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.