who should attend

Why the 5th edition?

To continue to collaborate with South Africa National Convention Bureau, BDO and UNWTO to pro vide an opportunity for stakeholders to reconnect in person after a long break to review goals.

Do business and set clear goals with measurable Return on Investments/Engagements.

To underscore the need for the industry to return to its core purpose of driving commerce, connecting communities and sharing experiences.

To offer Africa MICE leaders and players a platform to dialogue and create a roadmap for the return and recovery of business events in the region.

Feature multiple sessions delivering a cross-sectional view of MICE in COVID-19 era, technology advances and opportunities from across the continent.

To showcase and give visibility to the transformation of the sector and its added value, while learning about trends and innovative strategies for business recovery.

To seek insights from MICE industry panel of leaders, experts and prominent professionals on the international scene.

To analyze the present and short-term future of the sector while creating a roadmap and highlighting the main challenges that MICE industry is facing.

To connect African MICE leaders and professionals, global experts and thought leaders.

why attend ABTMM?

Things appear to be returning to pre-recession levels with the demand for meetings rapidly growing. The events industry has demonstrated its resilience, reinventing itself by being able to adapt to the different situations in the past. This has been demonstrated with a strong will and commitment to resuming activity through hybrid events and moving towards face-to-face formats. always guaranteeing all health security measures and protocols to create safe events. Therefore, the 2022 Masterclass is crucial for the following: 

Analysing the global trends and opportunities in the Meetings & Business Events industry for the African industry.

Guiding professionals to craft strategies and tactics focused on growing arrivals, sales, revenues and conversion future of events and meeting tourism as the engine of economic recovery for COVID-19.

Offering a platform for destinations, convention bureaux, convention and conference centres, hotels and others to show case innovative and sustainable products and solutions that are driving forward MICE industry.

Allowing dialogue, gaining new insights, networking and ultimately creating a path way for a more innovative industry.

Inspiring and demonstrating how destinations and Africa MICE and Tourism leaders and professionals should develop a roadmap for the future of the industry.

Look into how Africa MICE industry in COVID-19 era is benchmarked against the rest of the world

the approach

The Masterclass is designed to accommodate all delegates – youth, SMMEs and established professionals, officials and practitioners to learn and refresh their knowledge after a long break.

In-person attendance only.

Attendance Fee: R4500 (US$300)