Tourism is one of the most important industries in Africa and contributed 8.5% (or $194.2bn) of the continent’s gross domestic product (GDP) in 2018, according to the World Travel & Tourism Council (WTTC). The WTTC research in 2018 found that tourism in Africa was mainly (71%) leisure-driven, with the remainder (29%) being business-driven.
However, the International Congress and Conventions Association (ICCA), in its 2018 Statistics Report Public Abstract, found that Africa only attracted a possible 3% of the international business tourism.
Until the COVID 19 pandemic, the economic impact of business tourism went unnoticed or ignored by most destinations. The pandemic has provided a business case for African countries to re-align their Business Tourism agenda in national development in recognition of the real impact that the industry has on our people, communities and the economy.
How can Africa begin to rethink its recovery with focus on the MICE Sector? What regional and continental initiatives can be leveraged to drive its growth?
The Global MICE Summit was introduced by Zuri Events of Kenya in 2018 to address an evident gap in intra-continental dialogue aimed at developing the Meetings, Incentives, Conferences and Exhibitions (MICE) Sector in Africa. The Summit is an ideal platform for constructive dialogue between stakeholders to promote the growth opportunities available for MICE development in various African countries, explore innovations and showcase ongoing trade and investments in the Meetings & Events Industry.
In the wake of the COVID Pandemic, the Global MICE Summit is hosting a Continental Stakeholders Forum bringing together industry players and stakeholders in Africa’s Meetings, Incentives, Conferences & Exhibitions (MICE) industry.
We will be hosting the Africa MICE Industry Stakeholders Forum on 9th September, 2020 under the theme "Forecasting Ahead : Africa's MICE Industry Post 2020".
Join meeting professionals, event planners, academics, meeting venues, destination management companies, tourism agencies and other industry players as we refocus towards a recovery of Africa’s MICE industry.
Networking Session open to all attendees
A presentation on the economic importance of the Meetings, Incentives, Conferences and Incentives (MICE) industry to destinations in Africa
How can Africa begin to rethink its recovery with focus on the MICE Sector? What regional and continental initiatives can be leveraged to drive its growth?
Join MPI, SITE, AKBE, SACIA and EXSA in a discussion on capacity building and certifications to enhance competitiveness for Africa's Meetings, Incentives, Conference, and Exhibitions Industry
Audience Engagement Session
Africa Tourism Board
Launch of the Africa MICE Summit and Awards
Sustainability and Green Innovations in the Meetings & Events Industry
Leveraging Technology to enable MICE businesses pivot and stir-up a restart
The Human Factor in the recovery of the Business Events industry
Download Concept Note
National Coordinator - Kenya National Convention Bureau
Ms. Jacinta Nzioka is the National Coordinator, head of the Kenya National Convention Bureau secretariat charged with coordinating all MICE activities in the destination under the Ministry of Tourism & Wildlife. Jacinta is the current Deputy Chair of the International Congress & Convention Association (ICCA) Africa Chapter, elected early this year. She has over 20 years’ experience in Destination Marketing & Management and has been involved in several projects and initiatives to turn around the sector through turn around destination marketing and product development strategies across all key source markets. Prior to her appointment to KNCB in 2019, she had served as the Director of Marketing for 6 years, and in 2016 she was the Acting Chief Executive Officer (CEO) of the Kenya Tourism Board for 11 months representing the country in key forums, launching domestic and regional as well as international campaigns leading to the resilience of the tourism sector.
Ms. Nzioka is currently pursuing several Meetings Industry accreditations and her second Master’s Degree in Responsible Tourism at Leeds-Beckette University, holds a Masters of Business Administration (MBA) in Strategic Management, Bachelor’s degree (Bsc) in Tourism Management from Moi University, Post Graduate Diploma in Marketing from Maastricht School of Business, the Netherlands and has undertaken several executive courses in Trasnformational Leadership from Cranfield Business School UK and Strathmore Business School among others.
Jacinta is an avid hiker and outdoor enthusiast with a passion for youth mentorship and women philanthropy.
Senior Expert on Innovation, Digital Transformation and Investments - World Tourism Organization at UNWTO
Natalia Bayona is the leader of the innovation, digital transformation and investments strategy of the World Tourism Organization (UNWTO), a specialized agency of the United Nations responsible for the promotion of responsible, sustainable and accessible tourism worldwide.
Natalia Bayona graduated from Government and International Relations from Universidad Externado de Colombia and holds an Executive MBA from the IE Business School. Furthermore, she is part of the World Economic Forum network as a European Digital Leader.
In 2017, she served as the Vice President of International Development for the Spain Startup - South Summit. Natalia organized the first South Summit Pacific Alliance, connecting the main stakeholders of the entrepreneurship ecosystem of Colombia, Chile, Mexico and Peru.
