Malawi's Sunbird Hotels Bets Big on MICE as Africa Eyes Business Events Growth
Africa's business events sector is building momentum, and Meetings Africa 2026 provided compelling evidence that the continent is gaining credibility as a serious destination for conferences, incentives, and exhibitions. Organised by South African Tourism, this flagship trade platform has evolved over two decades into the continent's premier gathering for MICE professionals, connecting African suppliers with international buyers and decision-makers from around the world.
This year's edition attracted more than 300 exhibitors representing over 20 African countries, alongside hundreds of hosted buyers participating in thousands of structured business appointments. The scale of activity reinforced the event's importance as a catalyst for partnerships, deals, and long-term sector development across the continent.
Among the exhibitors making strategic moves at the show was Sunbird Hotels and Resorts, Malawi's leading hospitality group. According to Temwa Mhango-Kanjadza, Head of Sales, Marketing and Distribution, the company approached Meetings Africa with clear commercial objectives and came away with tangible results.
The platform provided an opportunity to engage with buyers actively seeking fresh African destinations that combine professional meeting infrastructure with distinctive leisure and cultural experiences. For a destination like Malawi, which remains relatively undiscovered compared to established MICE hubs, such exposure proves invaluable in building awareness among international planners.
Central to Sunbird's conference proposition is the newly launched Sunbird Livingstonia Conference Centre in Salima, situated on the shores of Lake Malawi approximately 100 kilometres from the capital Lilongwe. This purpose-built facility can accommodate up to 1,500 delegates, with a main plenary hall seating around 1,000 participants supported by flexible breakaway rooms and dedicated catering services.
The group operates nine properties across Malawi, spanning city locations in Lilongwe and Blantyre, lakeside resorts, and airport hotels. This diverse portfolio allows Sunbird to serve various market segments, from corporate travellers requiring efficient business accommodation to incentive groups seeking memorable experiences that blend work with relaxation.
Recognising growing demand, Sunbird is investing substantially in expanded capacity. Sixty additional rooms are being added at Sunbird Livingstonia Beach, bringing the Livingstonia complex total to approximately 156 rooms. Plans are also progressing to expand Sunbird Waterfront from 46 to 100 rooms, positioning it as a standalone resort capable of hosting large-scale conferences and events.
These investments reflect confidence in Africa's MICE potential. The continent currently captures an estimated three percent of the global business events market, yet industry observers believe this share could grow substantially with improved connectivity, infrastructure development, and regional collaboration.
Mhango-Kanjadza emphasised the importance of cross-border cooperation among African destinations when competing for major international conferences. Neighbouring countries such as Malawi, Zambia, and Zimbabwe could strengthen their collective competitiveness by collaborating on bids, she suggested, noting that air distances between capitals pose no barrier to such partnerships.
Beyond physical infrastructure, experience is emerging as a critical differentiator in MICE decision-making. Modern conference delegates increasingly seek authentic cultural encounters that reflect the character of their host destination. Malawi's warm hospitality, stunning lakeside scenery, and rich cultural heritage offer natural advantages in this regard.
For travel professionals across sub-Saharan Africa, the MICE sector presents significant commercial opportunities. Conference organisers require ground handling, accommodation, transport, and leisure activity arrangements that local operators are well-positioned to provide. As more African destinations invest in meeting infrastructure and market themselves internationally, the pipeline of potential business grows accordingly.
Meetings Africa 2026 demonstrated that the continent's business events narrative is shifting from potential to performance. With sustained investment, meaningful regional cooperation, and platforms that facilitate productive connections, Africa is steadily establishing itself as a credible competitor in the global MICE marketplace. Malawi's Sunbird Hotels and Resorts is ensuring the warm heart of Africa claims its place in that evolving story.
