DAY 1
DAY 2
DAY 1
Africa MICE Academy
9th Africa Business Tourism & MICE Masterclass
25 – 26 June 2026
52 Corlett Drive, Wanderers Office Park, Illovo, Johannesburg, South Africa
DateThursday, 25 June 2026Venue52 Corlett Drive, Wanderers Office Park, Illovo, JohannesburgHosted ByAfrica Tourism Partners, BDO South Africa & UN Tourism
Overview
Equipping Africa’s MICE professionals with advanced knowledge, tools and networks to strengthen the continent’s position as a global business events destination.
Day 1
Thursday, 25 June 2026
Programme Overview
07:00 – 08:30Registration
Registration
- Africa Tourism Partners
Session 108:30 – 08:45Welcome & Networking
Welcome Messages & Speed Marketing and Business Exchange Session
- Christelle Grohmann — Partner & Director, BDO South Africa
- Glenton De Kock — CEO, Southern Africa Association of Conference Industries (SAACI)
Session 208:45 – 09:15Introduction
Introduction
Practical recommendations for sustainable governments and private sector to position MICE / Business Events as a key driver of economic growth and innovation.
- Christelle Grohmann — Partner & Director, BDO South Africa
Session 309:15 – 10:00Insightful Presentation
Overcoming MICE and Business Events Sales Challenges and Seizing Growth Opportunities
Critical learnings for Africa Convention Bureaus, Venues and Hotels Sales Professionals. This session examines common sales and marketing challenges faced by convention bureaus, venues, hotels, and business event professionals across Africa. Participants will explore practical approaches for strengthening client acquisition, improving competitiveness, and driving business growth.
- Scott Lovett — Partner, Project & Infrastructure Advisory, Australia
Session 410:30 – 11:15Panel Discussion
Women in MICE, Tourism and Hospitality
Visioning future pathways for advancing professional careers for women in MICE, Tourism and Hospitality. This empowering session highlights the role of women in shaping the future of the MICE, tourism, and hospitality sectors. Discussions will focus on leadership development, mentorship, entrepreneurship, and overcoming barriers to career advancement. Participants will explore practical pathways for promoting inclusion, gender equity, and professional growth within the industry.
- Irene Costa — Editor, Business Events Africa
- Lee-Anne Singh — Founding Chairperson, Events Professionals Association of Zambia (EPAZ); CEO, Image Promotions Ltd, Zambia
Moderator
- Amanda Kotze-Nhlapo — Independent Business Events Consultant
Session 511:15 – 11:30Group Exercise
Syndicated Exercises & Questions and Answers
A collaborative and interactive session designed to reinforce key lessons from the previous discussions. Participants will engage in practical exercises, group reflections, and facilitated conversations to deepen understanding and encourage peer learning.
Moderator
- Lee-Anne Bac — Partner & Director, BDO
11:30 – 11:45Break
Networking, Refreshment Break & Desktop Exhibition Visits
Session 611:45 – 12:15Insightful Presentation
Design Thinking in Business Events
Developing high-value, circular, and purpose-driven events for revenue growth and long-term profitability. Participants will be introduced to innovative design-thinking approaches for creating impactful and sustainable business events. The session will focus on attendee-centred experiences, circular economy principles, and strategies for enhancing event value and profitability. Delegates will gain practical insights into designing future-ready events that balance commercial success with social and environmental responsibility.
- Glenton De Kock — CEO, Southern Africa Association of Conference Industries (SAACI)
- Kwakye Donkor — Chief Executive, Africa Tourism Partners
Session 712:15 – 13:00Insightful Presentation
Leveraging Exhibitions for International Revenue Generation
Learning how to use exhibitions as cost-effective global sales and international revenue generators. This session explores how exhibitions can be strategically used as powerful tools for international market access, brand visibility, and revenue generation. Participants will learn how to maximise exhibition participation through effective planning, partnerships, and targeted engagement strategies. The discussion will also highlight how exhibitions contribute to destination marketing and economic development.
- Adele Hartdegen — Chief Executive, Johannesburg Expo Centre
13:00 – 14:00Lunch
Networking Lunch
All participants.
Session 814:00 – 14:45Insightful Presentation
Spotlight on Business Growth and Profitability
Trends shaping growth and profitability in the MICE and Business Events industry. An in-depth look at emerging global and African trends influencing the future growth and profitability of the MICE industry. The session will examine changing customer expectations, technological advancements, sustainability demands, and new revenue streams.
- Dušan Borovčanin — Former Director, Serbia Convention Bureau (SCB); CEO, EXPO 2027 Belgrade, Serbia
Session 914:45 – 15:00Q&A
Question and Answer Session
Session 1015:00 – 15:45Insightful Presentation
MICE and Business Events Entrepreneurial Opportunities
Shift from Professional Conference Organiser and Service Provider to “Strategic Consultant”. This session explores the evolving role of MICE professionals from operational service providers to high-value strategic advisors. Participants will learn how to position themselves as consultants capable of delivering business growth, innovation, and long-term event strategies for clients. The discussion will highlight entrepreneurship, value creation, and diversification opportunities within the MICE ecosystem.
- Septi M Bukula — Founder, Rendzo Network, South Africa
16:00 – 17:00Close
Wrap-up and Networking
End of Day 1.
