Tourism: Zimbabwe shines at 2024 Edition of Meetings Africa

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Zimbabwe successfully participated in the 18th Edition of Meetings Africa held from 26-28 February 2024 in Johannesburg, South Africa. The Deputy Minister for Tourism and Hospitality Industry, Honourable Tongai M. Mnangagwa led a delegation of Ministry and Zimbabwe Tourism Authority Officials to the Event.

The delegation also comprises five (5) Tourism Operators who are in the Meetings, Incentive Travel, Conferences, and Exhibitions (MICE) Business namely African Sun Hotels, Rainbow Tourism Group, Victoria Falls Hotel, Airports Company of Zimbabwe, and Zimbabwe International Trade Events (ZITE).

There were 380 Exhibiting Companies from 21 African countries at this year’s Meetings Africa21 Countries including Zimbabwe and Buyers from 63 Countries Worldwide at the 2024 Edition of Meetings Africa.

Players who are keen on tapping into the lucrative MICE industry and building new contacts for more business as the business tourism sector is characterized by high spenders and large groups ranging from 100 – 3000 participants represented Zimbabwe.

Meetings Africa is the continent’s leading MICE show which offers a one-stop shop networking platform for Destination Management Companies, International Associations, and National Convention Bureaus.

“The Fair provides the perfect business platform for the promotion of MICE Tourism as it attracts senior decision-makers, buyers, and influencers from across the globe. In addition, it enables destinations to tap into a wide database of international professionals from the meetings and business travel industry,” Hon Mnangagwa said.

The event had a packed program that ran parallel to the Exhibition. These include networking events and educational sessions that cover key topical issues pertinent to the Meetings, Incentive Travel, Conferences, and Exhibitions (MICE) sector.

The first day is known as the BONDay (Business Opportunity and Networking Day) with key associations in the MICE industry hosting their members to brainstorming and engaging sessions aimed at enhancing professional development in the sector and industry. Fruitful discussions on how the African continent can grow and claim its share of the global receipts of Business Tourism is the key goal at the table.

Zimbabwe’s attendance is to unlock the MICE market potential for the benefit of the country’s economy. As international associations are always looking for new destinations for rotational meetings, Destination Zimbabwe is present and ready to be considered as a host. Furthermore, the country is looking towards embracing intra-regional cooperation towards the advancement of MICE Tourism in the destination.

Zimbabwe National Convention Bureau Award

This was also an opportunity for the Honourable Deputy Minister and his delegation to meet with other Countries in the Region on Bilateral relations.

The Minister of Tourism for South Africa, Ms Patricia de Lille, officially opened the Meetings Africa on 27 February 2024 and the Honourable Deputy Minister and his delegation were part of the ceremony.

Zambia High Commissioner to South Africa, Ms Mazuba Monze, paid a courtesy call on the Deputy Minister of Tourism Honourable T. Mnangagwa at the Zimbabwe Stand.

She took the opportunity to invite Zimbabwe to attend the Zambia Travel Expo (ZATEX) 2024 being held from 13 to 15 June 2024 at Mulungushi International Conference Centre in Lusaka. Zambia is always attending Sanganai/Hlanganani World Tourism Expo in Zimbabwe and indicated that Zambia will be attending this year’s Edition of Sanganai/Hlanganani.