5 AFRICAN MICE DESTINATIONS LEADING

Many African governments are waking up to the economic opportunities that MICE events offer, both directly in terms of tourism and indirectly in terms of advancing the industries they serve. We take a closer look at five African MICE frontrunners, with input from Rivania Govender, research specialist at Niche Partners.

01kenya

Kenya was voted Africa’s Best MICE Destination 2022 in the World MICE Awards, while the World Travel Awards named Nairobi Africa’s Leading Business Travel Destination in 2016, 2019 and 2020.

Kenya prides itself on being the gateway into East and Central Africa. This is not only due to its geographical location, but also its thriving economy (the biggest in the region), good growth prospects and advanced connectivity between Jomo Kenyatta International Airport and Africa, Europe and Asia.

Rivania says, “Kenya continues to be under the MICE spotlight as one of Africa’s opportunity MICE markets. Kenya’s economy has seen sustained strong and stable growth, driven largely by positive investor confidence and an exceptionally resilient services sector – with agriculture, manufacturing and real estate also being key economic contributors.

“The country’s Ministry of Tourism and Wildlife is responsible for rolling out Kenya’s Tourism Agenda 2018-2022, which forms the basis for the Kenya National Tourism Blueprint 2030. This incorporates several areas of development in Kenya, with its national convention bureau pivotal in 32 landmark projects.”

The Niche Partners MICE Maturity Indicator also highlights East Africa as having one of the most developed MICE markets, being both developed and formalised, and which the government recognises and prioritises. This includes the establishment of the Kenya Convention Bureau (meetinkenya.go.ke) in 2019, which is focused on increasing the number and quality of business events, meetings and conferences to the Kenyan destination.

The country also has an abundance of things to see and do, with seven Unesco World Heritage Sites listed in Kenya and another 17 on the tentative list. Its national parks offer unsurpassed scenery and wildlife sightings, including the Serengeti Great Migration, while its coastline is laced with sandy white beaches, lagoons, coral gardens and reefs. The country’s coastal seafood cuisine is also unique and highly regarded.

Accessibility

Many international airlines fly direct to Nairobi or Mombasa on a frequent basis, while the country’s extensive air, road and rail networks also support efficient and affordable transfers.

Another significant advantage the country offers is the granting of e-visas on arrival, avoiding visa issuing delays and enabling greater tourist arrival numbers.

Venues

Kenya boasts an extensive range of venues, which can host up to 4 000 delegates. Of these, the Kenyatta International Convention Centre (KICC) in Nairobi is the largest and best known. It has 13 venues, an outdoor exhibition floorspace of 7 500 m², and is a 10-minute walk away from a good selection of five-star hotels.

The KICC has hosted several successful international events such as the 14th session of the United Nations Conference on Trade and Development (UNCTAD 14) and the sixth Tokyo International Conference on African Development (TICAD-VI) Summit.

Aside from Nairobi, other popular MICE destinations within Kenya include the coastal city of Mombasa, the quiet port city of Kisumu on the shores of Lake Victoria, and the resort town of Naivasha that lies on the shores of its namesake lake.

Accommodation

According to the Ministry of Tourism and Wildlife, the country has 7 000+ three- to five-star graded hotel rooms in the capital city, Nairobi, as well as in Kenya’s secondary cities.

02morocco

Morocco usually tops the list as the most visited country in Africa and is a popular destination for the full range of MICE events. It’s no surprise, given its accessibility, safety, great weather year-round, and stunning vistas – from deserts of coloured sand, to snow-dusted mountains and a 2 500 km coastline partly along the Mediterranean Sea. It also has a huge array of activities on offer, a fascinating history and culture (with nine cultural heritage sites on Unesco’s list), not to mention its affordability and world-class infrastructure to support business events and tourism.

Rivania adds, “Growth in the tourism sector has been earkmarked by the government’s strategic priorities due to its economic impact, job creation and the contribution of an estimated 12% to GDP, indicating an opportunity for the seemingly nascent MICE sector. The national tourism strategic vision for 2020 was set with the goal of making Morocco one of the world’s top 20 destinations.

