GROWING DESTINATION TOURIST ARRIVALS THROUGH BUSINESS TOURISM AND MICE LEADERSHIP DEVELOPMENT.

ABout Mice

The ultimate goal of the Masterclass is to optimize on the opportunities that the 21st century leisure and business tourism presents at national, continental and global levels. This, however, requires, a new holistic and integrated capacity building approach, hence the need for this kind of Masterclass.

THE FACULTY AND CURRICULUM

Our diverse and comprehensive Masterclass curriculum will be pre-sented by a faculty comprising some of the world’s most experienced leaders and experts in the MICE industry. It will particularly be valuable as there is no such integrated professional development programme being offered in Africa.

THE BENEFITS

This professional development programme will provide a holistic view of the opportunities for the Africa MICE industry. It will focus on among others, current issues, trends and key standards, while providing a tangible approach in addressing cur-rent and future challenges. It will equip delegates with a clear picture of what Africa MICE Tourism Industry is (and is not) as well as all the essential practical knowledge and skills delegates need to be successful in their new business role.

other benefits include:

  • To leverage the existing MICE tourism opportunities to bid for mega and hall mark events utilizing existing marketing channels.
  • To upskill themselves in how to formulate short to long-term strat-egies to radically focus business tourism destination marketing.
  • To improve their skills set and competencies (public and private tourism professionals) to be more impactful and effective.
  • To ensure adequate knowledge on the MICE sector, components, but in particular how destination partners can work in unison to ensure success.
  • To learn how the public and private sector can work together to generate more MICE tourism business to destinations and convent increase tourist arrivals and receipts; and ensure govern-ment support.
  • To guide the formulation of a new age MICE growth strategies for organisations, convention bureaux and destinations.

WHO SHOULD ATTEND?

Executive levels (decision making) and senior management of MICE tourism related organisations and companies both in private and public sector.

Newly appointed senior managers, political leaders/senior officials in tourism sector.

People in decision making positions or influence the decision making related of tourism strategies, programme and budgets

Event Managers, Exhibition Directors.

Representatives from Convention Centres and Meeting Venues, Hoteliers, Convention and Visitor Bureau representatives, Corporate and Association Meeting Planners, Caterers, Transportation Provid-ers, General Services Contractors, SMMEs in tourism travel and hospitality industry & owners of guest houses & lodges.

COURSE OUTLINE

Day 1 - Wednesday 13 June

08h00 – 08h20

Welcome note and Introductions

Session 1: 08h20 – 09h15

Why Business Tourism and MICE? – A Global Context and Eco-nomic Impact of MICE.

Session 2: 09h15 – 10h00

Business Tourism and MICE Unpacked – the nuts and bolts of the global MICE industry.

TEA BREAK: 10h00 – 10h15

Session 3: 10h15 – 12h00

New challenges and opportunities for the MICE industry in Africa in a dynamically changing tourism environment.

SME & Youth: 10h15 – 12h00

Understanding the ecosystem of Africa’s business/MICE tour-ism – the catalyst for becoming a successful business/MICE tourism entrepreneur.

LUNCH

Session 3b: 13h00 – 14h00

Enhancing the competitiveness of MICE tourism in Africa: Les-sons from Africa best-practice destinations & Nigeria as MICE source market.

Session 4: 14h00 – 15h00

Partnership for Destination Success – Understanding Role of Convention Bureau, Government and Destination players for a successful Business and MICE Tourism destination.

Session 5: 15h00 – 16:00

Understanding Strategic Digital Trends in Business Tourism & MICE – Touriist Boards, Convention Bureau, Conference Facili-ties and PCO’s perspective.

SME & Youth: 15h00 – 16h00

Learning and understanding the role of Professional Confer-ence Organiser (PCO)/Event and Meeting planners in Business Tourism & MICE.

Session 6: 16h00 – 16:30

Plenary session – Group Exercises, Questions and Answers.

