Seven Strategic Shifts Set to Redefine Africa’s MICE Sector and Unlock New Business Potential
The MICE industry—encompassing meetings, incentives, conferences, and exhibitions—has emerged as a powerful engine for economic transformation across Africa. With the sector valued at approximately US\$16.6 billion in 2023 and projected to soar to nearly US\$65.6 billion by 2032, the continent is witnessing a surge in momentum that signals both opportunity and urgency for the region’s tourism professionals. This growth, driven by a compound annual rate exceeding 16%, is not just about filling hotel rooms; it’s about catalysing investment, creating jobs, and fostering knowledge transfer on a scale that can reshape entire economies.
While South Africa and Rwanda have set benchmarks with their robust infrastructure, international connectivity, and proactive convention bureaus, other nations such as Kenya, Ethiopia, Ghana, and Zambia are making significant strides by developing national strategies and investing in venues. Yet, the sector remains fragmented in many regions, often hampered by under-resourcing and a lack of coordinated institutional support. The time has come for a decisive, continent-wide approach that leverages Africa’s unique strengths and addresses persistent gaps.
Industry research and policy frameworks from the African Union, UNWTO, and leading sector reports converge on a set of seven urgent priorities that must guide the next phase of MICE development. These priorities are not just theoretical—they are actionable, evidence-based, and tailored to Africa’s realities, offering a roadmap for governments, educators, and business leaders to unlock the sector’s full potential.
The first and most critical step is the creation of coherent national MICE strategies. These strategies must be long-term, cross-ministerial, and resilient to political changes, ensuring that MICE is treated as a core economic driver rather than a tourism afterthought. Only a minority of African countries currently have such frameworks in place, underscoring the need for urgent action to align tourism, trade, transport, and education policies for maximum impact.
Equally vital is the investment in infrastructure and connectivity. Modern convention centres, upgraded airports, efficient transport networks, and robust digital platforms are the backbone of a thriving MICE sector. Countries like Rwanda and Kenya have demonstrated how targeted infrastructure upgrades can elevate their status as preferred destinations for international events, but many regions still face challenges with underutilised venues and inadequate support services.
Another key priority is the diversification of source markets and the fostering of intra-African partnerships. Overreliance on traditional markets in Europe and North America leaves the sector vulnerable to global disruptions. By tapping into the vast potential of intra-African business travel and regional collaboration—especially under frameworks like the African Continental Free Trade Area (AfCFTA)—the sector can build resilience and open new avenues for growth.
Reliable data, research, and insights are essential for informed decision-making. Many African countries still lack robust MICE-specific data systems, making it difficult to track trends, measure performance, or attract investment. Strengthening data collection and analysis will empower stakeholders to make strategic choices and demonstrate the sector’s true value to policymakers and investors alike.
Building institutional capacity and professionalisation is another cornerstone of sustainable growth. The establishment and empowerment of national and city convention bureaus, along with professional MICE associations, are crucial for effective sector coordination, marketing, and bid support. Training and certification programmes must be expanded to ensure that the workforce is equipped with the skills needed to deliver world-class events.
Cross-sector partnerships between government, education, and business are indispensable. Joint planning, resource mobilisation, and curriculum development for event management and hospitality will ensure that human capital development keeps pace with infrastructure and market expansion. Innovation hubs and collaborative platforms can further drive sectoral growth and competitiveness.
Finally, the sector must embed sustainability and inclusivity at its core. Climate change, biodiversity, and community livelihoods are not peripheral concerns—they are central to Africa’s future. MICE development must prioritise eco-friendly practices, green infrastructure, and social equity, ensuring that growth is both responsible and beneficial to local communities.
For Africa’s tourism industry, these seven priorities represent more than a checklist—they are a call to action. By embracing locally grounded strategies, investing in people and places, and fostering genuine partnerships, the continent can position itself as a conference hall.
