About Us

Reimagining MICE in Africa

The Africa Business Tourism & MICE Masterclass was born from a vision for a thriving Meetings, Incentives, Conferences, and Exhibitions (MICE) industry across Africa. We believe the continent holds immense potential to become a global MICE powerhouse. The Africa Business Tourism & MICE Masterclass isn't just a conference, it's a transformative experience designed to propel the African MICE industry forward. We achieve this by bringing together industry stakeholders for a variety of purposes. You'll have the chance to reconnect with colleagues, share valuable knowledge, and collaboratively chart the course for a thriving African MICE future. Dive into the latest advancements in MICE technology and best practices to fuel business recovery and growth. Gain a deeper understanding of global trends specific to Africa, allowing you to benchmark your business against industry leaders. Finally, the Masterclass fosters a dynamic networking environment where you can connect with key decision-makers and establish partnerships that will pave the way for future success.