Africa finding its feet as a pied piper for global MICE events
There has been a 40% growth in the number of meetings, incentives, conventions and exhibitions held on the continent over the past 10 years
The business events and conferencing industry has grown dramatically in Africa over the past decade as infrastructure, including new hotels and convention centres, and air access to the continent have improved. Known by the acronym MICE (meetings, incentives, conventions and exhibitions), this growing specialised tourism segment is also supporting growth in traditional leisure tourism and investment on the continent, said Amanda Kotze-Nhlapo, convention bureau officer for SA Tourism. The transformation of Africa into a serious player in the business events industry is reflected in the latest statistics from the International Congress and Convention Association (ICCA), which shows there has been a 40% increase in the number of meetings held on the continent over the past 10 years. “That’s really good growth and ICCA wants to support both South Africa and the whole African continent in really getting that percentage even higher in the years to come. We see that as a great growth oppor...
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