Jordan Takes Centre Stage as ICCA Middle East Summit Debuts at the Dead Sea

For a destination steadily strengthening its position within the international meetings industry, hosting the ICCA Middle East Summit marked an important milestone for Jordan. Held at the King Hussein Bin Talal Convention Centre on the shores of the Dead Sea, the gathering brought together association leaders, convention bureau, and industry stakeholders from across the region at a time when conversations around resilience, collaboration, and long-term growth have never been more relevant.

Attending as a media partner to ICCA Middle East, Experiential Planner witnessed a gathering that felt less like a traditional conference and more like a statement of intent. As the Middle East business events sector continues to navigate uncertainty, the summit delivered a clear message: resilience, collaboration, and regional partnerships will shape the industry’s next phase of growth.

The choice of Jordan as the host destination was particularly significant. Long celebrated for its rich culture, heritage, and hospitality, the country is increasingly positioning itself as a serious contender within the global meetings and events landscape. The summit offered an opportunity not only to showcase Jordan’s infrastructure and capabilities but also to highlight the collaborative spirit driving growth across the wider region.

The venue itself reinforced that message. Set against the unique backdrop of the Dead Sea, the King Hussein Bin Talal Convention Centre provided delegates with a setting that combined world-class facilities with a distinctly Jordanian sense of place.

Among the standout sessions was a discussion featuring destination leaders including Luma Al Khatib (Jordan Tourism Board), Mubarak Al Shamsi (Abu Dhabi Convention & Exhibition Bureau), Karina Lance (Dubai Business Events), and Khalid Al Zadjali (Oman Convention Bureau), moderated by Steen Jacobsen (CEO of Gaining Edge). Rather than focusing solely on growth opportunities, the panel addressed the realities facing destinations across the region, from geopolitical uncertainty to evolving market dynamics. Yet the prevailing sentiment remained optimistic. Speakers shared a common belief that the Middle East’s meetings industry is entering a new phase, one defined not only by ambition, but by adaptability, cooperation, and shared opportunity.

The summit’s theme, Resilient by Design, resonated throughout the programme, shaping conversations around leadership, preparedness, risk management, and sustainable growth. Despite ongoing challenges, the atmosphere remained positive, with a strong turnout reflecting the industry’s commitment to investing in relationships, knowledge-sharing, and collective progress.

Another key takeaway from the summit was the confidence with which Middle Eastern destinations are defining their individual strengths while contributing to a broader regional narrative. Sessions exploring Jordan’s future events ecosystem, alongside perspectives from destinations across the Gulf, highlighted a shared ambition to elevate the region’s standing on the global stage.

What became evident throughout the summit was that the conversation is no longer solely about attracting events. It is increasingly about building ecosystems that support innovation, sustainability, talent development, and long-term legacy.

As Jordan’s first ICCA Middle East Summit concluded, it left delegates with a renewed sense of momentum and a reminder that the future of the region’s meetings industry will be built not by destinations acting alone, but through stronger partnerships, shared expertise, and a collective commitment to growth.