SME & Youth: 15h00 – 16h30

Plenary session – Group Exercises, Questions and Answers.

Day 2 - Thursday 14 June

Session 7: 08h30 – 09h30

The Sales Process – Lead Generation, Bidding and securing business – how it all comes together.

SME & Youth: 08h30 – 09h30

Understanding the relevance of industry research and statistics in crafting a winning business plan for Business/MICE Tourism small and medium enterprises

Session 7b: 09h30 – 10h30

Reporting on ROI & ROE – Practical approach.

TEA BREAK: 10h30 – 10h45

Session 8a: 10h45 – 11h45

Strategic leverage of Venues: ICC is a strategic lever for MICE growth – A case Study

SME & Youth: 10h45 – 11h45

Business/MICE Tourism destination promotion and marketing trends – A critical component of Business/MICE tourism sales and facilitation.

Session 8b: 11h45 – 13h00

Critical consideration for creating and hosting a successful confex.

LUNCH

Session 9: 14h00 – 15:00

The benefits of Association and Meetings – ICCA’s perspective.

Session 10a: 15h00 – 16:00

Plenary session – Group Exercises, Questions and Answers.

Session 10b: 15h45 – 16:30

Plenary session – Group Exercises, Questions and Answers.

Day 3 - Friday 15 June

Session 11: 08h30 – 09h30

Gearing up and rolling out: critical resources and processes for MICE destinations

SME & Youth: 08h30 – 09h30

Building a career in the Business/MICE tourism sub-sector through recognized and relevant Industry Professional Certification programmes.

Session 12: 09h30 – 10h30

Global Meeting: Managing Risk & Legal Matters.

TEA BREAK: 10h30 – 10h45

Session 13: 10h45 – 11h30

Future critical success factors to take MICE Tourism in Africa: From good to great

Session 14: 11h30 – 12h00

Practical Application: Syndicated briefing for study tour

Session 15: 12h15 – 13h00

Critical consideration for creating and hosting a successful confex.

LUNCH

Session 16: 14h00 – 16:30

Enhancing the competitiveness of MICE tourism in Africa: Lessons from international best-practice destinations.

Session 17 :14h00 – 16:30

Post – Masterclass webnars and online networking sessions

FACULTY

GILLIAN SAUNDERS

Deputy CEO and Head of Advisory Services
Grant Thornton
Johannesburg, South Africa

DIRK ELZINGA

Managing Director
Convention Industry Consultants Cape Town, South Africa

ESMARE STEINHOFEL

Regional Director Africa ICCA Africa Office
Cape Town, South Africa

NOMASONTO NDLOVU

CEO
Limpopo Tourism Agency Limpopo, Polokwane

RUDI VAN DER VYVER

CEO SAACI
Johannesburg, South Africa

KWAKYE DONKOR

CEO – Africa Tourism Partners Johannesburg,
South Africa

MILLER MATOLA

CEO
Millvest Johannesburg, South Africa

PROF ERNIE HEATH

Emeritus Professor
University of Pretoria Pretoria,
South Africa

CHRISTELLE GROHMANN

Director
Grant Thornton
Johannesburg, South Africa

TES PROOS

Managing Director
Crystal Events
Cape Town, South Africa

SUGEN PILLAY

Commercial Director
Reed Exhibitions
Johannesburg, South Africa

PROF. ADESOJI ADESUGBA

Vice Chairman
Abuja Chamber of Commerce Abuja, Nigeria

Course Fees

The first 50 delegates and group booking to register and pay before the 15th April receive a 15% discount
(terms & conditions apply)

Bookings of 4 or more to register and pay before the 15th April to receive a 15% discount

LEAD SUPPORTING PARTNERS

SUPPORTING PARTNERS & CLIENTS

FOR REGISTRATION & FURTHER INFORMATION CONTACT:

Ms Thembi Mthembu Business

Development Manager

Tel: +27 11 037 0332
Mobile + 27 82 806 6251

thembi@africatourismpartners.com