Organisers of the 9th Africa Business Tourism and Meetings, Incentives, Conferences and Exhibitions (MICE) Masterclass, currently underway in Johannesburg, say the MICE industry is on a strong upward trajectory globally, with the market projected to exceed $2 trillion by 2036.
Despite this growth, Africa continues to attract a relatively small share of large-scale international events compared to other regions. Experts say that while certain cities on the continent have made progress in hosting global conferences and exhibitions, Africa as a whole remains at a disadvantage.
Tourism and Hospitality Specialist Le‑Anne Bac said the continent has significant untapped opportunities, particularly in showcasing its unique industries and narratives. “We’ve got a lot of stories that need to be told, African stories,” Bac said.
Bac said sectors such as agriculture, mining, financial services and human capital present strong themes that could anchor major events and position Africa more competitively in the global MICE space.
Industry stakeholders emphasised that success in the MICE sector depends on developing a fully integrated ecosystem that connects tourism, infrastructure, services and business networks.
Bac said the focus of the masterclass is on identifying how Africa can better leverage its assets to host events that reflect its strengths. “It’s about how we leverage the assets that Africa has to host conferences and exhibitions that speak to Africa’s strengths,” Bac said.
She added that tourism plays a dual role in the ecosystem, both as a contributor and beneficiary of MICE activities.
–SABC/ChannelAfrica–
