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6th Africa business tourism
&
MICE masterclass

27 - 28 july 2023

THEME: Igniting Post COVID-19 African Business Tourism & MICE Transformation for The Global Marketplace

ABOUT MICE

The World Tourism Organisation acknowledges that the MICE sector is one of the fastest growing sectors of the global tourism industry. According to the World Travel & Tourism Council, prior to Covid-19, travel and tourism industry globally is worth some US$7 trillion. Africa accounts for not more than around 2 per cent of that figure, or around US$13 billion, an indication that Africa’s MICE industry has potential that must be exploited in the face of rising interest in the continent.

Against this background, ATP has designed and delivered the annual Africa Business and MICE Masterclass as a professional development and refresher programme for Africa Industry stakeholders. ATP has therefore delivered this programme since 2018 in collaboration with BDO and with the support of Southern Africa Association of Conference Industry, UNWTO and SITE Africa, South Africa Tourism, and many other partners.

The Masterclass is the only one of this nature in Africa and has grown from strength to strength since inception including the 2020 (hybrid Format) and 2021 editions.

why attend?

Networking is paramount at Africa Business Tourism and MICE Masterclass. As such, we offer a variety of opportunities to showcase your brand to industry leaders across the world. 

Demonstrate your products, services and solutions first-hand in a live environment. 

Meet with opinion leaders and gain access to a new range of potential customers. 

Generate fresh business leads, create new connections, and deliver proven ROI. 

Conduct face-to-face meetings with a highly targeted and engaged audience. 

Engage with leaders and senior decision makers from across the sector.

WHO SHOULD ATTEND?

all delegates

the approach

The Masterclass is designed to accommodate all delegates – youth, SMMEs and established professionals, officials and practitioners to learn and refresh their knowledge after a long break.

youth

the approach

The Masterclass is designed to accommodate the youth to learn and refresh their knowledge after a long break.

SMMEs and established professionals

the approach

The Masterclass is designed to accommodate SMMEs and established professionals to learn and refresh their knowledge after a long break.

officials and practitioners

the approach

The Masterclass is designed to accommodate officials and practitioners to learn and refresh their knowledge after a long break.

FACULTY

Senthil Gopinath

CEO, ICCA, Netherlands  

Dr. Rob Davidson

Managing Director, MICE Knowledge UK, United Kingdom

Dr. Linda Pereira

Managing Director, CPL Events, United Kingdom & Portugl

Nomasonto Ndlovu

Acting CEO, South African Tourism, South Africa

Amanda Kotze-Nhlapo

Chief Convention Bureau Officer, South Africa Tourism

Lee-Anne Bac

Director, BDO Advisory Services, South Africa

Miller Matola

CEO, Millvest, South Africa

Glenton De Kock

Chief Executive Officer| Southern African Association for the Conference Industry     

Tentative Programme

STANDARD

Single Registration
R 9500
/per delegate
  • includes:
  • Course materials
  • Course summary report
  • Certificate of attendance
  • Networking lunches
  • Refreshments and study tours

GROUP BOOKINGS

Bookings of 4 or more
R 9500
/per delegate
  • includes:
  • Course materials
  • Course summary report
  • Certificate of attendance
  • Networking lunches
  • Refreshments and study tours

Attendance Fee

In-person attendance only
R 8200
/excl. VAT (USD equivalent) | per delegate
  •  

PARTNERS