Makkah Plans New Exhibition and Conference Destination Within Sumo District

“Al Balad Al Ameen Front” aims to host year-round events, with plans to launch 10 projects and events backed by investments exceeding SAR 100 million

Makkah is preparing to develop a new exhibition, conference and events destination known as Al Balad Al Ameen Front, within the Sumo District development, under an announced partnership between Markaz Al Balad Al Ameen for Exhibitions and Events, Sumo District and Nahwa Al Ro’ya.

The initiative forms part of efforts to expand the Holy City's events infrastructure and accommodate a diverse range of activities throughout the year. It is expected to create opportunities to diversify visitor traffic associated with business events, complementing Makkah's established position as a leading destination for Hajj and Umrah.

The development is planned to cover approximately 25,000 square metres within Sumo District, a mixed-use development incorporating residential, commercial and service facilities.

The project is expected to provide dedicated spaces for exhibitions, conferences and other events. However, comprehensive details regarding the number of halls, visitor capacity, hospitality facilities and supporting services have yet to be disclosed.

Nahwa Al Ro’ya has announced plans to launch 10 proprietary projects and events at Al Balad Al Ameen Front, with investments exceeding SAR 100 million.

The announcement represents a step towards establishing a broader events programme in Makkah, although the development's opening date and the annual schedule of planned exhibitions and conferences remain unconfirmed.

The new venue could accommodate specialised events attracting participants from across Saudi Arabia and international markets, including trade exhibitions, professional forums and conferences covering a range of economic sectors.

Developing dedicated events facilities could help diversify Makkah's visitor experience, provided the venue is supported by a consistent events calendar, efficient transport connections, suitable accommodation and the technical infrastructure required by conference organisers.

No official estimates have yet been released regarding expected visitor numbers or the potential impact on hotel occupancy and tourism spending.

Further details are expected to emerge as the project progresses, including its official opening date, the types of events it will target, and the facilities and services available to exhibitors, organisers and visitors.