2025 AFRICA BUSINESS TOURISM & MICE MASTERCLASS
THEME
Mice As A Vital Economic Pillar For Public And Private Sector Stakeholders In Africa's Tourism, Travel, And Hospitality Sectors
VENUE
BDO OFFICES, WANDERERS OFFICE PARK, 52 CORLETT DR, ILLOVO, JOHANNESBURG, SOUTH AFRICA
Programme Directors
Christelle Grohmann and Lee-Anne Bac, Directors, BDO, South Africa
DAY 1
DAY 2
DAY 1
WEDNESDAY, 27 AUGUST 2025
PROGRAMME OVERVIEW
Programme Directors
Christelle Grohmann and Lee-Anne Bac, Directors, BDO, South Africa
07h00 – 08h30
Registration
All
08h30 – 09h00
Introduction & Business Card Exchange Session
All Participants
09h00– 09h05
Opening and Welcome Message
Christelle Grohmann – Director, BDO
Kwakye Donkor – CEO – Africa Tourism Partners
09h05 – 09h10
Keynote Message from UN Tourism
Elcia Grandcourt – Director, Africa, UN Tourism
09h10 – 09h15
Guest of Honour
Senthil Gopinath – CEO, ICCA (International Congress and Convention Association) and Chairperson, Events Industry Council (EIC).
09h15– 10h00
Unpacking Industry Trends, Insights and Dynamics: Insights and analysis of the Future of MICE, Business Tourism and Business Events to maximize revenues beyond 2025 from sales process to hosting of Iconic events.
Christelle Grohmann – Director, BDO, South Africa
10h00 – 11h00
Successful Bidding and Hosting (Responding to Request for Proposals): Understanding the critical steps and success factors for winning bids and hosting events for Tourism Organisations, Convention Bureaux to Events Organisers
Nonnie Kubeka- Head: Gauteng Convention and Events Bureau, South Africa
11h00– 11h15
Syndicated Exercises
Bongiwe Nzeku – Head: Business Development and Support Services, South African Tourism.
11h15 – 11h30
Networking and Refreshment Break
11h30– 12h00
The Science of Storytelling to Sales and Closing Deals – From Retail to Tourism, MICE and Hospitality
Marcus Baffoe-Bonnie – Executive Wandile Mabaso Group & Former Managing Director, Michelin Tyres, Africa
12h00– 12h45
Revenue Growth in Practice: Profitable Revenue and Yield Management for African Hotels and Conference Venue Managers and Sales executives
Andreas Lackner- Vice President Operations | Regional Head Africa & Indian Ocean (TBC)
12h45 – 13h00
Syndicated Exercises
Lee-Anne Bac – Director, BDO
13h00 – 14h00
Networking lunch
14h00 – 14h30
Advancing AI Disruption in MICE Venue Sales: Unpacking Technology, Digital and AI – Powered Sale and Business Development Opportunities in MICE
Prof. Leid Zejnilovic – Associate Professor and Associate Dean for AI and Digital Transformation at NOVA School of Business and Economics, Portugal.
14h30– 15h00
Trends and opportunities for Incentive Travel in African destinations.
Tes Proos – Founder, Crystal Events, South Africa
15h00– 16h00
Bridging the gap between training and workplace experience: A crucial career development and talent management opportunity for MICE Executives and Professionals
Rudi van der Vyver – chair of SACIA’s CEPA Council (Council of Event Professionals Africa) and CEO, We Are Events
Angelique Smith – Event, Project And Safety Specialist, South Africa
16h00 – 16h30
Synthesis of the day
DAY 2
