100+
Certified Attendees
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.
Contact Us
Who we are
The Global MICE Landscape
Our Masterclass is organized by a team of passionate MICE industry experts dedicated to empowering African stakeholders and fostering the continent's MICE potential. We bring together a wealth of experience and knowledge to deliver an unmatched learning and networking experience. Despite the global slowdown caused by the pandemic, Africa's MICE sector demonstrated remarkable resilience. Government support for small businesses, relaxed market entry regulations, and the implementation of the African Continental Free Trade Area (AfCFTA) are all poised to accelerate growth.
over 1.3Bk
Projected Growth Rate
16k
happy customer worldwide
Discover more
Advance Solutions
A Thriving MICE Future for Africa
unlocking Africa's full economic potential
$1.3 Trillion
Projected to reach a staggering by 2028
21.3%
Compound Annual Growth Rate (CAGR)
74%
organised meetings currently take place in person
Our History
Our Company History
2018
MICE Masterclass
Growing Destination Tourist Arrivals Through Business Tourism And MICE Leadership Development
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2019
2nd MICE Masterclass
Stimulating Intra-Africa Travel through Business & MICE Tourism
2020
3rd MICE Masterclass
Stimulating Intra-Africa Travel through Business & MICE Tourism
2021
4th MICE Masterclass
Re-imagining & Creating New Pathways For Africa MICE Industry In COVID-19 Era
2022
5th MICE Masterclass
Forging the power of a common purpose through inspirational Solutions.e
2022
5th MICE Masterclass
Forging the power of a common purpose through inspirational Solutions.
2023
6th MICE Masterclass
Master the MICE industry and unlock Africa's full economic potential.
2023
6th MICE Masterclass
Igniting post Covid-19 African Business Tourism & MICE transformation for Global Market Place
2024
7th MICE Masterclass
Unlocking optimal economic value and revenues for Africa MICE Destinations and Businesses
2024
7th MICE Masterclass
Seize the MICE advantage: Unlock boundless growth for African destinations and businesses.
