Following its official launch in June this year, the African Perspectives on the MICE Industry Report 2021 aims to provide insights that enable the entirety of the business events value chain to inform their strategic decision-making. learns more about how the industry can participate. 

One of the key outtakes from the African Perspectives on the MICE Industry Report 2021 is that there is a clear opportunity for the continent to grow the meetings, incentives, conferences and exhibitions industry value chain. Nowhere is this more evident than in the maturity indicators of the 16 African countries that were analysed, with more than two-thirds being in a nascent stage of development. This means the countries that fall in this category do not have a formalised industry, there is scattered MICE activity and while there is a government priority on tourism and the MICE industry, this may be lacking in clear structures.

In order for Africa to realise the opportunity at hand, the continent needs to develop the means to be able to collect and collate its data in such a way that it can provide valuable insights to the industry and decision-makers. One of the challenges of this, however, is ensuring that there is a universal data standard for bringing this information together.

“As the business events industry in Africa is largely in nascent stages, the study will be conducted annually to improve in data collection as research grows. As with most studies, the design of the current study is subject to limitations,” notes Niche Partners, the research house responsible for producing the report.

In the lead-up to the launch of the client and supplier surveys for its 2022 report, Niche Partners would like to encourage role-players within the African MICE industry to participate in the upcoming survey and to share this with their industry colleagues and affiliates to ensure there is a broad enough scope for the team to derive holistic insights.

Special offer
* The African Perspectives on the MICE Industry Report was created to assist companies within the MICE industry to increase revenue by informing their decision-making. It provides insights into the readiness of each country to host local and international business events in addition to the potential opportunities for collaboration.
* and Meetings magazine are offering readers a 10% discount on the report if they use the code MTNGS when purchasing this. Orders can be placed here.
* For more information on this, contact Leana Robson, business development consultant at Niche Partners, on +27 (0)72 350 2850 or at

To read more about Niche Partners and the African Perspectives on the MICE Industry Report 2021, get the September/October 2021 edition of Meetings magazine. Subscribe for FREE here.

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