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Register now for the Africa Business Tourism and MICE Masterclass 2024

As tourism stakeholders prepare to converge for the 7 th Africa Business Tourism and MICE Masterclass 2024, this year’s organisers are focusing on equipping businesses on how to monetise their businesses through sustainable revenue generation in MICE. The 7 th and 2024 edition of the Africa Business Tourism and MICE Masterclass will be held in Johannesburg, South Africa on Tuesday, 16 th and Wednesday, 17 th July 2024.

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 are expected to participate 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 include BDO, ICCA, the Southern Africa Association for the Conference Industry, 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 will be presented by a faculty comprising some of the world’s most experienced leaders and experts in the MICE industry. Some of the speakers include 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 and government affairs, Africa; 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 will provide a holistic view of the opportunities for the Africa MICE industry. It will focus on among current issues, trends, and key standards, while providing a tangible approach to leveraging current and future opportunities. It will equip 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 need to be successful in their businesses.

Participants will get the opportunity to participate in pre-arranged and on-thespot, one-on-one, business-to-business sessions. Desktop exhibition space is available on a first come, first served basis. Group registration for SMMEs and students is set to benefit from a massive discount offered by the organisers.

To sign up for participation, please contact Ms. Rejoice Chishamba:

Email: rejoice@africatourismpartners.com

Tel: +27 81 303 7030 You can also click here to register.