Having worked in ProColombia for ten years, she has lived in six countries where she has developed strategies to boost exports, foreign investment and tourism for Colombia. Her career started in 2006 as part of the team that created the first international tourism campaign for Colombia: “Colombia, el riesgo es que te quieras quedar”, which sought to change the image of the country abroad. The successful execution of the campaign in more than 15 countries was made possible thanks to her work.
Economic Affairs Officer - Tourism at United Nations Economic Commission For Africa
Dr Geoffrey Manyara is currently an Economic Affairs Officer in charge of tourism for United Nations Economic Commission for Africa, having previously worked as a Senior Regional Tourism Advisor for the organisation. Dr Manyara has also worked for a number of years as a tourism researcher at the University of Wales, Cardiff in the United Kingdom (UK), as a senior tourism lecturer and head of the tourism departments at both Kenyatta University and the Technical University in Kenya. Dr Manyara holds a PhD from the University of Wales in Cardiff and has been a research fellow at National Economic and Social Council in Kenya and a visiting research fellow at the Centre for International Tourism Research at the Sheffield Hallam University in the UK. Dr Manyara’s main professional interests are on tourism planning, policy formulation, management and sustainable tourism development with special emphasis on Africa. Dr Manyara is currently working closely with a number of Member States in Africa, the African Union, Regional Economic Communities including the East African Community and Inter-Governmental Authority on Development.
Regional Director - ICCA Africa
Esmare is the Regional Director, Africa for International Congress and Convention Association. She is responsible for delivery of ICCA services, products and events, for the recruitment and retention of members, and for the maintaining and enhancing ICCA's reputation and awareness amongst target markets.
Secretary General - Junior Chamber International
Kevin Hin currently serves as the Junior Chamber International (JCI) Secretary General, responsible for managing the JCI Headquarters team and for supporting the President, Board of Directors and members around the world to achieve the strategic goals of the organization.
Born in London, United Kingdom, of Mauritian and Chinese descent, Kevin Hin holds a Master’s degree in International Accounting and Finance from the London School of Economics. He brings in a strong business and entrepreneurial background, having most recently worked as deputy Sales Director for the APM Monaco jewellery brand and a sales and marketing consultant. He resides in Monte Carlo, Principality of Monaco, where he moved to with his family in 1989.
Kevin Hin’s JCI journey began in 2003 as a member of JCI Monaco. He became Local President in 2006 and National President in 2010 as well as occupying several national board positions. At the international level, he served as COC Managing Director of the JCI European Conference in Monte-Carlo in 2013 and JCI Vice President for Europe in 2016. He finally served as 2018 JCI Executive Vice President for Europe before being appointed as Secretary General at the 2019 JCI World Congress in Tallinn, Estonia.
He truly believes in making the members of the organisation feel special and is passionate about the positive impact that JCI can have on enterprising young leaders around the world in order to sustain and rebuild economies.
Associate Professor in Tourism - University of South Africa
Magdalena Petronella (Nellie) Swart is an Associate Professor in Tourism at the University of South Africa, and a Certified Meeting Professional. She holds a DCom in Leadership Performance and Change (University of Johannesburg) in which she developed a service quality scorecard to predict business tourist retention on the grounds of variation in business tourist satisfaction. Forthcoming from her thesis, Nellie co-authored accredited journal articles, a number of accredited conference proceedings articles and also received the Outstanding Paper Award at the international Pan Pacific Business Conference in 2012.
President - Africa Society of Association Executives
Jeffers is the President of African Society of Association Executives. He brings together association executives in Africa to speak with one voice while overseeing the growth of the society. He has represented the society in international events and meetings worldwide including IMEX, IBTM and GMS. He is also the C.E.O. of African Association Management Company.
Senior Lecturer in the Department of Tourism and Event Management - Cape Peninsula University of Technology
Esti Venske is a senior lecturer in the Department of Tourism and Event Management at the Cape Peninsula University of Technology. She is extensively involved in event management education and curriculum development projects that encourage collaboration between educators, youth and industry practitioners. Her ongoing research focuses on the need for responsive academic programmes to cultivate skilled graduates in line with the needs of the business event tourism sector. She has presented and published international research papers in the event tourism field and continue to collaborate with industry to empower event management graduates. She has over 17 years of experience working with youth, not only in the classroom, but at live events as a mentor.
Board Member & Ag CEO - Association of Kenya Business Events
Nicanor is a skilled, passionate and self-driven Association manager who has spent the last 15 years in senior leadership of national and international membership organisations. Whether designing new projects, managing voluntary Boards, leading lean staff, mobilizing resources, dealing with the media, negotiating with partners and stakeholders or meeting the ever increasing demands of members, Nicanor does it with skill, style and stamina.
