The Zimbabwe Tourism Authority and some local tourism operators are part of exhibitors showcasing their services and products to MICE buyers at the 17th edition of Meetings Africa, which kicked off in South Africa today.

The event is running from 28 February to 1 March 2023 and has a packed program, which will run parallel to the exhibition. These includes; networking events and educational sessions that will cover key topical issues around the field of business tourism.

Participants at Meetings Africa are drawn from players in the Meetings, Incentives, Conferences and Exhibitions (MICE) sector.

Zimbabwe is represented by players who are keen on tapping into the lucrative MICE industry and build new contacts for more business as the business tourism sector is characterised by high spenders and large groups ranging from 100 – 3000 participants.

The event aims to showcase Africa’s diverse offering of services and products where African associations and African meetings industry professionals can partner to help transform our continent.

“The first day also known as the BONDay (Business Opportunity and Networking Day) started on a positive note with key associations in the MICE industry hosting their members to education and networking sessions aimed at enhancing professional development in the sector and industry. Fruitful discussions were held on how the continent can grow and claim its share of the global receipts of Business Tourism,” said ZTA’s Chief Executive, Ms Winnie Muchanyuka

Ms. Muchanyuka also highlighted that Zimbabwe is attending to unlock the MICE market potential for the benefit of the country’s economy. Muchanyuka went on to say that Zimbabwe should embrace the role of intra-regional cooperation in the advancement of MICE Tourism in the destination.


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