According to the World Trade Organization, without the necessary knowledge resources, a destination’s attempt to build, maintain or manage its competitiveness is likely to be limited.

The COVID-19 pandemic has brought all destinations to the start line. Destinations will need to leverage their unique attributes to foster a restart. Tourism is a key economic driver in Africa, and World Travel & Tourism Council (WTTC) research shows that, in 2018, the sector contributed 8.5%, or US$194.2 billion, to the continent’s GDP.

WTTC research shows that, in 2018, the tourism sector contributed 8.5%, or US$194.2 billion, to the continent’s GDP.

In the pre-COVID era, Africa’s tourism sector was primarily driven by leisure (71%), with business tourism contributing 29% towards tourism receipts. It is therefore not surprising that leisure tourism is high on the agenda of any recovery efforts that have been initiated in Africa.

It is against this background that two players in the business tourism sector have joined forces to bring the continent together to begin mapping the future of an industry that has significant impact on our people, our economies and our destinations; but yet for far too long has gone un-noticed and undervalued.

Join Kezy Mukiri of Kenya who has hosted the Global MICE Summit in Nairobi, Kenya since 2017 (pictured right in the cover image) and Mulemwa Moongwa, a seasoned Meetings Professional based in Zambia (pictured left in the cover image), as they host the Africa MICE Industry Stakeholder Forum on 9 September 2020.

This intracontinental dialogue is aimed at rethinking a restart strategy for the meetings, incentives, conferences and exhibitions sector in Africa. The forum is an ideal platform for constructive dialogue between stakeholders to promote the growth opportunities available for MICE development in various African countries, explore innovations and showcase ongoing trade and investments in Africa’s MICE industry.

To foster the recovery of business post-pandemic, the duo believes that the sustainable growth and development of the MICE industry across the continent will be driven by a collaborative approach by unlocking the collective power of our people and leveraging on the continent’s unique destinations and features. The destinations that focus on turning their human resources into assets will undoubtedly recover faster and better.

Let us Recover as One.

Register at www.glueup.com/event/25508/register/.

Visit www.globalmicesummit.com for more details.

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