Although the country has not updated its strategy, the vision encouraged investment in eight tourism territories that are internationally competitive and differentiated (SMIT Morocco). Morocco’s MICE industry is the most active of all the North African countries included in our African Perspectives on MICE research.”

Accessibility

Morocco is one of the most convenient African destinations to travel to, being a quick 3.5hour flight from most European cities and having an impressive 25 airports throughout the country.

A high-speed train connects Tangier, Kenitra, Rabat and Casablanca, while the Moroccan

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Venues

Several cities in Morocco are well equipped to host business events, notably including Agadir, Marrakech, Rabat, Casablanca and Mazagan. They offer a good selection of modern and well-equipped venues, typically within hotels. For larger conferences, the International Convention Centre Mohammed VI at Skhirat is located 30 minutes from Rabat and less than an hour from Casablanca. It has a heads of state room specially designed and equipped to host high-level international meetings, while its banquet hall can accommodate 1 000 cocktail guests. Meanwhile, in Marrakech, Palais des Congès can host up to 3 000 people, and Palmeraie Palace has a maximum capacity of 3 500 people.

Accommodation

In 2017, the Moroccan accommodation industry provided a total of 251 2016 beds. These were available from a range of establishments, from luxury hotels and resorts to riads – a traditional Moroccan house with a central courtyard.

Many planned hotel developments were also announced last year, with an additional 7 209 rooms within 50 hospitality establishments being anticipated.

03rwanda

The Rwanda Convention Bureau (rcb.rw) launched in 2014 to market the country as a top destination for business events and business tourism. The government has taken several effective steps to support the bureau’s purpose, including the US$300 million (R5.11 billion) development of the Kigali Convention Centre, enabling visitors to obtain their visa on arrival, and investing in the national airline, RwandAir.

Destination Rwanda also scores highly in terms of sustainability, safety and being an easy place in which to do business, having achieved the following rankings: #15 out of 20 of the world’s greenest destinations on earth (World Travel Guide, 2020); the second safest place in Africa ( 2018 Global Law and Order, Gallup); and second easiest place to do business in Africa (Doing Business 2020, World Bank).

Despite its small footprint, the ‘country of a thousand hills’ is home to four national parks, each with a rich biodiversity of both flora and fauna, and habitats ranging from savanna to lush rainforests, volcanic mountains and crater lakes. The country is also famed for the uniquely memorable experiences it offers tracking endangered mountain gorillas and other primates.

Accessibility

Kigali International Airport is serviced by several international airlines including RwandAir, Kenya Airways, Ethiopian Airlines, Brussels Airlines, KLM, Qatar Airways and Turkish Airlines.

Within the country, travel by road is recommended. The roads linking major centres are in good condition, and tour operators can assist with transfers. Alternatively, Akagera Aviation provides helicopter transfers and tours.

Venues

Rwanda’s four largest business event venues are in Kigali: the Kigali Convention Centre, which can accommodate up to 2 600 seated guests; the versatile Intare Conference Arena whose three largest venues can accommodate 2 500, 1 500 and 1 000 seated guests; the BK Arena, Kigali’s first 10 000-seater arena and multipurpose facility; and the Kigali Convention and Exhibition Village, with a total site capacity of 10 000 people within its 12 meeting halls. However, MICE events don’t need to be limited to Kigali. Four other cities also offer conference venues and meeting spaces, such as the scenic Nyagatare, the popular tourist city of Musanze, the waterfront town of Rubavu on the shores of Lake Kivu, or the intellectual and cultural centre of the country, Huye.

Accommodation

Rwanda has a varied mix of luxury and classic accommodation options. Here you can find leading international hotel brands and privately owned boutique hotels, eco-lodges, luxury safari resorts and more rustic options. Roughly half of these are in Kigali.

South Africa

South Africa has much to offer as a MICE destination, and was ranked the best destination in Africa for association meetings by the International

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This success is in part due to the concerted effort and support the government has put into growing this sector, which is realised through the South Africa National Convention Bureau (SANCB, www.southafrica.net/gl/en/business), the first convention bureau established in Africa.

Rivania says, “An important goal of the SANCB is to maintain SA as the number one business events destination. The MICE industry in South Africa is very formalised, with associations established in several business events subsectors. The national tourist policy recognises the business events industry as a significant subsector and allocates funds to the convention bureau.”

