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.
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.
CEO, ICCA, Netherlands
Managing Director, MICE Knowledge UK, United Kingdom
Managing Director, CPL Events, United Kingdom & Portugl
Acting CEO, South African Tourism, South Africa
Chief Convention Bureau Officer, South Africa Tourism
Director, BDO Advisory Services, South Africa
CEO, Millvest, South Africa
Chief Executive Officer| Southern African Association for the Conference Industry
Time | Topic | Speakers /Moderators |
09h00 09h05 09h05 – 09h15 | Introduction
| Kwakye Donkor, CEO, Africa Tourism Partners Amanda Kotze-Nhlapo – Chief National Convention Bureau Officer Deputy Minister of Tourism – Hon. Fish A. Mahlalela |
09h15 – 09h25 | Expert Insights and Context: The world view of Business Events/MICE in Covid-19 environment – 2022 and beyond | Christelle Grohmann – Director, BDO |
09h25 – 09h50 09h50 -10h00 | Africa Continental Free Trade Area (AFCFTA) Perspective: Understanding the significance of public-sector support intra-Africa homegrown events for the benefits all Africans – Why and how? Participant’s View, Questions and Answers | Desire Loumou – Trade-in-Services Officer, AfCFTA , Ghana
|
10h05 10h35 – 10h35 10h45 | Practitioner perspective: Learning about how Convention Bureaux are adapting national MICE strategies, Innovation, Revival and Practical lessons from South Africa Participant’s View, Questions and Answers | Amanda Kotze-Nhlapo – Chief National Convention Bureau
|
10h45 11h00 | REFRESHMENT & NETWORKING SESSION | |
11h00 – 11h50
| Learning from global good practice: Planting seeds of recovery: Preparing business continuity and competitiveness for business events organisations swift recovery – Lessons from around the world and action plan from 2022 to 2030
| Didier Scaillet – CIS, CITP – CEO, Meeting, Luxembourg
|
Africa Tourism Partners (ATP) is a UNWTO Distinction Award winner and Pan-African tourism development and strategic destination marketing advisory firm. We specialise in strategy formulation, master planning and strategic marketing development in the travel, tourism, hospitality, aviation and golf sub-industries. The firm leverages the expertise it has established, global strategic partners and global networks to execute impactful and uniquely designed programs with measurable outcomes.
For registration and further information please contact: Ms. Rejoice Chisamba
