Global MICE Summit 2019

Africa MICE Industry Stakeholder Forum

September 09, 2020

Projecting Ahead: Africa’s MICE Industry Post 2020

Africa MICE & Events Industry Stakeholder Engagement Forum

Forecasting Ahead: Africa’s MICE Industry Post 2020
9th September 2020, 0930HRS – 1230HRS (CAT)

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.

Event Program

  • Wednesday09/09/2020
09:00 AM

Networking Café

09:30 AM

Opening Session : Ms. Jacinta Nzioka, CEO Kenya National Convention Bureau

Destination Kenya

Jacinta Nzioka
National Coordinator at Kenya National Convention Bureau
09:45 AM

The Economics of MICE in Africa

A presentation on the economic importance of the Meetings, Incentives, Conferences and Incentives (MICE) industry to destinations in Africa

Dr. Geoffrey Manyara
Economic Affairs Officer In Charge of Tourism at United Nations Economic Commission For Africa
10:00 AM

Inspiring Africa to Recover as One

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?

Natalia Bayona
Senior Expert on Innovation, Digital Transformation and Investments of the World Tourism Organization at UNWTO
10:15 AM

Wellness Break

10:20 AM

Leveraging the Human Factor in Recovery

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

Tes Proos
President at SITE Africa
Kevin Hin
Secretary General at Junior Chamber International
Esmare Steinhöfel
Regional Director of ICCA Africa
Esti Venske
Senior Lecturer in the Department of Tourism and Event Management at Cape Peninsula University of Technology
Nicanor Sabula
Board Member & Ag CEO Association of Kenya Business Events
Kristi Casey Sanders
Senior Director of Community Engagement at Meeting Professionals International
11:20 AM

Q & A Session

Audience Engagement Session

11:55 PM

Intro to the Africa Tourism Board

Africa Tourism Board

12:00 PM

Launch of the Africa MICE Report

Londi Khumalo
Managing Director of Niche Partners
Shanna Jacobsen
Managing Editor at The Meetings & Event Planner
Prof. Nellie Swart
Associate Professor in Tourism at University of South Africa
12:10 PM

Forecasting Ahead : The Africa we want

Launch of the Africa MICE Summit and Awards

Mulemwa Moongwa
Chief Executive Officer at Infinite Consultants
Obinna Nwachuya Nwachuya
Director of Sluxia
Kezy Mukiri
Lead Consultant at Zuri Events
Shanna Jacobsen
Managing Editor at The Meetings & Event Planner

Register Here

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Sustainability & Green Innovations

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





Our Speakers

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