CBISN partners with Taiba to launch ‘China MICE Summit 2026’ in Riyadh

China Travel Online (CBISN) and Taiba Investments signed a Memorandum of Understanding (MOU) throughout WTM London to launch the China MICE Summit (CMS) in Riyadh in 2026, marking the primary devoted China-focused MICE B2B occasion in the Middle East.

The initiative goals to hyperlink top-tier Chinese MICE decision-makers with tourism and hospitality suppliers from Saudi Arabia and the broader Middle East—supporting the Kingdom’s Vision 2030 ambitions to strengthen its world enterprise occasions presence.

China stays the world’s largest enterprise journey market. According to the Global Business Travel Association (GBTA), the nation’s enterprise journey spending reached US$372.5 billion in 2024, representing 25% of world expenditure.

“Chinese MICE and corporate travel segments deliver higher yields and long-term strategic value, but remain among the most challenging markets to access,” mentioned Marcus Lee, CEO of China Travel Online and producer of CMS. “Bringing the China MICE Summit to Saudi Arabia establishes a professional, curated event for building sustainable partnerships.”

Taiba Investments, one in every of Saudi Arabia’s main hospitality teams, will function the summit’s strategic business accomplice. Following its acquisition of Dur Hospitality, Taiba now manages over 40 lodges and eight,000 keys, together with worldwide manufacturers similar to Marriott, Hilton, and IHG, alongside distinguished homegrown manufacturers—reinforcing its robust positioning in the Kingdom’s increasing MICE panorama.

Photo: Group photograph that includes administration groups of Taiba Investments and China Travel Online

In distinction to bigger mass-market commerce occasions, CMS adopts a extra centered method. The 2026 version in Riyadh will welcome 50+ fastidiously vetted Chinese MICE consumers, chosen by means of strict standards that embody confirmed expertise in delivering MICE occasions, contract confirmations, {and professional} references. This focused mannequin prioritizes high quality over amount, making certain that tourism suppliers interact with decision-makers able to producing substantial enterprise.

China Travel Online brings deep world expertise to the initiative. Since 2002, the organisation has held occasions in 54 international locations throughout six continents, creating greater than 2,800 purchaser connections and three,500 partnerships for suppliers worldwide.

The launch of CMS Saudi Arabia marks the corporate’s newest growth into the Middle East, underscoring the area’s rising significance as a aggressive and fast-growing MICE vacation spot.