The country also offers visitors several benefits such as warm weather, vast and beautiful landscapes, great value for money, world-class infrastructure and plenty of activities to choose from –including some of the best safari and Big Five game viewing in the world, a wide array of adrenaline adventures, abundant Blue Flag beaches, and picturesque vineyards that produce globally renowned wines. South Africa is also famous for its inspiring history, rich cultural heritage, and warm and welcoming people.

Accessibility

Being on the southernmost tip of Africa, the ‘Rainbow Nation’ is a long-haul destination, but many would argue well worth the extra travel time. On arrival, world-class airports and services ensure business travellers can get around easily and comfortably.

Venues

Cape Town has regularly appeared on top business events destination lists, but it would be remiss to think that the rest of the country doesn’t have something to offer in the MICE space. Over 1 700 meeting venues are spread across South Africa, including international convention centres located in Johannesburg, Cape Town, Durban, Pretoria, East London, Kimberley and Port Elizabeth. The largest of these meeting venues can accommodate more than 20 000 delegates.

The country has successfully hosted several large international events, including the 21st International AIDS Conference, the 17th United Nations Conference of the Parties (COP17), the 5th BRICS Summit and the World Economic Forum, as well as major sporting events such as the 2010 FIFA World Cup, as well as cricket and rugby world cups.

Accommodation

Accommodation options abound for visitors to South Africa – from lavish five-star hotels and safari camps to more affordable guest houses and B&Bs, and everything in between.

In 2021, South Africa had an estimated 69 500 hotel rooms. While these numbers have likely changed since, it is positive to see several new hotel developments in the pipelines and recently reaching completion.

05tanzania

Like the other countries listed, the Tanzania Tourist Board (TTB, www.tanzaniatourism.go.tz/en) has committed to increasing its MICE market share and, to this end, is a member of ICCA.

Tanzania is a safe destination with a warm tropical climate, and offers great value for money. Its online visa application process simplifies getting your visa, although a visit to the nearest consulate for an interview may still be required.

Tanzania has many and varied tourist attractions, making it a widely appealing destination. Along its coastline are stretches of white sandy beaches and azure blue sea, while the warm waters of the Indian Ocean are rife with marine life and perfect for scuba diving. The semi-autonomous Zanzibar archipelago forms part of the United Republic of Tanzania, and in itself is an exciting destination to visit.

Going inland, there is the world-famous Serengeti National Park, a World Heritage Site covering approximately 15 000 km² of protected land. Here, visitors can witness the Serengeti Great Migration, the largest mammal migration on earth. Other famous attractions include Lake Manyara National Park, Tarangire National Park, the volcanic Ngorongoro Crater (also a popular place for wildlife viewing), and Africa’s highest mountain, Kilimanjaro.

Mount Kilimanjaro is a dormant volcano with three volcanic cones: Kibo, Mawenzi and Shira. At 5 895 metres above sea level, it is the highest mountain in Africa

Accessibility

The Julius Nyerere International Airport in Dar es Salaam is the easiest way to access Tanzania, although limited international flights are also available into Kilimanjaro International Airport.

Flying is also one of the best ways to get around within the country, because of its size and the variable road conditions. Fortunately, there are many domestic airlines offering services between major cities, while charter companies fly to smaller destinations and the nature reserves.

Venues

Tanzania has two international conference centres, namely the Arusha International Conference Centre (AICC) in Arusha, halfway between Cape Town and Cairo, and the Julius Nyerere International Convention Centre

(JNICC) in Dar es Salaam. AICC has 10 meeting rooms with a seating capacity of 10 to 1 350 delegates, and an average collective total occupancy of 2 500 delegates. Meanwhile, JNICC has 12 conference rooms that can accommodate 5 to 300 delegates each, or 1 003 delegates in total.

Both venues are fitted with modern conference equipment and are close to some of the best tourist attractions in the country, which is an added convenience for those wanting to take pre- or post-show tours.

Accommodation

The tourism industry in Tanzania is well developed, which has resulted in a wide range of accommodation to suit different tastes and budgets. These include five-star hotels, upmarket lodges, guest houses, tented camps (including luxury options) and camp sites.