MICE MASTERCLASS

Africa Business Tourism and MICE Masterclass cements new connections

The seventh edition of Africa Business Tourism and MICE Masterclass was recently held from 1617 July 2024 at the BDO office in Johannesburg, South Africa.

This year’s MICE Masterclass focused on equipping businesses on how to monetise their businesses through sustainable revenue generation in MICE. Held in a hybrid format, the programme was attended by delegates throughout Africa, physically and virtually.

The in-person event provided a platform for honest industry conversations, one where delegates could learn from speakers as well as fellow delegates and their real life experiences. The importance of collaboration and partnerships came through, and the connections made over the two days was most valuable.

Executives and officials of convention bureaux, tourism departments, tourism boards/authorities, municipalities, tourism development agencies, meeting planners, professional conference organisers, professional event organisers, destination marketing companies, MICE industry suppliers, youth and women in tourism, students, SMEs, entrepreneurs and start-ups in Africa travel and tourism participated in the Masterclass.

Since its inception in 2018, over 1,500 African industry professionals have participated in this programme. The Masterclass is the only pan-African-focused MICE and business events professional development and training programme in Africa. Designed and delivered annually as a professional development and refresher program by renowned African and international industry practitioners and professionals, strategic partners for the program included BDO, ICCA, SAACI, UN Tourism, and SITE Africa, and many other partners.

UN Tourism acknowledges that the MICE sector is one of the fastest-growing sectors of the global tourism industry. The success of any business/MICE destination and organisation is hinged on the competencies of specialist knowledge possessed by its workforce, hence the need for this Masterclass. It is therefore against this background that ATP has designed and is ready to deliver the annual Africa Business Tourism and MICE Masterclass.

Themed ‘Unlocking optimal economic value and revenues for Africa MICE Destinations and Businesses’, this year’s diverse and comprehensive Masterclass was presented by a faculty comprising some of the world’s most experienced leaders and experts in the MICE industry. Some of the speakers included Adele Hartdegen, chief executive officer of Johannesburg Expo Centre; Professor Dimitrios Buhalis, Bournemouth University Business School, UK; Angelique Smith, chief executive officer of Event Synthesis International; Papy Luzala, head of commercial & government affairs, Africa; Amanda Kotze-Nhlapo, business events industry expert; Nicanor Sabula, chief executive officer, Kenya Association of Travel Agents (KATA); Edward Abankwa, founder and chief executive officer, Pinnacle Sports and Events Management, UK, and more.

This professional development programme provided a holistic view of the opportunities for the Africa MICE industry. It focused on current issues, trends, and key standards, while providing a tangible approach to leveraging current and future opportunities. It equipped delegates with a clear picture of what the Africa MICE Tourism Industry is (and is not), as well as all the essential practical knowledge and skills delegates require, to be successful in their businesses.