DAY 1
DAY 2
DAY 1
Africa MICE Academy
2025 Africa Business Tourism & MICE Masterclass
27 – 28 August 2025
BDO Offices, Wanderers Office Park, 52 Corlett Drive, Illovo, Johannesburg, South Africa
Dates
Wednesday 27 August 2025
Venue
BDO Offices, Wanderers Office Park, 52 Corlett Drive, Illovo, Johannesburg
Programme Directors
Christelle Grohmann & Lee-Anne Bac – Directors, BDO South Africa
Theme
Mice As A Vital Economic Pillar For Public And Private Sector Stakeholders In Africa’s Tourism, Travel, And Hospitality Sectors
Day 1 — Wed 27 August
Day 1
Wednesday, 27 August 2025
Programme Overview
07:00 – 08:30
Registration
Registration
All participants.
08:30 – 09:00
Networking
Introduction & Business Card Exchange Session
All participants.
09:00 – 09:05
Welcome
Opening and Welcome Message
- Christelle Grohmann — Director, BDO
- Kwakye Donkor — CEO, Africa Tourism Partners
09:05 – 09:10
Keynote
Keynote Message from UN Tourism
- Elcia Grandcourt — Director, Africa, UN Tourism
09:10 – 09:15
Guest of Honour
Guest of Honour
- Senthil Gopinath — CEO, ICCA (International Congress and Convention Association); Chairperson, Events Industry Council (EIC)
09:15 – 10:00
Insightful Presentation
Unpacking Industry Trends, Insights and Dynamics
Insights and analysis of the future of MICE, Business Tourism and Business Events to maximise revenues beyond 2025 — from sales process to hosting of iconic events.
- Christelle Grohmann — Director, BDO South Africa
10:00 – 11:00
Insightful Presentation
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 and event organisers.
- Nonnie Kubeka — Head, Gauteng Convention and Events Bureau, South Africa
11:00 – 11:15
Group Exercise
Syndicated Exercises
- Bongiwe Nzeku — Head: Business Development and Support Services, South African Tourism
11:15 – 11:30
Break
Networking and Refreshment Break
11:30 – 12:00
Insightful Presentation
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
12:00 – 12:45
Insightful Presentation
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
12:45 – 13:00
Group Exercise
Syndicated Exercises
- Lee-Anne Bac — Director, BDO
13:00 – 14:00
Lunch
Networking Lunch
14:00 – 14:30
Insightful Presentation
Advancing AI Disruption in MICE Venue Sales
Unpacking technology, digital and AI-powered sales and business development opportunities in MICE.
- Prof. Leid Zejnilovic — Associate Professor and Associate Dean for AI and Digital Transformation, NOVA School of Business and Economics, Portugal
14:30 – 15:00
Insightful Presentation
Trends and Opportunities for Incentive Travel in African Destinations
- Tes Proos — Founder, Crystal Events, South Africa
15:00 – 16:00
Panel Discussion
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); CEO, We Are Events
- Angelique Smith — Event, Project and Safety Specialist, South Africa
16:00 – 16:30
Synthesis
Synthesis of the Day
- Christelle Grohmann — Director, BDO South Africa TBC
- Lee-Anne Bac — Director, BDO South Africa TBC
16:30
Close
End of Day 1 — At Leisure
DAY 2
Africa MICE Academy
2025 Africa Business Tourism & MICE Masterclass
27 – 28 August 2025
BDO Offices, Wanderers Office Park, 52 Corlett Drive, Illovo, Johannesburg, South Africa
Date
Thursday 28 August 2025
Venue
BDO Offices, Wanderers Office Park, 52 Corlett Drive, Illovo, Johannesburg
Programme Directors
Christelle Grohmann & Lee-Anne Bac – Directors, BDO South Africa
Theme
Mice As A Vital Economic Pillar For Public And Private Sector Stakeholders In Africa’s Tourism, Travel, And Hospitality Sectors
Day 2 — Thu 28 August
Day 2
Thursday, 28 August 2025
Programme Overview
08:00 – 09:00
Networking
Speed Marketing & Business Card Exchange Session
All participants.
09:00 – 09:15
Introductory Remarks
The Role of Tourism and MICE Associations in Africa’s MICE Economy
ATPSA and SAACI’s perspective.
- Glenton De Kock — CEO, SAACI, South Africa
09:15 – 10:00
Insightful Presentation
Understanding MICE Revenue Generation Footprint in Africa
An unexplored revenue generation opportunity for Professional Conference Organisers, Travel Management Companies and Tour Operators.
- Dr Linda Pereira — President, Advantage Consultants Group, Portugal
10:00 – 10:15
Group Exercise
Syndicated Exercises
- Bongiwe Nzeku — Head: Business Development & Support Services, South African Tourism
10:15 – 11:15
Insightful Presentation
The Commercial Influence of MICE
Driving commercial business performance and increasing destination visitation through value MICE partnerships and integrated marketing.
- Lee-Anne Bac — Director, BDO, South Africa
11:15 – 11:30
Break
Networking Break and Business Card Exchange
11:30 – 12:30
Insightful Presentation
Examining the Value of Government Bid Support
A strategic tool for developing sustainable subvention programmes for African convention bureaux, MICE departments and tourism agencies — the case of ICCA.
- Amanda Kotze-Nhlapo — Independent Business Events Consultant, South Africa
12:30 – 13:00
Group Exercise
Syndicated Exercises
- Amanda Kotze-Nhlapo — Independent Business Events Consultant, South Africa
13:00 – 14:00
Lunch
Networking Lunch and Business Card Exchange
14:00 – 15:30
Strategy Session
From Strategy to Playbook
Key strategies for creating a future-focused, thriving and profitable Meetings, Events, Exhibitions and Conferencing management enterprise and business.
- Adele Hartdegen — CEO, Johannesburg Expo Centre and Rand Show, South Africa
15:30 – 16:00
Insightful Presentation
Mastering Effective Event Planning and Management Cycles
An essential experience for creating a thriving and economically viable event management business.
- Rudi Van Der Vyver — Chair of SACIA’s CEPA Council (Council of Event Professionals Africa); CEO, We Are Events
16:00 – 17:00
Closing
Synthesis of the Day, Issuance of Certificates and End of Masterclass
- Christelle Grohmann — Director, BDO, South Africa
- Lee-Anne Bac — Director, BDO, South Africa
- Glenton De Kock — CEO, SAACI, South Africa
