Business Community Development Tourism Travel

Zimbabwe gears up for its presence at MICE shows


In recent years, the global meetings industry has begun to recognise Zimbabwe as a sought after destination. The Zimbabwe Tourism Authority and the local tourism operators have confirmed that the destination will take part in this year’s Meetings Africa 25 to 27 February 2019 in Sandton, Johannesburg, South Africa. 

The event aims to showcase Africa’s diverse offering of services and products where African associations and African meetings industry professionals can partner to help transform our continent. 

Zimbabwe Tourism Authority’s main mandate is to promote the nation as a destination for both leisure and business travellers. Acting Chief Executive for the Zimbabwe Tourism Authority, Rita Likukuma, said Meetings Africa provides the perfect business platform to market the destination as a product for business tourism. “We want to showcase all our services and brands on offer to senior decision-makers, buyers and influencers. We look forward to meeting regional and international professionals from the meetings, events and business travel industry” she said.

Likukuma said she was certain that this year was set to be the best year for the local tourism industry. “As a nation we value the contribution of MICE tourism and we have committed significant funds towards the promotion of Zimbabwe as a MICE destination. She added.

Zimbabwe is the second country in Africa after South Africa to establish the National Convention Bureau (NCB) and Rwanda followed suit. NCB’s sole mandate is to promote and develop Zimbabwe as a MICE destination. It therefore facilitate destination presence at source markets. 

 The convention is currently Africa’s leading business tourism fair in where Associations, Conference Organisers, Meeting Planner, Convention Bureaus, Exhibition Organisers and buyers partner to advance business tourism in Africa. “Meetings Africa is a must attend show for all players serious about bidding and hosting meetings, incentives, conferences and exhibitions in Zimbabwe. MICE Tourism development requires active engagement and participation by all tourism players”, said Mrs Likukuma. 

Likukuma further emphasized the need for local industry players to seriously invest in participating at MICE Tourism Fairs as they provide platforms to showcase the capabilities of Zimbabwe as a MICE destination.  

MICE events contribute to the brand building for Zimbabwe as a destination.

This year’s Meetings Africa will be running under the theme: Advancing Africa Together

About the author

Byron Adonis Mutingwende