Managing Editor The Meetings & Event Planner
Shanna Cézanne Jacobsen is the Managing Editor of Meetings, The Exhibition Planner and The Meetings & Event Planner magazines, part of the 3S Media group of titles.
Until April 2018, she was at the helm of operations at ABN Publishing, where she was responsible for the day-to-day running of both Forbes Africa and Forbes Woman Africa, as well as the strategy and management for the two titles and its product derivatives.
Prior to joining ABN Publishing, Shanna headed up the editorial department at Africa investor (Ai) Publishing where she had the opportunity to interview the likes of Raila Odinga while he was Prime Minister of Kenya; Muhammad Yunus, Founder of Grameen Bank; and Akinwumi Adesina, amongst other prominent global leaders and captains of industry.
Shanna qualified as a journalist in 2006 and before joining the workforce, interned at Caxton Local Newspapers.
Managing Director - Niche Partners
Londi is the Founder and Managing Director at Niche Partners.
Over the last 11 years, she has had the privilege of working in business development, tourism and customer relationship roles in proudly African organisations. She is passionate about people and assisting organisations in corporate and association markets to create sustainable value not just for their own revenue generation but with a goal to drive economic growth and job creation on the continent of Africa.
Having worked with one of Africa’s leading meetings venues, the Durban International Convention Centre, which exists to grow its local and international reach in order to sustain over 10 000 jobs as well as Africa’s largest and oldest chambers commerce with its 3 000 business members, Londi believes that Africa must explore and hone in on its vast opportunities, especially through collaboration between larger corporates and with SMMEs.
These opportunities fuel the passion at Niche Partners, a research and development consulting business that aims to provide research insights for MICE businesses in order to enable understanding of the changing client needs and market opportunities.
The MICE industry in Africa lags behind regions like Europe, America and Asia in its industry research. Whilst full of potential, our industry in Africa is very supplier driven and there is very little research conducted on the market potential from a demand side. Niche Partners specializes in assisting clients to conduct research that enables them look at their comparative advantage, helping them identify and develop opportunities that are most aligned with these strengths.
President - SITE Africa
Tes Proos currently serves as the president of the SITE Africa chapter as well as Chairperson for the new SA Events Council. Her career started in hotels in 1985 and she has been working as a DMC for the past 20 years. She founded Crystal Events Africa in 2009, based in Cape Town but with partners in many African destinations. Tes is passionate about the hospitality industry, hence a champion for skills development and mentoring to constantly uplift our service delivery and experience levels.
Senior Director of Community Engagement - Meeting Professionals International
Meeting Professional International Senior Director of Community Engagement Kristi Casey Sanders, CMM, CMP, oversees the global chapter network and community engagement strategy for the world's largest association of meeting and event professionals and serves on the U.S. Technical Advisory Group for ISO/TC 292 - Security & Resiliency.
Since joining the MPI family in 2015, she has managed various aspects of its operation, from its digital marketing strategy and academy for professional development to its thought leadership initiatives. She loves encouraging and experiencing the many ways in which the MPI community of meeting and event professionals fulfill MPI's mission and vision of changing the world by bringing people together to learn, advocate, collaborate and innovate. Learn more: www.mpi.org/join.
CEO - Infinite Consultants
Mulemwa Moongwa is a Professional Conference Organizer and Exhibitions Manager whose Entrepreneurial journey started at age 21. Today she owns and manages a Meetings Management Company called Infinite Consultants in her home country Zambia where she caters for both local and international clients. Evolving from a Learning and Development practitioner to working in Business Tourism, Mulemwa is working hard to raising awareness on the skills gap in the sector.
Director - Sluxia
Obinna Nwachuya is in the business of helping inspired corporate and leisure clients create exceptional travel and event experiences worldwide. As Director of Sluxia, a full-service travel and event agency, he flexes well-honed MICE skills and leads a diverse team of professionals behind some of the most interesting conferences, festivals and business events across Africa and Europe. He is an MPI certified Meetings and Events Strategist and a visiting Lecturer to The College of Central Europe, Brno, Czech Republic.
Lead Consultant - Zuri Events
Kezy is an award winning entrepreneur, lawyer and sustainability consultant with particular interest in inclusive trade for sustainable development. She is the founder of Zuri Events. The company has 13 years’ experience in developing sustainability plans for MICE events, strategic consulting for organisations within the MICE industry and concept design for impact-driven live and hybrid events.
Zuri Events has developed event concepts for global and regional events such as the Global MICE Summit, the Africa MICE Awards, and the Africa Tourism Technologies Forum. Zuri Events is a 2019 winner of the Global Hospitality Award as well as a nominee for the 2020 World MICE Awards.