The Sunday Mail
Business Reporter
HOTELS intend to leverage on meetings, incentives, conferences and exhibitions (MICE) to resuscitate the hospitality industry, especially following the Covid-19-induced slowdown over the past three years.
It is believed that MICE could help generate substantial revenue by attracting visitors who spend on accommodation, food and beverages, transportation, entertainment and other tourism-related activities.
Globally, the MICE market, whose projected value is expected to grow to US$1,8 trillion by 2030, is the highest revenue contributor to the tourism industry.
In 2019, it was valued at US$916 billion.
Zimbabwe recently exhibited at the 2023 edition of IMEX Frankfurt in Germany, where the global business events community was gathered to explore prospects of cooperation with international brands.
The platform attracted large corporates, small and medium enterprises, and start-ups.
It drew interest from over 3 000 meeting planners and 2 500 suppliers from around the world.
Africa, Zimbabwe included, is fast establishing itself as an upcoming MICE destination.
According to the Zimbabwe Tourism Authority (ZTA), promotion of MICE tourism is part of the National Tourism Recovery and Growth Strategy, whose target is to achieve a US$5 billion tourism economy by 2025.
Tourism Business Council of Zimbabwe president Mr Paul Matamisa said the MICE business remains key to the success of local tourism.
“MICE is a big business because it brings in more than the average number of people the hotels normally have . . . It is a good business that we are targeting as a nation,” said Mr Matamisa.
“We know ZTA is working on it; they are trying to get as many conferences, conventions and workshops as possible so that our tourism benefits.”
ZTA last year secured international membership with the Global Association of the Exhibition Industry (UFI) following endorsement by 77 countries.
It joined other leading African countries like Rwanda and South Africa, which already had UFI accreditation for exhibitions.
Hosting MICE events provides an opportunity for Zimbabwe to showcase its facilities, infrastructure and attractions to a large audience.
The country has hosted several major international conferences and events in the past.
For example, the 2013 United Nations World Tourism Organisation General Assembly was held in Zimbabwe.
The sixth Transform Africa Summit, which attracted over 3 000 delegates and representatives from more than 100 countries, was also recently held in Victoria Falls. Overall, Zimbabwe expects to grow the sector by establishing strategic partnerships with global MICE players.
