The 6th edition of Africa Business Tourism and MICE Masterclass held on July 27th and 28th, 2023 in South Africa provided new insights on trends in sales, bidding, joint marketing agreements. Held in a hybrid format, the programme was attended by delegates from throughout Africa physically and virtually.
The 2023 Africa Business Tourism and MICE Masterclass was an opportunity for tourism stakeholders to understand the global and Africa MICE industry outlook, build powerful relationships and learn directly from the global and renowned MICE and tourism experts as well as corporate planner sector. A critical area of focus was how stakeholders can leverage opportunities presented by the African Continental Free Trade Area (AfCFTA) to drive further growth and development in the Africa Business Tourism and MICE sector.
Learning from a diverse and global MICE thought leaders, among the key lessons learned include SME tax management, sustainable conference facility development, how to unlock opportunities that “Bleisure” for revenue generation and differentiation, how the Africa MICE industry can use ICCA platforms for business growth and sales strategies and tactics that can be used to grow revenues in the post-Covid-19 offers to entire the Africa MICE industry.
Other important areas of learning were how SMEs can transition to become fully-fledge DMCs, critical building blocks for building and pathways for becoming MICE professionals.
Adding to this ATP has volunteered to be intra-African MICE industry mouthpiece by working with the University of South Africa, MICE Knowledge, UK and BDO to champion the dissemination sector information, insights and continue to provide MICE networking and capacity platform for public and private sector stakeholders across the continent. Equally, ATP will use it partnership with Cornell University to strengthen and continue to entrench the value the programmes offers across the entire MICE value in Africa.
Original Source: LinkedIn