DAY 2
Africa MICE Academy
9th Africa Business Tourism & MICE Masterclass
25 – 26 June 2026
52 Corlett Drive, Wanderers Office Park, Illovo, Johannesburg, South Africa
Date
Friday, 26 June 2026
Venue
52 Corlett Drive, Wanderers Office Park, Illovo, Johannesburg
Hosted By
Africa Tourism Partners, BDO South Africa & UN Tourism
Overview
Equipping Africa’s MICE professionals with advanced knowledge, tools and networks to strengthen the continent’s position as a global business events destination.
Day 2 — Fri 26 June
Day 2
Friday, 26 June 2026
Programme Overview
Session 108:00 – 09:00
Networking
Speed Marketing & Business Card Exchange Session
- Africa Tourism Partners
Session 209:00 – 10:00
Insightful Presentation
Advancing the Impact of Convention and Visitors Bureaus and MICE Units
Utilising a multifaceted strategic approach to attracting high-impact and economically viable business events. This session focuses on how convention bureaus and MICE units can strengthen destination competitiveness and attract high-impact business events. Discussions will cover strategic bidding, stakeholder collaboration, destination branding, and economic impact generation.
- Corne Kock — Chief Convention Bureau Officer, National Convention Bureau, South Africa
- Frank Murangwa — Regional Director, Africa, International Congress and Convention Association (ICCA)
Session 310:00 – 10:45
Insightful Presentation
Bid or No-Bid Decision-Making
Applying structured methodologies for complex, high-stakes bidding and MICE sales locally and internationally. Participants will explore structured approaches to evaluating and managing high-value bids within the MICE industry. The session will provide practical frameworks for assessing risks, opportunities, resource allocation, and return on investment when pursuing business events. Delegates will learn strategies for improving bid success rates and making informed sales decisions.
- Nonnie Kubeka — Head, Gauteng Convention and Events Bureau, South Africa
Session 410:45 – 11:00
Group Exercise
Syndicated Exercises & Questions and Answers
A collaborative and interactive session designed to reinforce key lessons from the previous discussions. Participants will engage in practical exercises, group reflections, and facilitated conversations to deepen understanding and encourage peer learning.
- Septi M Bukula — Founder, Rendzo Network, South Africa
11:00 – 11:15
Break
Networking Break and Business Card Exchange
Session 511:15 – 12:00
Insightful Presentation
Navigating Economic Pressures and High Financial Risks in the MICE and Tourism Business
Lessons for hotels, venues, facilities, and industry professionals. This session examines the financial and operational risks facing hotels, venues, facilities, and tourism enterprises in an increasingly uncertain global economy. Participants will explore risk management strategies, financial planning approaches, and resilience-building measures for sustainable business operations. The discussion will also highlight lessons for managing profitability amid rising economic pressures.
- Akwasi Obeng-Adjei — Executive: Risk (Business Bank), Absa Group Limited MBA (Stellenbosch), MCOM (Wits), CISA, PhD Candidate (Wits)
Session 612:00 – 12:30
Case Study
Learning from the Experts: Optimising Corporate Travel and Incentive Budget Without Compromising Productivity
The case of FNB eBucks Travel. Industry experts will share practical strategies for managing corporate travel and incentive programmes more efficiently while maintaining employee engagement and business performance. The session will explore cost optimisation, technology integration, supplier management, and value-driven travel solutions. Participants will gain insights into balancing budget management with meaningful travel experiences.
- Mareen Masaku — Product Head, eBucks Corporate Travel, FNB / RMB, South Africa
Session 712:30 – 13:00
Insightful Presentation
Micro-MICE Initiatives
Strategic solutions for revenue fluctuations in small hotels and guest houses through Micro-MICE initiatives. This session explores strategies for small tourism properties to overcome operational challenges by focusing on Micro-MICE activities — including small board meetings, executive retreats, team-building trips, and specialised workshops rather than large-scale conventions.
- Clarissa Carsten — Managing Director, Clarissa Carsten Specialised Services (Pty) Ltd
13:00 – 14:00
Lunch
Networking Lunch and Business Card Exchange
Session 814:00 – 15:00
Strategy Session
Boosting Short-Term Rental Revenues through MICE
Learning how to leverage MICE to grow short-term rental (STR) operations revenues — from Airbnb to Booking.com. This session explores how short-term rental operators can strategically tap into the growing MICE market to increase occupancy and revenue generation. Participants will learn how platforms such as Airbnb and Booking.com can support business tourism accommodation needs. The discussion will also cover marketing strategies, partnerships, and service enhancements tailored for MICE travellers.
- Lee-Anne Bac — Partner & Director, BDO South Africa
Session 915:00 – 16:30
Insightful Presentation
AI & MICE
Harnessing Artificial Intelligence to improve profitability in MICE, hotels, hospitality and tourism enterprises. An insightful session on how artificial intelligence is transforming the MICE, hospitality, and tourism sectors through enhanced efficiency, personalisation, and profitability. Participants will explore AI-driven solutions for customer engagement, event planning, data analytics, marketing, and operational management. The discussion will also examine opportunities and challenges associated with adopting emerging technologies in the industry.
- Sifiso Dube — Senior Consultant, BDO South Africa
- Prof. Kobby Mensah — CEO, Ghana Tourism Development Company
Session 1016:30 – 16:45
Closing
Synthesis of the Day, Issuance of Certificates and End of Masterclass
