Increase Volume

Take advantage of the fact that MICE in Africa is growing at a faster pace than leisure tourism

Increase Value

Incentive travel market is the most attractive from a spend perspective; conferences attract large numbers of delegates performing well on a spend-per-day basis

Increase Length-of-Stay

Generally shorter than leisure – but can be encouraged to stay longer through pre and post tour marketing

Improve Seasonality

Meetings can be more easily scheduled into off-peak season

Improve Geographical Spread

Incentive tours – as well as pre and post tours ensure the spread of economic impact; at a later stage regional meetings can be dispersed into other secondary cities

Promote Redistribution

Capacity building of private sector to deliver best practice standard MICE events and engage SME’s into the provision of services across the value chain