Africa Business Tourism and MICE Masterclass hosted in Johannesburg

The sixth edition of Africa Business Tourism and MICE Masterclass was recently held on 27-28 July 2023 in Johannesburg, South Africa. The Masterclass provided new insights on trends in sales, bidding and joint marketing agreements. Held in a hybrid format, the programme was attended by delegates from throughout Africa, physically and virtually.

The 2023 Africa Business Tourism and MICE Masterclass was an opportunity for stakeholders to understand the global and African business events industry outlook, build relationships and learn directly from the global and renowned industry experts, as well as the corporate planner sector. A critical area of focus was how stakeholders can leverage opportunities presented by the African Continental Free Trade Area (AfCFTA) to drive further growth and development in the Africa business events sector.

Delegates were able to engage and learn from global industry thought leaders. Some of the key themes, included: SME tax management, sustainability, ‘bleisure’ and its opportunities as well as how the business events sector can unlock opportunities using the ICCA platforms. Other themes touched on becoming a DMC and a business event professional.

During the Masterclass, ATP volunteered to be the intra-African industry spokesperson by collaborating with the University of South Africa, MICE Knowledge, UK and BDO.

In doing so, ATP will champion the dissemination of knowledge, through information and insights. It will also continue to provide networking and a platform for public and private sector stakeholders across the continent. Lastly, ATP will continue to utilise its partnership with Cornell University to strengthen the value of its programmes, offered across the entire business events value chain in Africa.

Contact details

For partnerships, sponsorships, registration, and enquiries, please contact Ms. Rejoice Chishamba:

Email: rejoice@africatourismpartners.com

Tel: +27 (0)11 318 1741

Cell: +27 (0)81 303 7030