential campaigns, every concept is designed to bring your brand story to life.
MICE International plans and manages events of every scale and kind — corporate, cultural, government, and public — across the UAE and Saudi Arabia. From concept and creative design to production, logistics, and on-site execution, we handle every detail so your event runs seamlessly from start to finish.
At MICE International, we create and manage corporate events that communicate your brand’s message, engage your audience, and deliver measurable impact. From leadership conferences and gala dinners to employee celebrations, award ceremonies, product launches, and executive meetings, every detail is planned and executed with precision.
We take immense pride in our expertise as global conference planners, offering unparalleled forum and conference management services. Our comprehensive services include opening and closing ceremonies, programming, speaker management, content creation and event space design. We strive to infuse creativity and innovation in your events. We ensure that every element aligns with your vision and objectives and helps build an environment fostering network opportunities, while optimising costs and enhancing attendee satisfaction.
MICE International is the premier destination for crafting exceptional and unforgettable retail events. Our portfolio boasts successful collaborations with luxury boutiques, high-end jewellery, clothing and footwear brands, and renowned sports labels. From dazzling product launches to enticing promotions, joyous celebrations and captivating window-themed designs, we ensure that your brand’s vision comes to life with an unparalleled flair. When you choose Mice International, you gain access to a comprehensive suite of services meticulously designed to exceed your expectations
MICE International creates holographic content and 3D projection mapping that captivate audiences and elevate your event’s atmosphere. From live events and corporate presentations to interactive installations, we craft custom visual experiences engineered to be remembered.
MICE International integrates event technology and AI solutions that streamline registration, elevate engagement, and sharpen every guest touchpoint. From smart badging and live AV to interactive digital tools, we make events run smarter.
MICE International designs and manages distinctive exhibition stands that attract attention, communicate your brand story, and create meaningful visitor engagement. From custom-built stands and interactive displays to corporate pavilions and branded exhibition spaces, we transform ideas into memorable physical experiences.
MICE International plans and delivers sports events that unite athletes, spectators, sponsors, and communities. From corporate tournaments and community competitions to large-scale sporting events and fan experiences, we deliver dynamic, expertly managed events tailored to every audience.
MICE International creates immersive product launches and brand activations that capture attention, encourage participation, and build meaningful connections between brands and their audiences. From exclusive launch events and retail activations to pop-up experiences, roadshows, and experiential campaigns, every concept is designed to bring your brand story to life.
MICE International plans and manages events of every scale and kind — corporate, cultural, government, and public — across the UAE and Saudi Arabia. From concept and creative design to production, logistics, and on-site execution, we handle every detail so your event runs seamlessly from start to finish.
We're an event management company based in Dubai, delivering corporate conferences, government forums, exhibitions, product launches, and large-scale sporting and public events across the UAE and Saudi Arabia. Since founding in 2011, we've worked with clients ranging from Gucci and Cartier to the UAE Federal Tax Authority and Abu Dhabi Investment Office — treating every brief, big or small, as a chance to design something memorable.
Where does MICE International operate?
We operate primarily across the UAE and Saudi Arabia, with delivered events in Dubai, Abu Dhabi, Ajman, Ras Al Khaimah, Riyadh, Jeddah, Dammam, and AlUla. Our home base is Dubai, and our deep understanding of the GCC market shapes how we plan every event, from permits and vendors to cultural nuance.
What types of events does MICE International manage?
We manage six core categories: corporate event management, exhibition stand design, forum and conference management, sports event management, product launches and brand activations, and event technology and AI solutions. Whether it's a government summit for 500+ delegates or a boutique product launch for VVIP clients, our team runs the full scope end-to-end.
How long has MICE International been in business?
We were founded in 2011, giving us over a decade of hands-on experience in the GCC events industry. In that time we've delivered projects for governments, global luxury brands, and civil society organizations — a track record that shapes how we plan for scale, risk, and cultural context today.
Who are some of MICE International's clients?
We've worked with global brands including Gucci, Cartier, Qualcomm, BMW, Mercedes-Benz, Wynn, Sephora, Petronas, and Roger Dubuis, alongside government and public-sector entities like the UAE Federal Tax Authority, the Abu Dhabi Investment Office (ADIO), the Ministry of Climate Change and Environment (MOCCAE), Saudi Arabia's Ministry of Sport, and the Dubai Sports Council. Each relationship has pushed us to adapt our craft to a different kind of story.
Does MICE International handle government and public-sector events?
Yes — public-sector work is a significant part of what we do. We've delivered national gatherings for over 800 staff for the Federal Tax Authority, run the ADIO pavilion at Make it in the Emirates 2026, and managed the UCI Urban Cycling World Championships in Riyadh as a full turnkey operation, covering everything from crowd management to accreditation.
Can MICE International manage large-scale sporting events?
Yes. We've delivered full-scope sports event management for events including the UCI Urban Cycling World Championships in Riyadh, the Saudi Cup press conferences, the AlUla Tour, and multiple editions of the Dubai/UAE Tour cycling races. Our sports scope typically covers venue build, opening and closing ceremonies, logistics, accreditation, F&B, security, VVIP experiences, and on-site activations.
What does MICE International's exhibition and stand design service include?
Our exhibition service covers concept design, fabrication, AV infrastructure, content creation, immersive activations, on-ground execution, and project management for exhibition stands and pavilions. Recent examples include the Abu Dhabi Investment Office's double-decker pavilion at Make it in the Emirates 2026 and an immersive exhibition booth for the National Agriculture Center — both built from concept through to the final visitor experience.
How much does event management cost in Dubai or Saudi Arabia?
Cost depends heavily on scale, venue, and scope — a press conference and a 500-guest government summit sit at very different budgets. We typically start with a discovery conversation about your goals and guest count before scoping cost, so the fairest next step is to reach out directly for a tailored estimate rather than rely on a generic range.
How do I get started working with MICE International?
The fastest way is to contact our team directly through the contact section of this site with a short brief — event type, rough dates, and guest count are the most useful starting details. From there we'll set up a call to talk through scope and next steps.
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